The Drum Marketing Awards results revealed – NHS England, Tena and ITV among 2020 winners

NHS, Tena, Papa Johns: The Drum Marketing Awards 2020 winners revealed

The Drum Marketing Awards 2020 winners have been revealed, with NHS England, Tena, ITV and Papa John's among this year's successful brands.

The current Covid-19 situation means that The Drum won’t be hosting its usual celebration dinners to announce our winners, so this year's results were revealed in a virtual ceremony. Catch up below if you missed it.

Taking home the coveted Grand Prix was NHS England alongside agency MullenLowe Group for 'We Are Nurses', the campaign which put health workers in the spotlight. Other winners included ITV and agency Uncommon in the Social Purpose category for its 'Britain Get Talking' push and Papa John's 'Pizza Loves' animation which won across the Re-brand/Re-launch Strategy of the Year and B2C Brand Team of the Year categories.

The Drum Marketing Awards' Lifetime Achievement award went to outgoing RBS chief marketer, David Wheldon, who spoke about receiving the honour last month during The Drum's Digital Transformation Festival, which can be viewed here.

Meanwhile, Jaguar Land Rover, GiffGaff, PureGym, EDF, Mastercard, Beats By Dre, Fujifilm, Challs International, Asics, The Children's Society, Diageo, Guide Dogs, Bodyform, Specsavers, Carlsberg, Scottish Water, Snag Tights, Tourism and Events Queensland, BT Sport, Electronic Arts, Stroke Association, Natwest, Hearst UK, Metropolitan Police Service, Momentum Worldwide and Eurotunnel were also among the victors this year.

Partners of The Drum Marketing Awards this year were The Trade Desk, Financial Times and Modo25.

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Check out some of the amazing winners

Grand Prix/Most Effective use of Data or Insights

Campaign: NHS - We Are Nurses. We are the NHS.

Agency: MullenLowe Group

Client: NHS England

Economic uncertainty from Brexit in early 2019 led to a cut in budget for NHS England from the Treasury. MullenLowe used data and insight acquired from a comprehensive quantitative and qualitative research study to inform all strategy and communication in 2018.

Juror's thoughts: "“NHS England, We Are Nurses, We are the NHS, is worthy of the Grand Prix because it has it all - the right mix of: strategic thinking, innovation, effectiveness, and tangible results. Their insights uncovered a motivational truth beyond expectations, which led to a new creative strategy, a smarter spend strategy, and a connected consumer journey. All of which led to results that outperformed targets and more importantly increased applications to become a nurse year-on-year.”

Tony Miller, marketing director/chief marketing officer, WW

Chair Award/Healthcare and Pharma

Campaign: From Humiliation to High Fashion

Agency: Zenith Media

Client: Tena

The campaign was developed to break the incontinence taboo through a disruptive shift from private to public media that successfully launched a ground-breaking healthcare product and grew the bladder weakness product category by 73%.

This year's chair of the jury, Jill Dougan, UK marketing director of British Gas discusses her reasons for choosing her winner in the interview below:

Re-brand/Re-launch Strategy of the Year/B2C Brand Team of the Year

Campaign: Pizza Loves

Winner: Papa John's GB

A re-brand was executed to introduce a fresh new feel to the brand and make it more fun and relevant to its key audience. Through innovation, news-worthy product launches and some exciting partnerships, the brand jumped up a position to become the second largest pizza delivery brand in the UK.

Juror's thought's: “Papa Johns used every tool available to them to relaunch their brand in an innovative, newsworthy and socially current and relevant way. Their no stone unturned approach saw key brand pillars and corporate identity revisited and modernized for a younger audience.

"New product launches and exciting brand partnerships ensured their product offerings differentiated from competitors and appealed to their new target audience, delivering strong sales uplift and share of market vis-à-vis other key category players."

Anna Stark, head of marketing Northern Europe, Sloggi Intl.

Music and Entertainment

Campaign: Fifa20 Changes the Game with Volta

Agency: m/Six and Copa90

Client: Electronic Arts

With the task of making fifa, the biggest-selling sports game of all time, even bigger; m/Six and Copa90 needed to break through the noise while engaging with fans and appealing to new players. “Playing Wrong,” was inspired by Fifa’s new street football game mode – Volta. They told the ‘wrong’ stories, using the ‘wrong’ heroes, targeted the ‘wrong’ audiences and as a result, got it right.

Juror's thoughts: "This is an exciting campaign uniquely tailored to target audience, activated through an innovative partner and featuring a disruptive creative. There is clear impact evident in both in activation measures and campaign outcomes."

Social Purpose

Campaign: Britain Get Talking

Agency: Uncommon Creative Studio

Client: ITV

This was a mental wellness campaign designed to help families get closer, supported by Mind and Young Minds. During the final of Britain’s Got Talent, Ant and Dec paused the show asking people to reconnect with their family instead - turning ‘Britain’s Got Talent’ into ‘Britain Get Talking’. It is the UK’s most recognised mental health campaign.

Juror's thoughts: "A fully integrated campaign leveraging their properties to full extent. We liked this campaign particularly as it was a bit anti TV; goes against their commercial ethos. It was really brave and bold with a strong CTA and some extremely impressive results for a very worthwhile cause. We also particularly like that fact that it's enduring."

Faye Harcourt, executive director, marketing, BBFC

For a full rundown of the winners, visit The Drum Marketing Awards website.

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