This category recognises the best advertising campaign or individual spot which engaged the target audience through strong creative thinking and media use to achieve a specific marketing outcome or result.

This category recognises the conceptualisation of high quality, innovative or unexpected content commissioned by a brand. This can include text, infographics, film, video games, music, online, competitions, and TV, running across all forms of marketing channels. Judges will be looking at the originality of the content and how the content stimulated interest in the targeted audience and drove customer engagement.

This category recognises exceptional strategies which utilised content as the key element of marketing. Judges will be looking for a clear vision about how the content was used to enhance the overall marketing strategy which led to a significant growth in brand awareness. 

This category recognises the best marketing campaign, initiative or programme that addressed social, economic or environmental issues on behalf of the organisation. Judges will be looking at how the initiative raised awareness and encouraged social change in order to bring positive effects and outcomes for society, and the involved parties, while simultaneously raising brand reputation.

This category recognises the most creative design that formed a critical focus for the branding of a product. Judges will be looking for entries which demonstrated a tangible link between the design (for example, product packaging, premiums, POSM, collaterals, in-store design) and the marketing strategy for the product.

This category recognises the best campaign, initiative or programme that engaged new or existing customers to connect with the brand through smart and relevant communications. Judges will be looking for effective engagement strategies that went beyond advertisements to encourage consumers to actively interact with the brand to generate positive business outcomes.

This category recognises the best campaign, initiative or programme that demonstrated a customer-centric approach, giving consumers a seamless and intuitive experience. Judges will be looking at how the project was carefully developed with the customer in mind, and the ease of how the targeted audience was able to interact with the brand, or respond to a call to action without a hitch.

This category recognises the best marketing campaign, initiative or programme that drew unique insights from effective business insights, research, data planning, measurement and analytics tools or database developments to drive the brand’s core business objectives. Judges will be looking at how the brand used that data in a campaign to understood its customers and their behaviours.

This category recognises the best marketing campaign, initiative or programme that used digital channels such as web, social media, mobile and email to deliver an engaging consumer experience while successfully driving core business objectives. Judges will be looking at how the campaign stood out in the competitive digital space to achieve a specific marketing outcome, be it branding or prompted consumer engagement.

This category recognises the organisation that best used events to achieve a specified marketing outcome. Events can be live, virtual and/or hybrid. Judges will consider events of all sizes and scope and will be looking at how the event performed, how it engaged its audience, and the strength of the idea.

This category recognises the organisation that best used events or a specific event dedicated to an exclusive audience in order to achieve a specified marketing outcome. Judges will be looking for events that created a positive brand experience for the targeted audience and left a lingering impact on the audience.

This category recognises an organisation that best used a hands-on brand experience to take the target audience inside a brand or product through an innovative or creative idea. Entries could be anything from a mass-market launch to a smaller more exclusive experience for customers. Judges will be looking at how the campaign was created and implemented to allow consumers to get involved in, feel, enjoy or respond to a specific experience.

This category recognises the best financial and insurance marketing campaign or individual spot which engaged the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

This category recognises the best marketing campaign, initiative or event that utilised gamification or gaming to entertain consumers and to enhance the brand experience while driving core business objectives. The campaign could have been carried out both online or at a live gaming event.

This category recognises the best marketing campaign or individual spot in the health and beauty marketing sector which engaged the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

This category recognises the best marketing campaign, initiative or programme that pushed boundaries and utilised a new, unique or an especially creative manner in advertising and marketing. Judges will be looking at how the outside-the-box ideas were implemented in the campaign to engage the customers, strengthen the brand’s value, and at the same time, deliver positive marketing outcomes.

This category recognises an organisation that most effectively engaged its consumer markets through an integrated marketing strategy, which employed a suite of marketing tools and media channels (at least five channels) to drive core business objectives. Judges will be looking at how the unified and seamless integrated experience innovatively and effectively promoted a brand, product or service while achieving a positive marketing outcome.

This category recognises the most outstanding and refreshing partnership between KOLs (key opinion leaders) and brands in a campaign. The campaign should show evidence of effectively using KOLs within a marketing campaign to enhance awareness and successfully achieve business objectives. Judges will be looking at how the partnership helped the brand to engage and delight the target audience, resulting in an increase of the brand’s awareness, and which generated benefits for both parties.

This category recognises an exceptional marketing strategy to support the launch/rebranding of a new product or brand. Judges will be looking at the impact of this launch/rebranding strategy created on the product, brand or organisation’s success.

This category recognises the best marketing campaign or individual spot in the lifestyle and entertainment service field which engaged the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

This category recognises the best campaign, initiative or programme that demonstrated a cohesive customer loyalty strategy and effective CRM programme to grow and retain existing customers through incentives while enhancing the customer proposition. It should also have encouraged greater spend, resulting in positive business outcomes.

This category recognises the organisation that best used events or a specific event targeted to the mass public to reach a specified marketing outcome. The campaign can be offline, online or hybrid. Judges will be looking for events that created a positive brand experience for the mass public and left a lingering impact on the audience.

This category recognises the organisation that best utilised media channels as their key strategic tool to execute a powerful marketing campaign, while driving core business objectives. Judges will be looking at how the effective use of media channels engaged the targeted customers and ultimately boosted business performance.

This category recognises advertising campaigns that utilised the out-of-home (OOH) medium in a way that was innovative, creative, and successful in raising brand awareness. OOH can include media such as billboards, digital billboards, digital screens, transit media, mobile platforms designed for an OOH audience, or any other media that targets audiences outside the home environment. Judges will be looking at how the use of the OOH strategy was planned and executed.

This category recognises the organisation that best develops and activates a brand-relevant partnership in the form of a crossover, sponsorship or product placement. Judges will be looking at how the partnership reached a mutual benefit for the involved parties, thus, delivering strong business returns.

This category recognises the best marketing campaign, initiative or programme that maximised performance and attained the desired business objectives. Judges will be looking at how the campaign optimised the performance, which includes, but is not limited to, an increase in customer engagement, the raising of the brand’s awareness, and a better ROI.

This category recognises the organisation that has best enhanced its corporate branding, image or identity with consumers, other businesses or internal stakeholders, through an effective implementation of strategic communications to deliver core business objectives. Judges will be looking at how the campaign managed the brand’s reputation, promoted brand values and strengthened communications with the targeted audiences.

This category recognises the best strategy by a brand designed to attract customers and drive transactions via the following channels such as traditional or digital media, sampling, couponing, POSM displays, use of new technology or retail spaces.

This category recognises the best campaign, initiative or programme that optimised social media channels to build strong relationships with customers, recruit new customers or engage existing customers, while driving core business objectives. This can be a one-off campaign or a longer term strategy. Judges will be looking at how the campaign innovatively and effectively communicated with the audience, drove customer engagement, and obtained the business objectives.

This category recognises the organisation that best used events or a specific event dedicated to a targeted audience (for example, age, gender, demographic) to achieve a specified marketing outcome. Judges will be looking for events that created a positive brand experience for the targeted audience and left a lingering impact on the audience.

This category recognises the use of any innovative technology to activate or enhance a marketing strategy, long or short-term campaign or a one-off execution. Judges are seeking the strategic use of technology as opposed to gimmickry.

This category recognises the most effective and innovative use of online video to achieve a specific marketing outcome, be it branding or a call to action. Judges will be looking at the creativity behind how the video helped raise brand awareness, drove customer engagement, and reached the brand’s marketing objectives.