Masters of Marketing 2016: The Shortlist

The Masters of Marketing awards will be handed out on 4 October and the winners recognised in a dedicated gallery at the Festival of Marketing on 5-6 October, celebrating true mastery of innovation and effectiveness that sets new standards. These are the nominees who have made it onto the category shortlists.

SPECIAL AWARDS

Marketer of the year

Alexandra Dimiziani
Regional marketing director, EMEA,
Airbnb

Alistair Macrow
SVP chief marketing and communications officer
McDonald’s Restaurants

Kerris Bright
Chief marketing officer
Virgin Media

Mark Evans
Marketing director
Direct Line Group

Mark Palmer
Group marketing director
Pret A Manger

Mimi Turner
Marketing director
The Lad Bible Group

Agency of the year

Brainlabs
Forward3D
WCRS
Zone

Brand of the year

Deliveroo
Facebook
Lidl
Pret A Manger
Snapchat

Rising Star of the year

Chris Goldson
Digital campaign lead
IMI Precision Engineering

Liz Beadon
Lifecycle manager
Virgin Red

Sandra van der Reest
CRM manager
WorldRemit

Simona Gaia Bara
Marketing manager digital imaging
Sony UK

Tom Young
Digital marketing executive
Just Retirement

The Steve Wozniak Award for Technology Excellence

Apple co-founder and Festival of Marketing headline speaker Steve Wozniak will award a special prize this year to the category winner that he deems to have used technology in the most interesting and engaging way.

SECTORS

Automotive

Aston Martin
‘Aston Martin DB11 Launch’
Entered by: Team AML (PRISM)

Harley-Davidson
‘Greatest Rides’
Entered by: SapientNitro

TRW Automotive Aftermarket
‘TRW True Originals’
Entered by: LAW Creative

Business-to-Business

Barclaycard
‘Barclaycard Fuel Plus campaign’
Entered by: Bigdog Agency

BT Business
‘BT: See What Happens’
Entered by: NOW

Royal Mail
‘B2B CRM program’

SapientNitro
‘SpeakEmoji’

UK Trade and Investment
‘Exporting is Great’
Entered by: WCRS

Virgin Media Business
‘Pitch To Rich 2015’
Entered by: Zone

Charities and Non-profit

Amnesty International
‘How Amnesty International took on the UK government and won’
Entered by: VCCP

Dŵr Cymru Welsh Water
‘One Last Breath’

Lynx, Unilever and CALM
‘#BiggerIssues’
Entered by: TMW Unlimited

Macmillan
‘Making sure no one faces cancer alone’
Entered by: VCCP

The Royal British Legion
‘Poppy Appeal 2015’
Entered by: Merkle|Periscopix

National Autistic Society
‘Too much information’

Consumer Goods

Cono Sur
‘Cono Sur, Official Wine of Le Tour de France’
Entered by: Grand Central Creative

Lynx, Unilever and CALM
‘#BiggerIssues’
Entered by: TMW Unlimited

Media Prima Television Networks
‘Huawei Best “Wei”’

The Glenlivet
‘The Glenlivet’
Entered by: Zone

Warburtons
‘The Giant Crumpet Show’
Entered by: WCRS

Financial Services

ASB Bank
‘ASB Sponsorship of All Blacks – Awareness Campaign’

Atom Bank
‘Building an audience that has registered an interest in Atom’

ClearScore
‘ClearScore Launch’

Direct Line
‘The Fixers’

TotallyMoney.com
‘Building a fairer credit market with data driven marketing’

Media, Gaming and Entertainment

BBC One
‘Sprout Boy’
Entered by: RKCR/Y&R

Elex – Clash of Kings
‘Clash of Kings #LondonsBattle’
Entered by: Wasserman Experience

HTC
‘HTC Mood Player’
Entered by: SapientNitro

Public Sector and Government

Kent County Council
‘Know Your Score’
Entered by: Sagittarius

NHS Blood and Transplant
‘The Wait, Winter Organ Donation Campaign’

Prime Minister’s Office
‘GREAT Britain campaign’

Seafish
‘Fishing for success with Seafood Week 2015’

The National Autistic Society
‘Too Much Information’

Retail and Ecommerce

Aldi
‘Aldi Supermarket’
Entered by: McCann Manchester

Domino’s Pizza UK
‘Domino’s Pizza Legends’
Entered by: Arena Media UK

Just Eat
‘Mini-Fist-Pump Feeling’
Entered by: Red Brick Road

Marks and Spencer
‘Adventures in Food’
Entered by: RKCR/Y&R

The Restaurant Group
‘Making 360 CRM a Reality’
Entered by: Alchemetrics

Telecoms, Energy and Utilities

British Telecom
‘BT TV – New To Triple Play’
Entered by: Zone

BT
‘Kicking off BT Sport Europe in Digital’

