FOM

Festival of Marketing 2016

The Masters of Marketing Awards
3 Oct | London

Submit your entry

Are you a master of your craft? 

The Masters of Marketing is an awards scheme that rewards marketing mastery across the full spectrum of marketing channels, skills, tactics and personal success stories.

Categories are open to brands and agencies entering projects on behalf of brands. So if you’ve done something amazing this year, make sure you enter one of the 33 categories and demonstrate your mastery through your most accomplished work.

You can enter as many categories as you wish. For example, a great content marketing case study in the retail sector can be entered in both ‘content marketing’ and ‘retail’ to make an impact.

Categories

Judging Criteria

Objectives & Strategy

Were the project objectives clearly stated and did the team have an understanding of how the objectives relate to longer-term business objectives?  What strategy was used to achieve the objectives? How tailored was the project activity?

Creativity & Innovation

Did the project team demonstrate more than just best practice or use a new or innovative approach to achieving the objectives? How effectively was the project executed and implemented to produce exceptional performance?

Effectiveness & Business Results

How successful was the project in relation to the original objectives? Results can include brand awareness, increased sales and sustainable competitive advantage. Proving effectiveness is crucial, so return on investment should be used wherever possible to allow large and small projects to compete on an equal footing. Robust data are required. If you have queries regarding confidentiality, please read the below policy on commercial confidence.

Commercial Confidence

It is very important that you fully complete the entry form. In particular, details of budget and results should be provided. The more information you supply, the better the judges will be able to assess your entry.  

For the purposes of judging, all information provided will be treated in the strictest confidence and will only be viewed by the Awards Jury. However, in any editorial write-up about entries some information may be needed from the written entries. Any information that is commercially sensitive and which may not be used in an editorial write up should be inserted into the field marked 'Confidential Information'.

SECTOR MASTERS

  1. Automotive
    This award is to acknowledge marketing excellence in the automotive sector. It is open to any brand operating in the automotive sector.
     

  2. B2B
    This award is to acknowledge professional excellence in the business-to-business sector. It is open to any brand operating in B2B services.
     
  3. Charities and non-profit
    This award is to acknowledge marketing excellence in the charity or non-profit sectors. It is open to any brand operating in the non-profit and charity sectors.
     
  4. Consumer Goods
    This award is to acknowledge marketing excellence in the consumer goods sector. It is open to any brand operating in the sector.
     
  5. Financial Services
    This award is to acknowledge marketing excellence in the financial services sector. It is open to any brand operating in the financial services sector.
     
  6. Media, gaming & entertainment
    This award is to acknowledge marketing excellence in the media owner, gaming or entertainment sector. It is open to any brand operating in media, entertainment or gaming.

  7. Public sector and Government
    This award is to acknowledge marketing excellence in the public sector and government. It is open to any brand operating in public sector and government. This is marketing done on behalf of organisations aiming to improve society.  It should show innovation, creativity and ultimately, a return on investment, however that is measured, whether in terms of funding, awareness or behaviour change.
     
  8. Retail and ecommerce
    This award is to acknowledge marketing excellence in the retail sector. It is open to any brand operating in retail and ecommerce.

  9. Telecoms, energy and utilities
    This award is to acknowledge marketing excellence in the telecoms, energy and utilities sector. It is open to any brand operating in the telecoms, energy or utilities sector.
     
  10. Travel, Leisure and Transport
    This award is to acknowledge marketing excellence in the transport sector. It is open to any brand operating in the transport sector.

     

CHANNEL MASTERS

  1. Content
    Recognising the best brand use of content across all disciplines including print, video, mobile and online. This award sees organisations use content to engage their target consumers, which either drives a better level of interaction with the brand, encourages more purchases, enhances loyalty or any other vital organisational aim. 
     
  2. Data, CRM and analytics
    Recognising excellence in brands’ use of data, CRM or analytics. Entries should show how data, use of data and CRM or analytics was the core element of the success of the campaign or initiative.
     
  3. Email marketing
    Recognising the best use of email.
     
  4. Branded experiences and events
    The experiential and events award is intended to recognise excellence in branded events and experiences. Includes festivals, a one-off branded event, major exhibition or ongoing experiential activity.
     
