MARKies CATEGORIES

Creative Ideas Categories

1. Most Creative – B2B Marketing
This category recognises the most creative and innovative idea behind a B2B campaign.

Judges will be looking at the strategy and creativity behind the campaign. Entries should illustrate how the campaign was designed to captivate its audience and how the idea supported the brand’s profile, values and marketing objectives.

2. Most Creative – Campaign Pivot

This category recognises the best adjustments in messaging, method, and execution for a campaign in direct response to an unforeseen event or set of circumstances that required the campaign to shift course. The campaign must have been launched or in the final planning phases of being launched, such that original plans had to be revised in order to carry out the campaign.

Judges will be assessing the overall strategy and impact of the pivot on the overall success of the campaign. Where possible, demonstrate how the pivot led to a more successful and effective outcome towards campaign and business objectives.

3. Most Creative – Cause Marketing
This category recognises the best campaign by a for-profit business that aligns with social issues, causes or beliefs in order to reinforce its values and encourage customer loyalty. Support of a non-profit organisation, charitable cause, or trending social issues may all be submitted.

Judges will be looking at the strategy and creativity behind the campaign. Entries should illustrate how the campaign was designed to promote corporate social responsibility and raise awareness of its core values while achieving marketing objectives.

4. Most Creative – Communications / Public Relations
This category recognises the most creative idea behind a communications / public relations campaign that best enhanced the branding, image or identity of a brand, product or service. It could target mass or specific audiences, businesses, investors or internal stakeholders etc.

Judges will be looking at the communications, public and media relations idea that succeeded in promoting or recovering an image of a brand, product or service, or supplemented an existing marketing strategy. Entries should demonstrate how a public / media relations strategy created an impact on the chosen audience.

5. Most Creative – Content Marketing
This category recognises the most creative and innovative content and / or copywriting that was the main feature behind a published campaign. Content marketing could include text, infographics and / or video and can run across all forms of marketing channels.

Judges will be looking at the creative copy and the content strategy that was designed to stimulate interest and support a strategic marketing approach for a brand, product or service. Entries should reflect how the copy embodied various elements / mediums of the marketing campaign, and how it was designed to build a rapport with the targeted audience.

6. Most Creative – Customer Engagement

This category recognises the most creative and innovative campaign, initiative or programme that was designed to encourage customers to emotionally connect with the brand.

Judges will be looking for initiatives that aimed to go beyond simply advertising. Entries should illustrate how the idea sought to encourage consumers to actively participate in the brand’s programme.

7. Most Creative – Digital

This category recognises the most creative and innovative use of digital marketing and digital across platforms. Digital methods could include online, mobile, viral, search, social media, email or any other mediums that fall within digital marketing.

Judges will be looking at how the idea and content were created for digital marketing and designed to be deployed over various digital channels to deliver an engaging consumer experience or add value to a marketing campaign. Entries can demonstrate the idea as part of a one-off campaign or a broader marketing strategy that focused on and around digital mediums to enhance a campaign.

8. Most Creative – Event (Physical/Virtual)
This category recognises the most creative and innovatively planned event. An event could include B2B events such as investor / stakeholder meetings or showcases, internal / employee engagement or B2C events such as concerts or festivals, product launches etc. Physical events and/or events that were help virtually via web-hosting or conference-hosting platforms are welcome.

Judges will be looking at the strategy and creativity behind the event. Entries should illustrate how the event was designed to captivate its audience and how the idea for the event supported the brand’s profile, values and marketing objectives.

9. Most Creative – Experiential
This category recognises the most creative and innovative experiential marketing idea. This could be a business, trade or consumer event or a sponsorship activation.

Judges will be looking at the creativity and strategy behind the experiential programme or campaign that was designed to stimulate interest and create buzz for a brand, product or service. Entries should illustrate how the idea was designed to allow consumers to get involved in or respond to a specified experience.

10. Most Creative – Gamification Campaign
This category recognises initiatives that creatively leverage game-like experiences to achieve marketing objectives. Whether it’s through interactive challenges, rewards, or immersive storytelling, the winning campaign will demonstrate a unique and compelling use of gamification.
11. Most Creative – Government Sector / Non-Profit Marketing
The agency should have worked with or for any government or public sector entity or non-profit organisation to create campaigns, initiatives or programmes that drive their programme, policy or initiative objectives.

