Award Categories

Creative Ideas Categories

1. Most Creative – Audio *NEW*

This category recognises the most creative and innovatively planned campaign for Radio, Podcast, or any other non-visual, audio-based platform such as Spotify.

Judges will be looking at the strategy and creativity behind the campaign. Entries should illustrate how the campaign was designed to captivate its audience and how the idea supported the brand’s profile, values and marketing objectives.

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2. Most Creative – Campaign Pivot *NEW*
This category recognises the best adjustments in messaging, method, and execution for a campaign in direct response to the impact of COVID-19. The campaign must have been launched or in the final planning phases of being launched, such that original plans had to be revised in order carry out the campaign under new challenging circumstances.

Judges will be assessing the overall strategy and impact of the pivot on the overall success of the campaign. Where possible, demonstrate how the pivot led to a more successful and effective outcome towards campaign and business objectives.

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3. Most Creative – Communications / Public Relations
This category recognises the most creative idea behind a communications / 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 communications, public and media 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 / media relations strategy created an impact on the chosen audience.

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4. Most Creative – Content Marketing
This category recognises the most creative and innovative content and / or copywriting that was the main feature behind a published campaign. Content marketing could include text, infographics and / or video and can run 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 a brand, product or service. Entries should reflect how the copy embodied various elements / mediums of the marketing campaign, and how it was designed to build a rapport with the targeted audience.

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5. Most Creative – COVID-19 Response *NEW*

This category recognises the best idea that acknowledges and/or responds to the challenges consumers were undergoing as a result of COVID-19. Unlike the Campaign Pivot category, the campaign must have been planned from scratch, not adjusted after or during launch.

Judges will be assessing the overall strategy and impact of the idea on the overall success of the campaign.

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6. Most Creative – Customer Engagement
This category recognises the most creative and innovative campaign, initiative or programme that was designed to encourage customers to emotionally connect with the brand.

Judges will be looking for initiatives that aimed to go beyond simply advertising. Entries should illustrate how the idea sought to encourage consumers to actively participate in the brand’s programme.

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7. Most Creative – Digital
This category recognises the most creative and innovative use of digital marketing and digital across platforms. Digital methods 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 idea and content were created for digital marketing and designed to be deployed over various digital channels to deliver an engaging consumer experience or add value to a marketing campaign. Entries can demonstrate the idea as part of a one-off campaign or a broader marketing strategy that focused on and around digital mediums to enhance a campaign.

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8. Most Creative – eSports Marketing*

This category recognises the most creative idea in eSports related marketing campaigns. The campaign could be deployed through any channel on any platform.

Judges will be looking at the originality and creativity of the idea and the creative strategy in using an eSports opportunity to meet marketing objectives. Entries should demonstrate how the idea and campaign were designed to impact and resonate with an audience.

*This category was previously “Most Creative – Sports / eSports Marketing” but due to the lack of viable sports activity as a result of COVID-19, we are focusing on eSports this year.

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9. Most Creative – Event (Physical/Virtual)*

This category recognises the most creative and innovatively planned event. An event could include B2B events such as investor / stakeholder meetings or showcases, internal / employee engagement or B2C events such as concerts or festivals, product launches or sports & activities and etc. Physical events and/or events that were help virtually via web-hosting or conference-hosting platforms are welcome.

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

*This category was formerly “Most Creative – Event.” We’ve tweaked it to reflect the growing role virtual events have played in 2020.

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10. Most Creative – Experiential

This category recognises the most creative and innovative experiential marketing idea. This could be a business, trade or consumer event or a sponsorship activation.

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 specified experience.

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11. Most Creative – Government Sector / Non-Profit Marketing

The agency should have worked with or for any government or public sector entity or non-profit organisation to create campaigns, initiatives or programmes that drive their programme, policy or initiative objectives.

Judges will be looking at the creativity, innovation and strategy behind the idea that sought to bridge an information or solutions gap between a government, public sector or non-profit organisation and groups of individuals, organisations or communities.

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12. Most Creative – Influencers / KOLs *NEW*

This category recognises the most creative and brilliant ideas using Influencers / KOLs to engage and delight your target audience. 

Judges will be looking at the creative elements and overall impact of the idea, as well as how successfully the idea ties into the brand’s identity.

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13. Most Creative – Integrated Media

This category recognises the creativity and innovation 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 3 channels). Entries should demonstrate how the idea was creatively and tactically purposed for various paid, earned and / or owned media.

