Masters of Marketing

The winners: Masters of Marketing Awards 2016

This week saw the Masters of Marketing 2016 award winners announced at a star-studded dinner hosted by Stephen Mangan.

The event kickstarted the two-day Festival of Marketing (headlined by Steve Wozniak, Martin Sorrell, Keith Weed and Katie Price), where award winners and nominees had their work showcased in the Festival Gallery.

Announcing the shortlist for The Masters of Marketing Awards 2016

Our esteemed jury has been hard at work sorting the great from the good, and the Masters of Marketing Awards 2016 shortlist can finally be revealed.

The winners will be announced on 4 October, during a big bash that will kick off the Festival of Marketing.

As usual, shortlisted work will be displayed in the Masters Gallery to 3,000 marketers at the Festival, which runs 5-6 October (buy your tickets here).

How Grey Goose used experiential marketing to tell its luxury story

Marketing luxury goods is hard. As soon as you charge more than another brand for what is essentially the same product on the surface, you lose the biggest bargaining chip of them all: price. 

You have to persuade people to choose your product for reasons other than its price tag, i.e. the quality, its rarity, the way it makes you look socially. 

This is the challenge Bacardi faced when trying to come up with a campaign for its Grey Goose vodka last year, and the resulting campaign won it a Masters of Marketing award under the Luxury category. 

The Economist: finding new readers with creative programmatic display

For a while now, many have bemoaned the lack of creativity in display and programmatic advertising.

The Economist bucked the trend last year, creating one of the most eye-catching and witty campaigns of 2015, and winning a Masters of Marketing award in the process.

Proximity London was behind the work, marrying provocative content and contextual targeting to help The Economist target new users. 

How Argos models PPC on TV, weather & seasonality

When PPC is as important as it is for Argos, understanding how external factors impact on conversion and spend is vital.

Argos’ paid search agency Summit won a Masters of Marketing award in 2015 for doing just that, optimising bidding for the retailer in reaction to competitor TV ads, weather and seasonality.

Let’s look at the what made this a winning campaign…

Carlsberg: Probably the best content strategy in 2015…

Carlsberg’s ‘Newsroom’ felt like a standout content strategy in 2015, combining old-school acumen and great creative with modern PR.

The multichannel project began in March 2015, underpinned by Fold7, TMS, OMD and CliffordFrench, and went on to win a Masters of Marketing award.

Here are the highlights of a prodigious amount of work and some background on the newsroom project.