Judges will be looking at the creativity, innovation and strategy behind the idea that sought to bridge an information or solutions gap between a government, public sector or non-profit organisation and groups of individuals, organisations or communities.

12. Most Creative – Hyperlocal Marketing *NEW*
This category celebrates agencies that have crafted highly creative and innovative marketing campaigns specifically targeted to local communities or regions. The focus is on campaigns that effectively address the unique needs, interests, and behaviours of a specific geographic area or demographic segment.

Judges will evaluate the creativity, strategic thinking, and execution that made the campaign resonate with the local audience, driving engagement and measurable results.

13. Most Creative – Immersive Brand Activation
This category celebrates campaigns that have transported audiences into immersive brand experiences.

Judges are seeking initiatives that have ingeniously combined creativity and technology to create memorable and captivating brand activations. Whether through virtual reality, augmented reality, or physical installations, the winning campaign will showcase outstanding creativity in immersing audiences in the brand’s world.

14. Most Creative – Influencers / KOLs
This category recognises the most creative and brilliant ideas using Influencers / KOLs to engage and delight your target audience.

Judges will be looking at the creative elements and overall impact of the idea, as well as how successfully the idea ties into the brand’s identity.

15. Most Creative – Integrated Media
This category recognises the creativity and innovation behind creating a unified and seamless integrated and / or interactive experience to promote a brand, product or service.

Judges will be looking at how the idea was designed to stimulate interest and support a strategic marketing and communications approach across multiple distribution channels (at least 3 channels). Entries should demonstrate how the idea was creatively and tactically purposed for various paid, earned and / or owned media.

16. Most Creative – Interactive Storytelling *NEW*
This category recognises agencies that have harnessed interactive elements to engage audiences through compelling, narrative-driven campaigns. The focus is on storytelling that encourages active participation, whether through digital platforms, immersive experiences, or user-generated content.

Judges will assess the creativity, innovation, and effectiveness of the interactive approach, as well as how well it enhanced the audience’s emotional connection and involvement in the story, driving engagement and creating a memorable experience.

17. Most Creative – Launch / Re-Launch
This category rewards the most creative and innovative idea behind a launch or re-launch of a brand, event, product or service.

Judges will be looking at the creativity of the idea and the initiative behind the launch / re-launch strategy. Entries should demonstrate how the idea helped mould the campaign and eventual execution strategy towards the launch / re-launch activity.

18. Most Creative – Multicultural Marketing
This category recognises the most creative and innovative campaigns and messaging aimed at one or more audiences of a specific ethnicity or community outside of a country’s general market majority. The aspect of multicultural marketing can include language, traditions, celebrations, or any other concept that is relevant to that community.

Judges will be looking at the creativity of the idea and the initiative behind campaign. Entries should demonstrate how the idea helped mould the campaign and eventual execution strategy.

19. Most Creative – Out-of-Home
This category awards the most creative idea behind an out-of-home (OOH) campaign. OOH could include media such as billboards, transit media, public spaces or any other media formats traditionally classified as OOH.

Judges will be looking at how the creative idea was designed to attract attention or interact with consumers to achieve an objective and / or communicate a message. Entries should reflect on the creative and messaging behind OOH’s impact on their campaigns.

20. Most Creative – Social Commerce
Whether through shoppable social media posts, innovative e-commerce integrations, or captivating social commerce strategies, this award recognises initiatives that have seamlessly combined social engagement with e-commerce, delivering exceptional results.

Judges will be looking for campaigns that have creatively harnessed the power of social commerce.

21. Most Creative – Social Media
This category recognises the most creative social media idea and strategy in a marketing campaign. It can be part of a one-off campaign or part of a longer-term marketing strategy.

Judges will be looking at how the creative idea was designed to be deployed over social media and can be part of a one-off campaign or a broader marketing strategy that focused on and around social media to engage or enhance a campaign.

22. Most Creative – Sonic Branding*

This category recognises the most creative and innovatively planned campaign for Radio, Podcast, or any other non-visual, audio-based platform such as Spotify.

Judges will be looking at the strategy and creativity behind the campaign. Entries should illustrate how the campaign was designed to captivate its audience and how the idea supported the brand’s profile, values and marketing objectives.

