Drum roll please…
After a fantastic judging day, where our esteemed group of judges debated and cogitated the vast selection of entries received at HQ, we can now reveal our eagerly awaited shortlist for The Marketing Society Awards 2024.
Join us on 10 July to find out the winners and celebrate the best in marketing excellence, brand leadership and personal achievement across our industry.
Congratulations to all those shortlisted and thank you to our team of judges for their dedication to our Awards.
| Category | Brand | Agency | |
| BRAND COMMUNICATION (LARGE - £15M PLUS) | |||
| Lidl: When the Challenger becomes a British Staple | Lidl GB | Accenture Song | |
| The power of proof: How elevating improvements breathed new life into the world's best-known public transport brand | Transport for London | Wavemaker, VCCP | |
| A most unusual marketing story. Hendrick's Gin 2000 - 2004 | Hendrick's Gin | William Grant & Sons | |
| INNOVATION | |||
| Connected B2B Data: Industrialising client-centricity at scale | EY | ||
| Perfect pours, At Yours - How Guinness changed the way we drink at home | Guinness | Diageo | |
| CUSTOMER ENGAGEMENT AND LOYALTY | |||
| Club Avanti | Avanti West Coast | ||
| Sky VIP Festive Campaign 2023 | Sky | ||
| HSBC Empathy Programme | The Foundation | ||
| BRAND COMMUNICATION (MEDIUM £5M - £15M) | |||
| Road to a million: How Smarty hit record growth by challenging marketing malarkey | SMARTY | The Gate London | |
| The real cost of beauty is greater than you think | Dove | Ogilvy UK | |
| Making easyJet easy to think of and easy to buy | easyjet | ||
| Bupa – This Is Health | Bupa | MullenLowe | |
| BRAND PURPOSE | |||
| The real cost of beauty is greater than you think | Dove | Ogilvy UK | |
| Help that really helps: how Barclays made money work through media during the cost of living crisis | Barclays | BBH | |
| BEST BRAND TEAM | |||
|
Making Very sparkle again |
Very | The Gate London | |
|
From motors to meteors: How we reinvented the AA for a new age of driving |
The AA | The Gate London | |
|
Savills – Time to rethink real estate |
Savills | ||
| Revitalizing Jameson: A Journey to Relevance in the UK | Jameson UK | Pernod Ricard UK | |
| Aviva Group Brand and Sponsorship Team: Making Brand Click | AVIVA | ||
| Sky Sports and Cinema Marketing Team | Sky UK | ||
| BUSINESS TO BUSINESS (SMALL & MEDIUM - UNDER £15M) | |||
| TeamViewer x Manchester United x Mercedes AMG Petronas F1: A lesson in emotion-led B2B marketing | TeamViewer | We Are Fearless | |
| Fight or Flight for Roland DG - 50 Shades of Ginger | Roland | Fight or Flight | |
| Focus Group. Let’s Connect. Let’s Grow. | Focus Group | addmustard | |
| The Power 2 Open Their World: how we fixed eyes by going through the heart | Vabysmo | BBH | |
| How BT gave the UK’s businesses confidence in their freedom to take their work, wherever they work | BT | EssenceMediacomX | |
| Rediscovering the joy of digital - with the help of an 8ft bear | IAB UK | NOW, december19 | |
| CAMPAIGN OF THE YEAR 2023 | |||
| The Bravery Behind The Brows | McDonald's | Leo Burnett | |
| New EE - The Most Sophisticated Campaign Ever | EE | EssenceMediacomX | |
| From motors to meteors: How we reinvented the AA for a new age of driving | The AA | The Gate London | |
| From Forgotten to Front of Mind: The Power of ITV’s Storytelling | ITV | ||
| The real cost of beauty is greater than you think | Dove | Ogilvy UK | |
| MAAATE – The word that changed the conversation | Mayor of London | Ogilvy UK | |
| BEST EXPERIMENTAL & CONTENT CREATION | |||
| Westfield x Social Element | Westfield x Social Element | Social Element | |
| The Walk to the Well – Telling An Old Story In A New Way | Just a Drop | VCCP | |
| Seeing - and Doing - things differently to get back to GREATness | Cabinet Office | Pablo, Unlimited | |
| TfL Spark New Trips: Encouraging Londoners to swap their sofa for the Circle Line or the Superloop | Transport For London | Wavemaker, VCCP | |
| EE Gamestore-Gameday and Capture The Store Activations | EE | EssenceMediacomX | |
