MAAS Marketing Shortlisted for British Training Award for Upskilling Initiative
MAAS Marketing, the creative force energising L&D functions across the globe, has been shortlisted for the British Training Awards 2025 in the category of Retraining/Upskilling Initiative of the Year. The nomination recognises the agency’s Strategic Marketing for People Functions course — a first-of-its-kind initiative transforming how L&D, HR, and Talent teams position, market, and embed their offering within the business.
MAAS Marketing’s strategic marketing programme tackles a widespread yet often overlooked challenge: low engagement with internal initiatives. Rather than focusing on more content or new platforms, the programme empowers L&D teams to think like marketers — using segmentation, storytelling, and strategic campaigns to drive real behavioural change.
“MAAS Marketing was founded on the belief that marketing skills and know-how can transform L&D functions. And the Strategic Marketing for People Functions course helps L&Ders learn the skills to do exactly that,” commented Hannah Clark, Marketing Director and leader of the Strategic Marketing programme at MAAS Marketing. “The People Impact Loop™ is embedded into this programme and transforms learning comms into something people actually want to pay attention to.”
Over the past 12 months, the course has been delivered to L&D professionals from leading organisations across the globe — including HSBC, Vodafone, Bloomberg, and Coca-Cola — achieving a 100% completion rate and a Net Promoter Score (NPS) of 100.
Client feedback highlights the course’s practical and empowering impact:
“If you are looking for the answer to ‘how do I get more engagement,’ it’s here,” said Ash Wedderburn of GB Railfreight. “You will learn and practise precisely how to market your L&D function to your business, step by step. You will leave enlightened and smelling of pineapples!”
Helen Gilbert from Compare The Market shared, “I felt equipped with a robust toolkit of marketing strategies that I’ve already started applying with promising results. I highly recommend this course to anyone in the L&D sector looking to enhance their marketing skills.”
With over 84% of participants launching strategic marketing campaigns within weeks of completion — and more than 96% actively applying their new skills — the course has redefined L&D effectiveness for many.
In 2025, MAAS Marketing also introduced an AI-powered learning management system (LMS) and smart email automation to take the Strategic Marketing programme to the next level, ensuring personalised learner support at scale.
As MAAS Marketing eyes the final stage of the awards, this nomination signals more than just recognition — it affirms a growing movement towards marketing-led learning in organisations across the globe.
About the British Training Awards
The British Training Awards celebrates the individuals and teams that are passionate about L&D's role in building a thriving organisation.
With a range of categories including ‘Training Initiative of the Year’, ‘AI in Learning Initiative of the Year’ and ‘Leader of the Year’, the British Training Awards sets out to discover and celebrate the teams and individuals who are truly passionate about L&D’s role in building a thriving workforce.
This year, over 360 entries were received from organisations across the UK, and so competition to be named a Finalist proved to be fierce. Firms taking part range from start-up pioneers to public sector heroes, tech trailblazers, global titans and everything in between.
The British Training Awards is powered by New Possible, a next-generation employee insight platform. New Possible helps leaders build healthier organisations by providing meaningful insight that can drive real change.