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14. Most Creative – Launch / Re-Launch
This category rewards the most creative and innovative idea behind a launch or re-launch of a brand, event, product or service.

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

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15. Most Creative – Out-of-Home
This category awards the most creative idea behind an out-of-home (OOH) campaign. OOH could include media such as billboards, transit media, public spaces or any other media formats traditionally classified as OOH.

Judges will be looking at how the creative idea was designed to attract attention or interact with consumers to achieve an objective and / or communicate a message. Entries should reflect on the creative and messaging behind OOH’s impact on their campaigns.

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16. Most Creative – Social Media
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 and can be part of a one-off campaign or a broader marketing strategy that focused on and around social media to engage or enhance a campaign.

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17. Most Creative – Specific Audience
This category recognises the most creative idea behind a marketing campaign targeted towards a specific audience. This is not exclusive to a single audience, but the majority of the target audience should be a specific demographic the campaign set out to approach. Specific audience bases could include gender, age group, interest groups (e.g. wellness) and other profiled audiences.

Judges will be looking at the creativity and originality behind the idea that engaged and attracted a specific audience. Entries should illustrate how the idea stood out amongst competitors and how the idea expected to connect with audiences.

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18. Most Creative – Video*

This category awards the most effective use of compelling video advertising campaigns for TV or online. This can include displays along linear, non-linear and companion ad formats.

Judges will be looking at the originality and ingenuity of video ideas and the creative strategy against the dissemination of said commercials and advertising 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 an audience or enhance an existing campaign.

*This category was formerly “Most Creative – TV / Video Advertising.” This has been updated to reflect the platform-agnostic nature of video content in 2020.

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Media Usage Categories

19. Most Effective Use - Mobile*

This category recognises the most effective and innovative use of apps and mobile marketing. Campaigns could have included the use of apps and mobile as a media format, mobile app marketing and / or marketing and advertising through mobile and apps to achieve a specific marketing outcome, be it branding, a prompted consumer behaviour or simply increased consumption.

Judges will be evaluating the effectiveness and results of mobile app marketing methods to complement a brand’s offline experience, drive e-commerce, engage customers or connect a brand with its loyal customers. Entries should demonstrate how the apps/mobile reached broader audiences, increased conversion rates and turned a profit from mobile marketing.

*This category was formerly “Most Effective Use – Apps / Mobile.” The name has been revised to reflect mobile’s evolution as a medium, and apps as one aspect of the mobile marketing ecosystem.

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20. Most Effective Use – Audio *NEW*

This category recognises the most effective use of Radio, Podcasts, or other audio-based platforms. 

Judges will be looking at the effectiveness and results based on how the strategy was developed to convert interest into action and support a strategic marketing approach for a brand, product or service. Entries should illustrate how choice of medium was essential to the campaign’s objectives, addressing specific KPIs along the way.

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21. Most Effective Use – Consumer Insight and Market Research
This category recognises the most effective use of consumer insights and market research in contributing to database development and the performance of a marketing campaign or communications plan.

Judges will be looking at how consumer insights and market research played a part in interpreting consumer behaviour to develop campaign strategies, moulding a successful marketing campaign and garnering significant results. Entries should demonstrate how market research, data planning, measurement and analytics tools were used to drive results.

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22. Most Effective Use – Content
This category recognises the most effective use of content and / or copywriting that were the main feature behind a published campaign. Content marketing could be text, infographics and / or video etc. and can be run across all forms of marketing channels.

Judges will be looking at the effectiveness and results from a content strategy and developed to convert interest into action and support a strategic marketing approach for a brand, product or service. Entries should illustrate how the copy embodied various elements / mediums of the marketing campaign, and how the content was mapped out for a larger content strategy, addressing specific KPIs along the way.

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23. Most Effective Use – Digital
This category recognises the most effective use of digital marketing and digital across platforms. Digital methods 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 digital marketing was used to achieve a business objective, be it branding, a prompted consumer behaviour or to increase consumption. Entries should demonstrate how digital was an integral part of an executed marketing strategy and generated proven results with evidence of the mediums used.

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24. Most Effective Use – eSports Marketing

This category recognises the most effective use of a compelling eSports related marketing campaign. The campaign could be deployed through multiple media channels.

