Joseph is the brains behind the ‘This girl can’ campaign for Sport England, which aimed to encourage more young women to take up sport and resulted in over 13 million views online. It also went on to win nine Cannes Lions.
The award was open to both a public and jury vote, with Joseph winning out of an “eclective shortlist” that showcases the changing nature of the marketing role.
When looking over her entry, judges said Joseph’s work achieved great results and that “she is clearly a strong, creative and inspirational marketer and this work stands out as some of the best in recent years”.
Others stated that the campaign “had a wider impact than its primary objective of increasing female participation in sport by influencing attitudes to the way women are portrayed in advertising”.
Joseph joined Sport England in January 2012 as director of business partnerships, responsible for corporate affairs and commercial relationships.
She started her career as a journalist before becoming a press secretary initially to the Lord Chancellor and then the Prime Minister, a role she held for more than four years.
In 2003 she left the Civil Service to join the world of consultancy where she took on senior roles at international agency Grayling and at the head of her own consultancy, Tanya Joseph Consulting. Over the years she provided strategic counsel and practical advice to a wide range of clients including Tesco, Mars, Heinz, the Nuffield Trust, the Royal Mint, De Beers and Sir Robert McAlpine.
The shortlist for Marketer of Year:
- Lynton Crosby, Conservative Party
- Kenny Jacobs, Ryanair
- Tanya Joseph, Sport England – WINNER
- Rebecca Snell, Lego UK
- Jacco van der Linden, Heineken China