2025 Winners

Brand of the Year
Etika Group of Companies
Loyalty Agency of the Year

 

PRM Marketing Services (PRMMS)
Engagement Agency of the Year

 

Ampersand Advisory
Relationship Marketing Agency of the Year
PRM Marketing Services (PRMMS)

LOYALTY CATEGORIES

1. Best Card-Based Loyalty Programme
GOLD

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
SILVER

Security Bank Philippines
Brand: Mastercard
Campaign: BetterBanking Rewards Program
BRONZE

Bank of China
Campaign: Bank of China
Agency: Wink
2. Best Loyalty Strategy – Automotive
GOLD

Inchcape Singapore
Brand: Toyota
Campaign: Toyota Always
Agency: PRM Marketing Services (PRMMS)
SILVER

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
BRONZE

TOYOTA
Campaign: TOYOTA CITY POP – WINNING HEARTS WITH THE POWER OF POP CULTURE
Agency: ADA Global
3. Best Loyalty Strategy – Collaborative Partnerships
GOLD

Alliance Bank
Campaign: AEIOU: Building Loyalty Through Cross-Sector Collaboration in Education and Finance, across 1,461 schools and garnered 80,000 submission
Agencies: Ampersand Advisory, Spark Capital Development
SILVER

Etika Group of Companies
Brand: Wonda Coffee
Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share!
Agency: Ampersand Advisory
BRONZE

The Ascott Limited
Brand: Ascott Star Rewards (ASR)
Campaign: The Ascott Limited X Chelsea Football Club – Game On, Stay On
Agency: Sandpiper
4. Best Loyalty Strategy – Consumer
GOLD

Nando’s Malaysia
Campaign: That’s A Nando’s Thing: We Be We, So You Can Be You.
Agencies: Ampersand Advisory, The Chariot Agency
SILVER

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
BRONZE

FairPrice Group
Brand: NTUC Link
Campaign: Link Rewards, FairPrice Group Loyalty Programme
5. Best Loyalty Strategy – eCommerce
GOLD

Etika Group of Companies
Brand: Goodday
Campaign: Legitimizing Esports, Driving Sales With Malaysia’s First Ever Esports Month
Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company
SILVER

Etika Group of Companies
Brand: Calpis Soda
Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales
Agencies: Ampersand Advisory,  Media Prima
BRONZE

ZALORA
Campaign: ZALORA VIP
6. Best Loyalty Strategy – Entertainment & Media
GOLD

Etika Group of Companies
Brand: Wonda Coffee
Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share!
Agency: Ampersand Advisory:
SILVER

Etika Group of Companies
Brand: Calpis Soda
Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales
Agencies: Ampersand Advisory, Media Prima
BRONZE

Alliance Bank
Campaign: Gamified Stories, Lasting Bonds: AEIOU’s Loyalty Playbook in Edutainment garnered 80,000 submissions in 1,461 schools
Agencies: Ampersand Advisory, Spark Capital Development
7. Best Loyalty Strategy – Fashion & Beauty
GOLD

ZALORA
Campaign: ZALORA VIP
SILVER

CapitaLand Investment
Brand: Raffles City Singapore
Campaign: Raffles City Beauty Vault
Agency: Yatta Workshop
BRONZE

Rev Edition
Brand: Hoka
Campaign: Loyalty in Motion: How HOKA Turned Every Run into a Relationship
Agency: Ampersand Advisory
8. Best Loyalty Strategy – Finance & Insurance
GOLD

Alliance Bank
Campaign: The Ultimate Elevator Pitch gets 3.4 Million Views and helps grow Digital Loan Disbursements by 20%
Agency: Ampersand Advisory
SILVER

Singlife
Campaign: Building Trust Amidst Organisational Change
BRONZE

AIA Singapore
Campaign: Enabling Healthier, Longer, Better Lives through AIA Vitality and AIA Altitude inclusive of AIA Wealth Centre
9. Best Loyalty Strategy – Food & Beverage
GOLD

Ace Canning
Brand: Homesoy
Campaign: Beverage helps prevent Breast Cancer using survivor stories
Agency: Ampersand Advisory (Asterisk)
SILVER

