MARKETING SOCIETY AWARDS 2000: Judging criteria for Awards 2000 drawn up - Value, differentiation, innovation and use of resources will be the deciding factors in the awards handed out at The Marketing Society’s annual ceremony as the industry pre

More than 100 leading UK businesses have already responded to The

Marketing Society Awards 2000, and the high calibre judging panel has

been finalised. With little over two months left before the deadline for

entries, the scene is now set to make the awards, held in conjunction

with Marketing, unique in their evaluation and recognition of marketing

excellence.

’We are delighted by the large cross-section of companies which have

already expressed an interest in entering,’ says Chris Thomas, chairman

of The Marketing Society Awards.

’But due to the rapidly approaching deadline of January 14, and the

rigorous judging criteria all entries will be put through, businesses

should start preparing and examining their submissions quickly.’

Prestigious judging panel

Thomas points to the appointment of two additional senior-level judges

as evidence that the awards will be the most highly sought-after prize

in the industry.

Carol Fisher, chief executive of the Central Office of Information, and

Keith Weed, chairman of Elida Faberge, complete a 12-strong judging

panel, which will be chaired by Sir Michael Perry, who is chairman of

Centrica (see Judges box).

’The eventual winners will know they have achieved a level of marketing

excellence which will benefit their peers in terms of increasing wisdom

within the industry and proving to others the central role marketing

plays in successful businesses,’ says Thomas.

Details of how the awards will be judged are now becoming available.

To be able to examine the submissions fully, the judges will form into

six two-person teams and will judge two categories per team (see Awards

categories box).

There will be four criteria common to all categories: superior value,

differentiation, innovation and effective use of resources.

- ’Superior value’ is a combination of products/services versus price

compared with the competition. Product/service is the customer

perception as indicated by research, while price is actual.

- ’Differentiation’ is the degree to which a product, brand or company

is seen by customers as distinct or differentiated from its

competition.

- ’Innovation’ refers to creative, customer-driven change across an

organisation.

- ’Effective use of resources’ is how budget and resources, of whatever

level, are deployed skillfully against best opportunity.

To make it through to the shortlist it is expected that the entries will

have scored well in all four criteria. Winners will be selected on these

four plus additional criteria specific to each category.

Despite the strict criteria, the awards are designed to be inclusive, so

that every company, regardless of the industry it is in, or how big or

small it is, can enter.

Marketing’s association with the awards will further ensure that the

widest possible spectrum of marketers have the opportunity to enter; the

competition is open to all, not just members of The Marketing

Society.

Widespread benefits

The benefits of the awards are also planned to spread across the whole

of UK industry and commerce.

The aim is to create a body of case studies to help marketers in every

sector show their colleagues and clients proof of the benefits of taking

marketing to heart.

The 12 category winners will receive a specially designed trophy, which

will be presented at the awards dinner on May 22, 2000.

The overall winner, for Outstanding Marketing Achievement, will receive

a place on the prestigious three-day course ’Strategic Marketing for

Directors and Senior Managers’ at the Cranfield School of

Management.

Full details of The Marketing Society Awards are available on

Marketing’s web sites at www.marketing. haynet.com or

www.marketing-society.org.uk. Or you can send an e-mail to

awards@marketingsociety. org.uk.

AWARDS CATEGORIES

Brand Awards

New brand of the year

We are seeking a combination of technical innovation/excellent

design/consumer appeal and original thinking.

Ideally the winner will have caused customers to reassess the

category.

Brand development of the year

This award will go to the marketing team which has most successfully

extended an existing brand into new markets or market segments.

Brand revitalisation of the year

The judges will be looking for evidence that a marketing team and its

agencies have successfully changed public perceptions of an existing

brand.

Marketing communications award

We shall be looking for successful and rigorous interpretation of a

given brand positioning through: all media, all targets, all

channels.

Business-to-business award

This award will go to business-to-business marketing teams which have

developed a true brand presence.

International brand development We are looking for a UK brand first

launched and marketed in the UK which has built a commanding presence in

one or more overseas markets.

Company Awards

Innovations award

This aims to identify the company or group which has the best year-round

record in service or brand innovation.

We are looking not just at the product itself, but also at new ways of

working.

Best use of new channel to market

This will credit the company which has been most successful in

identifying and exploiting new ways of getting products into the hands

of the customers.

Internal communications award

Requires clear proof that a better informed and enthused staff has had a

positive effect on sales.

Market insight award

We are seeking the best use of market research to identify customer

demand and adapt corporate or brand strategies accordingly. We seek

proof of real ’insight’.

Corporate communications award

To be awarded to the corporate communications team which has best built

its corporate brand by adding value against all stakeholders:

customers, the City, shareholders and employees.

Portfolio management award

This award will be given to a senior marketer who has successfully

carried out one of the most difficult tasks facing the modern

corporation: managing a wide brand portfolio to deliver maximum

value.

Grand Prix

Outstanding marketing achievement

This is the supreme award for the entry which shows the clearest

possible manifestation of marketing excellence that adds maximum

(shareholder) value.

JUDGES

Sir Michael Perry (Chairman)

Chairman, Centrica

Carol Fisher

Chief executive, COI

Keith Weed

Chairman, Elida Faberge

Rt Hon Michael Heseltine CH MP

Director, Haymarket Group

Sir John Egan

Chief executive, BAA

Carl Symon

Chief Executive, UK & Ireland, IBM

Professor John Quelch

Dean, London Business School

John Wakeley

Managing director, Equity Research, Lehman Brothers

David Pearson

Managing director, international brands, Pentland Group

Judie Lannon

Editor, Market Leader

Chris Powell

Managing director, BMP DDB

David Bell

Chairman, Financial Times

Hugh Davidson

Visiting professor of marketing,

Cranfield School of Management

This article was first published on Marketing