Judges Comments

Best Leader in Marketing

Winner: Susan Logan, Head of UK Marketing, Standard Life UK

The judges recognised the impact she demonstrated in her submission, and saw her as a transformative marketing leader.

The Case: Under Susan’s leadership, marketing plays a more strategic role. The new model she created has shown greater engagement across departments, more collaboration between teams and a more effective way of working. As a result, this has delivered a significant reduction in operating costs whilst increasing the quality and impact of execution.

The Stats: Delivery of the most successful trading activity ever over 30% ahead of plan.

The WiM Intrapreneurship Award

Winner: Ayesha Durante, Head of APJ Marketing (Printing Systems), HP Inc’s

Ayesha leads a team of 61 marketers across 15 markets in the Asia Pacific region.

Ayesha is a strategic and visionary leader who has demonstrated the ability to deliver marketing transformation in a time of change and ambiguity. She is an inspiring and innovative marketer who creates new opportunities for her business and for the people she manages.

The One to Watch

Winner: Victoria Buchanan, Strategic Researcher, The Future Laboratory UK

The judges said that Victoria is having an admirable and significant impact on the businesses and brands she is working with. Combining this with her passion and knowledge of the challenges surrounding gender equality, her business impact is clearly having a much greater significance on brands’ future strategies.

“Victoria is a rare combination of crushing smarts, infectious energy and commitment to doing the right thing for herself, her team and her company. She is a leading light in our Junior Board, she sets the standard for ambitious, creative thinking and consistently surprises, delights and over-delivers.”
Trevor Hardy, Chief Executive, The Future Laboratory

The Digital Mums #WorkthatWorks Award

Winner: Lizzie Penny & Alex Hirst, The Hoxby Collective

The Hoxby Collective is a global community of talented individuals working flexibly. Just like Digital Mums, Hoxby is on a mission to change the world of work for everyone and end the 9 to 5 coat-on-chair culture that persists in the UK. The judges felt that their unique approach to flexible working made them a clear winner in the Digital Mums’ inaugural #WorkThatWorks Award.

Best Marketer Not for Profit (includes Social enterprise)

Winners: The Xaxis EMEA Campaign Team for GlobalGiving & the Girl Fund (client)

The judges were impressed by this excellent example of collaboration between agency and client – both female-led – and a highly effective use of technology. The campaign delivered on increasing brand awareness, donations and useful insights and the funds raised helped support primarily female orientated projects in India, Kenya and Tanzania.

This was the most successful woman-and-girl campaign GlobalGiving had ever run and a great example of how digital advertising can be used for social good.

Digital Influence Campaign of The Year Award

Winner: Shuchi Sarkar, Global Head of Graphics Print Marketing, HP Inc USA

The judges felt that Shuchi Sarkar had achieved the impossible by creating a truly sexy B2B campaign for a business printer. With Christian Slater as ‘The Wolf’ and subsequent ‘fixer’ videos, the campaign was worthy of any TV series. And Shuchi’s clear vision for the campaign plus the media coverage that would accompany it, ensured that it engaged and converted the core target audiences and prevented it from becoming just a vanity project. It was an object-lesson in how B2B campaigns should be run.

The Stats: 42 million video views of The Wolf with view rates 1.7x the YouTube standard
                      LinkedIn engagement rates 3x the industry benchmark with Chief Security Titles
                      Ad recall rates on Facebook exceed Nielsen benchmark by more than 2x
                      246k visits to the campaign landing page with 2.5 min/page average time spent.

* Reached ~13000 customers in 4500 accounts and generated sales opportunity of 161 million.

The Campaign – The Wolf

Special Award for Outstanding Contribution to Marketing

Winner: Aline Santos, EVP Global Marketing & Global Head of Diversity and Inclusion, Unilever (Brand Side)

In Aline, the judges saw a strong leader driving impact outside of her core role with gender balance initiatives. Brave, courageous, a change maker… They also felt that ‘Unstereotyping’ was such a hugely important global industry initiative which made her, beyond doubt, this year’s Outstanding Contribution winner.

Winner: Robyn Pierce, Head of Social Media, The Crocodile Agency (Agency side)

The judges really liked the tight focus of Robyn’s impact on B2B Social Media. It has enabled her to have a real influence in this space and that shows in the results she has achieved. They felt that she should be recognized both for her vision and for her contribution to agency revenue growth.

Equality Advocate of the Year

Winner: Antonio Lucio, Global CMO, HP Inc

Antonio embodies the essence of what an equality advocate should be in that he believes that Diversity and Inclusion are not only an issue of values but a business imperative. The judges see Antonio as setting the bar for equality not just at HP but industry wide – and not just brand side but also agency side – and with his support of the Free the Bid Initiative his actions are having a global influence.

The Forbes Interview

Branded Entertainment Award (New for 2017)

Winner: The ASAS Brasil Team for their Value of Feminine – Humanity (in Me) Project for Nestlé’s MOLICO

HUMANITY [ IN ME ] is a series of short films screened in theatres, online and on a Brazilian cable TV channel which focused on inspirational stories stemming from feminine values.
The objective was to spur conversation between the Molico brand and its public about those feminine values, and that conversation then spread through social media. With over 33m impacts on the web, 14.5m views and an increase of 422% in searches for Molico the judges were delighted to make the ASAS Brasil Team the first recipients of this new award.

The Project

The Women in Marketing Journalist of the Year Award (New for 2017)

Winner: Nicola Kemp, Trends Editor, Campaign UK

Nicola’s writing was felt to be exemplary. Her “How to stage a creative comeback” piece showed tremendous understanding of the complexity of gender issues and a willingness to take them on, and it proved to be a launch-pad for a continuing and vibrant discussion in Campaign about why motherhood shouldn’t be a creative full stop. Both in her writing and in her actions, such as helping women to attend Cannes when they wouldn’t otherwise have been able to and with her Cannes diversity supplement, encouraging brands to take meaningful action, the judges felt she has been outstanding.

The Axim CX Award: For an Inspirational Leader in the fields of Customer Experience (New for 2017)

Winner: Emily Ketchen, Americas Head of Marketing Services and Personal Systems Marketing, HP Inc USA.

The Case: In early 2017, HP was new to the Gaming market, and increasing brand awareness of their OMEN product to drive market share was quite a challenge. Emily pushed to move away from traditional advertising to focus on the gamers’ experience to increase their perception of the OMEN brand as credible. With direction and leadership from Emily, HP reinvented their marketing approach, forming a strategic partnership with a video streaming company, and creating a tournament for gamers, with both live attendees and live streaming.
She inspired her team to get to the heart of what gamers value and, thanks to her leadership and focus, OMEN thrilled gamers with innovative experiences.

The WiM Company Award

Winner: HP Inc

HP embodies the essence of The WiM company award.

“We believe HP sets the benchmark for the marketing industry through re-invention and inclusive initiatives they have demonstrated the business case for marketing “
Ade Onilude CEO Women in Marketing CIC