Behind the Scenes: Campaign of the Year 2023

Key Category Overview: The Campaign of the Year category attracts strong entries from diverse brands and companies, each tackling distinct organisational challenges. The 2024 judges evaluated how campaigns leveraged marketing to create business-wide impact.

CAMPAIGN OF THE YEAR 2023 | From motors to meteors: How we reinvented the AA for a new age of driving (click the link to access the case study)

From: The Gate London and The AA

Also won - EFFECTIVE USE OF INSIGHT AND DATA and BEST BRAND TEAM

Winning Characteristics:

• Multi-channel implementation
• Clear organisational/brand challenges
• Detailed customer insights
• Complex problem-solving approaches
• High-risk strategies that paid off
• Organization-wide impact

The AA: A Winning Case Study

The AA's victory stemmed from their response to what the judge described as "almost an existential challenge."

Their campaign successfully addressed:

• The core challenge of maintaining relevance with younger audiences who don't own or want cars
• Questions about organisational purpose and future business sustainability
• The need to attract new audience segments
• Resetting customer relationships across the entire organisation

Tips for Future Entrants:

1. Demonstrate how your campaign addressed significant organisational or brand challenges
2. Include detailed customer insights and how they informed your strategy
3. Show how the campaign impacted the entire business, not just marketing metrics
4. Present complex problems and sophisticated solutions
5. Highlight multi-channel approaches
6. Demonstrate how you galvanised organization-wide change
7. Include granular detail about customer needs and problem-solving approaches

Gary Booker, Chief Customer Officer at Centrica and judge in this category summarised the winning qualities as: "We really liked the way in which there were customer insights at the heart of the entry, great granular detail, the scale of the problem that the AA faced and the challenge that they faced and the creative way that they really galvanized the whole organization to reset their relationship with the customer."

Find out more about The Marketing Society Global 2025 Awards categories in our entry kit - access it here.