Foods Beverages Indonesia
Brand: F&B ID
Campaign: F&B ID App
BRONZE

Nando’s Malaysia
Campaign: That’s A Nando’s Thing: We Be We, So You Can Be You.
Agencies: Ampersand Advisory, The Chariot Agency
10. Best Loyalty Strategy – Health & Wellness
GOLD

Ace Canning
Brand: Homesoy
Campaign: HOMESOY’s STOP THAT DOT – Strategic messaging around cancer risk drives awareness and loyalty for the brand
Agency: Ampersand Advisory (Asterisk)
SILVER

AIA Singapore
Campaign: Enabling Healthier, Longer, Better Lives through AIA Vitality, Think Well and Partnerships
BRONZE

G8 Education
Campaign: Childcare Saver & Team Saver
Agency: Wink
11. Best Loyalty Strategy – Launch / Re-Launch
GOLD

Etika Group of Companies
Brand: Wonda Coffee
Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share!
Agency: Ampersand Advisory
SILVER

Syngenta Asia Pacific
Campaign: Syngenta ePartnerGrow®
Agency: PRM Marketing Services (PRMMS)
BRONZE

G8 Education
Campaign: Childcare Saver & Team Saver
Agency: Wink
12. Best Loyalty Strategy – Lifestyle
GOLD

G8 Education
Campaign: Childcare Saver & Team Saver
Agency: Wink
SILVER

VISIT IOI RESORT CITY
Campaign: VISIT IOI RESORT CITY: THINK AGAIN
Agencies: COLLAB, HANNGEVENT
BRONZE

Arctic Fitness
Campaign: From Founders to Family: Arctic Fitness’ Loyalty-First Launch
Agency: For The Optics
13. Best Loyalty Strategy – Membership Programme
GOLD

FairPrice Group
Brand: NTUC Link
Campaign: Link Rewards, FairPrice Group Loyalty Programme
SILVER

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
14. Best Loyalty Strategy – Multi-Generational
GOLD

Ace Canning
Brand: Homesoy
Campaign: HOMESOY’s STOP THAT DOT – A Multigenerational Approach to fight Breast Cancer
Agency: Ampersand Advisory (Asterisk)
SILVER

Etika Group of Companies
Brand: Goodday
Campaign: Malaysia’s First Ever Senior Esports Team
Agencies: Ampersand Advisory (Asterisk), Fishermen Integrated, The Gaming Company
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
15. Best Loyalty Strategy – Programme Integration
GOLD

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
SILVER

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
BRONZE

Millennium Hotels and Resorts
Brand: MyMillennium
Campaign: Unifying Loyalty: The MyMillennium Integration Initiative
16. Best Loyalty Strategy – Retail
GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
SILVER

KANIVA PET FOOD
Campaign: Kaniva – Celebrate Loyalty, Share the Joy (2025)
BRONZE

CapitaLand Investment
Brand: CapitaStar
Campaign: Celebrating CapitaStar’s Claw-Some Birthday!
BRONZE

The 1, Central Group
Brand: The 1
Campaign: The 1 – Data-Driven Loyalty, Powered by MarTech Innovation
17. Best Loyalty Strategy – Rewards & Incentives
GOLD

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
SILVER

Lotusmiles
Brand: Vietnam Airlines
Campaign: Lotusmiles program
Agencies: COMARCH
BRONZE

AIA Singapore
Campaign: AIA Vitality
18. Best Loyalty Strategy – Travel & Hospitality
GOLD

Smart Traveller
Campaign: Smart Traveller – Redefining the Travel Experience
SILVER

The Ascott Limited
Brand: Ascott Star Rewards (ASR)
Campaign: Ascott Star Rewards (ASR)
Agency: Sandpiper
BRONZE

Millennium Hotels and Resorts
Brand: MyMillennium
Campaign: Beyond Stays: MyMillennium Reimagined
19. Best Regional Loyalty Campaign
GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
SILVER

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
BRONZE

Club Med
Campaign: ~ MILESTONE MAGIC ~ The essence of Conviviality for unlimited smiles in East, South Asia and Pacific
20. Best Use of Artificial Intelligence
GOLD

