The
Marketing Society has awarded Unilever's global marketing and communication
chief Keith Weed the coveted Marketer of the Year accolade, and McDonald's and
its agency Leo Burnett the Grand Prix award for their slow but sure
transformation of the brand, in its annual awards.
Keith Weed was recognised
for driving Unilever's ambitious sustainability plans at the dinner
last night (June 11).
McDonalds was rewarded for the
transformation of the brand, hit hard by the 2005 Morgan Spurlock film
'Supersize Me', which triggerd a slump in sales.
The new brand strategy turned
this decline around, and McDonald's has seen 24 months of continuous growth.
The judges said McDonalds is:
"A business at the top of its game, with campaigns demonstrating terrific
integration. A phenomenal story."
Hugh Burkitt, Marketing Society
chief executive, said: "This is a clear demonstration of its skill in
consistently delivering a high-quality branded service – one of today’s most
important and elusive marketing skills."
The fast-food giant also won the
Long-Term Marketing Excellence and Employee Engagement Awards.
Other notable winners included
Foster’s and its agency Adam & Eve for its comedy-themed campaign using a
pair of Aussie no worries agony uncles sipping tinnies in a beach hut.
The Independent's i and its
agency McCann Erickson won the new brand award, and John Lewis won
the Marketing Communications Award for ‘Never knowingly undersold’.
The full list of winners:
Grand Prix: McDonald’s
Marketer of the Year: Keith Weed
Customer Insight: TfL
New Brand / Business: Independent Print
Brand Extension: Kraft Foods
Brand Revitalisation: Heineken
Marketing Communications: John Lewis
Marketing on a Shoestring: Headway
Social Media Marketing: Coca-Cola
Mobile Marketing: Hotels.com
Content Marketing: British Heart Foundation
E-Commerce: John Lewis
Customer Relationship Marketing: Skipton Financial Services
Employee Engagement: McDonald's
Marketing Leadership: Symantec
Marketing Teamwork: Thorntons
Marketing for Sustainable Consumption: Lafarge
Caused Related Marketing: Aviva
Global Marketing: The Edrington Group
Not-For-Profit Marketing: Barnardo’s
Long Term Marketing Excellence: McDonald’s
B2B Marketing: Everything Everywhere
SME Marketing: Freestyle Xtreme
Young Marketer of the Year: Heather Corbett – Cohn & Wolfe
Finance Director’s Award: Dr Pepper -Gamification for Salesification- How online gaming drove offline sales for Dr Pepper.
Best Leading Edge Thinking: ASOS
Marketer of the Year: Keith Weed
Customer Insight: TfL
New Brand / Business: Independent Print
Brand Extension: Kraft Foods
Brand Revitalisation: Heineken
Marketing Communications: John Lewis
Marketing on a Shoestring: Headway
Social Media Marketing: Coca-Cola
Mobile Marketing: Hotels.com
Content Marketing: British Heart Foundation
E-Commerce: John Lewis
Customer Relationship Marketing: Skipton Financial Services
Employee Engagement: McDonald's
Marketing Leadership: Symantec
Marketing Teamwork: Thorntons
Marketing for Sustainable Consumption: Lafarge
Caused Related Marketing: Aviva
Global Marketing: The Edrington Group
Not-For-Profit Marketing: Barnardo’s
Long Term Marketing Excellence: McDonald’s
B2B Marketing: Everything Everywhere
SME Marketing: Freestyle Xtreme
Young Marketer of the Year: Heather Corbett – Cohn & Wolfe
Finance Director’s Award: Dr Pepper -Gamification for Salesification- How online gaming drove offline sales for Dr Pepper.
Best Leading Edge Thinking: ASOS
