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Six months ago, we set out to identify five marketing campaigns that encapsulate the future of marketing. The attention of eight judges, 16 students, and 4,013 public votes later, we have the Future 5 Awards winners.

 

The Future 5 Awards started in 2010, when Marketing’s sister title PRWeek joined forces with integrated communications agency octopus Group to signpost the direction in which communications are heading, and celebrate innovation and experimentation. now it has extended to include Brand Republic and Marketing and covers all forms of marketing communications.

 

The five themes of successful marketing identified in 2010 have proved increasingly relevant in a world dominated by digital – Big idea , Data & Planning , Brand Collaboration , Tech Innovation and Audience Participation. Over the past 12 months, two themes have become even more prominent. Brand Collaboration has only become more widespread as marketers seek to blend complementary audiences, while the opportunities offered by marketing analytics mean that data use is becoming normalised.

 

 

“Through Future 5 we aim to inspire brands to try something different,” says Sandy Purewal, chief exec­utive of Octopus Group. “So this year, we wanted to take several perspectives on the best campaigns and programmes – not just from industry experts, but from practitioners across the industry and from outside our world. As a result, this year’s awards have been the most scrutinised to date.”

 

After the judges selected a shortlist, readers were invited to vote on their favourite from each category. this ranking, combined with the judges’ votes, produced the five winners. A group of young people was also assembled to give their perspective.

 

The Future 5 really captured imaginations this year,’ says Marketing brand editor and chairman of Future 5 judges, Claire Beale. ‘The winners are all impressive pieces of work that illustrate not only the creativity in our industry, but also the effectiveness in applying that creativity to a client’s brief.’


See the full shortlist , including videos of the work.

 

Click here for more information on Octopus Group and the Future 5 Awards


The Winners

The Big Idea: Refuge - Don't Cover It Up

Engaging with women about domestic violence is very difficult, particularly as 65% of those who suffer it stay silent about it. Young women are particularly reluctant to talk about the issue.

 

Data and Planning: Cambridgeshire Constabulary - Get Closer

Delivering the right message to the right audience at the right time is the crux of marketing, and never more so than in austere times.

 

Brand Collaboration: Samsung - Share Your Now

In the always-on age of the mobile internet, photography is all about the instant sharing of favourite images.

 

Tech Innovation: EDF - Energy of the Nation

As a sponsor of the London 2012 Olympics and Paralympics, EDF wanted to celebrate its involvement and bring a new brand positioning to life. This was a big task, given the negative sentiment toward utility brands and higher profile of other sponsors.

 

Audience Participation: National Trust - 50 Things to do Before You're 11 3/4

Research by the National Trust (NT) demonstrated that there has been a long-term and dramatic decline in children's relationship with the outdoors. Fewer than one in 10 children regularly plays in wild places compared with half a generation ago, and ...

 
 

A week into their autumn term, 16 BTec Interactive Media students from Hackney Community College entered a meeting room at Octopus Group, ready to cast their discerning gaze over the Future 5 winners.

 

Their discussions about the relative merits of the Future 5 demonstrated both the power of film among this age group and of the value of emotionally resonant campaigning. Although their quantitative scoring of the five resulted in EDF coming top, primarily for its impressive outcome stats, subsequent discussion concluded that they preferred Refuge’s work

 

"This campaign got people talking about a difficult subject," says student Abdul Omar. "It connected really well with its audience via a simple idea that really had an impact."

 

Young People’s Prize Winner – Refuge

See pictures of the Young People's panel here.


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