Award Categories

Company Categories

1. Analytics Agency of the Year
This category is open to agencies that demonstrate exceptional expertise in web analytics, data science, and insights-driven decision-making. Agencies should showcase how they have helped clients collect, manage, and analyse complex datasets, transforming them into actionable insights that improve marketing performance, optimise strategies, and drive measurable business results.
2. B2B Agency of the Year
This category recognises agencies that deliver innovative ideas, strategies, and executions for business-to-business marketing campaigns. Agencies should demonstrate how they help brands engage professional audiences, generate leads, build thought leadership, and drive measurable results across multiple B2B channels.
3. Boutique Agency of the Year

This category is open to small, independent agencies with 30 staff or fewer. Agencies of any specialism—creative, digital, PR, or integrated—can enter, provided they offer marketing and / or advertising solutions that deliver meaningful results for their clients. Judges will look for creativity, agility, and impact despite the agency’s smaller size.

4. Brand & Design Consultancy of the Year
This category recognises agencies that provide strategic brand identity development and design solutions for clients. Agencies should demonstrate their ability to translate brand strategy into compelling visual and experiential outputs, ensuring consistent and impactful brand communication across all touchpoints.
5. Consultant of the Year
This category is open to agencies and firms that provide marketing innovation and transformation consulting services. Entrants should demonstrate their expertise in helping brands solve complex business challenges, improve marketing performance, and drive organisational growth through innovative strategies, frameworks, and actionable recommendations.
6. Content Marketing Agency of the Year
This category recognises agencies that develop and execute strategic content initiatives across multiple channels—including websites, social media, e-newsletters, blogs, and thought leadership publications. Agencies should demonstrate their ability to create content that engages audiences, drives measurable results, and strengthens the client’s brand presence.
7. Creative Agency of the Year
This category is open to agencies that deliver original, impactful creative work across all advertising and marketing channels. Judges will evaluate the agency’s ability to generate ideas that resonate with target audiences, enhance brand identity, and deliver measurable business impact through outstanding design, storytelling, and campaign execution.
8. CRM & Loyalty Marketing Agency of the Year
This category recognises agencies that provide innovative strategies and executions for customer relationship management, loyalty programmes, and customer experience initiatives. Agencies should demonstrate measurable outcomes in strengthening client relationships, enhancing customer retention, and driving long-term loyalty through data-driven and creative approaches.
9. Digital Agency of the Year
This category is open to agencies that deliver comprehensive digital marketing solutions, including strategy, execution, and optimisation across platforms such as social media, search, display, mobile, and emerging technologies. Agencies should showcase their ability to drive measurable results, innovate in the digital space, and integrate campaigns across multiple digital channels.
10. eCommerce Marketing Agency of the Year
This category recognises agencies that develop and execute end-to-end eCommerce marketing strategies for clients. Agencies should demonstrate how they drive online sales, optimise customer journeys, increase engagement, and deliver measurable ROI through campaigns that leverage eCommerce platforms, digital advertising, and data-driven insights.
11. Event Marketing Agency of the Year
This category is open to agencies that provide full-service event marketing solutions, including exhibitions, conferences, product launches, trade shows, virtual events, and other B2B or B2C experiences. Agencies should demonstrate their ability to design, plan, and execute events that engage audiences, enhance brand experiences, and achieve measurable business objectives.
12. Experiential Marketing Agency of the Year
This category recognises agencies that create immersive, audience-driven brand experiences. Agencies should showcase expertise in activations, sensory interactions, pop-ups, and participatory events that engage audiences, strengthen brand connections, and deliver measurable results. Judges will look for creativity, innovation, and the ability to bring brand strategy to life.
13. Full-Service Agency of the Year
This category is open to agencies that provide end-to-end marketing and advertising solutions, from strategy and creative concept to execution and optimisation. A Full-Service Agency should offer at least three core marketing capabilities in-house, delivering integrated campaigns that achieve client objectives with creativity and measurable impact.
14. Independent Agency of the Year

This category is open to any independent agency with any specialism. An agency can be deemed independent when it is not part of an agency network and is not owned by an agency holding company, a conglomerate or any other big agency or parent company. Agencies do not need to have been founded in Singapore, so long as they are still independent. There is no Local Hero Award for this category.

