Shaken & Stirred - Influential Brand Profiling and Positioning

“Sensodyne awarded the prestigious Grand Prix prize” / The Marketing Society Excellence Awards

Last night at The Marketing Society Excellence Awards at the HAC, London, Sensodyne was awarded the prestigious Grand Prix prize and Alistair Macrow of McDonald’s was crowned the 2016 Marketing Society Marketing Leader of the Year in association with Campaign.

Over 500 members, guests and friends gathered to celebrate marketing in all its creative brilliance and to find out who this years’ much anticipated winners were. The judges, led by Ronan Dunne, CEO of O2, chose Sensodyne as the overall winner of the Grand Prix.

Hugh Burkitt CEO of The Marketing Society said, “GSK bought Sensodyne when it was a niche brand and by shrewd analysis of the market and clear communication of its benefit, increased its sales at a premium price, and turned it into a billion dollar global brand. It is a brilliant example of how great marketing builds profitable business.

Alistair Macrow, Senior VP, CMO, McDonald’s UK, Ireland, Norway, Denmark, Sweden and Finland scooped The Marketing Society Marketing Leader of the Year award 2016, in association with Campaign. He was recognised for increasing McDonald’s marketing agility, enabling it to reach its audiences in their chosen channels and on their own terms.

Alison Orsi, VP marketing, communications and citizenship for IBM UK and Ireland was highly commended and the other nominees included: Matt Barwell, chief marketing officer at Britvic, Nina Bibby marketing and consumer director at O2, Mark Evans marketing director at Direct Line Group, Anna Hill chief marketing officer at Disney, Kenny Jacobs CMO at Ryanair and Sarah Manley CMO at Burberry.

Other Award winners included:


Brand activation

John Lewis Insurance

Brand extension

Pot Noodle

Brand revitalisation

Green Flag

Branded content

Telefónica O2

Building customer relationships


Building marketing capabilities


Business to business marketing

Telefónica O2

Cause related marketing

Direct Line

Customer insight

The Electoral Commission

Effective marketing communications


Employee engagement

P&G Always

Global marketing


Long term marketing excellence

Amnesty International

Marketing on a shoestring

Vitality Health Insurance

New brand

Sport England

Not-for-profit marketing

P&G Always

P&G Always

Best Entry Outside the UK
Finance Director’s Prize
Best Leading Edge Thinking

Purpose Beyond Profit

Global Marketing

Extra Gum

Shell Drivers Club

NHS Blood and Transplant