2011 Marketing Society Awards for Excellence: the shortlist

Aviva has received the most nominations in the short list for the 2011 Marketing Society Awards for Excellence.

2011 Marketing Society Awards for Excellence
2011 Marketing Society Awards for Excellence

The insurance giant has been cited in five different categories, including ‘Global Marketing’ for its ‘You are the Big Picture’ outdoor campaign by Abbot Mead Vickers BBDO.

The work featured real Aviva customers with their images projected onto landmark buildings across the world.

McDonald’s, Waitrose, PepsiCo and the London Metropolitan Police have each received three nominations. There are two nominations each for the BBC, Arla Foods, Barclaycard, DePaul UK, Fujitsu, O2 and Sainsbury’s.

The single most shortlisted campaign in this year’s awards is a London Met ‘whodunnit’ Facebook video entitled ‘Who killed Deon?’. It was designed to raise awareness amongst teenagers about a legal process that allows groups of people to be prosecuted for murder.

The judging panel, chaired by Weetabix chief executive Ken Wood, included Daryl Fielding, vice president marketing at Kraft Foods Europe, Chris Jansen, managing director, services and commercial at British Gas, and Jon Goldstone at marketing director of Premier Foods.

"This year we saw a very high standard of entries with a strong emphasis on getting value for money from every marketing pound spent.  It seems that a tougher economy and closer scrutiny of marketing spend by brands have led to the bar being raised on both effectiveness and creativity," said Marketing Society chief executive, Hugh Burkitt.

The awards ceremony will be held on Monday, 6 June 2011, at the London Hilton on Park Lane, London. For table bookings contact Steven Lewis at steven.lewis@haymarket.com, and commercial opportunities contact Lisa Lione at lisa.lione@haymarket.com.


Full list of nominees

New Brand

Barclaycard Freedom - New Brand

Giffgaff - giffgaff: The Birth of Community Led Mobile

KFC - Crushing on Krushems: A KFC Love Story

Raconteur Media

Santander - A New Brand in Financial Services: A Phenomenal Success Story


Brand Extension

Burton's Foods - Cadbury Biscuits - Brand Extension

McDonald's Restaurants - McDonald's Full Bean Coffee

Weetabix Food Company - Chocolate Weetabix


Customer Relationship Marketing

Barclaycard Freedom - CRM

British Airways - Permission to Market

O2 - Priority: From Sponsorship to Loyalty

Sainsbury's - Customer Relationship Marketing


Customer Insight

BSkyB - Broadband Happily Ever After

Mitchells and Butlers - Why It Pays to Listen

Radio Advertising Bureau - Radio: The Online Multiplier

Standard Life - How Research Helped Standard Life Make Pensions Palatable

Tesco - Tesco: Every Little Press Ad Helps


Brand Revitalisation

Arla Foods - Anchor Butter - Made by Cows

Britvic Soft Drinks - From Running on Empty to Full of Juice: How Marketing

Capital One - Taking Credit in a Crisis

First Milk Cheese Company - Standing Out From the Herd

Lafarge Cement UK – Mastercrete

Reversed Declining Perceptions and Sales of Fruit Shoot by Building the Brand


Marketing Communications

Arla Foods - Anchor Squirty Cream - every Dessert Deserves a Squirt

John Lewis - 11/02/2011

The London Metropolitan Police - Who Killed Deon?

Waitrose - Waitrose - A Recipe for Success

Yeo Valley - Live in Harmony


Marketing on a Shoestring

Charlie Bigham's - Fancy a Two-some?

Depaul UK - iHobo: Need a New Donor Base? There's an App for That

Rachel's Dairy  Marketing on a Shoestring

The London Metropolitan Police - Who Killed Deon?


Digitally Led Marketing

Heineken UK - Foster's - Putting Foster's on Everyone's Lips


Pepsico Doritos - King of Ads

Pepsico Doritos - Late Night

Skittles - Detonate the Rainbow

Talk Talk - Brightstar Studio


Mobile Marketing

Absolute Radio - Absolute Radio Rock 'n' Roll Football Apple iAd Marketing Campaign

Churchill Insurance - Mobile Marketing

IBM - Seer 2.0

Nokia - Dad's Cab Mobile App

Waitrose - Waitrose Christmas Application



Aviva - E-commerce

Golden Charter - www.goldencharter.co.uk

LoveFilm - 4Play: How product resposition reignited growth for LOVEFILM

Marks & Spencer - M&S TV

Premier Inn - A Truly 'Premier' Brand Experience


360° Marketing

BBC - The BBC's 2010 General Election Campaign

Cadbury, Kraft Foods - Cadbury Spots V Stripes: a Social Idea for London 2012

Coca Cola - Schweppes & Diageo 360° Marketing

McDonald's - 2010 Easy Win Monopoly

Pepsico Walkers - Sandwich


Employee Engagement

Aviva - Aviva Customer Cup

City & Guilds - Rebuilding the Brand From the Inside Out

Haygarth - Palm Sales Apprentice

Hays - Recruiting, Experts Worldwide

The Midcounties Co-operative - Midcounties 'D.O.E.S' Business

The Phoenix Group (excluding Ignis)     - Employee Engagement


Marketing Organisation

Aviva - Making a Difference With Marketing

British Gas - British Gas Segmentation into Action

Fujitsu  UK & Ireland Region - Marketing Organisation

Innocent Drinks - Marketing Organisation: Fresh Start

SAB Miller - Marketing Spend Effectiveness Programme


Marketing for Sustainable Consumption

Fiat Group Automotive - Fiat eco:Drive

Kraft Foods - How Kenco Used Sustainability to be more Sustainable

Transport for London - How Transport for London's Launch of Barclays Cycle Hire has encouraged Sustainable Travel Behaviour



Cause Related Marketing

First Direct - Cause Related Marketing

PizzaExpress - PizzaExpress + Oxfam - Fighting Poverty, One Goat at a Time

The Edrington Group - The Black Grouse & RSPB Partnership - Saving One of the UK's Rarest Birds From Extinction


Global Marketing

Aviva - You Are the Big Picture

Cisco and Yahoo! - The World Interviews David Beckham

Costa - Global Marketing

Honda Motor Europe - Honda CR-Z

Wieden + Kennedy - Nokia Maps


Not-for-Profit Marketing

BBC - The BBC's 2010 General Election Campaign

British Heart Foundation - The Angina Monologues

Depaul UK - iHobo: Need a New Donor Base? There's an App for That

NSPCC - How U Feelin?

The London Metropolitan Police - Who Killed Deon?


Long Term Marketing Excellence

HSBC - The World's Local Bank - How a Consistently Applied Brand Idea Created the World's Strongest Financial Brand

McDonald's Restaurants - How Marketing got Britain Lovin' It Once Again

Nintendo - Conquering the Blue Ocean

O2 - The Journey From Ailing BT Cellnet to the UK's Biggest Mobile Brand

Sainsbury's - Marketing at the Helm

Waitrose - 10 Years of Waitrose Marketing


B2B Marketing

Aviva - You Are the Big Picture

Barclaycard - Barclaycard SME Payment Acceptance Programme

CBS Outdoor - The London Long Copy Challenge

Fujitsu  UK & Ireland Region Marketing Organisation



SME Marketing

Directski.com - Starting the Affordable Ski Revolution


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