  5. Insight
    Recognising excellence in brands’ use of their consumer or market understanding. So whether it’s valuable quantitative or qualitative research put to practical use or market insights and trends that have revolutionised a business, this is the category.
     
  6. Mobile and apps marketing
    Recognising excellence in mobile marketing campaigns, strategies and initiatives – from SMS through to app development, innovative use of tablets or gamification.
     
  7. Multichannel marketing – four channels or more
    Recognising the integrated marketing campaign which makes best use of every channel available. Open only to campaigns, projects or brands using four or more media (eg. print, web, mobile, outdoor etc), this award will demonstrate the best practice in real channel integration.
     
  8. Outdoor/location based marketing
    Recognising excellence in a brands' use of search, whether it is paid, organic or a mix of the two.
     
  9. PR and brand storytelling
    Recognising excellence in brands' use of sponsorship activities and activation, along with partner marketing initiatives.
     
  10. Programmatic and performance marketing
    Recognising excellence in brands’ use of programmatic marketing, advertising, automation and performance marketing.
     
  11. Promotional/shopper marketing
    Recognising the best use of promotional tactics, whether sales promotions, in-store promotions, strategic voucher use or manipulating data to create compelling reasons for consumers to buy.
     
  12. Search marketing
    Recognising excellence in a brands' use of search, whether it is paid, organic or a mix of the two.
     
  13. Social media
    Recognising excellence in brands’ social efforts. Whether it is community management or sharing a campaign, whether paid-for Facebook posts or reactive tweets, this award will recognise the best use of social media by brands.
     
  14. Sponsorship and partner marketing
    Recognising excellence in brands' use of sponsorship activities and activation, along with partner marketing initiatives.
     
  15. User-led design and experience
    Recognising excellence in brands’ user experience strategies and execution, along with design of every type. So whether it’s a brilliant new website design, an intuitive mobile site, a beautiful store interior or a piece of packaging that has got consumers salivating, this is the category to enter.
     
  16. Video
    Recognising excellence in use of video, whether for advertising campaigns, content marketing, social or other digital marketing initiatives.

SPECIAL MASTERS

1. Agency of the year (picked by jury)

This category is open to entries from agencies of any size or type. The aim of the award is to reward the agency that not only triumphs in terms of the great work it produces, but also its reputation with clients and innovative approaches.

There are two parts to this entry, First, we want to understand what sets your agency apart in ethos, approach, methods, media or employees. Client testimonials are helpful to show off how your partners view you. Second, we want to understand the work that you believe makes your agency better than the rest.

The winner will show, through their part in a string of successful campaigns or communications, true understanding of the modern marketing landscape and an ability to manipulate, exploit or reflect it through the creation or enhancement of their client’s marketing activity.

Entrants may provide details of work they have done within the eligibility period for a maximum of three clients. Evidence of how the agency's work aided return on investment will also help the judges see the impact of the work.

As before, each project is judged on:

•     Objectives & Strategy

What were the project objectives? How did these relate to long-term business objectives? What was the strategy? What was the scope of the project activity? Any contextual information (challenges faced in your sector or any other relevant contextual information  - e.g. new entrants, economic pressures – and how the campaign addressed those challenges).

•     Creativity & Innovation

Did the project team demonstrate best practice or use a new or innovative approach to achieving the objectives? How effectively was the project executed and implemented to produce exceptional performance?

•     Effectiveness & Business Results 

How successful was the project in relation to the original objectives? Results can include brand awareness, increased sales and sustainable competitive advantage. Proving effectiveness is crucial, so return on investment should be used wherever possible to allow large and small projects to compete on an equal footing. Robust data are required. If you have queries regarding commercial confidentiality, please read our policy.

2. CEO Award for Marketing

Marketing Week will nominate the brands and organisations that are pushing marketing to the top of the corporate agenda. We ask our special jury of chief executives to choose the brand that they believe uses marketing as a strategic growth driver. Brands will be asked to fill in an entry form if they are nominated.

3. Marketing Team of the Year

Are you the marketing team of the year? This award seeks to award the team that have achieved excellence through not only a brilliant set of people but working together to achieve a goal, whether it’s return on investment, building a brand, turning a business around or any other valuable purpose.

4. Digital Transformation

This award recognises organisations that have transformed themselves digitally to improve performance, enhance their services or capture new business. We are looking for businesses that show how they have been able to transform themselves to operate in a truly digital way and how this has delivered return on investment.

5. Diversity and Inclusion Champion

This award recognises an organisation that champions diversity and inclusivity. We are looking for companies that believe in the value of a diverse output, products and workforce. We are looking for organisations that monitor their progress against important goals of diversity and inclusivity and have plans in place to make that happen. This award may honour a new product range, an advertising campaign, a recruitment drive or an internal campaign. We are interested in all areas of diversity and inclusivity, from acknowledging products that benefit disabled consumers to campaigns that fairly reflect our society's ethnic makeup. This is not an award for perfection; this is an award for intention, ambition and commitment.

This award is presented in partnership with Think Designable, which works to better society's relationship with disability and challenges brands to offer more inclusive products and services.

6. Market Disruptor

This award recognises an organisation that has changed its market or industry through use of a new business model, changing focus or reaching new consumers. We are looking for evidence of a genuinely different business model and attitude, along with evidence of the return on investment and success seen as a result of adopting this strategy.

7. Best use of a small budget

Entrants must demonstrate how they were able to implement a successful marketing strategy or campaign on a limited budget. This is an award that recognises that some of the most innovative and creative marketing can be done on a shoestring. We will look for evidence of clear objectives, what challenges were faced and overcome and the resulting return on investment.

8. Rising Star

This category is free to enter and is aimed at seeking out the best young talent in the marketing industry. Entries are welcome from client-side brand candidates with between three and five years of relevant marketing experience who have contributed to a key marketing initiative within their company within the judging period (see Rules of Entry).

Entries will be accepted from individuals, with employer endorsement, or from their employer directly – however, employers must outline the impact the nominee has had on the business.

Entrants should provide a maximum of 1,000 words or a short (under three minutes) “Showcase Me” video entry outlining their relevant project experience and personal contribution to the marketing initiative.  

In addition to this we will require a copy of the nominee's CV. Other additional media may be submitted to support the entry, as appropriate.

Up to five entrants will be shortlisted and invited to pitch, live, in front of the jury during the Masters of Marketing judging day. Each shortlisted presenter will be given 5 minutes with the jury to showcase their work, ambition and why they should win the award.

The winner will receive the money-can’t-buy experience of up to 6 Mentoring sessions from Marketing Academy Mentors, in addition to Early Bird tickets to Merlin Lectures.

9. Visionary Marketer

We’re looking for a marketer with vision. Each year, Marketing Week determines who are the Vision 100 – the most visionary marketers around – and now we want to ensure we reward one marketer who is acknowledged as a game changer in the industry. This award cannot be entered.

This category cannot be entered directly. Candidates will be nominated by the audience of the Festival of Marketing, Marketing Week and Econsultancy.

The Marketer of the Year will then be chosen by a combination of votes from the combined audiences, then verified by the jury panel of senior marketing practitioners.

The Marketer of the Year will have led the marketing of a brand that has clearly excelled in its performance in the awards eligibility period and would be acknowledged by the whole industry to demonstrate marketing excellence.

The Marketer of the Year should be an inspirational figure for all other marketers and be capable of representing marketing to the wider business community.

Shortlisted candidates will be contacted to provide a short Q&A supporting their nomination, to aid the judging process.

10. Brand of the Year 

This category cannot be entered directly. Brands will be nominated by the audience of the Festival of Marketing, Marketing Week and Econsultancy.

The Brand of the Year is then chosen by votes from the combined audiences, then verified by the jury of senior marketing practitioners. The Brand of the Year will have clearly excelled in its performance in the awards eligibility period and would be acknowledged by the whole industry to demonstrate marketing excellence.

The Brand of the Year should be an inspirational organisation, capable of showing the power of marketing to the wider business community.

Shortlisted candidates will be contacted to provide a short Q&A supporting their nomination, to aid the judging process.

“The Masters of Marketing Awards are bold and courageous and really push the boundaries for the industry. They recognise truly innovative work and are an inspiration, with some of the best work available for all to see.” 

Karen Stacey, CEO

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