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
’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
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
- ’Innovation’ refers to creative, customer-driven change across an
- ’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
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
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
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
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
Marketing communications award
We shall be looking for successful and rigorous interpretation of a
given brand positioning through: all media, all targets, all
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.
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
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
Outstanding marketing achievement
This is the supreme award for the entry which shows the clearest
possible manifestation of marketing excellence that adds maximum
Sir Michael Perry (Chairman)
Chief executive, COI
Chairman, Elida Faberge
Rt Hon Michael Heseltine CH MP
Director, Haymarket Group
Sir John Egan
Chief executive, BAA
Chief Executive, UK & Ireland, IBM
Professor John Quelch
Dean, London Business School
Managing director, Equity Research, Lehman Brothers
Managing director, international brands, Pentland Group
Editor, Market Leader
Managing director, BMP DDB
Chairman, Financial Times
Visiting professor of marketing,
Cranfield School of Management
This article was first published on Marketing