The fast-food chain’s marketing, by Leo Burnett, was praised by the judges for contributing to 24 consecutive quarters of growth. It also won the Long-Term Marketing Excellence and Employee Engagement Awards.
‘This is a business at the top of its game, with campaigns demonstrating terrific integration. A phenomenal story,’ said the judges.
Marketing Society chief executive Hugh Burkitt said: ‘McDonald’s has won several prizes in our awards over the past few years, but this year it excelled in winning the Long-Term Marketing Excellence Award and the Employee Engagement Award [as well as the Grand Prix]. 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.’
Other winners at the awards, held in association with Marketing, included Foster’s and its ad agency Adam & Eve, which were handed the prize for Brand Revitalisation for their campaign starring two Australian ‘agony uncles’.
The i newspaper, and its agency McCann Erickson, won the award for New Brand, while John Lewis scooped the Marketing Communications Award for its ongoing ‘Never knowingly undersold’ activity.
Keith Weed, global chief marketing and communications officer at Unilever, was named Marketer of the Year. He was praised by the judges for being the ‘driving force’ behind the FMCG company’s ambitious sustainability plans. Last year’s Marketer of the Year Award was won by John Lewis’ Craig Inglis.
The event, hosted by Marketing and sponsored by BT, was held on Monday evening (11 June) at the Hilton Hotel on London’s Park Lane.
Click on the links below to view the winning case studies.
Winner - McDonald’s (Agency: Leo Burnett)
Winner – i Newspaper (Agency: McCann Erickson)
Highly Commended – O2 Priority Moments (Agency: VCCP Partnership)
Highly Commended – Rowntree’s Randoms (Agency: JWT)
Winner – Kenco Millicano (Agency: JWT London)
Winner – Foster’s (Agency: Adam & Eve)
Highly Commended – British Airways (Agency: Bartle Bogle Hegarty)
Highly Commended – Twinings Tea (Agency: Abbott Mead Vickers BBDO)
Winner – Transport for London (Agency: M&C Saatchi)
Highly Commended – Bepanthen (Agency: JWT London)
Winner – Dr Pepper (Agency: Zone)
Highly Commended – ASOS
Winner – Hotels.com (Agency: Fetch Media)
Highly Commended – ASOS
Winner - Johnlewis.com (Agency: Rain Communications)
Highly Commended - Merlin Entertainments Group
Winner – John Lewis (Agency: Adam & Eve)
Winner - Orange (Agency: Publicis Blueprint)
Highly Commended - TalkTalk Business (Agency: IAS b2b Marketing)
Highly Commended - HSBC Commercial Banking
Winner – Symantec
Highly Commended – Kimberly-Clark
Winner – Headway (Agency: Abbott Mead Vickers BBDO)
Highly Commended – Maille
Winner – The Famous Grouse (Agency: The Big Partnership)
Highly Commended – VisitBritain
Winner – Lafarge Cement UK (Agency: McCann Manchester)
Highly Commended – Unilever
Winner – Thorntons
Highly Commended – British Gas (Agency: CHI & Partners)
Winner – Aviva and Railway Children (Agencies: Hill+Knowlton Strategies, ZenithOptimedia, Balloon Dog)
Highly Commended – Jaguar UK (Agency: Influence Associates)
Winner – Barnardo’s (Agency: Bartle Bogle Hegarty)
Highly Commended – Digital UK and Switchover Help Scheme
Winner – McDonald’s (Agency: VCCP Partnership)
Winner – FreestyleXtreme (Agency: Zone)
Highly Commended – Burness (Agency: The Leith Ageny)
Winner – Skipton Financial Services (Agency: 10 Associates)
Highly Commended – Philips Avent (Agency: WDMP)
Winner – McDonald's (Agencies: Leo Burnett London)
Highly Commended – Sainsbury’s (Agency: Abbott Mead Vickers BBDO)
Winner – British Heart Foundation (Agencies: PHD and Drum)
Highly Commended – Sainsbury’s (Agency: Seven Publishing Group)
Winner – ASOS (Agencies: Bartle Bogle Hegarty, Carat Global, Independent United)
Winner – Dr Pepper (Agencies: Zone)
Highly Commended – Hotels.com (Agency: Fetch Media)
Winner – Heather Corbett, marketing manager, UK and Europe, Innovation First International
Winner - Keith Weed, global chief marketing and communications officer, Unilever
This article was first published on marketingmagazine.co.uk
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.