DBS Bank
Campaign: GenAI: CSO Assistant​
SILVER

HAWLEY & HAZEL INDONESIA
Brand: DARLIE
Campaign: SENYUM HARI RAYA: REIGNITING BRAND LOVE WITH AI-POWERED STORYTELLING
Agency: ADA Global
BRONZE

Xero
Campaign: Xerocon Music Factory
Agency: INVNT

ENGAGEMENT CATEGORIES

21. Best Customer Experience
GOLD

Inchcape Singapore
Brand: Toyota
Campaign: Toyota Always
Agency: PRM Marketing Services (PRMMS)
SILVER

Etika Group of Companies
Brand: Goodday
Campaign: Record Breaking Growth, Goodday KidSTART Grew 13.5x Bigger Than Before
Agency: Ampersand Advisory
BRONZE

RHB Singapore
Campaign: Redefining RHB’s Customer Experience
22. Best Engagement Strategy – B2B
GOLD

Syngenta Asia Pacific
Campaign: Syngenta ePartnerGrow®
Agency: PRM Marketing Services (PRMMS)
SILVER

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
BRONZE

Alliance Bank
Campaign: The Ultimate Elevator Pitch: B2B SME competition gets 3.4 Million Views and helps grow Digital Loan Disbursements by 20%
Agency: Ampersand Advisory
23. Best Engagement Strategy – B2C
GOLD

Etika Group of Companies
Brand: Calpis Soda
Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales
Agencies: Ampersand Advisory, Media Prima
SILVER

RHB Singapore
Campaign: Beyond Transactions – A Holistic Engagement Approach
BRONZE

Mead Johnson Nutrition
Brand: Enfagrow
Campaign: Tiny Voices, Massive Engagement: AI Crafts a Love Song from Toddlers to Mums
Agency: Ampersand Advisory
24. Best Engagement Strategy – Employee Experience
GOLD

DBS Bank
Campaign: The Next Lap of CBGO Engagement
SILVER

DBS Bank
Campaign: Best of Us – Empowering Me, We, and E!
BRONZE

Singtel
Campaign: Voices from Comcentre
Agency: Akanga Film Asia
25. Best Engagement Strategy – Metaverse Marketing
GOLD

Economic Development Board
Brand: Singapore Global Network
Campaign: SGN’s National Day Celebration Global Programme 2024 – SG @ Home
Agency: Pico Art International
SILVER

DBS Bank
Campaign: I M POSSIBLE : Our Metaverse, Our Story
BRONZE

CHEW ON THIS VENTURES
Brand: CHEW ON THIS PODCAST
Campaign: Chew On This: Malaysia’s First Food Podcast in the Metaverse
Agencies: COLLAB, MDEC, LEMONCODE
26. Best Engagement Strategy – Omnichannel
GOLD

Ace Canning
Brand: Homesoy
Campaign: Engaging Malaysian women with omnichannel marketing to advocate breast health
Agency: Ampersand Advisory (Asterisk)
SILVER

VinFast
Brand: VinFast VF 3
Campaign: UNLEASH YOUR PERSONALITY WITH VF 3
Agency: TMRW Vietnam
BRONZE

Alliance Bank
Campaign: The Ultimate Elevator Pitch: A multichannel engagement approach targets SMEs, gains 3.4 million views and grows loan disbursements by 20%!
Agency: Ampersand Advisory
BRONZE

Kawan Lama Group
Campaign: Ruparupa Rewards
27. Best Engagement Strategy – Online Experience
GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
SILVER

Diana Unicharm
Brand: Diana SuperNight
Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)
Agency: TMRW Vietnam
BRONZE

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
28. Best Engagement Strategy – Specific Audience
GOLD

Geneco
Campaign: Till the End of Time
SILVER

Etika Group of Companies
Brand: Wonda Coffee
Campaign: Wonda scores a winning goal with FAM and Harimau Malaysia
Agency: Ampersand Advisory
BRONZE

Changi Airport Group Singapore
Campaign: Launch of Monarch tier – for Changi Rewards Programme
Agencies: Ogilvy Singapore, Tribal Worldwide
29. Best Use of Advocates
GOLD

