2018 Winners

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

Huge congratulations to all of our 2018 winners!
To view the winner of each category, simply click into each individual box below. 

Think your campaign could be a worthy winner? Register your interest to stay up to date with all things Masters

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2018 WINNERS

SECTOR MASTERS 

AUTOMOTIVE  

In partnership with MiQ

Winner:

PSA Group : PERKS - The first manufacturer reward programme for independent garages, RLA Group

 

Shortlisted: 

DS Automobiles - DS Contactless Key Fob, Performance Communications

Ford India - Ford's Digital Drive towards Customer Acquisition, SingleInterface

PSA Group : PERKS - The first manufacturer reward programme for independent garages, RLA Group

Shell - The Coffee Line, Hill+Knowlton Strategies

VW - Rammed with Confidence, PHD & Adam&Eve DDB

B2B

In partnership with MiQ

Winner:

Mercedes Benz Vans UK - Keeping businesses moving, Storycatchers

 

Shortlisted: 

Barclays Corporate Banking - Inside-out banking, Big Dog

Gartner - Deal Accelerator

Ingredion - You Are How You Eat, Stein IAS

Mercedes Benz Vans UK - Keeping businesses moving, Storycatchers

PSA Group - PERKS - The first manufacturer reward programme for independent garages, RLA Group

Royal Caribbean International - Club Learning, Front Page

CHARITIES AND NON-PROFIT

In partnership with MiQ

Winner:

Hands on London - Wrap Up London, Sense

 

Highly Commended: 

The Scottish Government - Non-Consensual Sharing of Intimate Images, Republic of Media

 

Shortlisted:

Hands on London - Wrap Up London, Sense

RSPCA - Consent Campaign

The British Army - This is Belonging, Karmarama

The Scottish Government - Non-Consensual Sharing of Intimate Images, Republic of Media

WWF UK - Earth Hour UK

CONSUMER GOODS

In partnership with MiQ

Winner: 

Bodyform (Essity) - #bloodnormal, AMVBBDO

 

Shortlisted:

Bodyform (Essity) - #bloodnormal, AMVBBDO

Jägermeister UK - Discover Jägermeister ROOT56, Mast Jägermeister / Brey Leino / Silverdoor

Pladis - From luxury to mainsteam: How Godiva democratised luxury, The&Partnership London

Pukka Pies - Everything's Pukka, PHD & Quiet Storm

Rexona - Rexona's Data-driven Drama, Resolves a Social Stench, PHD Hong Kong

 

 

FINANCIAL SERVICES

In partnership with MiQ

Winner:

First Direct - A Long Way From Ordinary, Karmarama

 

Shortlisted:

Barclays Corporate Banking - Inside-out Banking, Big Dog

First Direct - A Long Way From Ordinary, Karmarama

Forever A Parent - Legal & General

LV= - LV=: From The Heart

TotallyMoney - TotallyMoney Shakes Up The Market With A New Free Credit Report 

 

 

 

 

MEDIA, GAMING & ENTERTAINMENT

In partnership with MiQ

Winner:

Beano Studios - Beano Studios

 

Shortlisted:

Beano Studios - Beano Studios

BT Sport - Where the best go head to head, AMVBBDO

Channel 4 - The Great British Bake Off Campaign

Fox Entertainment Group - War for the Planet of the Apes, Mindshare UK

Fox Network Groups - Uncovering the Deep State, Mindshare UK

Warner Bros. UK - Elves, Wilderness Agency

RETAIL AND ECOMMERCE

In partnership with MiQ

Winner:

Argos - 80 Days of Argos: How Argos owned 'today', The&Partnership London

 

Shortlisted:

Aldi UK - Aldi's Amazing Christmas, McCann UK

Argos - 80 Days of Argos: How Argos owned 'today', The&Partnership London

Domino's - Domino's Carry-Out, GroundTruth

Purplebricks - Commisery, SNAP LDN

TELECOMS, ENERGY AND UTILITIES

In partnership with MiQ

Winner:

O2 - Oops, VCCP, Havas Media

 

Highly Commended: 

OVO Energy - Get Mad, Uncommon Creative Studio

 

Shortlisted:

Boxt - Boxt, Zone

Npower - In Life CRM, Signal

O2 - Oops, VCCP, Havas Media

OVO Energy - Get Mad, Uncommon Creative Studio

Smart Energy GB - Power of 10p

TRAVEL, LEISURE AND TRANSPORT

In partnership with MiQ

Winner:

Hull UK City of Culture 2017 - Everyone back to ours. Changing the story of Hull, UK City of Culture, Jaywing

 

Shortlisted:

Crowne Plaza - Downtime, Mindshare UK

East Midlands Trains - Winning Back The East Midlands from Trainline.com, NMPi

Hull UK City of Culture 2017 - Everyone back to ours. Changing the story of Hull, UK City of Culture, Jaywing

TUI - U in the Middle

Virgin Holidays - Ready To Travel Programme, Proximity London

CHANNEL MASTERS 

BRANDED EXPERIENCES AND EVENTS

Winner:

E.ON - E.ON x Gorillaz: A Solar Collaboration, Engine

 