15. Influencer Agency of the Year
This category recognises agencies that design and execute marketing or advertising campaigns leveraging social media influencers. Agencies should demonstrate their ability to develop strategies, manage influencer partnerships, and deliver measurable results that amplify brand reach, engagement, and impact.
16. Integrated Communications Agency of the Year *NEW*
This category is open to agencies that deliver end-to-end communications solutions by successfully integrating three or more disciplines such as public relations, corporate communications, crisis management, digital, social, content, and influencer engagement. An Integrated Communications Agency should demonstrate its ability to craft and manage cohesive narratives across multiple stakeholder groups, ensuring consistency of voice and impact. Judges will be looking for agencies that combine strategic counsel with execution to strengthen reputation, build trust, and achieve measurable outcomes for their clients.
17. Integrated Marketing Agency of the Year

This category is open to agencies that provide advertising and / or marketing solutions for their clients by successfully integrating three or more marketing channels, be it through their industry partners or in-house. An Integrated Marketing Agency should offer the conceptualisation and management of an integrated campaign across a range of verticals.

18. Lead Generation Agency of the Year
This category recognises agencies that deliver measurable, qualified leads through smart, cost-effective strategies. Agencies should demonstrate how their campaigns successfully support client objectives, drive conversions, and maximise ROI.
19. Market Research Agency of the Year
This category is open to agencies that provide insightful, commissioned market research to help clients make informed business and marketing decisions. Judges will assess methodology, data quality, analysis, and the actionable impact of the insights.
20. MarTech Agency of the Year
This category recognises agencies that develop, deploy, and optimise marketing technology solutions for clients. Agencies should demonstrate their ability to integrate, refine, and leverage a MarTech stack to enhance marketing performance, automation, and measurable business outcomes.
21. Media Agency of the Year
This category is open to agencies that provide media strategy, planning, and buying services across multiple platforms. Agencies should show their ability to reach target audiences effectively, optimise campaigns for performance, and deliver measurable results that support client objectives.
22. Mobile Marketing Agency of the Year
This category recognises agencies that create innovative mobile-first marketing campaigns across a variety of mobile platforms. Judges will look for strategy, creativity, and measurable impact in engaging audiences and driving results in mobile environments.
23. New Kid on the Block
This category is open to agencies that have recently set up shop in Singapore, and been in operation here for less than two years from the end of the eligibility period (31 Dec 2025). The agency can be a brand-new independent venture, or be part of an expansion by an established agency overseas. There will be a Local Hero award for this category.
24. Performance Marketing Agency of the Year
This category recognises agencies that deliver results-driven, performance-based advertising campaigns. Agencies should demonstrate their ability to optimise campaigns, maximise ROI, and achieve measurable client objectives across multiple channels.
25. Programmatic Agency of the Year
This category is open to agencies that provide omnichannel programmatic strategies, including demand- and supply-side buying. Agencies should showcase successful planning, execution, and optimisation of programmatic campaigns that drive measurable outcomes for clients.
26. Public Relations Agency of the Year
This category recognises agencies that excel in corporate communications, public affairs, B2B, investor relations, or crisis management. Agencies should demonstrate strategic thinking, creativity, and measurable impact in enhancing client reputation and stakeholder engagement.
27. Search Agency of the Year
This category is open to agencies that provide SEO and SEM solutions as core offerings. Judges will evaluate their ability to increase visibility, drive traffic, and deliver measurable results that align with client objectives.
28. Social Media Marketing Agency of the Year
This category recognises agencies that deliver strategic social media campaigns across platforms. Agencies should demonstrate creativity, audience engagement, and measurable results that amplify brand presence and meet client goals.
29. Specialist Agency of the Year
This category is open to agencies or units within agencies that focus on specific business verticals, such as education, healthcare, or shopper marketing. Agencies should demonstrate deep expertise, innovative solutions, and measurable impact within their specialised domain.
30. Sustainability Communications Agency of the Year *NEW*
This category is open to agencies that specialise in sustainability, CSR, and ESG communications. A Sustainability Communications Agency should demonstrate how it has helped clients craft authentic narratives around environmental, social, and governance commitments, and successfully engaged stakeholders through clear, transparent, and impactful strategies. Judges will be looking for agencies that go beyond surface-level messaging to deliver communications that enhance reputation, build trust, and drive meaningful conversations and actions on issues that matter to society.
31. Video / Production Company of the Year
This category recognises agencies and production houses that deliver exceptional video content and production services. Agencies should demonstrate expertise in pre-production, production, and post-production, creating engaging, high-quality videos that effectively communicate client messages and achieve marketing objectives.

Talent & Culture Categories

32. Agency Leader of the Year

This category recognises outstanding stewardship and excellence from an agency chief executive officer / managing director who has demonstrated exceptional and effective leadership and guidance while making a significant impact to their agency’s overall output.

Entrants can nominate themselves or be nominated by others; this category is limited to CEO / MD level positions, and should show evidence of business impact in the following areas within the eligibility period:

  • Single most important achievement
  • Operational excellence at the agency
  • Leadership and motivation at the agency
  • Strategy and implementation
  • People development and performance under their watch
  • Commercial results against objectives
  • Client retention under their watch
  • Contributions to the industry at large

Testimonials for this category are encouraged.

