Are you Made in Britain? Or have you created a Cultural Shift?
As the Marketing New Thinking Awards, now part of the Campaign portfolio, extends its deadline to 26 May, we delve into some of the new and more unique categories that make up the celebration of forward-thinking brands and agencies.
The 2016 Marketing New Thinking Awards, in partnership with Sky Media, are now in their second year, with ten new categories that we believe widen the scope of this unique event.
In keeping with our ethos of the awards reflecting the stories that matter in our marketing world, we broadened the scope only where we see important, ground-breaking work happening - from two new content awards to two mobile specific categories.
Live brand experiences, excellence in targeting, social storytelling and longer-term effective brand building are also among the new categories for 2016.
We have also retained successful awards that we feel continue to champion excellence in our business in 2016 and beyond.
Made in Britain is a cross-discipline award, open to all agencies and brands. This award will recognise ‘born-in-Britain’ inventive ideas, products, strategic thinking, creative work, campaign tools, experiential concepts, adtech, CRM or a digital innovation. In whichever form your ‘invention’ takes, you will demonstrate how and why your homegrown spark of genius gained traction outside the UK.
The Big Idea: Integrated New Thinking is also a cross-discipline award, which recognises integrated partnerships, with brands themselves and agencies of all disciplines, from PR to media, from creative to adtech, working together collaboratively.
This award will recognise the brand and/or the agency from which the big idea was born and subsequently rolled out and delivered through partners. Big ideas come from all corners of the industry and we seek to shine a light on those players breaking ground with their new thinking.
Rachel Barnes, UK editor of Campaign, said: "Our celebration gives recognition and a spotlight to those brands and agencies who are challenging the status quo, from strategy through to creative and execution, and across all aspects of the marketing landscape, from ground-breaking targeting to mobile innovation to cultural change.
"With New Thinking we are celebrating the work that is making businesses better for tomorrow," added Barnes. "And the incredible calibre of our judges is testament to how seriously this agenda - of embracing change, with marketing leading the charge within wider business - is taken by our industry leaders."
The judges for the awards are some of the most senior and respected marketing leaders from the biggest brands. Roisin Donnelly, brand director, Northern Europe, Procter & Gamble, and Jonathan Mildenhall, chief marketing officer, Airbnb, will co-chair the Marketing New Thinking Awards for the second year.
Lisa Thomas, global head of brand, managing director, Virgin Enterprises
Toby Horry, digital marketing director, Tesco
Peter Duffy, group commercial director, customer, marketing & product, easyJet
Saj Arshad, general manager, marketing, sales & strategy, Bupa UK
Tracey Follows, chief strategy & innovation officer, Future Foundation
Suzi Williams, NED at The AA, and former chief brand & marketing officer, BT
Carol Welch, group director, brand marketing & innovation, Costa
Mark Earls, herdmeister, Herd Consultancy
Rachel Bristow, director of partnerships, Sky Media
Craig Inglis, customer director, John Lewis
Bobby Brittain, marketing director, Coca-Cola GB
Martin Moll, general manager, marketing communications, Europe, Nissan
Sal Pajwani, global chief client officer, ?Whatif!
Fiona McAnena, NED and consultant, Clearhound
Gav Thompson, former chief marketing officer, Paddy Power
Rose Lewis, co-founder, Collider
Rebecca Snell, head of marketing, Lego
This is year two of the New Thinking Awards, and in creating additional categories we have specifically addressed the areas of the industry where we believe some of the most exciting, ground-breaking work is happening. We have identified 20 categories where we hope to see the best creative and strategic thinking, work that is elevating marketing as a driving force for business.
MARKETING IN THE MOMENT
This category recognises quick-thinking marketing in today’s always-on social newsroom environment. From seizing on a national moment and standing out from the pack to spotting and creating your own moment that puts your brand at the centre of the news. Whatever the budget, the winner of this award will have harnessed a great idea and insight to create a piece of work in any medium - work that your peers wish they’d thought of themselves.
