Strategic Category

Strategic Category – sponsored by The Scottish Government

Entries should be less than 1500 words.

1. 1 Brand Development

Submissions can cover all aspects of brand development from a new product or service to an extension or revitalisation in UK or international markets.

The following areas will be scored:

• Scale of ambition and clarity of objectives – 20 points
• Strategic thinking and effective planning– 20 points
• Effective execution and implementation of plans – 20 points
• Scale and evidence of results – 20 points
• Structure and presentation of entry – 10 points
• Quality and craft of writing – 10 points

1. 2 Marketing Planning – Resources, Research and Insights

Submissions can cover all aspects of marketing planning from the development of capabilities and resources to research leading to customer and consumer insights.

This award is supported by Jump – The Marketing Society Research Partner

The following areas will be scored:

• Scale of ambition and clarity of objectives – 20 points
• Effective use of resources and capabilities – 20 points
• Effective execution and implementation of plans – 20 points
• Scale and evidence of results – 20 points
• Structure and presentation of entry – 10 points
• Quality and craft of writing – 10 points

1. 3 Social and Sustainable Marketing

Submissions can cover all aspects of social and sustainable marketing which result in a change of behaviour and development of an improved, healthier and/or more environmentally friendly society.

The following areas will be scored:

• Scale of ambition and clarity of objectives – 20 points
• Strategic thinking and effective planning– 20 points
• Effective execution and implementation of plans – 20 points
• Scale and evidence of results – 20 points
• Structure and presentation of entry – 10 points
• Quality and craft of writing – 10 points

1. 4 International Marketing

Submissions can cover any aspect of marketing used to develop business and brands in an international market or markets.

 The following areas will be scored:

• Scale of ambition and clarity of objectives – 20 points
• Strategic thinking and effective planning– 20 points
• Effective execution and implementation of plans – 20 points
• Scale and evidence of results – 20 points
• Structure and presentation of entry – 10 points
• Quality and craft of writing – 10 points

This award is sponsored by Mediacom

1. 5 Employer Brand of the Year

This new award recognises the importance of the effective recruitment and development of marketing talent as part of the overall business strategy.

The following areas will be scored:

• Planning and Analysis – 25 points
  Demonstrating effective recruitment and development is central to organisational success with effective collaboration between HR and Marketing functions using key measurements for continuous improvement
• Recruitment Process – 25 points
  Demonstrating effective hiring balanced with internal promotion with professional processes and communication with candidates from interviews to induction.
• Talent Attraction – 25 points
  Demonstrating the development of a strong employer brand and effective recruitment communication strategy on and off line
• Retention and Development – 25 points
  Demonstrating improved performance, recognising and rewarding success and building engagement and involvement.

There is no cost to enter this award.

This award is sponsored by Denholm Consulting and has been developed in association with the CIPD and leading HR professionals