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Engage Awards 2014 shortlist

Meet the brands in contention for the highly sought-after Marketing Week Engage Awards 2014 trophies.

engage-awards-logo-2014-460-new

Here are all the shortlisted entries for the Engage Awards, in association with YouGov. The list features the brand and, where relevant, the nominating agencies that submitted the case studies.

The calibre of entries for this year’s awards was truly amazing and the case studies show brands repeatedly and successfully getting to grips with new technologies in the digital world.

Smart thinking from brands and their agencies are producing sophisticated omnichannel campaigns that truly engage with the modern consumer. Marketers are willing to try out all the new technological opportunities, from Vine videos to location tracking to serve relevant, entertaining and useful messages to targeted customers.

The coveted Brand of the Year award shortlist features names that have all driven forward in the past year to garner positive customer sentiment and recommendation. The brands significantly managed to shift brand perception over the past 12 months, as measured by YouGov’s BrandIndex (see Methodology, below).

Every one of the companies, agencies and individuals that have made the shortlist should be proud of the achievement. Now it is over to the judges who have the hard job of awarding marks and choose the winning entries in each category. All will be revealed on the eve of 26 June at Grosvenor House, London, during a celebration not to be missed.

Brand of the year methodology 

The Brand of the Year shortlist has been selected with the help of YouGov’s BrandIndex consumer perception tool – a daily measure of brand perception, tracking over 1,000 brands across 34 different sectors.

BrandIndex tracks perception through a range of 16 different measures to help brands identify key areas for improvement, and to help measure the effectiveness of marketing activity. These measures range from Buzz, to Reputation, to Word of Mouth Exposure and Purchase Intent. Each brand is also tracked using an Index score, which is a composite of several key measures of brand health.

The brands on the shortlist have all achieved a laudable BrandIndex score as measured throughout 2013, and have been selected because of exceptional performance overall, or for being a standout in their particular sector. The shortlist is also devised with input from brand experts at YouGov and Marketing Week.

The ultimate decision on Brand of the Year is taken by the Engage Awards judging panel.

Listed by brand and entering agency

AUTOMOTIVE

AutoTrader – Isobar
BMW – iProspect
Ford of Europe – Blue Hive
Jaguar – Mindshare and We Are Social
Mercedes – AMV BBDO
Toyota – Isobar
Volkswagen – adam&eveDDB
Volkswagen – adam&eveDDB and Tribal Worldwide

BUSINESS TO BUSINESS

Chartered Institute of Management Accountants – Seven Hiscox
ITV Studios
Newsworks
PayPal
Powwownow – MediaCom
RS Components – Responsys
Tata Consultancy Services
Trelleborg Marine Systems – Stein IAS
Vodafone – Circle Research

NOT FOR PROFIT

Cancer Research UK – AMV BBDO
Cancer Research UK – Citizen Relations
Change4Life – 23red
Fairtrade Foundation – Inferno
Global Poverty Project – Bell Pottinger
Kids Company – AMV BBDO
Liverpool City Council
Macmillan Cancer Support – VCCP
Organic Trade Board – Haygarth
Royal British Legion – Tangible
Sheffield Hallam University 
Wildfowl and Wetlands Trust – 375

FINANCIAL
Sponsored by drpgroup

Aviva – AMV BBDO
Barclaycard Consumer Europe and South Africa
Barclays (Wealth and Investment Management)
Halifax – adam&eveDDB
Hiscox
John Lewis Insurance – adam&eveDDB
Legal & General’s Investor Portfolio Service
Lloyds Bank – RKCR/Y&R
Petplan – Now
Ubuntu Edge – Brands2Life

FMCG

Betty Crocker – The Collaborators
The Coca-Cola Company – MediaCom
Diageo – TMW
Foster’s – adam&eveDDB
The happy egg co – Mischief PR
Kellogg’s – Carat
Let There Be Beer – Mindshare UK
Marmite – adam&eveDDB
Sainsbury’s – AMV BBDO
Sheba Global – AMV BBDO
Unilever – R/GA London

