The awards, sponsored by YouGov, recognised the most effective and innovative projects and campaigns of the past year.
The coveted Brand of the Year award was carried off by Unilever brand Marmite (see picture) thanks to results driven by its End Marmite Neglect campaign. The judges said of the edgy campaign that parodied pet rescue programmes “Marmite reclaimed its brand with a truly worthy insight. The campaign re-established the brand and tapped into the truths of Fondness and Britishness and was truly disruptive.”
Agency of the Year was handed to adam&eveDDB. The agency devised the Marmite campaign and also entered its work for Foster’s and Volkswagen to clinch its win.
Senior Marketer of the Year, sponsored by Adobe, was voted for by Marketing Week’s readers who plumped for Mondelez International marketing director UK & Ireland Matthew Williams while the Rising Star award went to Adam Young, brand manager at VIMN/MTV.
And new award Best Customer Experience, sponsored by Quadrangle, went to Thomas Cook for its integrated digital marketing strategy that created a seamless “search-to-book” experience across all channels.
The awards were hosted by Claudia Winkleman and after all 31 trophies were handed out guests enjoyed a set from singer Ella Eyre, courtesy of Globe Creative & Commercial, the brand partnership department at Universal Music UK, and then danced the night away.