33. Agency Team of the Year

This category recognises outstanding work from an agency team which has made a significant impact to their clients’ overall marketing campaigns, executions, and results. Entrants can use one particular campaign as a case study of evidence to form their entry or can use aspects from various projects, but all work must have taken place within the eligibility period and they must show evidence of:

  • Outstanding achievements in campaigns and project management
  • Creativity and innovation
  • Strategic thinking
  • Excellent execution
  • Successful results against objectives / KPIs
  • Any other exceptional achievements or work that especially merits this award.

Testimonials for this category are encouraged.

34. Best Agency-Client Partnership

This award recognises the outstanding collaboration and cooperation between an agency and its client that has led to exceptional results and success. Agencies should select one client and demonstrate the mutual trust, communication, and dedication that have been key factors in achieving a mutually beneficial partnership. The winner of this award will have demonstrated a strong alignment of goals, a seamless execution of initiatives, and a deep understanding of the client’s business and industry. They should showcase examples of the following areas within the eligibility period:

  • Clear and open communication that ensures both parties are on the same page.
  • How you developed trust and mutual respect to deliver quality work and make informed decisions.
  • How did you ensure an alignment of goals and values to ensure you were committed to the same objectives?
  • Collaboration and teamwork: How did you work together to achieve common goals and make decisions that benefited both parties?
  • Adaptability and flexibility: How did you adjust to changing circumstances and prove you were open to new ideas and approaches?
  • Long-term commitment: How are both parties should be committed to working together over the long term to achieve shared goals.
35. Best Agency Culture

This award recognises the outstanding efforts of an agency in fostering a positive and inclusive work environment for its people. Judges will be looking at how the entrants implemented effective practices and initiatives to promote employee satisfaction, engagement, and well-being, resulting in a culture that is supportive, collaborative, and promotes employee development. Please include examples of the following:

  • Clear and consistent communication: Show how the agency developed open lines of communication, transparent policies and procedures, and / or regular check-ins with employees to help create a culture of trust, accountability and mutual understanding.
  • Employee empowerment: Show how the agency encouraged employee ownership of their work by giving them autonomy, resources and support they needed to succeed.
  • Recognition and appreciation: Show how the agency displayed appreciation for their staff’s hard work and achievements in order to foster a positive and motivating culture.
  • Professional development: Show how the agency invested in the professional development and growth of employees to help create a culture of learning and continuous improvement.
  • Inclusion and diversity: Show how the agency created a culture of diversity, equity, and inclusion to help to foster a sense of belonging, respect, and understanding among employees.
  • Work-life balance: Show how the agency encouraged and supported employees to maintain a healthy work-life balance to help to create a culture of well-being and satisfaction.
  • Strong leadership: Show how the agency’s senior leadership team led by example, were transparent, and communicated effectively to help create a culture that aligned with the company’s goals and values.
36. Rising Star

This category recognises outstanding work from an agency talent under the age of 30. To qualify, the entrant must have been 29 at any point during the eligibility period. They should demonstrate how they made a significant impact to their clients’ overall marketing campaigns, executions, and results. Entrants can use one particular campaign as a case study of evidence to form their entry or can use aspects from various projects, but all work must have taken place within the eligibility period and they must show evidence of:

  • Outstanding achievements in campaigns and project management
  • Creativity, innovation and the ability to pivot quickly and effectively
  • Strategic, out-of-the-box thinking
  • Excellent execution
  • Successful results against objectives / KPIs
  • Any other exceptional achievements or work that especially merits this award.

Testimonials for this category are encouraged.

Overall Categories – Not for Entry

37. Overall Agency of the Year (Not for Entry)

This category will recognise the most successful performing agencies across all categories. The top 5 performing agencies will be shortlisted, and the winner will be revealed in the big finale at the AOTY gala dinner celebration.

Points System:

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

Tie-Breakers:

  • Most Gold: If total points are tied, the agency with the highest number of Gold awards wins.
  • Most Silver: If Gold awards are also tied, the agency with the highest number of Silver awards wins.
  • Highest Average Score: If a tie still persists, the agency with the highest average score percentage (as assigned by the judges across all their winning entries) will win.
38. Overall Local Hero of the Year (Not for Entry)

This category will recognise the most successful performing Local Hero agency across all categories. Only independent agencies that were founded in Singapore are eligible for consideration. Multiple offices in other countries are permitted as long as the agency was founded in Singapore, with no ownership by parent agencies or holding companies.

Points System:

  • Local Hero: 1 point

Tie-Breakers:

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