Award Categories


1. Excellence in Advertising

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

2. Excellence in Branded Content

Recognises the conceptualisation of high quality, innovative or unexpected content commissioned by a brand. This can include film, video games, music, online, competitions and TV.

3. Excellence in Content Marketing

Recognises exceptional strategies which utilise content as the key element of marketing. Judges will be looking for a clear vision about how the content is used to enhance the overall marketing strategy.

4. Excellence in Corporate Social Responsibility

Recognises the best marketing campaign, initiative or programme by an organisation for a charity or cause the organisation had a partnership or an association with. The organisation should be able to prove the initiative benefited both parties and had positive effects and outcomes for society or the cause.

5. Excellence in Creative Design

Recognises design where it forms a critical focus for the branding of a product. Judges will be looking for entries which demonstrate a tangible link between the design (for example, product packaging, premiums, POSM, collaterals, in-store design) and the marketing strategy campaign for the product

6. Excellence in CX/UX

Recognises a campaign, initiative or programme that can demonstrate a customer-centric approach and feel, giving consumers a seamless and intuitive experience. Judges will be looking for how they developed the project carefully with the customer in mind and making sure it was easy for their target audience to interact with the brand, or respond to a call to action without any difficulty.

7. Excellence in Customer Engagement

Recognises a campaign, initiative or programme that engages new or existing customers through smart and relevant communications for customer loyalty. Judges will be looking for effective engagement strategies.

8. Excellence in Data-Driven Marketing

Recognises the best marketing campaign, initiative or programme that draws unique insights from effective business insights, research, data planning, measurement and analytics tools or database developments to drive business outcomes.

9. Excellence in Digital Marketing

Recognises the best marketing campaign, initiative or programme that uses digital channels such as web, mobile and email to deliver an engaging consumer experience while driving core business objectives.

10. Excellence in Exclusive Event

Recognises the organisation that best uses live events or a specific live event dedicated to an exclusive group of audience in order to achieve a specified marketing outcome. The judges will be looking for events that created a positive brand experience for the targeted audience and left a lingering impact on the audience.

11. Excellence in Experiential Marketing

Recognises a company that best uses 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.

12. Excellence in Event Marketing

Recognises the organisation that best uses live events or a specific live event to achieve a specified marketing outcome. The judges will consider events of all sizes and scope and will be looking at how the event performed, how it engaged its audience and strength of the idea. Events which span multiple platforms, that is, live events and social media, can also be considered.

13. Excellence in Financial Marketing

Recognises the best financial marketing campaign or individual spot which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

14. Excellence in Health & Beauty Marketing

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

15. Excellence in Innovation

Recognises the best marketing campaign, initiative or programme that utilises a new, unique or an especially creative manner in advertising and marketing.

16. Excellence in Insurance Marketing

Recognises the best marketing campaign or individual spot in the insurance service field which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

17. Excellence in Integrated Marketing

Recognises organisations that most effectively engage their consumer markets through an integrated marketing strategy, which employs a suite of marketing tools and media channels (at least five channels) to drive core business objectives.

18. Excellence in KOL Partnership

Recognises the best 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.

19. Excellence in Launch/Rebranding

Recognises an exceptional marketing strategy to support the launch/rebranding of a new product or brand. Entries in this category should be able to demonstrate the impact this launch/rebranding strategy created on the product, brand or organisation’s success.

20. Excellence in Lifestyle & Entertainment Marketing

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

21. Excellence in Loyalty Marketing

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.

22. Excellence in Mass Event

Recognises the organisation that best uses live events or a specific live event targeted to the mass public to reach a specified marketing outcome. The judges will be looking for events that created a positive brand experience for the mass public and left a lingering impact on the audience. The campaign can be carried out both online or a live gaming event.

23. Excellence in Media Strategy

Recognises the organisation that best utilises media channels as their key strategic tool to execute a powerful marketing campaign, while driving core business objectives.

24. Excellence in Mobile Marketing

Recognises the most effective and innovative use of a mobile platform to achieve a specific marketing outcome, be it branding, a prompted consumer behaviour or simply increased consumption. The campaign can be delivered via mobile channels, including apps and websites, either in isolation or as part of an integrated strategy.

25. Excellence in Online Video

Recognises the most effective and innovative use of online video to achieve a specific marketing outcome, be it branding or a call-to-action.

26. Excellence in Partnership

Recognises the organisation that best develops and activates a brand-relevant partnership in the form of a crossover, sponsorship and product placement to reach a mutual benefit, thus delivering strong business returns.

27. Excellence in Programmatic Marketing

Recognises the organisation that best used programmatic strategies and solutions to optimise a campaign and enhanced 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.

28. Excellence in Public Relations

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 communication to deliver core business objectives.

29. Excellence in Retail Marketing

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.

30. Excellence in Social Media

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.

31. Excellence in Targeted Event

Recognises the organisation that best uses live events or a specific live event dedicated to a targeted audience (for example, age, gender, demographic) to achieve a specified marketing outcome. The judges will be looking for events that created a positive brand experience for the targeted audience and left a lingering impact on the audience.

32. Excellence in Use of Technology

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