The Guardian, one of the UK's most admired media owners, was voted The Marketing Society's Brave Brand of the Year at our Annual Dinner on Wednesday 15 November.
The award which recognises bold marketing leadership and marketing excellence, was given to The Guardian after a live vote was cast on the night by over 550 marketers.
The news organisation was one of five shortlisted brave brands unveiled that evening – Direct Line, Doisy & Dam, Mars and The New York Times.
“It’s a messed up world so it’s important to be brave,” said Sonia Sudhakar, director of consumer marketing at The Guardian News & Media. “Our journalism is for the people, it’s a mission. And this is about feeling hope in dark times.”
Chief executive of The Marketing Society, Gemma Greaves, said, "Building on The Marketing Society’s brave agenda, The Brave Brand of the Year recognises brands that are pushing boundaries in challenging times. "The Guardian was a well-deserved winner with its campaigning journalism and insistence on uncovering the truth against all odds. And it was no surprise that The New York Times was also on our shortlist – another courageous news organisation, needed today more than ever. I’m so proud of our industry’s resilience and determination and, at our Annual Dinner last night, we had the opportunity to celebrate everything we stand for."
Watch The Guardian's reaction on the night to their triumphant win and find out their secret behind scooping Brave Brand of the Year.
By Orianna Rosa Royle, Digital Assistant at The Marketing Society