2015 joint winners: Beats by Dre, R/GA London - Game Before the Game
Mondelez International, PHD - The Oreo Eclipse
This category recognises pre-eminent, inspiring work that transcends the traditional marketing-sales message, capturing, reflecting or even elevating societal behaviour change. The winning work will resonate with the wider public, and potentially the media, as it captures the zeitgeist. The activity will either show the brand to be culturally relevant or be a standalone piece of work intended to change behaviour or public perception. This award will showcase the power of marketing in society.
2015 joint winners: P&G, Leo Burnett London - Always #LikeAGirl
Paddy Power, Lucky Generals - Rainbow Laces
BRAND EXPERIENCE: LIVE **NEW**
In a digital world, the live experience is ever-more important and will create deep connections between brand and consumer. This is an award to recognise the best live work from brands, from pop-ups to parties and events, and sampling to stunts. The best live brand experiences are likely to follow through online, gaining meaningful social traction and interaction.
This award is all about the craft of marketing. We will recognise the most inspirational and brilliantly executed creative, across all media, from a TV ad or online video to exceptional experiential activity. The winning entry will be creative work that is the envy of other brands and agencies, but will go on to inspire others.
2015 winner: Sainsbury’s, AMV BBDO - Christmas is for Sharing
CONTENT CREATION: LONG-FORM **NEW**
This award is specifically for long content, or a distinct content product, such as a film, book or magazine. It recognises the creative process of developing and distributing a bespoke piece of content that is of high value to its audience. The winning entry will showcase a brilliant idea that answers a problem, world-class storytelling and successful execution and distribution.
CONTENT BRANDING **NEW**
This content marketing award recognises how this area has developed in the past few years after the rush for companies to all become publishers. Whether it’s through a social platform or traditional media, this award is focused where real consumer-brand conversations have been created and nurtured through content. Content should not sit alone on a brand website or be thrown out there, interrupting life; we want to find out which brands have created content that people want to read and share - all of which drives business outcomes for the brand.
SOCIAL STORYTELLING **NEW**
This award celebrates the use of social storytelling to enhance a brand and deliver meaningful business outcomes. Whatever your social platform, be it YouTube, Snapchat, Instagram, Twitter or Facebook, we want to find out which brands have been able to develop a two-way relationship, to bring value to the social conversation, to create social content that people want to share - all of which has amplified awareness and reputation for the brand.
MARKETING FOR GOOD **NEW**
The winner of this award will demonstrate excellence in campaign creation, ideation or delivery for a charity or social cause. You will show how you have identified a specific audience need and created a piece of work (any medium) that answers this brief in a way that pushes boundaries, be that through the creative, execution or use of media and delivery method.
It may or may not be pro bono work.
EFFECTIVE BRAND-BUILDING **NEW**
This award is all about proven results for a brand over the longer term. The winning entry will demonstrate how and exactly what the work delivered for brand growth, for campaigns and wider marketing, from NPD to media. The activity will have been live since May 2014 or later. The winning entry will need to paint a picture of why this work was a success, with specific ROI measures garnered post-campaign to show proof of effectiveness.
The winner of this award will be the brand that used new thinking to transform its business, with a strategy that confirms its place as a brand of the future. The activity will be based on sound insight that goes to the heart of the brand’s purpose to ensure it is healthy and vibrant and has a firm footing for the future. Whether focused on rebuilding trust or a repositioning to reflect changing consumer behaviour, the entries must demonstrate the challenge they faced, the plan they came up with, the action and the results.
2015 winner: P&G, Leo Burnett London - Always #LikeAGirl
INTERNAL BRAND TRANSFORMATION
Brand transformation begins at home. This award will recognise the work behind the scenes of a major strategic project or brand overhaul/repositioning to ensure brand-led change is embedded within a company and its staff. The inside-out activity will have successfully set a fresh tone for the brand, ensuring that the people within the business are inspired to reflect the brand values at all touchpoints.
2015 winner: Santander - Simple. Personal. Fair.
