Marketing Week Engage Awards 2012 Shortlist

By Webops Temp 4 Apr 2012 12:00 am

Brands from Adidas to Zurich have made it on to the shortlist for the Marketing Week Engage Awards 2012 in association with YouGov. The shortlisted entries for the Engage Awards 2012 all demonstrate clear strategic thinking and an element of innovation, allied to a demonstration of return on investment.

Click here to book your table for the awards ceremony on Tuesday 22nd May

The Engage Awards, now recognised as a benchmark of excellence for marketing strategies, are in their third year and have gone from strength to strength. This year, Marketing Week was inundated with entries from companies of every size, from the small and entrepreneurial to the giants of the FMCG, financial and automobile worlds, to name but a handful of sectors.

A majority of the entries included a digital element in their campaigns, showing how forward-thinking marketers now integrate their online and offline initiatives. Some brands showed boldness in experimentation, making use of relatively recent tools such as image recognition phone app Blippar.

The Rising Star award in association with Ball & Hoolahan is vital in helping encourage and nurture marketing talent of those who might one day become captains of industry in the form of chief marketing officers or even chief executives. The nominees came from a wide variety of companies ranging from dedicated online retailer Asos to beauty products manufacturer Revlon, and to make the shortlist, all candidates demonstrated how they have steered projects, introduced new practices and went above and beyond what was required by their job description.

The prestigious Brand of the Year award has a shortlist of six names familiar to all UK consumers. Through seeking excellence in all their customer touchpoints and brand marketing, the companies have managed to significantly shift their brand perception in the past 12 months, as measured by YouGov’s BrandIndex (see below).

We have received many high-quality entries and every one of the companies, agencies and individuals who have made the shortlist should be proud of the achievement. The judging panels were made up of senior marketers and agency chiefs who applied the utmost rigour to making their decisions, examining each entry for its insight, execution and ROI.

Take a look at the list (below) to see the brands and the nominating agencies (where relevant) that entered the awards. We look forward to celebrating the achievements of all those on the shortlist and naming the winners at the Engage Awards 2012 party on May 22. Good luck to all and we look forward to seeing you there.

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 2011 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.

Shortlisted Brands & Agencies Marketing Week Engage Awards 2012 Shortlist

Automotive

Business to Business

Berwin Leighton Paisner
eBay Advertising
GE AMV BBDO
HSBC Bank
Microsoft UM London
O2 Telefonica The Marketing Practice
Siemens IT Solutions and Services
IAS b2b Marketing
Financial Times – The Banker
Viking Gratterpalm
Xerox MEC Global Solutions and MEC Access

Charity and Voluntary Sector

Aviva and Railway Children balloon dog
British Red Cross Force-7
Dimensions and Odeon cinemas
Friends of the Elderly Paratus Communications
Headway AMV BBDO
National Trust Watson Phillips Norman
National Trust Public Zone
Save the Children adam and eve
The Royal British Legion Tangible

Financial

FMCG

Media

Public Sector

Capital Bee LIDA
Government Communications Headquarters TMP Worldwide
Home Office MediaCom
Lancashire County Council
London Fire Brigade
NHS Blood and Transplant
Royal College of Nursing Blue State Digital
Royal Marines WCRS/Engine
Strathclyde Police

Retail

Telecoms and IT

Travel and Leisure

British Champions Series
Disneyland Paris BETC Euro RSCG
Heathrow Mischief PR
TUI Travel Specialist & Activity – iExplore
National Express MPG Media Contacts
VisitScotland
TGI Friday’s 3 Monkeys
Thomson CreatorMail
Tourism Ireland Indicia

Advertising

CRM/Loyalty

Data-driven Marketing

sponsored by Callcredit Information Group

British Gas Ebiquity
Costa Coffee MRM Meteorite
eBay Advertising
Littlewoods myThings
Plumb Center and Parts Center Tangent Snowball
Thomson CreatorMail
TV Licensing Proximity London
Virgin Atlantic Airways RAPP

Digital

Social Media

Barclaycard
Budweiser Mischief PR
Captain Morgan Edelman
Channel 4 Broadcasting Liberty842
Eurostar RAPP
Ikea Cake
Lynx Razorfish
Merlin Entertainments – Alton Towers
MediaCom
Paramount Pictures – The Adventures of Tintin MEC
The Sunday Times VCCP

Direct Marketing

Market Research

JCDecaux Airport UK
Metropolitan Police MediaCom
O2 Telefonica The Marketing Practice
Radio Advertising Bureau
Royal Sun Alliance UK Nunwood
Shortlist Media – Stylist
Transport for London – Tube Upgrade Plan

In-store

Arla Foods – Lurpak BD Network
Capital Shopping Centres BWP Group
Citro’n DS Green Room Retail
McDonald’s The Marketing Store
Nationwide ‘i-am’ associates
Nokia Arno GB

PR

Autoglass LEWIS PR
Bennetts BGL Group
BrewDog Manifest
Budweiser Mischief PR
Heathrow Mischief PR
HSBC Bell Pottinger Business & Brand
NHS Blood and Transplant
Npower Frank PR
Unilever Blue Rubicon

Promotional Marketing

Sponsorship

B&Q MEC and Addiction
Disney and SEAT Disneymedia+
Jaguar brandRapport
Mini Coupe WCRS/Engine
Npower
Orange Cake
The Argos Catalogue Mindshare
Virgin Media ITCH Agency

Design

Experiential Marketing

Bacardi Superior Rum Capitalize
British Red Cross Force-7
Cadbury Spots v Stripes PrettyGreen
Google Flourish Creative
Lynx Mindshare
O2 pd3
Southern Comfort FRUKT Communications
Vodafone Ignite
Walkers AMV BBDO
WinkBall

Brand Innovator

in association with Reckitt Benckiser

Bulmers Cider
Capital FM
Febreze HowTo.tv
Foster’s
Heineken AKQA
Microsoft Windows 7 Wildstyle Network
PizzaExpress
Red Hot World Buffet Smith & Smith PR
SnoozeShade Really Simple Ideas

Agency of the Year

4Ps Marketing
adam and eve
AMV BBDO
Cake
MEC UK
PHD
VCCP

Rising Star

in association with Ball & Hoolahan

Caroline Fredj GSK
Fiona Marshall Asos
Kirsty Mullan BBC
Rich Pleeth Google
Kate Winstone Revlon

Brand of the Year

in association with YouGov

BBC
British Airways
Dairy Crest – Cathedral City
Heinz
John Lewis
The Co-operative Banking Group