GAMING AND ENTERTAINMENT

Blinkbox – Taylor Herring
Harper Collins – MediaCom
ITV
National Lottery – AMV BBDO
Star Trek Into Darkness – MEC
Super Casino
Xbox One – Edelman and UM London

RETAIL

Booths - MediaCom
Game - MHP
Homebase – MRM Meteorite
Kiddicare – Propellernet
Marks & Spencer
Post Office – Mindshare UK
Sainsbury’s – AMV BBDO
Samsung – The One Off
Trinity Leeds
Very.co.uk – Carat

TELECOMMUNICATIONS, IT AND UTILITIES

British Gas (Hive) – iProspect
BT–AMVBBDO
Google – R/GA London
Intel – MRM Meteorite
NowTV–WCRS
Npower – TDA
02–VCCP
Samsung – Weber Shandwick
Sony Mobile – DigitasLBi
Three – Mindshare UK
Vodafone – TBG

TRAVEL AND LEISURE
Sponsored by GBGroup

Alton Towers – Cake
EasyJet – VCCP
Eurostar – The Clearing
InterContinental Hotels & Resorts – Mindshare Worldwide
Lastminute.com – adam&eveDDB
The MAC – AV Browne
Thomson – BMB
Tourism Ireland – iProspect
VisitBritain – Yahoo
VisitEngland

CRM/LOYALTY

Anchor – whynot!
Aviva – Cherry London
Barclaycard Consumer Europe
Channel 4
Homebase – MRM Meteorite
LV=
Malibu – Vizeum
Sainsbury’s – Aimia
Sainsbury’s – AMV BBDO

CONTENT MARKETING

Barclaycard Consumer Europe South Africa (UK cards business)
The Co-operative Food – The River Group
Doritos – AMV BBDO
East Coast Trains – Havas Media
Kellogg’s Krave – Carat and Isobar
O2 – VCCP
One Direction and Eden Parfums – Cake
Royal Bank of Scotland & NatWest – M&C Saatchi
Sainsbury’s – AMV BBDO
Sainsbury’s – Seven
Vodafone – Circle Research
Volkswagen – adam&eveDDB and Tribal Worldwide
Vue – Publicis Blueprint

PR

AdaptiveMobile – Octopus Group
AXA Insurance – Brazil
The Football Association – Mischief PR
Fujitsu – Harvard PR
Game – MHP
LinkedIn – Brands2Life
Merlin Entertainments
Nectar – Clarion Communications
Npower
Paddy Power – Frank PR
Rentokil – Brands2Life
Skins – BBD Perfect Storm
Unilever – Edelman
Zapp – Capella PR

RESEARCH AND INSIGHT

Channel 4
HP – Doremus
ITV
Liverpool City Council
Lucozade Energy – Brass Alt
Mercedes – AMV BBDO
Mondeléz International – Brandtone
Radio Advertising Bureau
Real World Britain – MediaCom
TfL - MEC
Whiskas – AMV BBDO

SPONSORSHIP
Sponsored by ITN Productions

Bwin – Frank PR
Casio – Vizeum
EE – Cake
Microsoft – Logan Sports Marketing
Morrisons – MEC
O2 – M&C Saatchi Sport & Entertainment
Qatar Airways
Sainsbury’s – AMV BBDO

ADVERTISING

BBC Global News
British Airways – Storm and OgilvyOne
Marks & Spencer – RKCR/Y&R
Marmite - adam&eveDDB
Paddy Power
Sainsbury’s – AMV BBDO
Sky Broadband – WCRS
Taylors of Harrogate Coffee – Goodstuff Communications
Volkswagen – adam&eveDDB

DIGITAL

Aquascutum – MediaVision
Diageo – TMW
Electrolux
Holiday Inn – Mindshare UK
Jura – Holler
Mars – AMV BBDO
NatWest – M&C Saatchi
Tesco – Zone
Three Barrels – VCCPme and The Village Communications
Toyota – Isobar
Unilever – R/GA London
Xbox One – UM London
Yours Clothing – Latitude Digital Marketing

DIRECT MARKETING

Aviva – Alchemy Worx
Cunard – Inc. Direct
EDF Energy – Wunderman
Homebase – MRM Meteorite
ITV Studios (Thunderbirds Are Go)
Sainsbury’s – TMW
Three Barrels – VCCPme
Totaljobs – Epsilon

