Marketing is not simply about a one-off communications campaign, or simply gaining a few column inches in media publications or trade journals. To deliver real organisational value, strategic marketing and implementation must continuously evolve in order to take advantage of emerging market opportunities, and/or in response to potential pressures from internal and external factors.

This new category has been developed to demonstrate how continuous marketing investment, over at least a 3 year period, has enabled a company or brand to respond to evolving market conditions and/or customer needs, in order to deliver sustained shareholder value.  

Marketing evolution is part of our everyday existence as professional marketers, “the only constant is change” (Heraclitus).

A successfully entry into this category must follow the guidelines identified in the entry form, and clearly articulate how, as an organisation, it has evolved elements of the extended marketing mix in order to respond to current and emerging opportunities and threats.