Tesco has been crowned ‘Brand of the Year’ at the 2020 Marketing Week Masters Awards, while ITV CMO and director of direct-to-consumer, Rufus Radcliffe, has been named ‘Marketer of the Year’.
Revealed today (17 September), the supermarket beat a shortlist including Birds Eye, BrewDog, Microsoft, NHS Charities Together, Oatly and TikTok to claim the illustrious prize. The award is based on the views of our stellar panel of judges and a public vote of Marketing Week readers.
Tesco has been widely praised for its response to the coronavirus crisis, both in terms of the in-store experience and its communication with customers. With brand health now at its highest level since 2011, Tesco’s ‘Some little helps for safer shopping’ campaign was found to be among the most effective of any brand in the initial throes of the pandemic, according to Kantar data.
This success has been reflected in business performance. Tesco claims it has had a net gain in people switching from Aldi for the first time in more than a decade thanks to its ‘Aldi Price Match’ campaign.
Tesco’s winning streak doesn’t stop there. The supermarket has scooped a further three awards for ‘Social Media’, ‘Sponsorship and Partner Marketing’ and ‘Multichannel Marketing’.
ITV also joins the winning pack, having claimed the prestigious ‘Grand Prix’ award, alongside the accolade of ‘Marketing Team of the Year’.
The broadcaster’s CMO and director of direct-to-consumer, Rufus Radcliffe, has won the much-coveted ‘Marketer of the Year’ award, sponsored by Salesforce. Radcliffe was selected by the Marketing Week Top 100 jury from a shortlist based on the highest-ranked marketer in each sector of the Top 100.
ITV was also recognised for its ‘Britain Get Talking’ campaign, which encouraged more than 700,000 people to take action to improve their physical and mental health, with the awards for ‘Brand Purpose’ and ‘Content’.
Elsewhere, BT Sport proved to be a big winner, scooping the awards for ‘Data Driven Marketing’, ‘PR and Brand Storytelling’ and triumphing in the ‘Sport, Gaming and Entertainment’ category.
The broadcaster also won the award for ‘Best Use of a Small Budget’ after ramping up performance with its ‘Unscripted’ campaign, despite being on a reduced marketing budget and operating in a highly competitive market. Using AI, BT Sport devised a script for the entire football season, kick-starting debates that spread across social media, sparking real-world conversations and crossing over onto traditional media channels.
Creative agency BBH won ‘Agency of the Year’ for its work with the likes of Tesco, Burger King and the National Domestic Abuse Helpline, as well as for its consistent mission to achieve effectiveness through creativity.
Other winners include Capita and The British Army, which scooped the award for ‘Long Term Brand Building Excellence’ for its ‘This is Belonging’ campaign, while Boots claimed the accolade of ‘Best Use of Influencers’ and Sainsbury’s was named ‘Diversity and Inclusion Champion’ for the creation of the ‘world’s first’ deaf-friendly supermarket.
To see the full list of 2020 Marketing Week Masters Awards winners, please visit marketingweek.com/event/marketing-week-masters/