2026 Winners

L&E Brand of the Year
Shell International Petroleum
Loyalty Agency of the Year

 

PRM Marketing Services (PRMMS)
Engagement Agency of the Year
 

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

LOYALTY CATEGORIES

1. Best Card-Based Loyalty Programme
GOLD

Millennium Hotels and Resorts
Brand: MyMillennium – The Card That Opens More
Campaign: MyMillennium – The Card That Opens More
SILVER

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)
BRONZE

ACCOR
Brand: ALL ACCOR
Campaign: ALL Accor Loyalty Programme
2. Best Loyalty Strategy – Automotive
GOLD

Performance Motors
Campaign: People. Magic. Loyalty. Customer Engagement is in Performance Motors’ DNA
SILVER

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

Inchcape Singapore
Brand: Toyota 
Campaign: Toyota Always
Agency: PRM Marketing Services (PRMMS)
3. Best Loyalty Strategy – Collaborative Partnerships
GOLD

CARiNG Pharmacy
Brand: Mom & Cutie
Campaign: Happy Diners: Play Smart, Eat Smart!
SILVER

Millennium Hotels and Resorts
Campaign: Partnerships With Purpose: Building a Global Loyalty Ecosystem at 30
BRONZE

FairPrice Group (NTUC Link)
Campaign: Caltex SG-MY x Link Rewards x Trust: Cross-Border Partnership
4. Best Loyalty Strategy – Consumer
GOLD

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

CAPITALAND INVESTMENT
Campaign: CapitaStar: Reinventing Retail Loyalty Through Singapore’s First Large-Scale Linked-Payment Rewards Ecosystem
BRONZE

Vejthani International Hospital
Campaign: Comprehensive Kidney Transplant Campaign
5. Best Loyalty Strategy – Finance & Insurance
GOLD

Prudential
Campaign: Moments That Matter
Agency: Construct
SILVER

RHB Singapore
Campaign: Rooted in Tradition, Growing with You
BRONZE

HCF
Campaign: HCF Thank You App​
Agency: Wink
6. Best Loyalty Strategy – Health & Wellness
GOLD

BIG CARiNG GROUP
Campaign: Biggest Health, Beauty & Baby Expo
SILVER

Guardian Health and Beauty
Campaign: MYguardian Rewards Loyalty Program
BRONZE

AIA Singapore
Campaign: Enabling Healthier Longer Better Lives through AIA+ and strategic partnerships
7. Best Loyalty Strategy – Launch / Re-Launch
GOLD

Hilton International
Brand: Hilton Honors
Campaign: Hilton Honors just got more rewarding
SILVER

Citibank Singapore
Brand: Citi SMRT Card ​
Campaign: Citi SMRT 20th Year of Partnership – Take Your Savings Places
Agencies: Spark Foundry, Nine:TwentyEight, Performics India
BRONZE

CAPITALAND INVESTMENT
Campaign: CapitaStar: Reinventing Retail Loyalty Through Singapore’s First Large-Scale Linked-Payment Rewards Ecosystem
8. Best Loyalty Strategy – Lifestyle
GOLD

Guardian Health and Beauty
Campaign: MYguardian Rewards Loyalty Program
SILVER

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

Fujioh International Trading
Brand: Fujioh
Campaign: Fujioh Aftersales Program
Agency: PRM Marketing Services (PRMMS)
9. Best Loyalty Strategy – Membership Programme
GOLD

Millennium Hotels and Resorts
Campaign: MyMillennium: Membership Reimagined
SILVER

CAPITALAND INVESTMENT
Campaign: CapitaStar: Reinventing Retail Loyalty Through Singapore’s First Large-Scale Linked-Payment Rewards Ecosystem

BRONZE

FairPrice Group (NTUC Link), NTUC (National Trades Union Congress)
Campaign: Link Rewards Programme
10. Best Loyalty Strategy – Programme Integration
GOLD

KANIVA PET FOOD
Campaign: Kaniva : Pet Protect Family
SILVER

Flight Centre Travel Group
Campaign: World360 Rewards
Agency: Wink
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards
Agency: PRM Marketing Services (PRMMS)
11. Best Loyalty Strategy – Retail
GOLD

