The Marketing Society Brand of the Year award, in association with Marketing, recognises excellence in innovation, marketing and advertising effectiveness, financial performance and winning over cynical, overloaded and price-conscious consumers.
The full list of 20 brands needs to be whittled down to the top five ahead of live voting at The Marketing Society's Annual Dinner on 26 November. Which brand gets your vote?
|Marketing Society Brand of the Year shortlist 2014|
|With Galaxy’s growth slowing, brand-owner Mars looked to the past to build the future. Its Audrey Hepburn ad (highly commended in The Marketing Society Excellence Awards) used CGI and revived the ‘Why have cotton when you can have silk?’ line. Galaxy is to add treat-sized bars and has partnered (RED) to drive HIV awareness.|
|The combination of affordable design and addictive meatballs ensures the Swedish retailer has a place in consumers’ hearts. IKEA’s determination to be frugal has led to creative innovation with social media and digital marketing. The campaign launch of the 2015 Bookbook catalogue, a parody of Apple’s iPad, is witty and clever.|
|Re-entering the sports-car segment after 40 years, with the F-type convertible, was a bold move. Highly commended at The Marketing Society Excellence Awards for Global Marketing and Brand Revitalisation, Jaguar has posted UK sales growth of 16% year on year. The Jaguar XE’s star-studded launch didn’t disappoint.|
|The Partnership goes from strength to strength as it celebrates its 150th anniversary. ‘Bear and Hare’, its Christmas campaign, dominated the airwaves and won The Marketing Society’s Brand Activation Award. John Lewis’ old-fashioned customer service is combined with a nod to the future in JLAB, its technology incubator.|
|No one should face cancer alone. This simple, compelling insight is the basis of Macmillan’s campaign. The likelihood to donate among those not currently affected by cancer jumped more than 10 percentage points after the push launched. The charity’s World’s Biggest Coffee Morning raised £20m in 2013, up from £15m.|