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.
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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.