Please note that on our website we use cookies necessary for the functioning of our website, cookies that optimize the performance. To learn more about our cookies, how we use them and their benefits, please read our Cookie Policy.

Spotlight Awards 2019: Best Use of Live

  • Date:

    16 September 2019

Spotlight Awards 2019: Best Use of Live

AGENCY: Dentsu Aegis Network North

JD Williams had identified a gap in the highly competitive fashion market, showing that women aged 50+ felt ignored by high street fashion retailers and increasingly marginalised by wider society and the media.

Kath Brown, editor of woman&home, invited JD Williams to embed themselves in an editorial initiative celebrating midlife women who were leading the way in their fields, not just through a printed magazine partnership – but in real life through a ‘live event’.

The Amazing Women Awards saw 50 women shortlisted in categories such as ‘Friendship Above and Beyond’, ‘Community Heroes’ and ‘Don’t Tell Me I Can’t’ and winners revealed at a glitzy ceremony hosted by Jo Whiley at Claridge’s.

Add to this were a series of bespoke advertorial shoots, a mentor scheme, dressing the award nominees, and a consumer event held at the Lowry Theatre, Manchester, featuring JD Williams products.

The Amazing Women Awards were a stunning success and the partnership delivered increased consideration and sales for JD Williams:

• a 75% uplift in consideration of JD Williams amongst its target audience
• a 167% uplift in those more likely to make JD Williams their primary retailer
• More than a third (38%) purchasing from JD Williams as a result of the campaign.


“Magazines put you in front of people who care about what you have to say, and for me that speaks volumes.”
Ann Steer – CCO, JD Williams (N Brown Group)

“A great example of real invention realised through a complex and well integrated campaign.”
Oliver Feldwick, Head Of Innovation, The&Partnership