Marketing Week Engage Awards 2012 Shortlist

Engage Awards

Brands from Adidas to Zurich have made it on to the shortlist for the Marketing Week Engage Awards 2012 in association with YouGov. The shortlisted entries for the Engage Awards 2012 all demonstrate clear strategic thinking and an element of innovation, allied to a demonstration of return on investment.

The Engage Awards, now recognised as a benchmark of excellence for marketing strategies, are in their third year and have gone from strength to strength. This year, Marketing Week was inundated with entries from companies of every size, from the small and entrepreneurial to the giants of the FMCG, financial and automobile worlds, to name but a handful of sectors.

A majority of the entries included a digital element in their campaigns, showing how forward-thinking marketers now integrate their online and offline initiatives. Some brands showed boldness in experimentation, making use of relatively recent tools such as image recognition phone app Blippar.

The Rising Star award in association with Ball & Hoolahan is vital in helping encourage and nurture marketing talent of those who might one day become captains of industry in the form of chief marketing officers or even chief executives. The nominees came from a wide variety of companies ranging from dedicated online retailer Asos to beauty products manufacturer Revlon, and to make the shortlist, all candidates demonstrated how they have steered projects, introduced new practices and went above and beyond what was required by their job description.

The prestigious Brand of the Year award has a shortlist of six names familiar to all UK consumers. Through seeking excellence in all their customer touchpoints and brand marketing, the companies have managed to significantly shift their brand perception in the past 12 months, as measured by YouGov’s BrandIndex (see below).

We have received many high-quality entries and every one of the companies, agencies and individuals who have made the shortlist should be proud of the achievement. The judging panels were made up of senior marketers and agency chiefs who applied the utmost rigour to making their decisions, examining each entry for its insight, execution and ROI.

Take a look at the list (below) to see the brands and the nominating agencies (where relevant) that entered the awards. We look forward to celebrating the achievements of all those on the shortlist and naming the winners at the Engage Awards 2012 party on May 22. Good luck to all and we look forward to seeing you there.

Brand of the Year methodology

The Brand of the Year shortlist has been selected with the help of YouGov’s BrandIndex data tracking tool – a daily measure of brand perception, tracking 850 brands across 34 different sectors.

BrandIndex tracks perception of six values independently to help brands identify key areas for improvement and to help measure the effectiveness of marketing activity.

These values are quality, value, customer satisfaction, corporate reputation, general impression and recommendation.

It also tracks Buzz, a measure of whether people have heard anything positive or negative about the brand, and an Index score is also generated, which is the average of all the attributes excluding Buzz.

The brands on the shortlist have all achieved a laudable score as measured throughout 2011 via BrandIndex metrics. For instance, they may have moved their Buzz score by the most points over the period or delivered the highest overall Buzz score in their particular sector.

The ultimate decision on Brand of the Year is taken by the Engage Awards judging panel choosing from the list provided by YouGov.

Shortlisted Brands & Agencies Marketing Week Engage Awards 2012 Shortlist

Automotive

sponsored by Quadrangle

BMW eBay Advertising
Europcar
Mercedes C Class Coupe
AMV BBDO
Motorcycle Industry Association agenda21
Nissan DNA
Nissan Leaf TBWALondon
Peugeot BD Network
Peugeot UK EHS 4D

Business to Business

Berwin Leighton Paisner
eBay Advertising
GE
AMV BBDO
HSBC Bank
Microsoft
UM London
O2 Telefonica The Marketing Practice
Siemens IT Solutions and Services
IAS b2b Marketing
Financial Times – The Banker
Viking
Gratterpalm
Xerox MEC Global Solutions and MEC Access

Charity and Voluntary Sector

Aviva and Railway Children balloon dog
British Red Cross Force-7
Dimensions and Odeon cinemas
Friends of the Elderly
Paratus Communications
Headway AMV BBDO
National Trust Watson Phillips Norman
National Trust Public Zone
Save the Children adam and eve
The Royal British Legion Tangible

Financial

sponsored by Jacob Bailey

American Express Fortune Cookie
Aviva
Churchill
WCRS/Engine
First Direct Dialogue 141
ING Direct Beattie McGuinness Bungay
LV=
More Than
Nationwide
18 Feet & Rising
Unum
Zurich
Mindshare

FMCG

sponsored by Foodity

Coca-Cola
Foster’s
adam and eve
GSK-Lucozade MediaCom
Innocent Drinks
Kleenex
New York Bakery Co.
Maple Leaf (UK)
House of Holland and Pretty Polly Beattie McGuinness Bungay
Pringles G2 Joshua
Snickers AMV BBDO
Vosene Kids 1000heads

Media

sponsored by LEWIS PR

Benenden Healthcare Intermarketing
Capital FM
Channel4.com/Food
Keo and Zone
Daily Mail and The Mail on Sunday
M&C Saatchi
Comedy Central
HISTORY
and Museum of London
Paramount Pictures – Paranormal Activity 3
MEC

Public Sector

Capital Bee LIDA
Government Communications Headquarters TMP Worldwide
Home Office MediaCom
Lancashire County Council
London Fire Brigade
NHS Blood and Transplant
Royal College of Nursing
Blue State Digital
Royal Marines WCRS/Engine
Strathclyde Police

Retail

sponsored by Merchandising Sales Force

Boots
Gatwick Airport
dnx
John Lewis – Christmas 2011 adam and eve
John Lewis – Never Knowingly Undersold adam and eve
Krispy Kreme UK Addiction
Lincolnshire Co-operative
Ocado
Frank PR
Phones4U adam and eve
Sainsbury’s AMV BBDO
Specsavers MEC