Geneco
Campaign: Till the End of Time
SILVER

Alliance Bank
Campaign: By Kids, For Kids: Training the Nation’s Youngest Financial Literacy Champions, garnered 80,000 submissions in 1,461 schools
Agencies: Ampersand Advisory, Spark Capital
BRONZE

Geneco
Campaign: here. sunrise x sunset
30. Best Use of Contests / Promotions
GOLD

Mead Johnson Nutrition
Brand: Enfagrow
Campaign: AI Creates Song of Love by Toddlers for Mother’s Day, wins 2 records in 2 countries
Agency: Ampersand Advisory
SILVER

Geneco
Campaign: Till the End of Time
BRONZE

Etika Group of Companies
Brand: Pepsi
Campaign: From Gold Cups to Festive Cheers: Pepsi’s CNY Campaign Creates Winning Moments!
Agency: Ampersand Advisory
31. Best Use of Corporate Social Responsibility
GOLD

Ace Canning
Brand: Homesoy
Campaign: STOP THAT DOT – HOMESOY helps drive 11,000 breast cancer screenings
Agency: Ampersand Advisory (Asterisk)
SILVER

Geneco
Campaign: Till the End of Time
BRONZE

Geneco
Campaign: here. sunrise x sunset
32. Best Use of Events
GOLD

Etika Group of Companies
Brand: Calpis Soda
Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales
Agencies: Ampersand Advisory, Media Prima
SILVER

Etika Group of Companies
Brand: Goodday
Campaign: Malaysia’s First Ever Senior Esports Team
Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company
BRONZE

Alliance Bank
Campaign: The Ultimate Elevator Pitch: Malaysia’s First SME Pitch Event & Film Premiere gets 3.4 million views and grows Digital Loan Applications by 54%
Agency: Ampersand Advisory
33. Best Use of Experiential / Live Marketing
GOLD

Geneco
Campaign: Till the End of Time
SILVER

Alliance Bank
Campaign: The Ultimate Elevator Pitch: A live competition that drives 3.4 million views and helps grow Digital Loan Disbursements by 20%
Agency: Ampersand Advisory
BRONZE

Geneco
Campaign: #VoyageToProsperity
34. Best Use of Gamification
GOLD

Etika Group of Companies
Brand: Pepsi
Campaign: From Gold Cups to Festive Cheers: Pepsi’s CNY Campaign Creates Winning Moments!
Agency: Ampersand Advisory
SILVER

Diana Unicharm
Brand: Diana SuperNight
Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)
Agency: TMRW Vietnam
BRONZE

DBS Bank
Campaign: POSB Coin Chaos
35. Best Use of Influencers
GOLD

Ace Canning
Brand: Homesoy
Campaign: 6 Breast Cancer Survivors become real-life Influencers
Agency: Ampersand Advisory (Asterisk)
SILVER

KANIVA PET FOOD
Campaign: Every moment with KANIVA
BRONZE

KANIVA PET FOOD
Campaign: KANIVA Time to heal, joy & share (2025)
36. Best Use of Integrated Media
GOLD

Syngenta Asia Pacific
Campaign: Syngenta ePartnerGrow®
Agency: PRM Marketing Services (PRMMS)
SILVER

Etika Group of Companies
Brand: Calpis Soda
Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales
Agencies: Ampersand Advisory, Media Prima
BRONZE

Diana Unicharm
Brand: Diana SuperNight
Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)
Agency: TMRW Vietnam
37. Best Use of Social Media
GOLD

Diana Unicharm
Brand: Diana SuperNight
Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)
Agency: TMRW Vietnam
SILVER

Mars Wrigley
Brand: M&M’S
Campaign: M&Memes
Agencies: TMRW Vietnam, EssenceMediacom Vietnam
BRONZE

Singlife
Campaign: Singlife Account
38. Best Use of Technology
GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
SILVER

Diana Unicharm
Brand: Diana SuperNight
Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)
Agency: TMRW Vietnam
BRONZE

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
39. Best Use of User-Generated Content
GOLD

