As many of you will know, BT is a proud partner of the London 2012 Olympic and Paralympic Games. It's hard not to be inspired by the BT ambassadors and athletes who we're working with. These include people such as double gold medal-winning Olympian Dame Kelly Holmes and the incredible South African Paralympic sprinter Oscar Pistorius - a man with his sights firmly set on running in the able-bodied Olympics in London.
Of course, it's not just their athleticism and dedication that inspires me. I've noticed that when they collect their medals, they collect them for the team. They win gold not just for themselves, but for their coaches, team-mates, running partners, kit suppliers, drivers, facilities managers, friends and family. All these people play their part not for fame or trophies, but simply for the joy of helping their athlete or team be the very best they can.
So it is great for BT to be supporting these awards, which celebrate the best in our industry. They recognise the efforts of not just the individuals concerned, but the teams around them - not to mention inspiring the next generation of marketers.
Recognition is so much more important than money (at least that's what my boss tells me). That is why tonight's ceremony at the London Hilton is all about taking a moment to celebrate and acknowledge people who are the very best they can be.
Being recognised as the best is a fundamental ideal of modern Olympism: to 'create a way of life based on the joy of effort'.
The 'joy of effort' comes from the Olympic motto - 'Citius, altius, fortius' - and the idea that 'a focus on excellence can help young people to make positive choices, and strive to become the best that they can be in whatever they do'.
Being the best and acknowledged for this are the sweetest rewards. Sweetest of all is when it comes from those we hold in high regard: our leaders, bosses and peers.
Tonight, we come together to hold the winners in that regard. And like the Olympians competing in London next year, when our winners accept their accolade and thank their team-mates and agencies, they're tapping into a fundamental truth. Money is great. Recognition is priceless.
Savour the moment. Well done to all our winners. Together, let's celebrate their joy of effort and pursuit of excellence.
NOELLE MCELHATTON - EDITOR, MARKETING
I was privileged to take part in the judging of the 2011 Marketing Society Awards for Excellence and, having witnessed the assessment process, I can say there are few more rigorous awards in our industry.
Make no mistake, the criteria for winning a Marketing Society Award are onerous. Across 24 categories from 'Customer Insight' to 'Marketer of the Year', each award has its own set of required evidence.
There were criteria common to all the winners: proof of ROI and effective use of marketing resources, as well as creative or original thinking. Where proof of commercial success or satisfied clients was absent, an entry lost marks. The judges also applied softer criteria, such as the 'wish I'd done that' measure.
Marketing Society Award-winners have, over the years, exemplified the best in marketing by continually bringing credit to the profession. This year, despite the challenges in the wider economy, this story remains the same.
All the winners here exemplify the standards to which marketers, in organisations big or small, should aspire. They are, essentially, great business case studies where marketing made the difference.
We hope you find them inspirational.