POWER OF PARTNERSHIP
A true agency-brand partnership will help transform a business. This award will recognise the fundamental strategic lead that an agency can take in establishing new thinking within a company (brand), moving the conversation, and their role, beyond the marketing department and communications. The winner will show how their involvement with the brand has played a pivotal role in changing their client’s business to get it fit for the future. In turn, the agency will have also benefited from the strength of the symbiotic relationship.
2015 winner: Asda, Gleam Futures - YouTube Influencer Programme
THE BIG IDEA: INTEGRATED THINKING **NEW**
Today, the industry is all about integrated partnerships, with brands themselves and agencies of all disciplines, from PR to media, from creative to adtech, working together collaboratively. This award will recognise the brand and/or the agency from which the big idea was born and subsequently rolled out and delivered through partners. Big ideas come from all corners of the industry and we seek to shine a light on those players breaking ground with their new thinking.
CREATIVE MOBILE **NEW**
In a world of ad-blocking and irritating ads taking over our small screens, which brand campaigns are truly moving the medium forward, representing best-in-class mobile creative execution. You will need to demonstrate how you are proactively advancing this area of marketing where reputation is increasingly at stake. The winning work will show creative ingenuity, specifically designed and proven to overcome the problem of annoying, intrusive mobile ads.
MOBILE INNOVATION **NEW**
This award will celebrate the very best apps and mobile product development that have proven their value to brand growth and/or communication. This innovation will specifically answer a need/utility and enhance the position of the brand. You will demonstrate how and why this work has delivered meaningful outcomes for the business, from sales, awareness, reputation or another specific measure.
TARGETING EXCELLENCE **NEW**
The winner of this award will show how they have targeted the right consumer at the right moment and right time. By using data sets to build target audiences, combined with the right technology to effectively reach that market, entries should demonstrate high precision in their targeting and proven results. Whether adtech or martech, entries should show how they identified their target consumer and how they successfully reached them, through clever use of technology.
While it’s never been easier to amass data, marketers are still getting to grips with what they should actually do with it. This award seeks to recognise innovative brand activity underpinned by a creative use of data. The winning work will show that data was not only used to solve a problem but also contributed to the brand’s overall marketing mission.
2015 winner: Ikea, Vizeum, iProspect - Finally, Proof That Social Ads Work
BEST USE OF TECH
This award will recognise the best of existing cutting-edge tech innovation. From programmatic to VR to dynamic display to video-streaming, the winning entry could come from a broad area of tech innovation. However, the winner will demonstrate how it has used tech in a transformative way for the brand, based on a consumer insight. You will show how this work was much more than a me-too use of tech, delivering real, measurable value.
2015 winner: John Lewis, Infectious Media - Programmatic Christmas Campaign
This award will recognise the best consumer-facing tech innovation. The winner will be breaking new ground and have had a transformative effect on a brand’s fortunes, based on a consumer insight. Whether it’s a cutting-edge app, wearable tech, website or custom technology, being able to demonstrate that the work made a difference to the bottom line is key.
2015 winner: TfL, M&C Saatchi - A New Approach to Ticketing in London
MADE IN BRITAIN: EXPORTING NEW THINKING
We are celebrating British new thinking that has been exported around the world with commercial success. This award will recognise ‘born-in-Britain’ inventive ideas, products, strategic thinking, creative work, campaign tools, experiential concepts, ad tech, CRM or a digital innovation. In whichever form your ‘invention’ takes, you will demonstrate how and why your homegrown spark of genius gained traction outside the UK. Your work - which could be anything from a TV ad creative to a data analytics tool to product design - will have been in demand from other countries eager to buy in to your world-class product or idea, resulting in commercial success/brand awareness.
2015 winner: Unruly - Viral Video Pioneers
INNOVATOR OF THE YEAR
This award, judged by Marketing’s editorial team, will go to the brand that is a true leader in marketing innovation in its category and beyond. The brand will have a strong track record in consistently producing effective, ground-breaking activity, inspired by the latest consumer trends. The winner will be a confident, successful business that lives by the mantra of constant evolution.
The Grand Prix will be decided by the judges from the awards winners. The Grand Prix winner will be the entry that is the best example of the ‘new thinking’ philosophy behind the awards.