Engage Awards 2013 shortlist unveiled
The judges have conferred and the shortlist for the Marketing Week Engage Awards 2013, in association with YouGov, has been drawn up.
Over the past few weeks the judges, drawn from the ranks of senior marketers, have pored over incredibly innovative and convincing case studies from brands of all sizes across all categories. The entries on the shortlist have all articulated their strategy clearly and tried to link their marketing effort to clear ROI metrics.
Brand Innovator of the Year, in association with Reckitt Benckiser, posed a tough challenge for the judges as the high calibre entries impressed with their deep data mining to shape innovation, allied to smart implementation and execution.
The sought-after Brand of the Year award shortlist features names that have all driven forward in their respective markets with robust over-arching strategies and clever customer engagement. The brands significantly managed to shift brand perception over the past 12 months, as measured by YouGov’s BrandIndex (see Methodology, below).
Every one of the companies, agencies and individuals that have made the shortlist should be proud of the achievement. Take a look at the list to see which brands and, where relevant, nominating agencies will be battling to take the laurels at the Engage Awards gala evening on 21 May. We wish everyone on our shortlist the best of luck and look forward to seeing everybody at the Grosvenor House Hotel. Find out more about table booking details here.
Automotive
Sponsored by Quadrangle
Mazda – Redwood
Mercedes Benz – AMV BBDO
Mini – WCRS
Mini – LIDA
Nissan – TBWA
Toyota – Saatchi & Saatchi
VW – adam&eveDDB
Business to Business
Aimia – Nectar Business
Atos – IAS B2B Marketing
CBS Outdoor
Intel – MRM Meteorite
LV= – Moreish Marketing
O2 – The Marketing Practice
Thinkbox
Unilever Food Solutions – Icon
Worldpay Ecommerce – The Octopus Group
Charity and Voluntary Sector
Battersea Dogs & Cats Home – MRM Meteorite
British Heart Foundation – PHD, Drum
British Heart Foundation – PHD, Grey London, Glue Isobar
Cancer Research UK – AMV BBDO
National Trust – Mischief PR
Women’s Aid – WCRS
Financial
Sponsored by Opinium Research
Asda Money
Aviva – AMV BBDO
Barclaycard PayTag
Barclaycard Rewards Cards
Barclaycard Toys
GE Capital
LV= Car Insurance
LV= – Moreish Marketing
Worldpay Ecommerce – The Octopus Group
FMCG
Sponsored by Merchandising Sales Force
Coca-Cola – Aimia
Gillette – AMV BBDO
HJ Heinz
Kellogg’s: Special K – Mischief PR
Mars: Snickers – AMV BBDO, MediaCom
McCain – PHD
PepsiCo/Britvic – Arnold KLP
PespiCo/Britvic – AMV BBDO
PepsiCo Walkers – AMV BBDO
Pilgrims Choice – Karmarama
Gaming and Entertainment
Nintendo 3DS – MEC
Blinkbox – Karmarama
Dell Alienware – MediaCom
Electronic Arts – Collective London
Game
2K Games: Borderlands 2 – Neoco
Nokia – 1000heads
Sky Betting & Gaming – WCRS
Sony Music – Mindshare UK
Media Brand
Auto Trader – Glue Isobar
British Transport Police
Channel 4
Dow Jones: The Wall Street Journal – Mischief PR
Huffington Post UK – Gravity Road
Metro
Yahoo! UK
Public Sector
Department of Health – Smokefree – Dare/MEC
Department of Health – Awkward Conversations – MEC
GLA – WCRS
Lancashire County Council
NHS Blood and Transplant – National Transplant Week
NHS Blood and Transplant – Olympics Campaign
Transport for London/Olympic Delivery Authority – M&C Saatchi
Retail
Aldi – McCann Manchester
Argos – CHI & Partners
Boots
Costa – MRM Meteorite
John Lewis – adam&eveDDB
Just Eat – WCRS
McDonald’s – Leo Burnett
Phones4U – adam&eveDDB
Royal Mail – UM London
Tesco – Wieden + Kennedy
Telecommunications and IT
BT One, BT Connect, BT Assure, BT Compute – London 2012 Olympic and Paralympic Games
BT Infinity – AMV BBDO
EE – Saatchi & Saatchi London
Microsoft – Momentum UK
O2
Sky Broadband – WCRS
Totaljobs – VCCP Media
Windows Phone – BMB Neon
Travel and Leisure
British Airways – IMG Consulting
easyJet – VCCP
First Choice – Beattie McGuinness Bungay
Locog – McCann Worldgroup UK
Thomson Holidays – Beattie McGuinness Bungay
Nike – Mindshare UK
VisitBritain
VisitEngland
VisitScotland – G2 Germany
Advertising
Sponsored by SkyIQ
British Airways – IMG Consulting
Doritos – AMV BBDO
John Lewis – adam&eveDDB
Mercedes-Benz – AMV BBDO
Nissan – TBWA
Royal Mail – UM London
Safestore – WCRS
Thomson – Beattie McGuinness Bungay
