This year’s creative challenge was to develop a direct marketing campaign for Waitrose’s range of retro sweets, and it attracted entries from marketing students and first jobbers from around the country.

Twenty creative directors judged the entries, choosing Leanne Holloway and Kieran Ainsworth, BA graduates in advertising and brand management from Staffordshire University as this year’s winners. Two teams from Birmingham City University: Steph Parker and Matthew Evans, and Ashley Kinsella and Declan McHale, took the runner-up slots.

Judges whittled entrants down to a shortlist of seven teams made up of two students. Each of the teams were then treated to a day-long master class by creative directors from agencies including TEQUILA\, OgilvyOne Worldwide and Jacob Bailey.

Each team received one-to-one feedback on their campaign portfolio and advice on the next steps they need to take to make it in the marketing industry. The winners also took home a cheque for £1,000.

Awards judge and mentor Roger Whitelock, creative director for Jacob Bailey, comments: ‘Leanne and Kieran really nailed this year's brief. The concept was great fun and perfectly pitched at the target audience – amusing and rebellious, but never patronising. The core concept was well integrated across the campaign, which made excellent use of digital social media channels. A clear winner this year.’

The awards were set up in 1999 in memory of direct marketer Graeme Robertson to help budding marketers get a foot on the career ladder. They are administered by the Direct Marketing Association, as well as supported by Royal Mail and Mail Media Centre.

Clive Colledge, chair of the Graeme Robertson Trust, says: ‘Young people graduating now have a tough experience. The recession in the UK has hit young people in their early 20s harder than most age groups. The Graeme Robertson Trust Awards is more vital to them than ever before.’