The crème de la crème of the marketing sector gathered for the awards ceremony and there were plenty of great ads for SMEs to draw inspiration from
Behind every successful business is a great marketing campaign. To recognise the clever professionals behind these campaigns, The Drum Marketing Awards 2019 was held in on Wednesday April 3. Let’s check out some of the winners and see what you can learn from their clever ideas.
The Grand Prix award went to Taylor Herring, the agency behind the widely popular Valentine’s Day Greggs campaign. The video ad was viewed over 11.6 million times and 46,000 people attempted to book a reservation as soon as they were available. One man even proposed to his girlfriend through one of these dinners. She said yes, by the way. Taylor Herring also won the marketing agency team of the year.
The Best Emerging Brand gong went to Snag, a UK clothing startup specialising in tights with varying widths for women of all shapes and sizes to find their perfect fit. Founder Brie Read was inspired by her own struggles and wanted women everywhere to be able to wear tights comfortably.
Alex Webber, marketing manager at the agency twogether, took home the The Rising Star of the Year award for making the company one of the most sought after B2B agencies after she stepped into a leadership role at the agency in 2016. Specialising in technology, twogether has worked with Microsoft and Sony and also regularly works with the Save the Rhino charity.
Frozen food brand Birds Eye picked up the B2C Brand Team of the Year Award after a successful change in marketing strategy turned around the business after a five-year decline. The marketing change saw the familiar Captain Birds Eye return to its ads. As a result, in 2018, Birds Eye’s growth was the highest it had been in 20 years.
Agency AMV BBDO was awarded the Chair Award for its Trash Isles campaign for Plastic Oceans International and LADbible. An innovative way to raise awareness of plastic pollution, the large expanse of debris floating in the Pacific Ocean has now been named The Trash Isles to draw attention from the UN. If The Trash Isles are recognised as a country, the UN will be obliged to clean it up.
The top prize of the night, the Lifetime Achievement Award, went to Jan Gooding. With over two decades of marketing experience, Gooding kicked off her career in retail in Selfridges. She went on to open her own brand consultancy, Bluedoor, in 1997. She is best known for being the former global inclusion chief of Aviva, the insurance company.
Speaking to The Drum, Gooding said: “To work in marketing is to be given an extraordinary opportunity to influence the impact of business, through their brands, on the world. I firmly believe that business can be a force for good and as marketing people, we should be highly motivated by that.”
Other awards included The Milton Keynes-based agency graymatter won the Financial and Professional Services award for its Monster campaign for Volkswagen Financial Services, Comic publisher Beano Studios won the Music and Entertainment award for its campaign 80 Years of Mischief Making and the agency Expedia Group Media Solutions, Brand USA won the Leisure and Travel category for its campaign Sound Travels.
Some of these campaigns may make you laugh and others may make you think, but they all highlight how great marketing can touch people in unexpected ways.