Categories

The categories are tightly focused on the successfully integrated, multi-channel and partnership-rich nature of modern day marketing.

The entry period for the 2012 Awards is now over and the entry templates have been removed. Please see below for the categories that were open for entry. If you would like to see the entry templates or have any questions about the entry process please email marketingweekawards@centaur.co.uk.

Business Sector Categories

The following vertical market sector awards will be contested by brands that can demonstrate how their campaigns used a range and combination of media, technologies and platforms to deliver relevant messages to the target audience.

Entrants must catalogue the aims of each campaign within the context of the brand’s wider commercial strategy and indicate to what extent each target was achieved. Please include a description of the various parts played in each campaign by each of the agencies and suppliers involved.

Judges will look for the most engaging creative, the cleverest and most innovative use of a combination of channels and the effectiveness of the campaign, measured against its original targets.

Automotive
Business to Business
Charity and Voluntary Sector
Financial
FMCG
Media
Public Sector
Retail
Telecommunications and IT
Travel and Leisure

Discipline-based Categories

Marketers must catalogue the aims of the campaign they devised, how it linked to the brand’s wider commercial strategy and indicate to what extent each target was achieved. Please include a description of the role the relevant discipline played in the campaign or communication. Please also declare whether the disciplinary expertise or innovation was provided by an in-house team, an external agency partner or a combination of the two.

Judges will look for the cleverest, most innovative or most effective execution or interpretation of that discipline or skill set as part of the campaign.

MW 2011 Discipline-based Categories

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11. Advertising

This category covers all advertising campaigns and communications that have engaged the target audience. Winning marketers will demonstrate how their campaign impacted through strong creative and an innovative use of media.
12. CRM/Loyalty

This category covers the innovative CRM initiatives that have, in unique ways, inspired greater spend, a longer lifetime relationship and/or added value to the customer.
13. Data-driven Marketing

This category covers the analysis, enhancement or subsequent data planning conducted to improve targeting, increase efficiencies and drive revenues. Entries may be for business or consumer initiatives and can be for a single communication or campaign.
14. Digital

This category covers any online, email or mobile marketing initiative as well as the digital enhancement of customer websites whether via pay per click campaigns or organic search. Entries can be for business or consumer initiatives for a single communication, an entire campaign or part of a customer management programme.
15. Direct Marketing

This category covers any traditional one-to-one marketing channels including direct mail, door drops, inserts, telemarketing, DRTV and DR radio, promoting any product or service in any sector. Entries may be for business or consumer initiatives and can be for a single communication or campaign.
16. Market Research

This category covers the provision of insight that was influential in forcing fresh thinking from a brand’s marketing department, resulting in a new and successful marketing campaign or communication. Entries may be for business or consumer initiatives and can be for a single communication or campaign.
17. In-store

This category covers the growing innovation of in-store and shopper marketing and in particular, point of purchase materials that continue to govern and influence consumers’ decisions in a retail environment. Entries may be for business or consumer initiatives and can be for a single communication or a campaign.
18. PR

This category seeks to celebrate and recognise the influence that skilled PR practitioners have always had on the success of marketing campaigns. The winner will be rewarded for a clever, innovative use of channels as well as the idea itself. Entries may be for business or consumer initiatives and can be for a single communication or a campaign.
19. Promotional Marketing

This category covers the diverse world of sales promotion and seeks to reward the clever use of an execution that drove interest and engagement to a campaign. Entries may be for business or consumer initiatives and can be for a single communication or campaign.
20. Sponsorship

This category covers the increasingly diverse world of sponsorship and will be won by the brand that judges feel built a partnership that truly unlocked all the potential customer engagement value of the sponsorship deal. Entries may be for business or consumer initiatives and can be for a single communication or a campaign.
21. Design

This category should attract those brands that have grown the business or indeed increased engagement or added value for the customer through some clever design-based innovation or initiative. Entries may be for business or consumer initiatives and can be for a single communication or a campaign.
22. Experiential Marketing

This category covers live branded events, experiential and field marketing executions that used a big idea to capture the essence of your brand and allowed your customers in a way that allowed them to enjoy, share and engage in an experience. Entries may be for business or consumer initiatives and can be for a single communication or a campaign.

Special Awards

The special awards, listed below, recognise the best in class across the industry.

MW 2011 Special Awards

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23. 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 candidates with at least three years of relevant marketing experience who have contributed to a key marketing initiative within their company within the judging period (see Rules of Entry). Nominations will be accepted from individuals or from their employer however employers must outline the impact the nominee has had on the business.

Entrants should provide a maximum of 1,000 words outlining their/the nominee's relevant project experience and personal contribution to the marketing initiative, as well as a copy of their/the nominee's CV.
24. Brand Innovator

This category, in association with Reckitt Benckiser UK, will recognise the best of innovation in any form and in any sector. Entries are welcome from individuals or teams from large or small businesses working on established or new brands.

This award is designed to reward a marketing initiative, new product or brand development that demonstrated new thinking in a specific sector and which can boast significant success. The innovation may be related to a new brand; the rejuvenation or repositioning of an existing brand; brand extension or an innovative marketing campaign and will be measured in sales figures, early market share figures and a description of how the market responded to the idea.
25. Agency of the Year

This category is open to entries from agencies of any size or type. 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 judging period for a maximum of three clients.
26. Brand of the Year

This category, sponsored by YouGov, is not open for entry. The consumer brands on the shortlist for this award will be selected based on performance during the calendar year of 2011 using YouGov’s BrandIndex tool.

The brands that reach the shortlist will be notified in January 2012 and requested to complete a specific entry template detailing how they used an integrated marketing mix of activity to engage their customer and achieve their targets during 2011. The winner will be picked by the judging panel, chaired by an independent representative from our headline sponsor, YouGov.