BBC named MW Brand of the Year

The BBC has been hailed as the Marketing Week Engage Awards 2012 Brand of the Year in association with YouGov.

Dr Who

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 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

Media for Big Fish Fight

Highly Commended: Paranormal Activity 3 for Paramount Pictures for Paranormal Big Brother

Public Sector

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



Data-driven Marketing

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

Social Media

IKEA for IKEA Happy to Bed

Direct Marketing

Lloydspharmacy for Turn Back Time

Market Research

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

Promotional Marketing

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

Rising Star
Sponsored by Ball & Hoolahan

Fiona Marshall of ASOS

Brand Innovator
Sponsored by Reckitt Benckiser (RB) UK

PizzaExpress for PizzaExpress app


Adam & Eve

Sponsored by YouGov


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