Volkswagen – adam&eveDDB
CRM/Loyalty
Sponsored by M&S For Business
Costa – MRM Meteorite
E.ON – LBi
Ikea – LIDA
Liberty – Howard Hunt Group
Lloyds TSB – LBi
NHS Blood and Transplant
Q Points – The Real Adventure
Virgin Media – Redwood
Content Marketing
Sponsored by Content Amp
Dell Alienware – MediaCom
Doritos – AMV BBDO
O2 Telefonica UK – VCCP
O2 – pd3
Paddy Power
Tesco – Initiative
The Department of Health – MEC
Data-driven Marketing
Sponsored by Neolane
Asda.com – Callcredit Information Group
Bank of Scotland – Brightsource
Costa – MRM Meteorite
Homebase – Nectar
Kleenex Balsam – Mindshare UK
LV = Car Insurance
News International – Sky IQ
Shop Direct Group: very.co.uk – myThings
Yahoo! UK
Reckitt Benckiser: Quantum Finish
Digital
Sponsored by Redwood
Burton’s Biscuit Company: Wagon Wheels – UM London
Debenhams – STEEL
Getty Images – R/GA
KFC UK & Ireland – Fabric Worldwide
Mercedes-Benz – AMV BBDO
Nike – Mindshare UK
The Department of Health – MEC
The Farjo Medical Centre – Peppermint PR
Waitrose
Direct Marketing
Sponsored by Antalis McNaughton
EDF Energy
Barclaycard
Daisy Group
Bank of Scotland
Lloyds Banking Group – Brightsource
Macmillan Cancer Care – The Data Agency
Sky – MediaCom
O2
O2 Money Account Card – LIDA
Experiential and Events
Sponsored by DRP Group
EDF Energy – Ignite
Freeview – Gekko
Gillette – AMV BBDO
Just Eat
Kellogg’s: Special K – Mischief PR
Morrisons – 3 Monkeys Communications
Paddy Power – Curb
PepsiCo: Walkers Deep Ridge – AMV BBDO
Yahoo! UK
In-store/Shopper Marketing
Adidas – Savvy Marketing
Asda – Gratterpalm
Capital Shopping Centres – BWP Group
Diageo – TMW
United Biscuits: Jacob’s Oddities – dialogue London
Leighton Denny Expert Nails – Frontline International
Britvic/PepsiCo – Arnold KLP
Tic Tac – MEC
Triumph Essence – OgilvyAction
Market Research
Sponsored by Marketforce
CBS Outdoor
British Gas – IAB and Yahoo!
Channel 4
EDF Energy
GE Capital
Kellogg’s: Crunchy Nut – Carat
Paralympics – Channel 4
Thinkbox
Mobile, Tablets and Apps
Boots UK – LIDA
Intel – MRM Meteorite
Metro
Microsoft XBox 360 – McCann London
PepsiCo Brasil and Torcida – Brandtone
Paddy Power
Samsung
Sky – MediaCom
Summly – Somo
PR
Sponsored by PRCA
Adidas – Hill + Knowlton Strategies
Merlin Entertainments – Alton Towers – Cake
British Airways
Channel 4
EDF Energy – Weber Shandwick
National Trust – Mischief PR
Swizzels Matlow – Love Hearts – RMS
The FA – Mischief PR
The Milk Marketing Board – Kindred
Promotional Marketing
Batchelors – Haygarth
Brancott Estate – The Clinton Partnership
Cravendale – Carat
Cravendale – Outside Line
Diageo: Gordon’s – TMW
Metro International
News International
PepsiCo/Britvic – Arnold KLP
VisitScotland
Social Media
Asos
Doritos – AMV BBDO
British Airways – IMG Consulting
Ikea – LIDA
Mercedes-Benz – AMV BBDO
Milk Marketing Board – Kindred
Paddy Power
Peugeot – Initials Marketing
Samsung NX Smart Cameras – Cheil UK
SCA: Bodyform – Carat
Sponsorship
Adidas – Hill + Knowlton Strategies
Barclaycard – (heart) productions
British Airways – IMG Consulting
BT
EDF Energy
Gillette – AMV BBDO
Nikon Coolpix – MediaCom
O2 – pd3
Sainsbury’s – AMV BBDO
Rising Star
Sarah Bulling – LV=
Paul Dunkin – Royal Bank of Scotland
Alexander Giacon – Yahoo! UK
Jenna McCabe – Rathbone Brothers (Rathbone Investment Management)
Brand Innovator
Sponsored by Reckitt Benckiser
Asos – #BestNightEver Christmas Campaign
Allied Bakeries – Kingsmill Fruit & Fibre
Barclaycard – Barclaycard Payband
Freshersfields.com – The National Online Freshers Fair
Game – Project Solo
Metro – Metro Tablet Edition
Swizzels Matlow – Squashies launch
Timex – Style of the Times: The Timex Journey of Rediscovery
Senior Marketer of the Year
In association with Adobe
John Bernard – Firefox OS
Romain Bertrand – JustGiving
Jeremy Ellis – TUI UK & Ireland
Paul Higgins – Talk Talk Business
Katie Sheppard – Match.com
Suzi Williams – BT
Agency of the Year
adam&eveDDB
AMV BBDO
Beattie McGuinness Bungay
Cake
Carat
Karmarama
MediaCom
Mischief PR
WCRS
Wieden + Kennedy
Brand of the Year
In association with YouGov
BBC iPlayer
British Airways
Cadbury
Cathedral City
HJ Heinz
John Lewis
Sainsbury’s
Samsung Electronics UK
TFL: London Underground
Virgin Atlantic
Visa Europe
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 2012 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.