This year will prove challenging for advertisers and agencies alike, so anything that can offer a competitive edge should be unashamedly grabbed with both hands.
Awards are a way of identifying those advertisers whose marketing performance has been outstanding, a sign that they are leaders in their field. With this in mind, this year's Marketing Society Awards for Excellence, which are now open for entries, are likely to be fiercely contested.
The annual accolades from the UK's leading marketing association, which celebrates its golden jubilee this year, recognise marketing excellence in all business sectors. They will be judged by an elite panel of marketers drawn from blue-chip marketing organisations, and chaired by Dianne Thompson, chief executive of Camelot and Fellow of the Marketing Society.
The awards, sponsored by Accenture for the eighth year running, are designed to be accessible to all organisations, regardless of size or type of business, and, in a number of the categories, there are special prizes for smaller organisations and excellence in business-to-business marketing.
Entries, which must be submitted by 13 February, are judged on pure marketing achievement, whether relating to the commercial or not-for-profit sector.
This year there will be 18 award categories, covering all aspects of marketing from new brands, brand extensions and brand revitalisation to internal marketing, ethical marketing and customer insight.
In addition a new award will recognise exceptional marketing teamwork. This inaugural accolade has been created for organisations that can demonstrate how they have achieved outstanding results through multi-disciplinary teams, both agency and advertiser, working toward a common goal.
The judges will evaluate the project objectives, team selection, teamwork in action, systems of measurement and reporting as well as the project results.
Marketers and agencies seeking inspiration to enter need look no further than last year's winners, which were announced on 9 June 2008 at the London Hilton Hotel. They provide examples of marketing best practice that made a huge contribution toward business success.
The Grand Prix went to AkzoNobel's Dulux brand, along with its agency Brand Learning. The judges were impressed with the way Dulux had pushed the boundaries of what marketing can achieve, turning the paint brand around by developing a training programme designed to engage and align its marketing directors around the globe.
In the UK, the result was an integrated campaign, 'We know the colours that go', which incorporated TV, online and PR activity, and led to the number of people identifying Dulux as a 'colour expert' rising significantly. The brand also won the Marketing Communications award for its 'colour expert' work, and it topped the Marketing Capability category.
UKTV's rebranding of its G2 channel as Dave was another highlight of 2008's awards. It won the Brand Revitalisation award, after its renaming through Red Bee Media, which resulted in the channel posting a 47% share increase and a 68% growth in volume.
Other winners included R&R Ice Cream for its revival of Fab ice lollies, Prostate Cancer Research in the Not for Profit category and Little Dish for Best New Brand (SME).
The Marketing Society Awards also recognise individual achievement with its Marketer of the Year and Young Marketer of the Year categories, this year sponsored by Valley and Unilever respectively.
Last year, Jill McDonald, chief marketing officer, UK and Northern Europe, McDonald's Restaurants, scooped the Marketer of the Year award, from a shortlist including Coca-Cola's Cathryn Sleight and Audi's Peter Duffy.
Lindsay Nuttall, head of marketing for BBC Two, BBC Four and BBC Factual, won the Young Marketer of the Year award, recognising her role in launching teen drama Skins while at Channel 4, as well as her contribution to strategy for BBC Two and BBC Factual.
The importance of these wins for the brands and individuals concerned cannot be underestimated. In these uncertain economic times, advertisers and their agencies should be wary of overlooking any opportunity to maximise their appeal and boost their profile.
Awards information
The closing date for entering the Marketing Society Awards for Excellence 2009 is 13 February.
The entry form and further details are at www.marketingsociety awards.com. For further information, call Steven Lewis on 020 8267 4042.
The winners will be announced at a black-tie ceremony on 8 June at the London Hilton, Park Lane.
The brand, company owner, or its marketing agency may enter. Entries must be written submissions of a maximum of 2000 words, including an executive summary of up to 300 words.
You do not need to be a member of The Marketing Society to enter the awards.