Judges will be looking at the strategy and execution of the idea and how successful it was in using a sports or eSports opportunity to meet marketing objectives. Entries should demonstrate how the campaign impacted and resonated with an audience.

*This category was previously “Most Effective Use – Sports / eSports Marketing” but due to the lack of viable sports activity as a result of COVID-19, we are focusing on eSports this year.

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25. Most Effective Use – Events (Physical / Virtual)*

This category rewards the most effective use of a physical or virtual event to achieve a targeted objective. This could be a business, trade, consumer event or sports & activities.

Judges will be looking at the strategy, execution, and performance of the scaled business, trade or consumer event. Entries should illustrate how the event was designed to captivate its audience, how the event was organised effectively, how strongly the brand values and objectives relating directly to the attendee’s journey at the event were achieved, and the resulting return on investment.

*This category was formerly “Most Effective Use – Events.” We’ve tweaked it to reflect the growing role virtual events have played in 2020.

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26. Most Effective Use – Experiential

This category recognises the most effective use of an experiential campaign to foster interaction and response toward a brand, product or service.

Judges will be looking at the strategy, execution and engagement behind the scaled experiential programme or campaign. Entries should demonstrate how the experiential campaign managed to create unique brand experiences and generate positive brand association between the audience and the brand relating to the attendee’s journey, and the resulting return on investment.

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27. Most Effective Use – Government Sector / Non-Profit Marketing

The agency should have worked with or for any government or public sector entity or non-profit organisation to create campaigns, initiatives or programmes that drive their programme, policy or initiative objectives.

Judges will be looking at how the idea was executed and how successful it was in bridging an information or solutions gap between a government, public sector or non-profit organisation and groups of individuals, organisations or communities.

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28. Most Effective Use – Influencers / KOLs *NEW*

This category recognises the most effective use of Influencers / KOLs to grow, develop and convert your customer base (s).

Judges will be looking at the effect and result of a marketing campaign which demonstrates a cohesive Influencer / KOL strategy that successfully helps achieve brand objectives. Entries should show how Influencers / KOLs were used to effectively engage a target audience for positive ROI.

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29. Most Effective Use – Integrated Media

This category recognises the most effective use of various marketing mediums to create / support a unified integrated marketing communications strategy to promote a brand, product or service.

Judges will be looking at how the idea was executed across multiple distribution channels (at least 3 channels) to support the strategic approach and the results from the combined use. Entries should also demonstrate how the campaign was executed across various paid, earned and / or owned media (where applicable) to realise the brand’s objective.

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30. Most Effective Use – Launch / Re-Launch

This category rewards the most effective launch or re-launch of a brand, event, product or service.

Judges will be looking at the results and metrics from a campaign which helped to achieve the marketing objectives for a new launch / re-launch strategy. Entries should demonstrate how the launch / re-launch was executed via a launch marketing strategy, motive behind the campaign, and the results and insights gained from the deployed activity.

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31. Most Effective Use – Loyalty & CRM

This category recognises the most effective use of CRM and loyalty marketing to grow and develop a customer base(s).

Judges will be looking at the effect and result of a marketing campaign which demonstrates a cohesive customer loyalty strategy and effective CRM programme while enhancing the customer proposition. Entries should show how CRM and a loyalty campaign were used together or separately to capture this commitment and convert into potential engagement and ROI.

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32. Most Effective Use – Out-of-Home

This category awards the most effective use of an Out-of-Home (OOH) campaign. OOH could include media such as billboards, transit media, public spaces or any other media formats traditionally classified as OOH.

Judges will be looking at how the campaign was executed and generated desired results that met a business or marketing communication objective. Entries should reflect how the use of OOH managed to increase reach and recall of a campaign and impact path-to-purchase.

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33. Most Effective Use – Programmatic Marketing

This category recognises the organisation that best used programmatic strategies and solutions to optimise a campaign and greater enhance the targeting to a specific audience. Entrants should be able to demonstrate how the programmatic strategy specifically improved the campaign’s success and helped achieve business objectives.

Judges will be looking at how the use of audience data and technology to tailor the marketing campaign to the right person, at the right moment, in the right context; and how this generated the desired results that met a business or marketing communication objective. Entries should reflect how the use of programmatic managed to improve reach efficiency of a campaign.

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34. Most Effective Use – Social Media

This category recognises the most effective use of social media in a marketing and advertising campaign. It can be part of a one-off campaign or a longer term marketing strategy.

