In today’s retail landscape, marketing has evolved far beyond campaign execution. It is now a core driver of commercial performance, customer loyalty and is a brand differentiation. Against this backdrop, the ‘Marketing Team of the Year’ category at the RG Excellence Awards 2026 is becoming one of the most competitive accolades in the industry.
The awards themselves bring together some of the sector’s most influential leaders to celebrate innovation and impact across retail, with a growing number of categories reflecting the breadth of modern retail functions.
So, what separates a good marketing team from an award-winning one?
At its heart, this award is not about the most eye-catching campaign, it’s about measurable business results.
Judges will be looking for teams that can clearly demonstrate how marketing activity has driven revenue, increased footfall or boosted customer lifetime value.
Furthermore, as retail marketing is no longer siloed, the strongest entries will show seamless integration across digital (paid media, SEO, social, CRM), physical retail (in-store activation, experiential) as well as brand and PR.
Winning teams will demonstrate how they connect these touchpoints into a cohesive customer journey – one that feels consistent whether online, in-app or in-store.
As the most effective marketing teams are those that deeply understand their customers – not just demographics, but behaviours, motivations and expectations. Judges will also be looking for data-led personalisation strategies; strong use of customer insights to shape campaigns and tangible improvements in customer engagement or satisfaction.
Retailers that can show how they’ve built meaningful relationships – rather than just transactions – will stand out.
Additionally, as retail is operating in a climate of constant change, from shifting consumer habits to economic pressures, award-winning teams are those that respond quickly and creatively.
Whether this is through a rapid-response campaign tied to cultural or seasonal moments or through the adoption of new platforms or technologies (such as AI-driven targeting or retail media networks).
Innovation doesn’t have to mean big budgets, but it does require bold thinking and a willingness to experiment.
Finally, this is a team award, and judges will want to understand how that team operates. They will be looking for examples of clear leadership and vision alongside investment in talent development. A collaborative, inclusive culture is a must.
To be named Marketing Team of the Year at the RG Excellence Awards, teams must prove they are more than just a support function, they must be a strategic growth engine.
Entries are now open, alongside a wider range of categories recognising excellence across UK retail.
Retailers can view the full list of categories and enter here: https://awards.retailgazette.co.uk/categories/
Click here to sign up to Retail Gazette‘s free daily email newsletter