*This category was previously named ‘Most Creative – Audio’

23. Most Creative – Specific Audience
This category recognises the most creative idea behind a marketing campaign targeted towards a specific audience. This is not exclusive to a single audience, but the majority of the target audience should be a specific demographic the campaign set out to approach. Specific audience bases could include gender, age group, interest groups (e.g. wellness) and other profiled audiences.

Judges will be looking at the creativity and originality behind the idea that engaged and attracted a specific audience. Entries should illustrate how the idea stood out amongst competitors and how the idea expected to connect with audiences.

24. Most Creative – Video
This category awards the most effective use of compelling video advertising campaigns for TV or online. This can include displays along linear, non-linear and companion ad formats.

Judges will be looking at the originality and ingenuity of video ideas and the creative strategy against the dissemination of said commercials and advertising to achieve a marketing outcome or reach for a brand, product or service. Entries should demonstrate how the idea and campaign were designed to impact and resonate with an audience or enhance an existing campaign.

Media Usage Categories

25. Most Effective Use – B2B Marketing

This category recognises the most effective use of business-to-business marketing.

Judges will be looking at the effectiveness and results from the B2B marketing strategy. Entries should illustrate how the campaign successfully leveraged the channels it was deployed, as well as results versus objectives.

26. Most Effective Use – Consumer Insight and Market Research

This category recognises the most effective use of consumer insights and market research in contributing to database development and the performance of a marketing campaign or communications plan.

Judges will be looking at how consumer insights and market research played a part in interpreting consumer behaviour to develop campaign strategies, moulding a successful marketing campaign and garnering significant results. Entries should demonstrate how market research, data planning, measurement and analytics tools were used to drive results.

27. Most Effective Use – Content
This category recognises the most effective use of content and / or copywriting that were the main feature behind a published campaign. Content marketing could be text, infographics and / or video etc. and can be run across all forms of marketing channels.

Judges will be looking at the effectiveness and results from a content strategy and developed to convert interest into action and support a strategic marketing approach for a brand, product or service. Entries should illustrate how the copy embodied various elements / mediums of the marketing campaign, and how the content was mapped out for a larger content strategy, addressing specific KPIs along the way.

28. Most Effective Use – Contextual Advertising *NEW*
This category recognises agencies that have leveraged contextual advertising to deliver highly relevant and targeted messages to audiences based on their environment, interests, or behaviour. The focus is on campaigns that seamlessly integrate with the context in which they appear, whether through content, location, or time, to enhance user experience and drive impactful results.

Judges will evaluate the creativity, precision, and effectiveness of the strategy in reaching the right audience at the right moment, delivering measurable outcomes.

29. Most Effective Use – Customer Acquisition
This category recognises the most effective processes and strategies for bringing in new clients or customers to the business.

Judges will be looking at the effectiveness and results of the campaign, and how it led to a systematic, sustainable acquisition strategy that was adaptable to new trends and changes in business goals.

30. Most Effective Use – Digital
This category recognises the most effective use of digital marketing and digital across platforms. Digital methods could include online, mobile, viral, search, social media, email, or any other mediums that fall within digital marketing.

Judges will be looking at how the digital marketing was used to achieve a business objective, be it branding, a prompted consumer behaviour or to increase consumption. Entries should demonstrate how digital was an integral part of an executed marketing strategy and generated proven results with evidence of the mediums used.

31. Most Effective Use – Events (Physical / Virtual)
This category rewards the most effective use of a physical or virtual event to achieve a targeted objective. This could be a business, trade or consumer event.

Judges will be looking at the strategy, execution, and performance of the scaled business, trade or consumer event. Entries should illustrate how the event was designed to captivate its audience, how the event was organised effectively, how strongly the brand values and objectives relating directly to the attendee’s journey at the event were achieved, and the resulting return on investment.

32. Most Effective Use – Experiential
This category recognises the most effective use of an experiential campaign to foster interaction and response toward a brand, product or service.

Judges will be looking at the strategy, execution and engagement behind the scaled experiential programme or campaign. Entries should demonstrate how the experiential campaign managed to create unique brand experiences and generate positive brand association between the audience and the brand relating to the attendee’s journey, and the resulting return on investment.

33. Most Effective Use – Government Sector / Non-Profit Marketing
The agency should have worked with or for any government or public sector entity or non-profit organisation to create campaigns, initiatives or programmes that drive their programme, policy or initiative objectives.

Judges will be looking at how the idea was executed and how successful it was in bridging an information or solutions gap between a government, public sector or non-profit organisation and groups of individuals, organisations or communities.

