27 April 2017 Grosvenor House Hotel
Park Lane | London

2016 Winners

Agency of the year: Westco

Westco was struggling to compete with other agencies. Through the implementation of their aspirational transformation programme, which focussed on leadership, workforce, involvement, process and innovation, they went from the verge of bankruptcy to financial success. 

Winner

 

Brand experience: Brands2Life and Howell Penny (Appletiser)

Appletiser, one of Howell Penny’s brands, needed to reposition the drink as one that could make any moment more special, pioneering it as the champagne of the soft drink world. They debuted this at Ascot and in doing so, they have increased their brand awareness and sales. 

Winner

Brand Management (Large): Direct Line

Direct Line have long-pioneered the ‘come direct’ proposition but have found its customers lured away by price comparison websites. Their innovative campaign to win those customers back was completely unique—not just to their own business, but within the entire insurance sector. 

Winner

Brand Management (SME): Wienerberger

Keymer struggled when it joined Wienerberger in 2014 due to being a quintessentially British company now run by a global manufacturer. The team, therefore, developed a new approach to ensure that the same Keymer service would be developed whilst also rejuvenating the company’s prestige.

Winner

Digital—Mobile: Proxama PLC

Due to the declining high street, Proxama developed an app, Loka, that essentially maps Cookies—delivering real-time notifications including offers, events and more to consumers as they are browsing from the brands that surround them. They have truly re-imagined the high street.

Winner

Digital—SEO: MediaVision (Hobbs London)

MediaVision was appointed by Hobbs London to deliver aggressive SEO growth. Using their tenacity and creativity, they reversed the detrimental work of a previous agency and competed with other big names in fashion e-commerce to exceed their target threefold. 

Winner

Digital—Social Media (Large): Direct Line Group (Unity)

Direct Line devised a massive social media campaign to repair their broken business and disengaged customers, #directfix, which has now reached 3 million people with widespread press coverage. Their brave new ‘fixer’ identity had exceeded all expectations. 

Winner

Digital—Social Media (SME): EventsTag

EventsTag were approached by Nike to engage participants and spectators at running events using social media channels such as Instagram and Twitter. This meant that celebrities and runners alike were sharing content and promoting these event series using social media interactions. 

Winner

Innovation—Non-profit Public sector (Large): Engine (NHS Blood and Transplant)

The goal of Engine’s NHS Blood and Transplant was to create a National Blood Week campaign that would generate new blood donor registrations, with the key target of 17-24 year olds. Their efforts to create the Missing Type project meant that 30,000 new donors registered during National Blood Week.

Winner

Innovation—Non-profit Public sector (SME): Equinox (Cadw)

Equinox was briefed with encouraging Welsh families to explore Cadw sites for family days out. They devised ‘Pack Your Imagination’, Cadw’s most successful campaign (and first international!) Cadw was presented as a forward-thinking, positive organisation that captured the imagination of families.

Winner

Innovation—Product sector: British Council

British Council aimed to grow their market share globally with an innovative English language product guaranteed to engage children. They promoted learning through play, teaming up with Aardman Animations to create ‘Learning Time with Shaun and Timmy’.

Winner

Innovation—Service sector: Wienerberger

Wienerberger noticed the shortage of housing in the UK and resolved to ‘build better homes’ with the help of social housing authorities. From this idea came the e4 brick house (the four e’s being energy, economy, environment and economy). 

Winner

Integrated Marketing Comms—Customer Acquisition: Engine (NHS Blood and Transplant)

The goal of Engine’s NHS Blood and Transplant was to create a National Blood Week campaign that would generate new blood donor registrations, with the key target of 17-24 year olds. Their efforts to create the Missing Type project meant that 30,000 new donors registered during National Blood Week.

Winner

Integrated Marketing Comms – Customer Education (SME): The Corner (The Senet Group)

‘When the Fun Stops, Stop’ is the first ever ‘responsible gambling’ campaign from The Senet Group: the gambling industry’s new self-regulation body. This campaign has helped over 1 million UK adults by showing them the risks of problem gambling, especially amongst young men.  

Winner

Integrated Marketing Comms – Customer Education (Large): Canal & River Trust

‘Ducks need a healthy diet too!’ attempted to dispel the belief that white bread was good for ducks. The Trust focussed on parents and families who used the waterways recreationally to persuade them to use healthy alternatives, such as lettuce and grain.

Winner

Integrated Marketing Comms—Customer Retention: TLC Marketing (Bupa)

‘Out of the Blue’ is a longevity campaign that aimed to decrease the number of customers leaving Bupa. Using bespoke value added rewards and utilising social media to dispel the myth that insurance companies and customers have a one way relationship, retention rates significantly increased.

Winner

Marketer of the Year: Morson Group (Orlagh Bibby)

Morson operated without an official marketing department until 2012, until they hired Orlagh Bibby. Within the first two years Orlagh rebranded and repositioned the company in the market, built an in-house marketing team and worked hard to renew customer loyalty.

Winner

Marketing Campaign of the Year (Large): Direct Line Group

Direct Line devised a massive social media campaign to repair their broken business and disengaged customers, #directfix, which has now reached 3 million people with widespread press coverage. Their brave new ‘fixer’ identity had exceeded all expectations. 

Winner

Marketing Campaign of the Year (SME): VisitBritain

VisitBritain aimed to increase the number of Chinese holiday visitors to Britain and the additional contribution they make to the UK economy. They did this by engaging with Chinese tourists to ‘rename’ British attractions, in the Chinese cultural habit of nicknaming people, places and things. 

Winner

Marketing Team of the Year: 02 Enterprise

O2 Enterprise provides ICT services to the public and private sector, but struggled initially with the world of B2B. In response they launched a three-pillar strategy of digital transformation, sales team integration and creating areas of expertise to support marketing excellence and innovation.

Winner

Sustainability and CSR: Freedom Media (eco active)

The Department of the Environment runs eco active, promoting energy efficiency, water saving and recycling. They decided to partner with Freedom Media to tackle the problem of people failing to pick up their dog poo in Jersey, blighting the beautiful island.

Winner

Chair’s Award: Engine (NHS Blood and Transplant)

The goal of Engine’s NHS Blood and Transplant was to create a National Blood Week campaign that would generate new blood donor registrations, with the key target of 17-24 year olds. Their efforts to create the Missing Type project meant that 30,000 new donors registered during National Blood Week.

Winner