analysis
methodology
judges
methodology
The final 100 marketers were chosen on the basis of a number of factors:
Business success
which included, but was not limited to, company results, brand health scores and alignment of marketing to business strategy.
including the introduction of new initiatives, product development and digital transformation, particularly in light of the pandemic.
INNOVATIVE THINKING AND LEADERSHIP THROUGH CRISIS
which included involvement in industry and sector initiatives, as well as evidence of internal influence.
A long list for 10 vertical sector groupings was chosen by senior members of the Marketing Week editorial team. Names and justifications were then passed to the judges who ranked them according to the criteria and a final 10 for each grouping was determined. Those considered for the long lists were the most senior marketer of their brand, company division or unit. They must have worked for a UK brand or company, or had responsibility for the UK market, and must have achieved against the set criteria in the 18 months to June 2022.
IMPACT AND INFLUENCE
RUSSELL
PARSONS
Helen Weisinger
Marketing Week’s Top 100, supported by Tag exists to pay tribute to the UK’s most effective marketers. It’s also a celebration of what good marketing leadership looks like.
Albeit confined to just 100 individuals, their achievements should be indicative of the best marketers can offer – strategic savvy, tactical nous and leadership, of their team, industry and function.
Given the extenuating circumstances of the past 12 months and a cost of living crisis caused by inflation levels not seen since the 1970s, we also tip our hat to these marketers’ resilience.
The Top 100 shines a spotlight on 100 of the best, both to celebrate them and what the industry is capable of when tested.
Selected from a longlist by our judges, the Top 100 is made up of 10 vertical sector groupings of 10 senior marketers, based or with a significant presence in the UK.
We want to represent as many corners of marketing as possible. The list includes marketers from public and private organisations, and all categories in between, B2B and B2C, scale ups and institutions. Their set objectives might differ but they all share one thing in common - they are effective marketing leaders.
Those selected have helped lead their business to success in a year of huge challenges. They are leaders in their own organisation on behalf of their team and of marketing itself, helping to lift the influence of the function. Many have led the industry, fronting initiatives to raise the standing and standards of marketing.
The 100 have shown the capability, competency and skill to adapt and thrive to the vagaries of the past 12 months. Indeed, the next 12 months. Recession will make the coming year very tough but just for a moment let us celebrate their achievement and what they represent – the excellence of the UK marketing industry.
Russell Parsons
Editor-in-chief, Marketing Week
The world has changed immeasurably and is more complex than ever to navigate, but as JFK once said: “Change is the law of life. And those who look only to the past or the present are certain to miss the future.” So, what does the future have in sight for brands and marketers?
Businesses and consumers alike are having to deal with factors well outside their control. Often it’s the marketing department’s responsibility to work out how a brand responds and reacts to these external forces. How do they continue to grow brand awareness and ultimately sales against a backdrop of a cost of living crisis and the race to reach net zero by 2030?
Despite a potential recession looming, it’s not all doom and gloom just yet. Our industry still has lots of reasons to be cheerful, advertising spend is still in good health and we can play an important role in the journey to create a greener planet. There is lots of exciting innovation that can help brands create campaigns that minimise their impact on the environment, as well as reduce costs. After all, behind great marketing is great production – well, as a global production powerhouse, we would say that wouldn’t we.
The brands that will win, will be the ones that continue to invest in marketing and get the balance right between short-term sales and long-term brand building. These crucial strategic decisions will be made by those marketers who can react to the short-term demands with long-term goals in mind. They need to be able to do more with less (production is one way to accelerate this); they need to be building better marketing ecosystems so their teams can be more efficient; and they need to be setting an example to their industry. The marketers who feature in Marketing Week’s Top 100 all have these skills as a common thread. We are proud to be this year’s headline sponsor and look forward to celebrating your success in person.
Helen Weisinger
CMO, Tag EMEA
CRITERIA & PROCESS