| NOT FOR PROFIT MARKETING | |||
| The British Army: Bridging a 300+ year-old generational gap | Capita x The British Army | Accenture Song | |
| MAAATE – The word that changed the conversation | Mayor of London | Ogilvy UK | |
| British Red Cross: Making Our Mark | British Red Cross | VCCP, Girl&Bear, Havas Media | |
| Cancer won't be the last thing that f*cks me: Sparking change for women with cancer | Girl Vs. Cancer | BBH | |
| The NHS Care Label | NHS England | 23RED | |
| Fine Cell Work. The power of purpose marketing: A charity that reduces prisoner reoffending rates by 96%. | Fine Cell Work | addmustard | |
| SUCCESSFUL & EFFECTIVE PARTNERSHIPS | |||
| Lights, Cameras, Collaboration: Multiplying The Effect Of Screen Tourism | Tourism Ireland | Publicis London, OMD | |
| Collaborating for connection: Getting Priority back to the top | Virgin Media O2 | TMSW | |
| The Big 180: A winning treble for Prostate Cancer UK, darts fans and Paddy Power | Paddy Power | BBH | |
| Channel 4 & Spotify - Streamland | Channel 4 | ||
| Sky and Guild Esports - Powering the Pros | Sky | ||
| Building confidence and inclusion with Cannes Lions |
Cannes Lions |
The Unmistakables | |
| CREATIVE USE OF MEDIA | |||
| Lidl: Unleashing the power of Lidl’s hidden halo to unlock brand growth | Lidl GB | Accenture Song | |
| How We Reignited Guinness in Great Britain | Guinness | Born Social | |
| Out of the Box. Into British Popular Culture. | Warner Bros. Discovery UK&I | PHD Media | |
| Elizabeth line Terminal 5: The World’s Smallest Global Advertising Campaign | Transport For London | Wavemaker, VCCP | |
| How a little scary story outperformed the biggest new news | Alton Towers Resort | TBWA\MCR | |
| How O2 elevated the Love Island fan experience without giving customers the ick | Virgin Media O2 | VCCP, MG OMD | |
| MARKETING FOR POSITIVE CHANGE | |||
| MAAATE – The word that changed the conversation | Mayor of London | Ogilvy UK | |
| The real cost of beauty is greater than you think | Dove | Ogilvy UK | |
| How Vanish Elevated Its Brand Purpose To Shift Misconceptions About Autism | Vanish (Reckitt) | Havas | |
| Empowering Generations: The Global Impact of The Education Revolution | University of the People | ||
| Second Hand Style Up | Vinted / Channel 4 / Mindshare UK | Mind Share World | |
| Barbie launches first ever Barbie Fashionistas doll with Down’s syndrome with British model & disability advocate Ellie Goldstein | Barbie | Mattel | |
| Sky - No Room For Abuse in Gaming | Sky | ||
| EFFECTIVE USE OF INSIGHT AND DATA | |||
| The Flamingo Effect: How ruffling some feathers brought the Sparkle back to Very | Very | The Gate London | |
| From motors to meteors: How we reinvented the AA for a new age of driving | The AA | The Gate London | |
| How seeing people behind the data took Smarty from start up to scale up | SMARTY | The Gate London | |
| How behavioural science and a stalking duck persuaded the unpersuadable | Keep Britain Tidy | VCCP, Cowry Consulting | |
| How TfL harnessed the power of ‘Double Empathy’ to get drivers thinking differently about their speed. | Transport for London | Wavemaker, VCCP | |
| Cult NPD - Reigniting brand love for NYX | NYX / L'Oréal | Codec | |
| BRAND COMMUNICATION (SMALL UNDER £5M) | |||
| The Power of Friendship: How BeSci helped Philadelphia fight back against Supermarket Own Brands in Tough Economic Times | Philadelphia | Ogilvy UK | |
| A postcard from the very best of marketing | Merlin Entertainments | Creature London | |
| British Red Cross: Making Our Mark | British Red Cross | VCCP, Girl&Bear, Havas Media | |
| For Classier Beer, Follow the Bear: Reviving Hofmeister, and bringing George the Bear back to his former glory | Hofmesiter | BBH | |
| Everything changes but you(th): How Tango got back into explosive growth by recognising not everything changes with the times | Tango | VCCP, M/Six & Partners, Ebiquity | |
| Broadening Audiences With Beavers | Woodsman Whisky (Whyte & Mackay) | Mr President | |
| CREATIVE STRATEGY | |||
| The Bravery Behind The Brows | McDonald's | Leo Burnett | |
