The corporation received the trophy at a packed-out gala evening at London’s Grosvenor House Hotel attended by representatives from all sectors of the marketing industry.
The glittering event was hosted by comic John Bishop and brought together marketing talent from client and agencies in a celebration of the brands that produced incredible strategic thinking, innovation and results in 2011. Party-goers danced to the early hours and enjoyed an energetic live appearance from pop band Lawson.
The BBC triumphed over tough competition in a shortlist that was put together with the help of YouGov BrandIndex data.
The brands on the shortlist all achieved a laudable score as measured throughout 2011 via BrandIndex metrics, with the ultimate decision on the winner taken by the Engage Awards judging panel.
As one judge put it: “The BBC’s focus on the masterbrand and ability to tap into the emotional relationship it has with the nation are evident in the impressive metrics achieved against a backdrop of 20% cuts.”
Other prestigious awards unveiled on the night included Brand Innovator, in association with Reckitt Benckiser UK, which was handed to PizzaExpress.
The Rising Star award, in association with Ball & Hoolahan, which recognises the contribution to a brand’s success by emerging talent, was given to Fiona Marshall of Asos, who triumphed over an outstanding list of entrants.
The hotly contested Agency of the Year award was handed to Adam & Eve, of whom the judges said: ” The agency produced stunning work across a number of brands.”
Look out for pictures from the event in next week’s issue and online at www.marketingweek.co.uk soon.
You can see the winners and the relevant campaigns below. A full list of shortlisted entries, sponsors and agency suppliers can be found in the online Book of the Night, which you can see here.
Mercedes C Class Coupe for Escape The Map
Microsoft for Cloud Power
Charity and Voluntary Sector
Friends of the Elderly for Isolation Week
More Th>n for More Th>n Freeman 2011 campaign
Lucozade – Lucozade – “Yes”
Highly Commended: Snickers for You’re Not You When You’re Hungry
Channel4.com/Food for Big Fish Fight
Highly Commended: Paranormal Activity 3 for Paramount Pictures for Paranormal Big Brother
Government Communications Headquarters for GCHQ Code Challenge
John Lewis for Christmas 2011
Telecommunications and IT
BT for Wedding Vote
Travel and Leisure
TUI Travel Specialist & Activity – Explore for The Thrillax Factor of Activity Holidays
Aldi for The Like Aldi Campaign
SUBWAY for SUBCARD
Plumb Center and Parts Center for Plumb Center and Parts Center Spend Promotion
Asos for Summer Sale
Highly commended: National Trust for MyFarm andVosene Kids for Nitwatch
IKEA for IKEA Happy to Bed
Lloydspharmacy for Turn Back Time
Radio Advertising Bureau for Media and the mood of the nation
McDonald’s for Happy Meal – Interactive Digital Floor Media
BrewDog for Equity for Punks
Bacardi Brown-Forman Brands for Wetherspoon Unlocked
Argos for Argos ITV Partnership
Liberty for Liberty Beauty Hall
Experiential Marketing Brand
O2 for Thinking of Katie
Sponsored by Ball & Hoolahan
Fiona Marshall of ASOS
Sponsored by Reckitt Benckiser (RB) UK
PizzaExpress for PizzaExpress app
AGENCY OF THE YEAR
Adam & Eve
BRAND OF THE YEAR
Sponsored by YouGov