Telecoms and IT

sponsored by First Clarity

BT AMV BBDO
Lebara Mobile
Microsoft
UM London
O2 VCCP
Plusnet Karmarama
Skype 1000heads
TalkTalk Business IAS b2b Marketing
Three Mobile UK Targetbase Claydon Heeley
T-Mobile MediaCom

Travel and Leisure

British Champions Series
Disneyland Paris
BETC Euro RSCG
Heathrow Mischief PR
TUI Travel Specialist & Activity – iExplore
National Express
MPG Media Contacts
VisitScotland
TGI Friday’s
3 Monkeys
Thomson CreatorMail
Tourism Ireland Indicia

Advertising

sponsored by Ebiquity

Aldi McCann Manchester
BMW eBay Advertising
British Airways
Foster’s adam and eve
Huffington Post UK MBA
John Lewis – Christmas 2011 adam and eve
John Lewis – Never Knowingly Undersold adam and eve
Lynx Mindshare
VisitScotland

CRM/Loyalty

sponsored by Neolane

Asos
ATS Euromaster
Aviva
Iris Associates
Costa Coffee MRM Meteorite
Dulux Decorator Centres Nectar Business
Lloyds TSB LBi
O2 VCCP Partnership
Subway Momentum London
Telegraph Media Group

Data-driven Marketing

sponsored by Callcredit Information Group

British Gas Ebiquity
Costa Coffee MRM Meteorite
eBay Advertising
Littlewoods
myThings
Plumb Center and Parts Center Tangent Snowball
Thomson CreatorMail
TV Licensing Proximity London
Virgin Atlantic Airways RAPP

Digital

sponsored by Michael Page Digital

Asos
EMI Music – Coldplay
Google Chrome
Essence Digital
Jobsite.co.uk Yodelmobile
McDonald’s The Marketing Store
National Trust Public Zone
Beiersdorf UK – Nivea for Men
Mars Petcare UK – Pedigree
Big Lottery Fund
Vosene Kids
1000heads

Social Media

Barclaycard
Budweiser
Mischief PR
Captain Morgan Edelman
Channel 4 Broadcasting Liberty842
Eurostar RAPP
Ikea Cake
Lynx Razorfish
Merlin Entertainments – Alton Towers
MediaCom
Paramount Pictures – The Adventures of Tintin MEC
The Sunday Times VCCP

Direct Marketing

sponsored by Antalis McNaughton

Barclaycard
Focus DIY
Tangible
Lloyds Pharmacy TDA
Engage Mutual Assurance – Over 50s Life Cover
Sensus
Loudhouse
Tesco Bank WDMP
The Royal Bank of Scotland Group
The Communications Agency
VisitScotland

Market Research

JCDecaux Airport UK
Metropolitan Police
MediaCom
O2 Telefonica The Marketing Practice
Radio Advertising Bureau
Royal Sun Alliance UK
Nunwood
Shortlist Media – Stylist
Transport for London – Tube Upgrade Plan

In-store

Arla Foods – Lurpak BD Network
Capital Shopping Centres BWP Group
Citro’n DS Green Room Retail
McDonald’s The Marketing Store
Nationwide ‘i-am’ associates
Nokia Arno GB

PR

Autoglass LEWIS PR
Bennetts BGL Group
BrewDog Manifest
Budweiser Mischief PR
Heathrow Mischief PR
HSBC Bell Pottinger Business & Brand
NHS Blood and Transplant
Npower
Frank PR
Unilever Blue Rubicon

Promotional Marketing

sponsored by Promotional Handling

Adidas Savvy Marketing
Bacardi Brown-Forman Brands OgilvyAction
Unilever – Dove Savvy Marketing
Innocent Holler
Müller Corner Blue Chip Marketing UK
Samsung Kinetica
Taste of London Brand Events

Sponsorship

B&Q MEC and Addiction
Disney and SEAT Disneymedia+
Jaguar brandRapport
Mini Coupe WCRS/Engine
Npower
Orange
Cake
The Argos Catalogue Mindshare
Virgin Media ITCH Agency

Design

sponsored by Hudson RMS

Bacardi Brown-Forman Brands OgilvyAction
Berwin Leighton Paisner
British Airways e-Dialog
Castrol Marine Bray Leino
Liberty 20.20
Toni & Guy JDO

Experiential Marketing

Bacardi Superior Rum Capitalize
British Red Cross Force-7
Cadbury Spots v Stripes PrettyGreen
Google Flourish Creative
Lynx Mindshare
O2 pd3
Southern Comfort FRUKT Communications
Vodafone Ignite
Walkers AMV BBDO
WinkBall

Brand Innovator

in association with Reckitt Benckiser

Bulmers Cider
Capital FM
Febreze
HowTo.tv
Foster’s
Heineken
AKQA
Microsoft Windows 7 Wildstyle Network
PizzaExpress
Red Hot World Buffet
Smith & Smith PR
SnoozeShade Really Simple Ideas

Agency of the Year

4Ps Marketing
adam and eve
AMV BBDO
Cake
MEC UK
PHD
VCCP

Rising Star

in association with Ball & Hoolahan

Caroline Fredj GSK
Fiona Marshall Asos
Kirsty Mullan BBC
Rich Pleeth Google
Kate Winstone Revlon

Brand of the Year

in association with YouGov

BBC
British Airways
Dairy Crest – Cathedral City
Heinz
John Lewis
The Co-operative Banking Group

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