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Marketing Society Awards for Excellence 2008 in association with Marketing supported by Accenture
Categories
A New Brand or Business
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
The judges will require evidence of strong commercial success from the creation of a new product or service from an existing brand owner, or from a newly emerging business. Ideally, the launch will have caused
customers to reassess the category. The case should prove:
• Customer insight
• Innovation
• Clear and differentiated brand values
• Superior value for customers
• Effective use of marketing resources
• Excellent design
The judges may choose to recognise two separate award-winners in this category, if the quality of submissions allows - for new brand and for new business.
B Brand Extension
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
Submissions must demonstrate successful extension of an existing brand into new markets or market segments, to the longterm commercial benefit of the original brand and its owner. Judges will evaluate:
• Creation of long-term franchises
• Customer insight and original thinking
• Incremental sales and minimal cannibalisation
• Differentiation
• Superior value for customers
• Effective use of marketing resources
C Brand Revitalisation
Eligibility dates: 1 Jan 2005 - 31 Dec 2007
Entrants will provide evidence of marketing activity that has successfully challenged public perceptions of a product or service and achieved significant commercial gain as a result. Evidence is required of:
• Improved customer perceptions
• Rising sales/market share trends
• Effective use of marketing resources
• Research and creative problem-solving
• Differentiation
The judges may choose to recognise multiple award-winners in this category, if the quality of submissions allows - for B2B, small and large organisations.
D International Brand Development
Eligibility dates: 1 Jan 2005 - 31 Dec 2007
The judges will be looking for a brand that has built an effective presence in a number of countries or regions, including the UK. The case should prove:
• Insight into common/distinct market needs
• Consistent success across markets
• Applied learning from one market to another
• Cost efficiencies
• Effective use of international networks
E Marketing Communications
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
The judges will be looking for proven effect that marketing communications, through all media and all channels, have had on the
improved commercial performance of a brand. Key measures will be:
• Communications effect, isolated from other influencing factors
• Change to consumer attitudes and financial performance
• Applied creativity
• Superior media planning
• Return on marketing expenditure
• Role of research
F Digital Channels/Media
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
This category is open to companies or brands that have made effective use of digital channels to carry out their business or to improve the commercial performance of their brand. Organisations that transact solely or in part online, or traditional companies that have used digital media to generate growth, will have to demonstrate to the judges the following:
• Effect of digital activity, isolated from other influencing factors
• Superior planning of a range of digital media to drive traffic
• Effective use of data analytics
• Superior value for customers
• Effective use of marketing resources
The judges may choose to recognise multiple award-winners in this category, if the quality of submissions allows - including, but not limited to, e-commerce and digital communications.
G Marketing Capability/Organisational Change
Eligibility dates: 1 Jan 2005 - 31 Dec 2007
Organisations will demonstrate their effective investment in improving the performance of individuals, teams and the company as a whole to help drive sustainable organic growth. The judges will require clear proof of
a positive effect on motivation and business performance, through the following:
• Understanding of development needs
• Evidence of employee engagement
• Ongoing training and development
• Return on capability investment
• Superior brand or service provision
The judges may choose to recognise multiple award-winners in this category, if the quality of submissions allows - including, but not limited to, marketing capabilities and organisational change, small and large organisations.
H Internal Marketing
Eligibility dates: 1 Jan 2005 - 31 Dec 2007
The use of research and communications to build employee motivation. The judges will require clear proof of a positive effect on attitudes and business performance, through the following:
• Employee research
• Efficient communication of brand values
• Superior brand or service provision
• Change to consumer attitudes
I Customer Loyalty and Value
Eligibility dates: 1 Jan 2005 - 31 Dec 2007
Entrants will provide evidence of improved customer retention levels and/or increased revenue per customer as a result of new products, services, pricing or communications. Proof of profitable up-selling or cross-selling across brands is required, from:
• Understanding of customer lifetime value
• Superior customer segmentation
• Improved value for customers
• Original thinking to increase customer revenues
• Return on investment from loyalty activity
J Customer Insight
Eligibility dates: 1 Jan 2005 - 31 Dec 2007
Judges will be looking for the best use of research or database development to provide information on consumer behaviour that has
resulted in measurable improvements in brand performance. This may include research for new product development. The case should prove:
• Rigour of the research process
• Discovery of genuine insights
• Creative application of the research
• Change to consumer attitudes
• Superior value for customers
K Ethical Marketing
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
Companies are expected to demonstrate the positive effect that their sustained actions are having on society or the environment, and how that effect has met their own organisational goals. The judges will expect
to see submissions that range in type and scale but in all instances will be looking for:
• Meaningful improvement to the processes of the business
• Change of public perception
• How organisational objectives were met
• Clear and differentiated activity
• Longevity of effect
• Effective use of marketing resources
The judges may choose to recognise multiple award-winners in this category, if the quality of submissions allows - including, but not limited to small and large organisations.
L Not-For-Profit Marketing
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
Reduced entry rate Marketing campaigns from a not-for-profit cause or public sector organisation, which have delivered a tangible and lasting effect.
The case should prove:
• Clear and differentiated activity
• Change of public perception
• Value delivered to cause or audience
• Sustainability, longevity
• Effective use of marketing resources
M Cause Related Marketing
Eligibility dates: 1 Jan 2006 - 31 Dec 2007
Marketing campaigns from a partnership between a business and a charity or cause, which have delivered tangible and mutual benefits to both parties. The judges will be looking for evidence of how these campaigns
have performed overall, and how they are integrated with broader marketing objectives.
The case should prove:
• Brand fit with charity partner or cause
• Staff 'buy-in'
• Value delivered to both partners
• Original thinking
N Marketing Achievement
Eligibility dates: A minimum of 3 years up to 31 December 2007
This award will go to the company or brand that best demonstrates how marketing excellence, consistently applied has driven business improvement over time. The judges may choose to recognise multiple award-winners in this category, if the quality of submissions allows - including, but not limited to, B2B, small and large organisations.
O Young Marketer of the Year
Entrants must be 30 or under on 31 December 2007, have a minimum of 4 years work experience and demonstrate that they have personally made a significant contribution to a key marketing initiative in their company. Main activity will have taken place in the 12 months to the
end of December 2007.
A 2000-word (maximum) submission should be accompanied by a CV of no more than 2 pages. Shortlisted candidates will be required to attend an interview in Hammersmith, London.
The winner will receive a scholarship for the tuition fee of an INSEAD Executive Education Programme to be taken by June 2009, and membership of the Marketing Society.
P Best Leading-Edge Thinking
The judges will award a special prize for original idea applied in a business context, if the quality of submissions allows.
This category cannot be entered directly.
Q Marketer of the Year
This category cannot be entered directly.
Candidates will be nominated by members of the Marketing Society. Marketing will profile the candidates in the magazine, and conduct an industry vote to decide the winner.
