MLP are proud to be part of this year’s 40th anniversary The Marketing Society Awards - four decades of recognising the boldest and brightest ideas in UK marketing - and just like any good party in its forties, it’s a perfect mix of nostalgia, reflection and a few dodgy throwback tunes. But while the haircuts and headlines have changed since 1985, the golden rule of marketing still holds strong: know your customer, keep them close, and whatever you do - don’t take their loyalty for granted.
The Evolution of Loyalty: From Stamps to AI
We were thrilled to help judge the Customer Engagement & Loyalty category this year, and it gave us a front-row seat to how brilliantly UK brands are rising to that challenge and how far we’ve come. From the early days of stamp cards and Green Shield stamps, to points-based plastic in the '90s and Tesco Clubcard’s humble beginnings, through to today's data-fuelled, hyper-personalised, AI-powered experiences - loyalty has levelled up more times than a 90s gamer with a pocket full of tokens.
But while the tech may have changed, the magic ingredient hasn’t: emotion. The stand-out entries weren’t just clever – they were clever and caring. They made people feel something. Feel valued. Seen. Smiled at. And those are the brands that don’t just keep customers – they keep fans.
What stood out in the entries we judged were the brands going beyond the transactional – those tapping into behavioural science, emotion and creativity to drive genuine connection and habit.
Simon Jamieson MLP
It’s not about bribery. It’s about belief. And when it works, customers don’t just engage - they advocate.
Of course, loyalty in 2025 is a different game. Customers want purpose, personality and perks - and they want it all without needing to read the T&Cs with a magnifying glass. That’s where the smartest marketers shine: they build long-term habits, create joyful interactions and make people want to come back - not just cash in.
40 Years of Customer Connection
So how are we celebrating? Well, we’re honouring the past and playing to our strengths – quite literally. Step inside the MLP Retro Arcade. It’s our nod to the old-school world of points, plays and prizes – with a few neon lights thrown in. Because let’s be honest, the best loyalty programmes have always had a bit in common with an arcade game: easy to start, hard to resist, and packed with little moments of joy.
We’ll be cheering on the high scorers, toasting the winners and raising a glass to 40 years of brilliant British marketing – and to the brands who keep showing us that loyalty isn’t about bribery, it’s about belief.
Here’s to the next 40.
MLP are Partners of The Marketing Society. Marketing Lounge Partnership is one of the UK’s only combined incentive, loyalty, partnership and CRM agencies. The agency offers a full in-house service with specialists working across all stages of the client journey, from inception to development of the campaign, design, delivery, customer services and more.
