P&G scoops Brand of the Year award

Brand of the Year 2012: P&G's UK marketing boss Roisin Donnelly (centre) pics up the award
Brand of the Year 2012: P&G's UK marketing boss Roisin Donnelly (centre) pics up the award

Procter & Gamble has won The Marketing Society's 2012 Brand of the Year award, given in association with Marketing and sponsored by international design agency Tag.

  • HeadAndShoulders-MC.jpg

    HeadAndShoulders-MC.jpg

  • Pantene-VP.jpg

    Pantene-VP.jpg

  • ThankyouMum.jpg

    ThankyouMum.jpg

  • Gillette-MastersOfStyle.jpg

    Gillette-MastersOfStyle.jpg

  • Gillette-CH.jpg

    Gillette-CH.jpg

  • Olay-JE.jpg

    Olay-JE.jpg

of

The award was accepted by Roisin Donnelly, P&G's corporate marketing director and head of marketing, at last night's Marketing Society annual dinner, held at the Roundhouse in London.

Attendees chose P&G, a worldwide sponsor of the London 2012 Olympics, from a list of five shortlisted brands unveiled on the night that included EDF, BT, Sainsbury’s and EasyJet.

Donnelly told Marketing that winning the award in 2012 had extra resonance for the brand owner as it comes in the year of the London Olympics and P&G's 175th anniversary.

"It’s been an incredible year for marketing in the UK so we’re really proud," she said, adding "it was very tough competition – the 20 brands were all great".

The company’s marketing of its corporate brand was "only a year old, with very low awareness in the UK before this".

P&G used its Olympic sponsorship to bring that brand to the fore through a global campaign, 'Proud Sponsors of Mums', that focused on the mothers of Olympians.

At the same event WPP chief executive Sir Martin Sorrell was given the Outstanding Leadership Award for his contribution to marketing and business.

P&G, owner of FMCG brands including Old Spice, Pantene, Ariel and Pampers, was one of several London 2012 Olympics sponsors in the original shortlist of 20 brands in contention. That list included John Lewis, winner of the coveted award in 2011 and 2010.

By the start of last night’s dinner, hosted by comedian Fred MacAuley, the shortlist had been narrowed down to five after more than 12,000 votes had been cast.

Olympic sponsors dominated this year’s contenders, including British Airways, Adidas, as well as non-sponsor Nike.

The dinner followed the Marketing Society’s annual conference, whose speaker line up featured Dame Ellen MacArthur, Disney International chairman Andy Bird and TalkTalk CEO Dido Harding.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer