Marketing Society Brand of the Year 2014 nominees #4: Paddy Power, Skyscanner, Spotify, Uber and Unilever

Marketing Society: Brand of the Year 2014
Marketing Society: Brand of the Year 2014

This week we have been running through the brands shortlisted for this year's Marketing Society Brand of the Year award.

The Marketing Society Brand of the Year award, in association with Marketing, recognises excellence in innovation, marketing and advertising effectiveness, financial performance and winning over cynical, overloaded and price-conscious consumers.

The full list of 20 brands needs to be whittled down to the top five ahead of live voting at The Marketing Society's Annual Dinner on 26 November. Which brand gets your vote?

Vote for who you think deserves to win The Marketing Society's Brand of the Year 2014

Marketing Society Brand of the Year shortlist 2014
Paddy Power’s mischievous comms can get it into hot water. However, the bookmaker’s tongue-in-cheek activ­ity, such as its World Cup ‘traitor’ stunt, sparks publicity. This year, Paddy Power also won The Marketing Society’s Cause-Related Marketing Award for its ‘Rainbow Laces’ work with Stonewall.
The Edinburgh-based travel search engine soared to new heights this year. Stretching from flights into hotel and car-hire searches, it also expanded beyond Europe into Asia and the US. Last year’s turnover was up by 96% to £65.8m as web and app users doubled to more than 25m a month.
"People want access rather than ownership," said Daniel Ek, Spotify’s 31-year-old CEO. Since its launch six years ago, Spotify has persuaded us that streaming is the future of music consumption. It is now the world’s biggest music subscription service with 24m active users and 6m paying subscribers, dwarfing its competitors.
Once in a while a business comes along that disrupts an entire market. Uber, the private taxi-hire app, has caused a furore among licensed cab drivers in Europe. London’s black cabs’ protest strike led to a surge of downloads from publicity. Savvy with social media, Uber offers celebrities free travel in exchange for referrals.
The rest of the world watches as the FMCG company begins to prove that responsible growth is good for business. In Sept­ember, it was named the top sust­ainability leader in the Tomorrow’s Value Rating 2014, for the second consecutive year, and topped its industry in The Dow Jones Sustainability Indices World 2014.

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