34. Most Effective Use – Influencers / KOLs
This category recognises the most effective use of Influencers / KOLs to grow, develop and convert your customer base (s).

Judges will be looking at the effect and result of a marketing campaign which demonstrates a cohesive Influencer / KOL strategy that successfully helps achieve brand objectives. Entries should show how Influencers / KOLs were used to effectively engage a target audience for positive ROI.

35. Most Effective Use – Integrated Media
This category recognises the most effective use of various marketing mediums to create / support a unified integrated marketing communications strategy to promote a brand, product or service.

Judges will be looking at how the idea was executed across multiple distribution channels (at least 3 channels) to support the strategic approach and the results from the combined use. Entries should also demonstrate how the campaign was executed across various paid, earned and / or owned media (where applicable) to realise the brand’s objective.

36. Most Effective Use – Launch / Re-Launch
This category rewards the most effective launch or re-launch of a brand, event, product or service.

Judges will be looking at the results and metrics from a campaign which helped to achieve the marketing objectives for a new launch / re-launch strategy. Entries should demonstrate how the launch / re-launch was executed via a launch marketing strategy, motive behind the campaign, and the results and insights gained from the deployed activity.

37. Most Effective Use – Loyalty & CRM
This category recognises the most effective use of CRM and loyalty marketing to grow and develop a customer base(s).

Judges will be looking at the effect and result of a marketing campaign which demonstrates a cohesive customer loyalty strategy and effective CRM programme while enhancing the customer proposition. Entries should show how CRM and a loyalty campaign were used together or separately to capture this commitment and convert into potential engagement and ROI.

38. Most Effective Use - Mobile

This category recognises the most effective and innovative use of apps and mobile marketing. Campaigns could have included the use of apps and mobile as a media format, mobile app marketing and / or marketing and advertising through mobile and apps to achieve a specific marketing outcome, be it branding, a prompted consumer behaviour or simply increased consumption.

Judges will be evaluating the effectiveness and results of mobile app marketing methods to complement a brand’s offline experience, drive e-commerce, engage customers or connect a brand with its loyal customers. Entries should demonstrate how the apps/mobile reached broader audiences, increased conversion rates and turned a profit from mobile marketing.

39. Most Effective Use - Multicultural Marketing

This category recognises the most effective and innovative approaches aimed at one or more audiences of a specific ethnicity or community outside of a country’s general market majority. The aspect of multicultural marketing can include language, traditions, celebrations, or any other concept that is relevant to that community.

Judges will be evaluating the effectiveness and results of the campaign. Entries should demonstrate how the use of multicultural marketing increased conversion rates and helped meet campaign and business objectives.

40. Most Effective Use – Omnichannel

This category recognises the most effective approaches to omnichannel marketing, including how the entire customer experience was aligned across all touch points in order to drive a customer-centric experience.

Judges will be evaluating the effectiveness and results of the campaign. Entries should demonstrate how the use of omnichannel marketing increased conversion rates and helped meet campaign and business objectives.

41. Most Effective Use – Social Commerce
Whether through seamless shopping experiences on social platforms, innovative social commerce strategies, or influencer collaborations, this award recognises initiatives that have mastered the art of social commerce.

Judges will be looking for campaigns that have effectively leveraged social commerce to drive impressive business outcomes.

42. Most Effective Use – Social Media
This category recognises the most effective use of social media in a marketing and advertising campaign. It can be part of a one-off campaign or a longer-term marketing strategy.

Judges will be looking at how the innovative use of social media channels reaped results towards customer acquisition and engaged existing customers. Entries should illustrate the effectiveness of the execution through social media channels to activate or enhance a marketing strategy.

43. Most Effective Use – Specific Audience
This category recognises the effective execution of a marketing campaign targeted towards a specific audience. This is not exclusive to a single audience, but the majority of the target audience should be a specific demographic the campaign set out to approach. Specific audience bases could include gender, age group, interest groups (e.g. wellness) and other profiled audiences.

Judges will be looking at the strategy behind the executed campaign and how the targeted audience responded to the campaign. Entries should illustrate how they managed to engage targeted audiences in prompting customer acquisition, awareness, or a desired consumer behaviour.

44. Most Effective Use – Video
This category awards the most effective and compelling use of video in advertising campaigns. This can include TV advertising and online video advertising for displays along linear, non-linear and companion ad formats.