Ace Canning
Brand: Homesoy
Campaign: Breast Cancer Survivors start a movement to drive 11,000 cancer screenings
Agency: Ampersand Advisory (Asterisk)
SILVER

Diana Unicharm
Brand: Diana SuperNight
Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)
Agency: TMRW Vietnam
BRONZE

KANIVA PET FOOD
Campaign: KANIVA Time to heal, joy & share (2025)
40. Best User Experience
GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
SILVER

Etika Group of Companies
Brand: Wonda Coffee
Campaign: Wonda 10th Anniversary : Creating An Unforgettable Sensorial Ride
Agency: Ampersand Advisory
BRONZE

MPT Mobility
Brand: MPT DriveHub
Campaign: MPT DriveHub: #DriveYourWay
Agency: CUE Group

RELATIONSHIP CATEGORIES

41. Best Customer Relationship Management Strategy
GOLD

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
SILVER

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
BRONZE

Chevron
Brand: Caltex
Campaign: Caltex Rewards
Agency: Epsilon
42. Best Customer Retention Strategy
GOLD

Chevron
Brand: Caltex
Campaign: Caltex Rewards
Agency: Epsilon
SILVER

ABB Sakti Industri
Brand: ABB
Campaign: ABB Star Reward
Agency: LOYALID – Loyal Member Indonesia
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
43. Best Use of Consumer Insights / Data Analytics
GOLD

DBS Bank
Campaign: Negative Customer Impact (NCI)
SILVER

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
BRONZE

Chevron
Brand: Caltex
Campaign: Caltex Rewards
Agency: Epsilon
44. Best Use of Content Marketing
GOLD

Geneco
Campaign: Till the End of Time
SILVER

Singtel
Campaign: A Date With Spring
Agency: Akanga Film Asia
BRONZE

Alliance Bank
Campaign: The Ultimate Elevator Pitch connects with SMEs using unique UGC content, driving 3.4 million views and helps drive 20% business growth!
Agency: Ampersand Advisory
45. Best Use of Direct Marketing
GOLD

Chevron Singapore
Brand: Caltex Singapore
Campaign: Caltex Yishun Station Opening 2024
Agencies: VML Singapore, Wavemaker Singapore
SILVER

Geneco
Campaign: #VoyageToProsperity
BRONZE

Nestlé Malaysia
Brand: MILO®
Campaign: Data-Led CRM Doubled Contest Participation and Sales for MILO Malaysia
Agency: Digitas Malaysia
46. Best Use of Mobile
GOLD

Mead Johnson Nutrition
Brand: Enfagrow
Campaign: AI Creates Song of Love by Toddlers for Mother’s Day through Mobile, wins 2 records
Agency: Ampersand Advisory
SILVER

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
BRONZE

Syngenta Asia Pacific
Campaign: Syngenta ePartnerGrow®
Agency: PRM Marketing Services (PRMMS)
47. Best Personalisation in Relationship Marketing
GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)
SILVER

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
BRONZE

VinFast
Brand: VinFast VF 3
Campaign: UNLEASH YOUR PERSONALITY WITH VF 3
Agency: TMRW Vietnam
48. Best Use of Relationship Marketing – B2B
GOLD

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)
SILVER

Alliance Bank
Campaign: The Ultimate Elevator Pitch Strengthens B2B Relationships with SMEs, drives 3.4 million views and helps Increase Loan disbursements by 54%
Agency: Ampersand Advisory
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agencies: PRM Marketing Services (PRMMS)
49. Best Use of Relationship Marketing – B2C
GOLD

Geneco
Campaign: Till the End of Time
SILVER

VinFast
Brand: VinFast VF 3
Campaign: UNLEASH YOUR PERSONALITY WITH VF 3
Agency: TMRW Vietnam
BRONZE

Geneco
Campaign: here. sunrise x sunset

TALENT CATEGORIES

50. Team of the Year – Agency
GOLD

PRM Marketing Services (PRMMS)
SILVER

Digitas Singapore
BRONZE

Epsilon
51. Team of the Year – Brand
GOLD

VISIT IOI RESORT CITY
SILVER

Hewlett Packard Enterprise
BRONZE

RHB Singapore