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

CAPITALAND INVESTMENT
Campaign: CapitaStar: Reinventing Retail Loyalty Through Singapore’s First Large-Scale Linked-Payment Rewards Ecosystem
BRONZE

FairPrice Group (NTUC Link)
Campaign: The Link Rewards Programme – Every Reward, Made A Little Better

 

12. Best Loyalty Strategy – Rewards & Incentives
GOLD

Mastercard
Campaign: Mastercard Travel Rewards
Agency: Wink
SILVER

KANIVA PET FOOD
Campaign: Kaniva : Pet Protect Family
BRONZE

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

Hilton International Asia Pacific
Brand: Hilton Honors
Campaign: Hilton Honors just got more rewarding
SILVER

Flight Centre Travel Group
Campaign: World360 Rewards
Agency: Wink
BRONZE

Millennium Hotels and Resorts
Campaign: MHR30: A Multi-Touchpoint Loyalty Engine for the Next 30 Years
14. Best Regional Loyalty Campaign
GOLD

Millennium Hotels and Resorts
Campaign: Loyalty Across Southeast Asia Through Stays and Dining
SILVER

FairPrice Group (NTUC Link)
Brand: Link Rewards
Campaign: Caltex SG-MY x Link Rewards x Trust: Cross-Border Partnership
BRONZE

CARiNG Pharmacy
Campaign: CARiNG Connects Sarawak: Loyalty Made Local
15. Best Use of Artificial Intelligence
GOLD

The 1, Central Group
Brand: The 1
Campaign: The 1 AI Insight Agent: Humanizing Loyalty Through Agentic AI
SILVER

DBS Bank Singapore
Campaign: DBS Joy
BRONZE

The 1, Central Group
Brand: The 1
Campaign: The 1 AI Personalization Engine: Powering Hyper-Personalized Loyalty at Scale

ENGAGEMENT CATEGORIES

16. Best Customer Experience
GOLD

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

DBS Bank Singapore
Campaign: Empathetic Scam Servicing with AI
BRONZE

Metro
Campaign: Metro – Service Excellence
17. Best Engagement Strategy – B2B
GOLD

Singlife
Campaign: Driving Adviser Loyalty in an Open Architecture Market
SILVER

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

Gallagher, imar
Campaign: Gallagher Business Rewards & The Shed
Agency: Wink
BRONZE

KANIVA PET FOOD
Campaign: Kaniva : Pet Protect Family
18. Best Engagement Strategy – B2C
GOLD

Philip Morris International
Brand: IQOS
Campaign: IQOS CLUB
SILVER

Citibank Singapore
Brand: Citi SMRT Card
Campaign: Citi SMRT 20th Year of Partnership – Take Your Savings Places
Agencies: Spark Foundry, Nine:TwentyEight, Performics India
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards
Agency: PRM Marketing Services (PRMMS)
19. Best Engagement Strategy – Employee Experience
GOLD

Singlife
Campaign: Moving as One
SILVER

DBS Bank Singapore
Campaign: CBWMO United: Our Collective Journey
BRONZE

ACCOR
Brand: ALL ACCOR
Campaign: CARES ​- OUR LOYALTY PROMISE
Agency: Be More Human
20. Best Engagement Strategy – Omnichannel
GOLD

Guardian Health and Beauty
Campaign: MYguardian Rewards Loyalty Program
SILVER

FairPrice Group (NTUC Link)
Campaign: Bridge to equity: Automating savings via Myinfo
Agency: Honest Studio
BRONZE

Asia Pacific Breweries (Singapore), FairPrice Group
Campaign: Huat with Tiger
BRONZE

Citibank Singapore, Mastercard Asia/Pacific
Brand: Citi Mastercard
Campaign: Citi Mastercard at NATAS Fair Spend and Get Campaign
Agency: Mastercard Marketing Services
21. Best Engagement Strategy – Online Experience
GOLD

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

HEWLETT PACKARD ENTERPRISE (HPE)
Brand: HPE Networking Instant On
Campaign: HPE Networking Instant On ACTION Partner Club
Agency: PRM Marketing Services (PRMMS)
BRONZE

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)
22. Best Engagement Strategy – Specific Audience
GOLD