| The Flamingo Effect: How ruffling some feathers brought the Sparkle back to Very | Very | The Gate London | |
| From motors to meteors: How we reinvented the AA for a new age of driving | The AA | The Gate London | |
| Making easyJet easy to think of and easy to buy | easyjet | ||
| How We Held Up A Mirror To Autistic Girl's Clothes Stories | Vanish (Reckitt) | Havas | |
| Flora Plant B+tter - Challenging the norm | Pablo London | Pablo | |
| From cutting prices to cutting the crap: How Smarty hit record growth challenging marketing malarkey | SMARTY | The Gate London | |
| BRAND EVOLUTION | |||
| Lidl: When the Challenger becomes a British Staple | Lidl GB | Accenture Song | |
| The real cost of beauty is greater than you think | Dove | Ogilvy UK | |
| Evolving against the odds: How Guinness supercharged growth in a time of crisis | Guinness | AMV BBDO | |
| Just One Word | Cadbury | VCCP | |
|
Out with the New, In with the Old: How Müller Turned the Corner |
Müller UK & Ireland | VCCP | |
| A most unusual marketing story. Hendrick’s Gin 2000-2024 | Hendrick's Gin | William Grant & Sons | |
| P&O Ferries: There Is Another Way | P&O Ferries | Publicis London, Starcom | |
| EMPLOYEE ENGAGEMENT & EXPERIENCE | |||
| The Bacardi Way of Growth: Empowering Primos to Reignite Marketing | Bacardi Limited | Accenture Song | |
| Immersing our most powerful brand ambassadors | AVIVA | Aviva | |
| HSBC CARE | The Foundation | ||
| Winning Customers’ Trust Everyday - Global Brand All Hands 2023 | Vodafone Group | Vodafone | |
| FINANCE DIRECTORS PRIZE | |||
| Kantar, Marketing for Positive Change with Nurofen - Closing the Gender Pay Gap | Nurofen | Kantar | |
| Lidl: When the Challenger becomes a British Staple | Lidl GB | Accenture Song | |
| Making easyJet easy to think of and easy to buy | easyjet | easyjet | |
| The Bravery Behind The Brows | McDonald's | Leo Burnett UK | |
| The real cost of beauty is greater than you think | Dove | Ogilvy UK | |
| The Power of Friendship: How BeSci helped Philadelphia fight back against Supermarket Own Brands in Tough Economic Times | Philadelphia | Ogilvy UK | |
| Out of the Box. Into British Popular Culture. | Warner Bros. Discovery UK&I | PHD | |
| P&O Ferries: There Is Another Way | P&O Ferries | Publicis London, Starcom | |
| From cutting prices to cutting the crap: How Smarty hit record growth challenging marketing malarkey | SMARTY | The Gate London | |
| From motors to meteors: How we reinvented the AA for a new age of driving | The AA | The Gate London | |
| Just One Word | Cadbury | VCCP | |
| The Walk to the Well – Telling An Old Story In A New Way | Just a Drop | VCCP | |
| MOST INSPIRATIONAL STORY | |||
| How We Reignited Guinness in Great Britain | Guinness | Born Social | |
| Fight or Flight for Roland DG - 50 Shades of Ginger | Roland | Fight or Flight | |
| Just One Word | Cadbury | VCCP | |
| How Vanish Elevated Its Brand Purpose To Shift Misconceptions About Autism | Vanish (Reckitt) | Havas | |
| From Forgotten to Front of Mind: The Power of ITV’s Storytelling | ITV | ||
| MAAATE – The word that changed the conversation | Mayor of London | Ogilvy UK | |
| Empowering Generations: The Global Impact of The Education Revolution | University of the People | ||
| A most unusual marketing story. Hendrick’s Gin 2000-2024 | Hendrick's Gin | William Grant & Sons | |
*Our award for Best Agency Team will be announced on the night.
In its 39th year our Awards are consistently cited at the ones that set the standard for marketing excellence across the board. They provide valuable evidence and ammunition for the marketing industry to demonstrate how best-practice marketing builds brands and drives business growth.
So now you know the shortlist, you’ll surely want to be amongst the first to discover the winners at our glittering Awards ceremony on 10 July at City Central, HAC, London.
Next year we celebrate 40 years of The Marketing Society Awards - register your interest now and we’ll be in touch when we launch.
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.
