Marketing transformation 2021

Lessons from The Marketing Society's Awards

In this report, brought to you by Accenture Interactive and The Marketing Society, we look at The Marketing Society Awards and draw out three defining themes common across the winners.

Here is an introduction to the report from Michele McGrath, Managing Director, Accenture Interactive and Co-CEO, Brand Learning - and you can view the report here or download the PDF below.

Transforming marketing

Accenture Interactive is proud to be a partner of The Marketing Society Awards which recognises and celebrates marketing excellence. Despite our challenging times, brands continue to astound us with their resilience and creativity, proving how vital marketing is for business. As the judges poured over the entries from the 2020 Awards, they spotted three defining themes common across the winners:

  • Driving and embracing change
  • Using technology to enhance customer experience
  • Adopting a challenger mindset.

The adoption of these helped brands succeed where others didn't. We are delighted to see the synergy with our own purpose at Accenture Interactive: To deliver on the promise of technology and human ingenuity, and our new focus on helping companies change their approach to marketing.

We have all witnessed the demand for digital experiences soaring, with companies that lead in customer experience outperforming others by nearly 80%. COVID-19 has increased that demand, leaving many marketers and companies struggling to keep pace. As marketers our roles have become more complex; embracing change, being agile and harnessing technology are key to adapting to new global realities. Pressure for marketers to seamlessly deliver relevant experiences, is greater than ever.

The Marketing Society Awards shows that for sustained success, businesses need to change how they interact with consumers, offer relevant experiences and continuously become more efficient - all while budgets are shrinking.

Our team at Accenture Interactive strives to help businesses and brands transform marketing by reimagining brand experiences, unlocking efficiencies and driving performance on a scale never seen before.

We specialise in creating value and differentiation across the customer journey, transforming how marketers work together and with technology, as well as activating insights and talent to drive the very best experiences. All of which will be more important than ever in 2021.

Michele McGrath, Managing Director, Accenture Interactive and Co-CEO, Brand Learning