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

Singlife
Campaign: Driving Adviser Loyalty in an Open Architecture Market
BRONZE

DBS Bank Singapore
Campaign: DBS Credit Card Rewards Mastercard Gamer Exchange Campaign
Agencies: Player Media, Mastercard Asia Pacific
23. Best Use of Advocates
GOLD

Geneco
Campaign: Lost To Be Found
SILVER

KANIVA PET FOOD
Campaign: Kaniva x BUS
BRONZE

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)
24. Best Use of Contests / Promotions
GOLD

Advanced Micro Devices
Brand: AMD
Campaign: AMD x Trip.com: Road to Thailand Game Show Streamer Challenge Campaign
Agency: Eliphant
SILVER

Geneco
Campaign: Lost To Be Found
BRONZE

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)
25. Best Use of Corporate Social Responsibility
GOLD

Geneco
Campaign: Lost To Be Found
SILVER

DBS Bank Singapore
Campaign: Sustaining Lives, Enriching Minds
BRONZE

RHB Singapore
Campaign: RHB Touch Hearts 2025
26. Best Use of Events
GOLD

FairPrice Group
Brand: Just Wine Club
Campaign: Wine Meets Wok: A Just Wine Club Pairing Dinner
SILVER

Singlife
Campaign: Driving Adviser Loyalty in an Open Architecture Market
BRONZE

Millennium Hotels and Resorts
Campaign: Where Members Belong
27. Best Use of Experiential / Live Marketing
GOLD

Spotify
Campaign: Spotify Carat Station Indonesia
Agencies: Ambil Hati, OOB
SILVER

FairPrice Group
Brand: Just Wine Club
Campaign: Wine Meets Wok: A Just Wine Club Pairing Dinner
BRONZE

Geneco
Campaign: Star Light, Star Bright
28. Best Use of Gamification
GOLD

Citibank Singapore
Brand: Citi SMRT Card
Campaign: Citi SMRT 20th Year of Partnership – Take Your Savings Places
Agency: Xerago Solutions
SILVER

Vietnam Airlines
Brand: Lotusmiles
Camapaign: Lotusmiles Mobile App
Agency:
BRONZE

AEON Credit Services, Mastercard
Brand: AEON Mastercard
Campaign: AEON Mastercard: Gamifying Spends via Blind Boxes
Agency: Mastercard Services
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards
Agency: PRM Marketing Services (PRMMS)
29. Best Use of Influencers
GOLD

Geneco
Campaign: Lost To Be Found
SILVER

Geneco
Campaign: Star Light, Star Bright
BRONZE

Citibank Singapore
Brand: Citi Credit Cards ​
Campaign: Citi Cards Privileges Campaign ​
Agency: Spark Foundry
BRONZE

Geneco
Campaign: #ForestOfProsperity
30. Best Use of Integrated Media
GOLD

KANIVA PET FOOD
Campaign: Kaniva No Pet Beauty Standard
SILVER

FairPrice Group (NTUC Link)
Campaign: Bridge to equity: Automating savings via Myinfo
Agency: Honest Studio
BRONZE

DBS Bank Singapore
Campaign: DBS Credit Card Rewards Mastercard Gamer Exchange Campaign
Agencies: Player Media, Mastercard Asia Pacific
31. Best Use of Social Media
GOLD

KANIVA PET FOOD
Campaign: Kaniva No Pet Beauty Standard
SILVER

Geneco
Campaign: Lost To Be Found
BRONZE

Millennium Hotels and Resorts
Campaign: Turning Passive Audiences Into Active Brand Participants
Agency: Wordsmithery
32. Best Use of Technology
GOLD

The 1, Central Group
Brand: The 1
Campaign: The 1: AI-Driven Loyalty Ecosystem Transforming Customer Engagement at Scale
SILVER

FairPrice Group (NTUC Link)
Campaign: Bridge to equity: Automating savings via Myinfo
Agency: Honest Studio
BRONZE

Shell International Petroleum
Campaign: Shell Advantage Rewards
Agency: PRM Marketing Services (PRMMS)
33. Best Use of User-Generated Content
GOLD

KANIVA PET FOOD
Campaign: Kaniva No Pet Beauty Standard
SILVER

Millennium Hotels and Resorts
Campaign: #YesMillennium – Where Guests Tell the Story
BRONZE