Highly Commended: 

Accenture - Kaleidoscope, Synergy

 

Shortlisted:

Accenture - Kaleidoscope, Synergy

easyJet and the Netherlands Board of Trade and Conventions - Cafe Van Der Sprinkles, VCCP

E.ON - E.ON x Gorillaz: A Solar Collaboration, Engine

Royal Bank of Scotland - Launch of Royal Bank of Scotland £10 note, Peoples Money

Unilever - Magnum Pleasure Store 2017, Hot Pickle

 

CONTENT

Winner:

Bodyform (Essity) #bloodnormal, AMVBBDO

 

Highly Commended: 

Tesco - Tesco Magazine, Cedar

 

Shortlisted: 

Auto Trader - #KnowYourNumbers with Rachel Riley

Bodyform (Essity) #bloodnormal, AMVBBDO

Kier Group - Shaping Your World

Siemens - Future Makers Content Engine, R/GA London

Tesco - Tesco Magazine, Cedar

 

DATA DRIVEN MARKETING

Presented by AURA

Winner:

Very - A Very Black Friday, Posterscope

 

Highly Commended: 

Virgin Holidays - The non salesy sale, Phrasee

 

Shortlisted:

Aimia and Sainsbury's - This time it's ultra personalised!

Tesco - Tesco Christmas 2018, MediaCom

Very - A Very Black Friday, Posterscope

Virgin Holidays - The non salesy sale, Phrasee

Vodafone - Content Compass & 'Best For', agenda21 Digital and Vodafone

 

EMAIL MARKETING

Winner: 

Virgin Holidays - Peak Campaign, Proximity London

 

Shortlisted:

Asda - Halloween Campaign, BJL and Asda

First Direct - 365 Days of adventure, The Storycatchers

Travis Perkins - Predictive analytics retention campaign, RedEye

Virgin Holidays - Peak Campaign, Proximity London

INSIGHT AND MARKET RESEARCH

Presented by AURA

Winner: 

Premier Inn - Proving the unprovable: Making the case for service as a driver of guest and shareholder value, Listen & Learn Research

 

Shortlisted:

Auto Trader - Not new, not used but next - The Car Buyers Report

Premier Inn - Proving the unprovable: Making the case for service as a driver of guest and shareholder value, Listen & Learn Research

Thinkbox - Profit Ability - How making the case for advertising made the case for TV

Radiocentre - Re-evaluating Media, Ebiquity

P&O Ferries - Attribution made plain sailing for P&O Ferries, R-cubed

MOBILE AND APPS MARKETING

Winner: 

Aimia and Sainsbury's - This time it's ultra personalised

 

Shortlisted:

Aimia and Sainsbury's - This time it's ultra personalised

Domino's - Domino's Carry-Out, GroundTruth

Marmite - TasteFace, AnalogFolk

reed.co.uk - The Smart Way to 'Appy Mondays, Merkle | Periscopix

Three - The Puggerfly Goes Oh Snap, Mindshare UK

 

 

MULTICHANNEL MARKETING

Winner: 

Aldi UK - Aldi's Amazing Christmas, McCann UK

 

Shortlisted:

Aldi UK - Aldi's Amazing Christmas, McCann UK

Cancer Research UK - Obesity Campaign, Anomaly / Cancer Research UK

LV= - From The Heart

O2 - Oops, VCCP, Havas Media

Purplebricks - Commisery, SNAP LDN

 

PR AND BRAND STORYTELLING

Winner:

LADbible / Plastic Oceans - Trash Isles, AMVBBDO

 

Highly Commended:

Ancestry - Village's DNA, Third City

 

Shortlisted:

Ancestry - Village's DNA, Third City

LADbible / Plastic Oceans - Trash Isles, AMVBBDO

Northumberland Domestic Abuse Services - Control, Raw London

Virgin Holidays - UB40 urges tourists to "Come Back, Darling"

PROGRAMMATIC AND PERFORMANCE MARKETING 

Winner:

Auto Trader - Programmable Platform Success

 

Shortlisted:

31 Dover - Programmatic Direct Mail, Paperplanes

Auto Trader - Programmable Platform Success

Legal & General - Forever A Parent

SEARCH MARKETING

Winner:

LV= -  Multi Car : The Ranking Rise

 

Shortlisted:

Bose Corporation - From Google to Amazon: 360 Degree E- commerce Search Strategy, MediaCom Worldwide

First Utility - Innovating Energy Search by Regional Personalisation, Fused7

Insureandgo - Insights and Innovation: An SEO Success Story, ROAST

Just Mortgage Brokers - Moving the Mortgage Needle, StrategiQ

LV= -  Multi Car : The Ranking Rise

Vodafone - Team Red Winners SEO Project, agenda21 Digital and Vodafone

 

SOCIAL MEDIA 

Winner: 

Nhs Blood and Transplant - ISSA THREAD

 

Shortlisted:

Nhs Blood and Transplant - ISSA THREAD

Nike - Nothing Beats a Londoner, Mindshare UK

Superdry - This Is The Jacket, Social Chain

Three - The Puggerfly Goes Oh Snap, Mindshare UK

YouTube International Rescue Committee - #MoreThanARefugee, YouTube

SPONSORSHIP AND PARTNER MARKETING

Winner:

