This award recognises the manner in which an organisation meets the needs of its customers, while embracing and developing a marketing mindset and culture as a business driver. Sustained performance towards a triple bottom line must relate to the successful implementation of marketing initiatives over a period of three years.

To qualify, applicants must demonstrate:

• The link between the business strategy and the brand and marketing contribution to its success. A successful track record of execution excellence across multiple campaigns and brands, as well as evidence of synergistic portfolio management.
• Evidence of marketing successes across the spectrum of brand planning, consumer insight, communication strategy, innovation, and campaign activation, as well as great use of all elements of the marketing mix across brands and campaigns.
• Internal excellence in processes and alignment with marketing objectives.
• Adoption of the best modern marketing practices while rethinking and refining classic approaches.

Simply put, we want to understand your organisation’s alignment to your marketing and brand strategy.
These five questions highlight how best to showcase this:

1. What did you set out to do?
2. How did you do it?
3. What were your results and how did you achieve them?
4. Have you had to adapt, and how so?
5. What lessons have you learnt in the past three years, and how are you going to use those learnings in the future?

Please see How to Enter for detailed entry instructions. Once you have registered, we will send you a link where you can log in and upload your presentation.

Please prepare your case study across four sections as follows:

Section A: What did you set out to do?

We are looking for a broad macro view that delivers key insights into your background, thinking, and approach.

Provide headlines of organisational strategy. We want to understand your marketing philosophy, the key pillars of your strategic approach, and a summary of brand and marketing contribution to growth.

Detail your organisation’s brand and marketing strategy by addressing the following:

1. How do you approach insight gathering?
2. What key insights have informed your strategy?
3. How do you approach and develop your brand architecture and propositions?
4. How do you approach segmentation and decide which customers to target?
5. Describe your marketing approach.
6. Describe your customer experience journey.
7. How do you approach driving transformation and creating a diverse, equitable, and inclusive organisational culture?
8. How do you plan for aligning people, embedding the strategy, and tracking execution to meet your objectives?

Section B: How did you do it?

Provide the highlights of how your organisation executed your strategy. Use the 7/8 Ps of the marketing mix to guide your submission, providing no more than three to four key examples that demonstrate excellence in creativity and execution.

Please note: we are not looking for a marketing campaign of the last few years. We are looking to see how your strategy came to life and how you speak to the specific award criteria. This section should not exceed 50% of the submission, including images and embedded video.

Section C: What were your results?

Share your results from the past three years as they relate to marketing, brand, and company growth outcomes. We are looking for key results that can be substantiated.

Marketing Outcomes: Marketing ROIs, Marketing ROOs, internal evaluation metrics such as eNPS scores, engagement surveys and training metrics, and personal rewards and incentives linked to KPIs.

Brand Outcomes: External brand health indicators, internal brand health indicators, and brand reputation indicators.

Company Growth Outcomes: Company revenue growth relative to competitors (linking to publicly available data where possible), the change in your organisation’s internal social responsibility metrics, and your environmental impact.

Section D: Adaptability, sustainability, lessons, and outlook

1. What are the most significant changes in your operating environment over the past three years? How has your organisation adapted to these changes?
2. Has the extent to which you have had to adapt impacted the sustainability and performance of your organisation? In which areas?
3. What are the most significant challenges and changes in your industry you will need to adapt to in the future?
4. What lessons have you learned in the last three years as a marketing organisation?
5. How do these lessons shape your organisational outlook and planning for the future?

Format: Submit your entry as a PDF, no longer than 9,500 words or 21 pages including images. Concise entries that convey clear strategic intent with robust supporting evidence are encouraged.

Confidentiality: All results are strictly confidential, with adjudicators bound by a Non-Disclosure Agreement. Should you win, we will consult with you in creating a case study in a format you are happy to publicly share.