This award recognises a campaign that demonstrates outstanding strategic thinking, creative execution, and measurable results delivered on a budget between £50,000 and £150,000.
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.
Entries should demonstrate how the campaign:
- Set clear, measurable objectives aligned with broader marketing or business goals
- Was based on a strong understanding of the target audience — such as architects, contractors, housebuilders, or merchants
- Used an appropriate mix of channels and content to deliver a coherent, effective message
- Integrated with wider business functions such as sales, product, or sustainability teams
- Delivered a strong return on investment and represented excellent value for money
- Achieved measurable success in areas such as brand awareness, lead generation, specification, engagement, or sales
Industry-specific examples might include:
- A CPD-led digital and PR campaign to support the launch of a new roofing system
- A cross-channel initiative promoting sustainable insulation to architects and developers
- A trade campaign aimed at driving merchant uptake of a new product range
- A branded content series targeting retrofit decision-makers in housing associations
- A hybrid campaign combining print, digital, and events to position a consultancy as a leader in net zero delivery
Judges will be looking for strategic clarity, smart resource allocation, and evidence that the campaign made a meaningful and measurable impact within the mid-range budget.