BT Business
‘BT: See What Happens’
Entered by: NOW

Sky
‘Sky Believe in Better’
Entered by: WCRS

Virgin Media
‘Virgin Media’s Network Expansion: High Speed Selfies’
Entered by: Brands2Life

Travel, Leisure and Transport

Dorchester Collection
‘Festive World by Dorchester Collection’

Glasgow Life
‘WGC 2015: See Humans Fly’
Entered by: Front Page

Meliá
‘Accenture Interactive: Meliá Traveler Connector’
Entered by: Accenture Interactive

Warner Leisure Hotels
‘Anti-aGin’
Entered by: Bottle

www.CRUISE.co.uk
‘Power To Your People’

DISCIPLINES

Advertising

Aldi
‘Aldi Telescope’
Entered by: McCann Manchester

Aldi
‘Aldi ‘Amazing’ Campaign’
Entered by: McCann Manchester

Just Eat
‘Mini-Fist-Pump Feeling’
Entered by: Red Brick Road

Smart Energy GB
‘Estimation Nation’

Warburtons
‘The Giant Crumpet Show’
Entered by: WCRS

Content Marketing

Hostelworld
‘Targeting A Millennial Audience with Cut Through Digital Content’

HSBC Expat
‘Expat careers – it’s your move’

Met Office
‘Met Office: Creating an uncontested market place through Content Marketing’

Sainsbury’s
‘Homemade’
Entered by: Gravity Road

Thorntons
‘The Ultimate Guide to Easter Eggs’
Entered by: Cogent Elliott

CRM & Loyalty

Camelot
‘The National Lottery Essentials – Retailer Reward Programme’
Entered by: Corporate Innovations

FF Group (Folli Follie, Links of London)
‘FF Group utilises omnichannel strategy for one multi-brand loyalty scheme to deliver seamless shopping experience’
Entered by: Cloudbiz

Royal Mail
‘B2B CRM program’

The Glenlivet
‘The Glenlivet’
Entered by: Zone

The Restaurant Group
‘Making 360 CRM a Reality’
Entered by: Alchemetrics

Data, Analytics and Optimisation

Argos
‘Harnessing the impact of seasonality to generate year on year revenue increase of 21%’
Entered by: Summit

BT
‘Ise Ise Baby’

Crowdcube & BrewDog
‘Creating Equity for Punks with Crowdcube & BrewDog’
Entered by: Ve Interactive

Jaguar Land Rover
‘Feel Wimbledon’
Entered by: Mindshare UK

Standard Life
‘Comet Global Consulting: Using decisioning and analytics to deliver truly personalised service to a segment of one at Standard Life’
Entered by: Comet Global Consulting

Digital and Direct Marketing

Lynx, Unilever and CALM
‘#BiggerIssues’
Entered by: TMW Unlimited

Western Union
‘Chain of Betters’
Entered by: MullenLowe Mediahub

Which? Magazine
‘Brainlabs – Revolutionaries’
Entered by: Brainlabs

TotallyMoney.com
‘Building a fairer credit market with data driven marketing’

Email Marketing

British Telecom
‘BT TV – New To Triple Play’
Entered by: Zone

Housetrip
‘Performance Email with Criteo & Housetrip’
Entered by: Criteo

Mr Porter
‘A Personalised Mr Porter History’

Sky
‘Sky Halloween’
Entered by: SapientNitro

Virgin Media
‘Virgin Media’
Entered by: RAPP

Experiential and Events

Direct Line
‘#Directfix – Fixing Britain’s worst football team’

Seafish
‘Fishing for success with Seafood Week 2015’

Smart Energy GB
‘Gaz & Leccy’s Cinema Takeover’

Spotify
‘Spotify My Tempo’
Entered by: Wasserman Experience

Unilever – Comfort Fabric Conditioner
‘The Comfort Intense Garment Garden’
Entered by: iD

Virgin Media
‘Virgin Media’s Network Expansion: High Speed Selfies’
Entered by: Brands2Life

Insight and Research

dunnhumby
‘dunnhumby Customer Centricity Index (CCI)’

Julian Fellowes’s Belgravia
Julian Fellowes’s Belgravia Co-Creation Insight Project’
Entered by: Orion Publishing Group, division of Hachette UK (HUK)

Outsmart
‘OutPerform by Outsmart’

PayPal
‘The Evolution of PayPal: New Purpose, New Money’
Entered by: Firefish

Warner Leisure Hotels
‘Clarity from commentary: hoe we helped Warner Leisure use new insights to improve the guest experience’
Entered by: Listen + Learn Research

Mobile and App Marketing

Fiat
‘Accenture Interactive: Fiat Pocket Showroom App’
Entered by: Accenture Interactive

