This category recognises the best creative, innovative content, or unexpected content, commissioned by a brand. It 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 creative copy and the content strategy that was designed to stimulate interest and support a strategic marketing approach for the brand. Entries should reflect a clear vision about how the high quality and innovative content was created, and how it was designed to build a rapport with the targeted audience.

This category recognises the best creative, innovative corporate social responsibility initiatives held by an organisation for a charity or cause the organisation had a partnership or association with.

Judges will be looking at the creativity and innovation behind the idea of the initiatives, how they were carried out, and how they brought positive benefits for the involved parties. Entries should demonstrate how the initiatives benefited both parties and had a positive effect on raising brand reputation.

This category recognises the best creative, innovative idea behind a marketing campaign for acquiring new customers.

Judges will be looking at the creativity and originality behind the idea that captured enquiries or new business. Entries should illustrate how the customer acquisition strategy helped to grow and gain new customers or to widen the customer base that resulted in positive business outcomes.

This category recognises the best creative, innovative idea that was specifically designed to engage new or existing customers through multiple touch-points or channels for customer loyalty.

Judges will be looking at the creativity, innovation and strategy behind the idea of the campaign, and how it used each touch-point in the most engaging way. Entries should illustrate how the customer engagement idea helped to entertain and engage existing customers, while enhancing the customer proposition that resulted in positive business outcomes.

This category recognises the best creative, innovative idea that brings the entire journey to life, giving consumers a seamless customer-centric intuitive experience.

Judges will be looking at how the creative idea was developed with the customer in mind, and illustrated in the customer journey. Entries should demonstrate how it was easy for their target audience to interact with the brand, or respond to a call to action without any difficulty.

This category recognises the best creative, innovative idea of an authentic design (for example, product packaging, premiums, POSM, collaterals, in-store design) that formed a critical focus for product branding.

Judges will be looking at the creativity and innovative idea behind the design. Entries should demonstrate a tangible link between the design and the marketing strategy or campaign for the product.

This category recognises the most creative and innovative idea for digital marketing solutions across digital platforms. Digital solutions 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 solutions were created and designed to be deployed over various digital channels to add value to a marketing campaign. Entries should demonstrate how the idea stood out in the competitive digital space and achieved a specific marketing outcome, be it branding, a prompted consumer behaviour, or engagement.

This category recognises the most creative and innovatively planned events that form the cornerstone of a marketing strategy. Events could be live, virtual and/or hybrid events.

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

This category recognises the most creative and innovative marketing idea of a hands-on experience to take the target audience inside a brand or product. Entries can be anything from a mass-market launch to a more exclusive experience for customers.

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 specific experience.

This category recognises the most creative and innovative idea of gaming in a marketing campaign. It can be in a variety of forms in interactive media, for example, competitive sports, board games, character games, video games and in-app games.

Judges will be looking at the effectiveness and creativity of the idea in reaching targeted customers and building a brand’s image. Entries should demonstrate how the creation of the game leveraged the brand message, and engaged with customers.

This category recognises the best refreshing collaboration between brands and influencers.

Judges will be looking at how the collaboration increased customer value and promoted peer-to-peer engagement. Entries should demonstrate how an original approach of a brand took influencer marketing beyond the limits of the traditional, and showcased the brand’s out-of-the-box thinking, resulting in an effective campaign strategy that was engaging and authentic.

This category recognises the originality and authenticity of an idea 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 three channels). Entries should demonstrate how the idea creatively and successfully leveraged the marketing objectives of a brand.

This category rewards the most creative and innovative idea behind a launch or rebranding of a brand, event, product or service.

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

This category recognises the most creative idea in a marketing campaign which was specifically designed for mobile platforms to leverage the capabilities of a mobile device in achieving a positive marketing outcome.

Judges will be looking for the creative idea of a mobile platform that was designed to enhance the user experience, be it branding, a prompted consumer behaviour or simply increased consumption. Entries should demonstrate an impressive visual environment within the app/mobile platform and how it leveraged the marketing objectives of the brand.

This category recognises the most creative and innovative idea in a marketing campaign that developed and activated a brand-relevant partnership in the form of a crossover, sponsorship and product placement.

Judges will be looking at the creativity of the idea behind the collaboration where both parties reached a mutual benefit. Entries should illustrate how the partnership was designed to captivate their audience and how the idea supported the parties to achieve a win-win marketing goal.

This category recognises the most creative and innovative idea in a public awareness campaign that best helps brands to rally the public and/or effect a change in attitude towards a public concern among their audiences.

Judges will be looking at how the idea was developed and built in order to achieve their marketing outcome. Entrants should demonstrate how the idea was executed and the effectiveness in gaining the public’s attention.

This category recognises the most creative idea behind a 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 public 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 relations strategy created an impact on the chosen audience.

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 channels. Entrants should reflect how the social media strategy helped a brand to engage a campaign, enhanced customer acquisition, or built strong customer loyalty.

This category recognises the best creative idea behind a video advertising campaign.

Judges will be looking at the originality and creativity of the marketing video idea and the creative strategy 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 the targeted audience or enhanced an existing campaign.