KANIVA PET FOOD
Campaign: Kaniva x BUS
34. Best User Experience
GOLD

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

Plaza Premium Group
Brand: Smart Traveller
Campaign: Skip the Line: The ‘Link My Card’ Revolution by Smart Traveller
BRONZE

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)

RELATIONSHIP CATEGORIES

35. Best Customer Relationship Management Strategy
GOLD

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

FairPrice Group (NTUC Link)
Campaign: 2025 End of Year Unpacked
BRONZE

Elyx
Campaign: Test, Train, Track: The Elyx F1 Experience
Agency: For The Optics
36. Best Customer Retention Strategy
GOLD

Prudential
Campaign: Moments That Matter
Agency: Construct
SILVER

AIA Indonesia
Campaign: Reinventing Customer Engagement: ECM as a Retention Engine
Agency: WeMotion
BRONZE

NTUC (National Trades Union Congress), FairPrice Group (NTUC Link)
Campaign: Driving Everyday Value Through Lifecycle-Led Loyalty with NTUC & Link Membership
37. Best Personalisation in Relationship Marketing
GOLD

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

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)
BRONZE

RHB Singapore
Campaign: Rooted in Tradition, Growing with You
38. Best Use of Consumer Insights / Data Analytics
GOLD

KANIVA PET FOOD
Campaign: Kaniva : Pet Protect Family
SILVER

ACCOR
Campaign: An Identity Led CDP Strategy for Accor​
Agency: Publicis
BRONZE

Nufarm Indonesia
Brand: Nufarm
Campaign: Grow-Together Programme
Agency: PRM Marketing Services (PRMMS)
39. Best Use of Content Marketing
GOLD

Geneco
Campaign: Lost To Be Found
SILVER

KANIVA PET FOOD
Campaign: Kaniva x BUS
BRONZE

DBS Bank Singapore
Campaign: DBS Credit Card Rewards Mastercard Gamer Exchange Campaign
Agencies: Player Media, Mastercard Asia Pacific
40. Best Use of Direct Marketing
GOLD

Geneco
Campaign: #ForestOfProsperity
SILVER

Geneco
Campaign: Star Light, Star Bright
BRONZE

Maybank Singapore
Campaign: Served Your Way. Maybank.
41. Best Use of Emotional Loyalty Strategy
GOLD

Singtel
Campaign: Majulah Singapura
SILVER

KANIVA PET FOOD
Campaign: Kaniva No Pet Beauty Standard
SILVER

Millennium Hotels and Resorts
Campaign: A Thousand Ways to Belong
BRONZE

Indosat
Brands: IMPoin & BonsTri
Campaign: Donasi Poin (Points Donation)
42. Best Use of Mobile
GOLD

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

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

Plaza Premium Group
Brand: Smart Traveller
Campaign: Skip the Line: The ‘Link My Card’ Revolution by Smart Traveller​
43. Best Use of Relationship Marketing – B2B
GOLD

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

KANIVA PET FOOD
Campaign: Kaniva : Pet Protect Family
BRONZE

HEWLETT PACKARD ENTERPRISE (HPE)
Campaign: HPE ENGAGE & GROW
Agency: PRM Marketing Services (PRMMS)
44. Best Use of Relationship Marketing – B2C
GOLD

Hilton International
Campaign: Turning Conversations into Relationships Through WhatsApp
Agency: Merkle Singapore
SILVER

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

Inchcape Singapore
Brand: Toyota
Campaign: Toyota Always
Agency: PRM Marketing Services (PRMMS)
45. Best Use of Trust-Building Initiatives
GOLD

DBS Bank Singapore
Campaign: Empathetic Scam Servicing with AI
SILVER

FairPrice Group (NTUC Link)
Campaign: Bridge to equity: Automating savings via Myinfoq
Agency: Honest Studio
BRONZE

RHB Singapore
Campaign: Rooted in Tradition, Growing with You

 

TALENT CATEGORIES

46. Team of the Year – Agency
GOLD

Wink
SILVER

PRM Marketing Services (PRMMS)
BRONZE

For The Optics
47. Team of the Year – Brand
GOLD

Millennium Hotels and Resorts
SILVER

HEWLETT PACKARD ENTERPRISE (HPE)
BRONZE

KANIVA PET FOOD