EXPERIENTIAL AND EVENTS
Sponsored by Expand International (GB)

Barclaycard – (heart) productions
Doritos – AMV BBDO
Hendricks Gin – W and Steely Fox
HP – Doremus
Lynx Apollo – Slice 
Rentokil – Brands2Life
Samsung Electronics UK – Cheil UK
Samsung Mobile – Brand and Deliver
Sony
Vodafone – Wasserman

MOBILE, TABLETS AND APPS

Aviva – AMV BBDO
Novartis – Weber Shandwick
Npower
Pret A Manger – Essence
Selfridges – Useablenet
SurfStitch – Useablenet
Tesco Discover – Engine
Very.co.uk – myThings
Xbox One – UM London

NEWSPAPER AND MAGAZINE

20th Century Fox – Allied Integrated Marketing
ITV4 and ITV Sport – Mindshare UK
Kellogg’s – Carat
Saga Cruises
Time To Change – MediaCom
Vue – Publicis Blueprint

OUTDOOR

Compassion in World Farming – Ocean Outdoor
Google – R/GA London
Harper Collins – MediaCom
Microsoft Office 365 – UM London
Mini – Vizeum
Museum of Childhood – AMV BBDO

PROMOTIONAL MARKETING

Blinkbox
Bulmers – Space
Dairylea – BMB
Mars Pedigree – AMV BBDO
Pepsi Max – Arnold KLP
Sainsbury’s – AMV BBDO (2 projects)
Whiskas – Juice Creative

RADIO

DFT THINK! – AMV BBDO
Kellogg’s – Carat

SOCIAL MEDIA

Adidas – Carat
Cancer Research UK – Citizen Relations
Coca-Cola GB – Zone
Co-operative – Holler
Intel – MRM Meteorite
Kerry Foods (Mattessons)
Marks & Spencer
MTV – Viacom International Media Networks
Philips Sonicare
Sainsbury’s – AMV BBDO
Samsung Electronics UK – Cheil UK
Sony Xperia – DigitasLBi
Tesco – Zone

TV

Argos – Mindshare UK 
Just Eat – Havas Media 
Sainsbury’s – AMV BBDO (2 projects) 
Sky Broadband – WCRS 
Thomson – BMB 
Yorkshire Tea – BMB

VIDEO
Sponsored by Lion Eyes

Barclaycard Consumer Europe South Africa (UK cards business)
EE – Poke
Red Bull – Holler
Reed.co.uk – iCrossing
Sainsbury’s – AMV BBDO
Samsung Electronics UK – Cheil UK
Sony Mobile – DigitasLBi
Velvet – Media Bounty
Vice.com – Vice Media

RISING STAR

Lizzie Barclay – RBS marketing manager
Arron Child – Microsoft marketing manager
Kristina Laslett – BrandAlley UK PR and brand engagement manager
Adam Young – MTV brand manager

BEST CUSTOMER EXPERIENCE
Sponsored by Quadrangle

Coca-Cola – (heart) productions and Square Melon
IKEA – BWP Group
Lovehoney – Maxymiser
Museum of Childhood – AMV BBDO
Sodexo Prestige
Thomas Cook
Xbox One – thefield

SENIOR MARKETER OF THE YEAR
In association with Adobe

Nicole Hubbard – marketing director UK & Ireland, Nike
Craig Inglis – marketing director, John Lewis
Lorna Kimberley – head of marketing, Mizkan Europe
Amanda Lakin – general manager of brand advertising, TUI
Rebecca Snell – head of marketing, Lego
Laura Wade-Gery – executive director of multichannel, Marks & Spencer
Terri Westlake – customer experience director, Asos
Matt Williams – marketing activation director, Mondeléz International
Christian Woolfenden – global marketing director, Paddy Power

AGENCY OF THE YEAR

Adam&eveDDB
AMV BBDO
Carat UK
Cheil UK
Holler MediaCom
WCRS

BRAND OF THE YEAR
In association with YouGov

Adidas
Cadbury
Marmite
Nationwide Building Society
O2
Premier Inn

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