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Most read: Marketing New Thinking Awards

Since it has successfully reclaimed the phrase, we're happy to say the Always campaign behaved like a girl and swept , scooping the Grand Prix and three category gongs in the Cultural Shift, Social Branding and Brand Evolution categories.

The other big brand winner of the night was Airbnb, named Innovative Brand of the Year by Marketing’s editorial team.

Adam & Eve/DDB, the most shortlisted agency in the Awards, was named New Thinking Agency of the Year. The agency’s entries across Unilever brands Flora and Marmite, Save the Children and its much-awarded Harvey Nichols and John Lewis work demonstrated vision and originality.

Here are all the winners, congratulations to you all!

Marketing in the moment (joint winners): ; and

Cultural shift (joint winners): ; and

Brand Inside:

Creative Excellence:

Tech Innovation:

Best use of tech:

The Pioneer Inside:

Outstanding team:

Made In Britain:

Social Branding:

Brand Evolution:

Data Creativity:

Power of Partnership:

Check out .

YouTube: how advertisers have responded to the platform's 'Google Preferred'

as reticent advertisers are lured in by brand safe, TV-like buying options, Marketing's Charlotte Mceleny reports. YouTube shared figures with Marketing exclusively ahead of its splashy Brandcast event in London today.

Google Preferred allows advertisers to ringfence, or reserve, premium inventory. It uses an algorithm to decide on the 5% most premium content "in the eye of the user" by taking into account engagement metrics, such as the amount of time watched and shares.

YouTube then offers advertisers the ability to buy a "line-up", which means they can select by verticals and themes.

Debbie Weinstein EMEA Director of Brand Solution and Innovation at YouTube, said the success of the first year meant YouTube was now going to expand the service into more markets globally.

Conferences: ad:tech London

Brand Republic is back on the live tweeting beat today and tomorrow at ad:tech London. Here are some snackable stats and musings that Twitterers gobbled up. Hopefully it won't ruin your dinner (in this case, write ups from sessions, coming tomorrow).

We start with these observations from Pete Blackshaw, Nestle Global Head of Digital & Social.

. on digital ROI vs intuition: "What you're doing on social is seen as entertainment, but actually processing lots of data."

— BrandRepublic (@BrandRepublic)

.: "Social media is a selling tool, but not an overselling tool."

— BrandRepublic (@BrandRepublic)

. on judging at Cannes: "Amidst tech/shiny new objects, simplicity always conquered. Simplicity of execution always won"

— BrandRepublic (@BrandRepublic)

Stefan Bardega, global chief digital officer ZenithOptimedia, was discussing the mobile imperative when this slipped from his lips.

. on rise of mobile voice search: "Impact is how consumers use it in different way to how they type, and key words"

— BrandRepublic (@BrandRepublic)

Slides from his presentation are here: .

And finally, CEO and cofounder of StoryStream had this to say about content and brands.

.: "Content is forcing brands not to hide behind big budgets, but to be authentic. It’s being true to what brand represents. "

— BrandRepublic (@BrandRepublic)

Join us on tomorrow for more.

Latest ads: Channel 4 turns Jimmy's Iced Coffee rap video into TV ad

Jimmy's Iced Coffee and Channel 4 have turned , ±±¾©Èü³µpk10's Gurjit Degun reports. The video was originally launched online in August and was viewed 430,000 times in three weeks.

The ad will launch in the first ad break of The Big Bang Theory on E4 at 11.10pm and will also feature across 4Music and Smash Hits. It has been created by Fearlessly Frank and Deadbeat Films.

Cregan said: "We are so stoked to be working with Channel 4 whose incredibly innovative planning will see our whole 3:30 minute rap track played in an ad break."

Jonathan Allan, the sales director at Channel 4, said: "After meeting Jimmy and then reading about his new music video in ±±¾©Èü³µpk10, I thought it looked perfect for Channel 4, so we got in contact again and we were able to work together to get the viral film onto TV.

See more of the latest .

On social: Brands' social media activity to increase despite questions over ROI, says CMA study

, and this time it's looking at social media. Along with essays, the report quizzed 100 of its members. Presumably taking a leaf out of 50 Cent's book, it asked . Here, in brief, are the 21 most popular answers, as statements.

1. Social is "very important" to content marketing.
2. Respondees are planning to increase their use of social media in their content marketing strategy next year.
3. That increase will be between 20% and 50%.
4. The main purpose of social in content marketing is amplification.
5. Twitter, closely followed by Facebook, are the most influential platforms in the content marketing space.
6. The growth of social has had a positive effect on content marketing strategies.
7. The growth of social has not led to the feeling of losing control of content marketing.
8. The benefits of social do outweight the negatives.
9. Social media is the most effective way to ensure content marketing is running in real time.
10. Facebook is the most effective platform for B2C content marketing.
11. LinkedIn is the most effective platform for B2B marketing.
12. Twitter is the most economically viable social platform, offering the lowest cost for the highest ROI.
13. Respondees were not not sure if it's possible to accurately measure social ROI.
14. Respondees, again, were not sure if brands were experimental enough with social.
15. Social media work is not outsourced.
16. Consumers have the most control over driving a social content marketing strategy.
17. Respondees invest in paid social media.
18. Those that don't plan to in the next six months.
19. Respondees plan to invest more in owned social media.
20. Brands are not being authentic enough on social media.
21. The most respondees worked for content agencies.

We'd recommend to mull over the essays. We especially enjoyed this thought from John Brown's head of content, Matt Potter, in his essay "More social, less media":

Research suggests that simply manifesting a social presence that people find engaging, outgoing and interesting has hard value in itself. One clue as to how comes from the study of the social behaviours we share with animals. Primates strengthen social bonds in large groups by approaching each other, smoothing fur and removing (often imaginary) fleas. This grooming often has no direct link to hygiene, it’s simply a way of affirming a shared connection, and in doing so stimulating the production of endorphins and the hormone oxytocin responsible in humans for feelings of intimacy, compatibility and bonding.

It’s a direct ancestor to ‘Liking’ or ‘Favoriting’ a post and may explain the pleasurable feeling of being followed or retweeted by a strong or credible social media account.

Compiled by Jonathan Shannon

Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.

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