Judges will be looking at the strategy and execution behind the use of videos as a platform to drive customer engagement. Entries should demonstrate how the brand gained success from the dissemination of said commercials and advertising and the resulting impact it left on audiences be it branding, a prompted consumer behaviour or simply increased consumption.

45. Most Effective Use – Zero-Party Data *NEW*

This category honours the strategic and impactful use of zero-party data – information willingly shared by customers, such as preferences and intentions – to drive personalised marketing campaigns. Judges will assess how this data was utilised to enhance customer engagement, foster loyalty, and achieve measurable success.

Talent Categories

46. Best Account Manager

This category recognises the best account managers who act as the direct point of contact for one or multiple clients on behalf of their agency. Entrants must demonstrate how they oversaw the aesthetic vision of the advertisements they worked on in order to bring the campaigns to life in a way that yielded great response and engagement. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Strong interpersonal and communication skills
  • Strategic thinking and problem solving
  • Leadership and good use of agency time / resources
  • Client retention and track record of bringing in new clients via referrals / pitches
  • Organisational, collaborative and teamwork skills
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials
47. Best Art Director/Designer

This category recognises the art directors / designers who set amazing visual tones and creative direction for all aspects of an ad campaign for their agency’s client. Entrants must demonstrate how they fought for their client’s needs, wants and priorities while preserving the agency’s bottom line and resources. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Strategic thinking and creative processes
  • Strong eye for design elements and proper over all style
  • Proven ability to conceptualise an advertisement strategy for clients
  • Effective communication skills and history of sticking to deadlines
  • Time management and good use of agency time / resources
  • Great management of overall design (artwork, background, layout, brand identities, photo/video shoots, etc)
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials
48. Best Strategist

This category recognises the best agency strategist or planners who develop and present strategic marketing recommendations for their clients. Entrants must demonstrate unrivalled understanding of their clients’ business, and keen research skills combined with industry knowledge to produce cohesive and intelligent plans that bring campaigns to life. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Superb research and data analysis skills.
  • Excellent knowledge of products, target audience, clients’ business and competitor activities
  • Track record of problem solving and producing cohesive and intelligent plans and ideas.
  • Strong project management skills and attention to detail
  • Organisational, collaborative and teamwork skills
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials

NOT FOR ENTRY

49. Overall Creative Ideas MARKie (Not for Entry)

This award is not open for direct entry and is awarded to the agency or organisation demonstrating exceptional creativity across all Creative Ideas categories at the MARKies Awards 2025. It recognises the highest scoring entry, showcasing innovative and effective concepts that pushed boundaries and delivered outstanding results.

Points System:

  • Gold: 4 points
  • Silver: 2 points
  • Bronze: 1 point


Points Allocation for Multiple Agencies:

  • Lead Agency: In cases where multiple agencies collaborate on a winning entry, the lead agency receives full points. Non-lead agencies on the same entry will each receive 25% of the points.
  • Joint Submission: If two agencies declare equal partnership on a winning entry, each agency will receive 50% of the points.

Tie-Breakers:

  • Most Gold Awards: The agency with the highest number of Gold awards wins.
  • Most Silver Awards: If Gold awards are tied, the agency with the most Silver awards wins.
  • Highest Average Score: If a tie still persists, the agency with the highest average score percentage (as determined by the judges across all their winning entries) will win.
50. Overall Media Usage MARKie (Not for Entry)

This award is not open for direct entry and is awarded to the agency or organisation that excelled across all Media Usage categories at the MARKies Awards 2025. It honours the highest scoring entry, highlighting innovative and impactful media strategies that drove exceptional outcomes.

Points System:

  • Gold: 4 points
  • Silver: 2 points
  • Bronze: 1 point


Points Allocation for Multiple Agencies:

  • Lead Agency: In cases where multiple agencies collaborate on a winning entry, the lead agency receives full points. Non-lead agencies on the same entry will each receive 25% of the points.
  • Joint Submission: If two agencies declare equal partnership on a winning entry, each agency will receive 50% of the points.

Tie-Breakers:

  • Most Gold Awards: The agency with the highest number of Gold awards wins.
  • Most Silver Awards: If Gold awards are tied, the agency with the most Silver awards wins.
  • Highest Average Score: If a tie still persists, the agency with the highest average score percentage (as determined by the judges across all their winning entries) will win.