Jaguar Land Rover
‘Feel Wimbledon’
Entered by: Mindshare UK

Laundrapp
‘Laundrapp Launch’

SapientNitro
‘SpeakEmoji’

Vodafone UK
‘Vodafone 4G Network Campaign’
Entered by: MEC UK

Multichannel Marketing – Best campaign using four or more media

Aldi
‘Aldi Wine’
Entered by: McCann Manchester

Aldi
‘Aldi Favourite Things’
Entered by: McCann Manchester

ITV
‘The ITV Hub launch’

Land Rover
‘Land Rover Hibernot’
Entered by: Mindshare UK

Virgin Experience Days
‘Ruby & Ralph – Something wonderful is about to happen’
Entered by: iCrossing

Wiley
‘Wiley Author Story, ‘What Inspires You?’ video campaign’

Outdoor and Location-based Marketing

Currys PC World
‘Spare the Act’
Entered by: Posterscope

Land Rover
‘Land Rover Hibernot’
Entered by: Mindshare UK

Lynx, Unilever and CALM
‘#BiggerIssues’
Entered by: TMW Unlimited

Vision Express
‘The Vision Express Vision Van’
Entered by: The Tonic Communications

Vodafone UK
‘Vodafone 4G Network Campaign’
Entered by: MEC UK

PR

Prism
‘Delta Lloyd Regatta’

Royal Dutch Shell
‘Project M’
Entered by: Crunch Communications

SapientNitro
‘SpeakEmoji’

Virgin Media
‘Virgin Media’s Network Expansion: High Speed Selfies’
Entered by: Brands2Life

Warner Leisure Hotels
‘Anti-aGin’
Entered by: Bottle

Programmatic and Performance Marketing

Argos
‘Leveraging new delivery service through paid media, grows customer base by 160,000’
Entered by: Summit

Coors Brewers
‘Carling’s “off season” programmatic integrated’
Entered by: i2c

Nationwide
‘Digital BAU Transformation Powered by Programmatic Display’
Entered by: Havas Media and Affiperf

Odeon
‘Odeon and IO project for a recent action blockbuster at Odeon: Fast tracking machine learning effectiveness’
Entered by: IO

The Body Shop
‘The Body Shop delivers 360 degree view of the customer journey with Rakuten Display’
Entered by: Rakuten Display

Which? Magazine
‘The Power of Programmatic’
Entered by: Brainlabs

Promotional and Shopper Marketing

Acer UK
‘Acer Ambassadors’
Entered by: Agent42 EMEA

Cono Sur
‘Cono Sur, Official Wine of Le Tour de France’
Entered by: Grand Central Creative

McCain
‘Capture & McCain – Perfect Partners’
Entered by: Capture

Soreen
‘Meet the Minions with Soreen’
Entered by: Brass

Trivento
‘Triventor, proud supporters of Premiership Rugby’
Entered by: Grand Central Creative

Search Marketing

Durex
‘Using SEO, content and PR to increase search visibility by 275%’
Entered by: Summit

Hilton Worldwide
‘Using Paid Search to Capitalise on Incremental Search Queries’
Entered by: Forward3D

L’Oréal Group
‘L’Oréal – one search strategy, 22 brands, unbelievable results’
Entered by: iCrossing

TravelSupermarket
‘The World’s First Travel By Taste Agent’
Entered by: Brands2Life

UGG
‘77% increase in revenue for UGG on Black Friday’
Entered by: iCrossing

Social Media

Lynx, Unilever and CALM
‘#BiggerIssues’
Entered by: TMW Unlimited

NHS Blood and Transplant
‘Better Left Unsaid’

Plan International
‘#Girl4President’
Entered by: Arthur London

Sponsorship and Partner Marketing

Aldi
‘Aldi Team GB Partnership’
Entered by: McCann Manchester

Glenmorangie
‘Glenmorangie x Finlay & Co. “Beyond the Cask” Campaign’
Entered by: Bright Partnerships

Infosys
‘Infosys & ATP: Smashing Data, Acing Insights’

O2
‘Wear The Rose’
Entered by: VCCP

Skype
‘Walk Together’
Entered by: Text100

User Experience and Design

CITB
‘Go Construct’
Entered by: Go Construct

Gü Puds
‘Gü Puds global website redesign’
Entered by: Fosbury Marketing

The Guardian
‘Revamping the Guardian Holidays Website’
Entered by: Lab

Video

Dŵr Cymru Welsh Water
‘One Last Breath’

Hostelworld
‘In Da Hostel With 50 Cent’

NHS Blood and Transplant
‘Better Left Unsaid’

Wiley
‘Wiley Author Story ‘What Inspires You?’ Video’