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.

engage awards

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.


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


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


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


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


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


Yahoo! UK

Public Sector

Department of Health – Smokefree – Dare/MEC

Department of Health – Awkward Conversations – MEC


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


Aldi – McCann Manchester

Argos – CHI & Partners


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


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



VisitScotland – G2 Germany


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


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


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


Direct Marketing

Sponsored by Antalis McNaughton

EDF Energy


Daisy Group

Bank of Scotland

Lloyds Banking Group – Brightsource

Macmillan Cancer Care – The Data Agency

Sky – MediaCom


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


Mobile, Tablets and Apps

Boots UK – LIDA

Intel – MRM Meteorite


Microsoft XBox 360 – McCann London

PepsiCo Brasil and Torcida – Brandtone

Paddy Power


Sky – MediaCom

Summly – Somo


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


Social Media


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


Adidas – Hill + Knowlton Strategies

Barclaycard – (heart) productions

British Airways – IMG Consulting


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 BakeriesKingsmill 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



Beattie McGuinness Bungay





Mischief PR


Wieden + Kennedy

Brand of the Year

In association with YouGov

BBC iPlayer

British Airways


Cathedral City

HJ Heinz

John Lewis


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.