Judges will be looking at how the innovative use of social media channels reaped results towards customer acquisition and engaged existing customers. Entries should illustrate the effectiveness of the execution through social media channels to activate or enhance a marketing strategy.

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35. Most Effective Use – Specific Audience

This category recognises the effective execution of a marketing campaign targeted towards a specific audience. This is not exclusive to a single audience, but the majority of the target audience should be a specific demographic the campaign set out to approach. Specific audience bases could include gender, age group, interest groups (e.g. wellness) and other profiled audiences.

Judges will be looking at the strategy behind the executed campaign and how the targeted audience responded to the campaign. Entries should illustrate how they managed to engage targeted audiences in prompting customer acquisition, awareness, or a desired consumer behaviour.

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36. Most Effective Use – Video*

This category awards the most effective and compelling use of video in advertising campaigns. This can include TV advertising and online video advertising for displays along linear, non-linear and companion ad formats.

Judges will be looking at the strategy and execution behind the use of  videos as a platform to drive customer engagement. Entries should demonstrate how the brand gained success from the dissemination of said commercials and advertising and the resulting impact it left on audiences be it branding, a prompted consumer behaviour or simply increased consumption.

*
This category was formerly “Most Effective Use – TV / Video Advertising.” This has been updated to reflect the platform-agnostic nature of video content in 2020.

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People Categories

37. Best Account Manager *NEW*

This category recognises the best account managers who act as the direct point of contact for one or multiple clients on behalf of their agency. Entrants must demonstrate how they oversaw the aesthetic vision of the advertisements they worked on in order to bring the campaigns to life in a way that yielded great response and engagement. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Strong interpersonal and communication skills
  • Strategic thinking and problem solving
  • Leadership and good use of agency time / resources
  • Client retention and track record of bringing in new clients via referrals / pitches
  • Organisational, collaborative and teamwork skills
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials

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38. Best Art Director/Designer *NEW*

This category recognises the art directors / designers who set amazing visual tones and creative direction for all aspects of an ad campaign for their agency’s client. Entrants must demonstrate how they fought for their client’s needs, wants and priorities while preserving the agency’s bottom line and resources. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Strategic thinking and creative processes
  • Strong eye for design elements and proper over all style
  • Proven ability to conceptualise an advertisement strategy for clients
  • Effective communication skills and history of sticking to deadlines
  • Time management and good use of agency time / resources
  • Great management of overall design (artwork, background, layout, brand identities, photo/video shoots, etc)
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials

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39. Best Copywriter *NEW*

This category recognises the best copywriters in Singapore and the work they do for their clients on behalf of their agencies. Entrants must demonstrate how they worked alongside art directors to conceive and complete effective ads by producing strong briefs and scripts and copy for their campaigns. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Concise, compelling copy that was used in successful campaigns in Singapore
  • Excellent knowledge of products, target audience and competitor activities
  • Track record of integrating verbal and visual concepts, while communicating technical or complicated subjects and ideas in easy -to-understand ways
  • Strong project management skills and attention to detail
  • Organisational, collaborative and teamwork skills
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials

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40. Best Planner *NEW*

This category recognises the best account planners who ensure campaign ideas and strategies are effective and targeted to the right audience. Entrants must demonstrate how they developed ideas and identified business problems for their clients. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

  • Strong interpersonal and communication skills
  • Strategic thinking and problem solving
  • Track record of analysing and interpreting a variety of information, including external qualitative and quantitative research, in order to synthesise a powerful idea
  • Strong awareness of cultural/social trends and customer attitudes that’s utilised for strategic advantage
  • Organisational, collaborative and teamwork skills
  • Any other exceptional achievements or work that especially merits this award
  • Testimonials

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Overall Creative Ideas MARKie (Not for Entry)

This award is not open for entry, and will be awarded to the agency that has performed best in the Creative Ideas segment at the MARKies awards.  Using a points system (1 point for Bronze, 2 points for Silver, and 4 points for Gold) this award will go to the winner with the most points across all creative categories at the end of the night.

Overall Media Usage MARKie (not for entry)

This award is also not open for entry, and will be awarded to the agency that has performed best in the Media Usage segment at the MARKies awards.  Using a points system (1 point for Bronze, 2 points for Silver, and 4 points for Gold) this award will go to the winner with the most points across all Media Usage categories at the end of the night.