The calibre of entries to our Engage Awards just keeps on rising

By the time you read this the streamers will have drifted to the floor, glasses will have been tidied up and shiny Marketing Week Engage Awards trophies will be adorning the desks of triumphant marketers and agencies.

Branwell Johnson

Hearty congratulations to all the winners and shortlisted entries of the Engage Awards 2013 held on Tuesday night, in association with YouGov. And a huge thank you to the judges who each year are increasingly challenged to settle on the winners as the calibre and volume of entries just keeps soaring.

The Engage Awards entries are judged on innovative thinking, creative implementation and return on investment. Easy to pay lip service to but I can vouch that the winners really are “best in class” in delivering these three criteria. You can find a full list of winners here and a more in-depth look at their entries in the online Book of the Night here.

It’s tough teasing out any overall conclusions from the winners, but it’s obvious that digital permeated the thinking behind every strategy and campaign in some way. The marketing community is now shifting ever more rapidly to digital as a mindset.

The Brand of the Year was awarded to Sainsbury’s. There were some close contenders but I don’t think anyone will seriously challenge the choice. The judges applauded the retailer’s bold step in sponsoring the Paralympic Games long before public support swung behind the event – that was a risk that paid off. It is consistently delivering strong revenue results and robust market share, and the judges agreed that its marketing is truly integrated under the ‘Live Well For Less’ concept with activity underpinned by what is now termed ‘omnichannel’ thinking.

I’d also like to applaud all the contenders for the Rising Star award. This year, for the first time, they had to present to the Engage Awards judging panel in person. That’s a nerve-wracking prospect when you are talking about a clutch of senior marketers from brands such as Reckitt Benckiser, Diageo and easyJet, to name a handful. One observation on the shortlisted Rising Stars is that three out the four work in financial services, using the widest definition. Maybe there’s an insight to do with the rigour applied to CRM, retention and budgets by the sector here.

Finally, thanks to all who entered the awards; it was a privilege to see a body of work both so massively varied and genuinely inspiring. We hope over forthcoming months to share the learnings from the case studies we’ve seen. Now, pass the Alka-Seltzer.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here