This award recognises a high-impact marketing campaign delivered with a budget of over £150,000 that demonstrates excellence in strategic thinking, creative execution, integration, and measurable results at scale.
The budget should include all direct campaign costs but may exclude permanent staff costs, premises, overheads, and other general trading expenses. This category is suitable for campaigns using one or more communication channels and integrated across platforms and departments.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with wider marketing or business goals - Audience (10 points)
Understanding of the target audience and how the campaign was designed to engage them at scale - Innovative and creative (10 points)
The extent to which the campaign demonstrates creativity, originality, or innovation in approach and execution - Cost effective (10 points)
Efficient use of budget and resources, demonstrating strong value for money at scale - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Defined clear strategic objectives aligned with wider business and marketing goals
• Demonstrated how the campaign supports broader organisational priorities
Audience
• Identified and understood the target audience, such as specifiers, developers, contractors, local authorities, or end users
• Demonstrated how the campaign was designed to engage and influence that audience effectively
Innovative and creative
• Used the scale of budget to deliver ambitious, high-quality creative execution
• Demonstrated originality in campaign concept, messaging, and multi-channel delivery
Cost effective
• Demonstrated efficient allocation and management of a large budget
• Delivered strong value relative to investment across channels and activities
Measurably achieved
• Provided clear evidence of significant results, such as increased market share, sales, specification, brand leadership, or stakeholder engagement
• Demonstrated a strong return on investment and lasting business impact
Industry-specific examples might include:
- A large-scale brand repositioning for a contractor or consultant rolled out across digital, trade media, events, and internal communications
- A multi-channel product launch campaign supporting a national rollout of a low-carbon technology
- A long-term integrated campaign promoting modern methods of construction to housebuilders and local authorities
- A platform-led campaign combining CRM, automation, and digital content to drive specification and lead generation
- A national ESG or social value communications campaign tied to a major regeneration programme
Judges will be looking for ambitious, high-quality campaigns that fully leverage the available budget to deliver real business value, strategic clarity, and measurable success