Aldi UK - Team GB and the Brownlee Brothers, McCann UK

 

Shortlisted:

Aldi UK - Team GB and the Brownlee Brothers, McCann UK

EE - EE British Academy Film Awards 2018

Need for Speed Payback and Asos - Need for Speed Payback x ASOS, EA

Natwest - Cricket has no boundaries

Vision Express - Eye Tests Save Lives

VIDEO

Winner:

Argos - 80 Days of Argos: How Argos owned 'today', The&Partnership London

 

Highly Commended: 

Warburtons - Pride & Breadjudice, WCRS

 

Shortlisted:

Argos - 80 Days of Argos: How Argos owned 'today', The&Partnership London

ASDA - Clicks to Bricks in Six

Guinness - Compton Cowboys, AMVBBDO

Warburtons - Pride & Breadjudice, WCRS

Virgin Atlantic - Tobago Island View

SPECIAL MASTERS

AGENCY OF THE YEAR

Proudly sponsored by Oystercatchers 

Winner:

AMVBBDO

 

Shortlisted:

AMVBBDO

Karmarama

PHD

The&Partnership London

VCCP

WCRS

 

BEST USE OF A SMALL BUDGET

Winner:

BCLP - We can't tell your fortune

 

Shortlisted: 

BCLP - We can't tell your fortune

Christy - #NotJustATowel Campaign

Domino's - The Recovery Channel, VCCP

Jigsaw - Heart Immigration

LADBible Group / Plastic Oceans - Trash Isles, AMVBBDO

 

BRAND INNOVATION – NEW FOR 2018

Winner:

Boxt - Boxt, Zone

 

Shortlisted:

Boxt - Boxt, Zone

O2 - Oops, VCCP, Havas Media

 

BRAND PURPOSE – NEW FOR 2018

Winner:

Bodyform (Essity) - #bloodnormal, AMVBBDO

 

Highly Commended: 

Whirlpool - Care Counts

 

Shortlisted:

Bodyform (Essity) - #bloodnormal, AMVBBDO

Guinness - Compton Cowboys, AMVBBDO

Jigsaw - Heart Immigration

Pernod Ricard UK - Absolut Kiss

Whirlpool - Care Counts

CUSTOMER EXPERIENCE – NEW FOR 2018

Winner: 

Vodafone - Vodafone TOBi Sales Chatbot, MMT Digital and Vodafone

 

Shortlisted:

Ageas Insurance - Ageas Engagement Hub - personalising the customer experience, R-cubed

Vodafone - Vodafone TOBi Sales Chatbot, MMT Digital and Vodafone

Virgin Holidays - Ready to Travel Programme, Proximity London

DIGITAL TRANSFORMATION

Presented by Econsultancy

Winner:

The Gym Group - Transforming the next-gen gym company,  Rufus Leonard

 

Shortlisted:

House of Fraser - The Blackout Campaign, Movable Ink

The Gym Group - Transforming the next-gen gym company,  Rufus Leonard

The Sun - Sun Savers, News UK

DIVERSITY AND INCLUSION CHAMPION

Presented by Econsultancy

Winner:

Nationwide - Voices, VCCP

 

Shortlisted:

Lloyd's of London - Dive In Festival, Gong Communications

Nationwide - Voices, VCCP

Pride in London - Love Happens Here, WCRS

The British Army - This is Belonging, Karmarama

MARKETING TEAM OF THE YEAR

Winner:

Aldi UK

 

Shortlisted:

Aldi UK

Baxi Heating

Northumbrian Water Group

Smart Energy GB

RISING STAR

Winner:

Philippa Neath - Marshall Amplification

 

Highly Commended:

Abby Whitchurch - Virgin Atlantic

Georgia Yexley - Mobike

 

Shortlisted:

Jessica Lang - Flight Centre UK

Kate Utting - Twinings UK

Philippa Neath - Marshall Amplification

Abby Whitchurch - Virgin Atlantic

Georgia Yexley - Mobike

NOMINATED

BRAND OF THE YEAR

In partnership with YouGov

Winner:

ASOS

 

Shortlisted:

ASOS

IKEA

KFC

Quorn

The Guardian

GRAND PRIX WINNER

The 2018 Grand Prix winner will be announced at the awards evening on 9 October.

Winner:

Bodyform (Essity) - #bloodnormal, AMVBBDO

VISIONARY MARKETER

In partnership with MiQ

Winner: 

Sara Bennison - CMO and Executive Committee Member, Nationwide Building Society

 

Shortlisted:

Alessandra Bellini - Chief Customer Officer and Executive Committee Member, Tesco

Sara Bennison - CMO and Executive Committee Member, Nationwide Building Society

Steve Chantry - CMO, Kraft Heinz

Mark Evans - Marketing Director, Direct Line

Meghan Farren - UK CMO, KFC

Antonio Lucio - CMO, HP

Keith Weed - Chief Marketing and Communications Officer, Unilever

In partnership with:

You Gov

MIQ