Award Categories

This category recognises the best content newly created for the brand. The content
should fit with the brand values, strategy and clearly address the marketing challenge.
Judges will evaluate the content creation and creative execution, with additional credit
given to storytelling across media channels, as well as the customer experience as
evidenced by consumer engagement metrics.

This category recognises the effective execution of a campaign targeted towards a niche
audience. Judges will be looking at how the campaign has used insight to target a
specific demographic based on various groups including gender, age, interests, intent to
purchase, culture and other niche audiences. Entrants should demonstrate how the
strategy behind the campaign resonated with the target audience and its success in
delivering the client’s key objectives.

This category is reserved for campaigns that have had a positive and measurable impact
in the world. Whether that be socially or environmentally, the winning project will
demonstrate how it led with a purposeful cause. This can be CSR focused, marketing for
brands, charities, not-for profits, social movements or inclusion and diversity initiatives.
Winning entries will be able to demonstrate the positive impact the campaign has had or
how it has raised awareness of an organisation’s values or initiatives or constructive
changes to cultural and social perceptions etc.

This category celebrates brands who have a clear narrative in their storytelling across all
elements of their campaign, a compelling use of messaging its aims and objectives with
work that pushes boundaries, and in some cases the creation of new ways of
communicating.
The winning campaign must demonstrate clear consumer insight and through the
development of a brilliant and fertile strategy, precise execution, and connectivity with the
target audience. This can include any form of media used, whether a single or multi-
platform campaign. Judges will favour results that meet the brand’s objectives.

This category recognises campaigns that demonstrate how a campaign was successfully
boosted by the distribution, amplification, and presentation of content. The content
does not need to be original or newly created content and can be in any format, and not
limited to, video, print, OOH or native advertising.
Campaigns in this category will be specifically judged on their content strategy, which
will include identifying the target audience and how effectively the placement of content
was planned and implemented to engage with those consumers.
We encourage entries from both media agencies and media owners.

This category is looking for the best campaigns which have used ecommerce to help drive
awareness, purchase intent, click through rates and conversions for brands across all
sectors.
Judges will be looking for how the campaigns have interacted across devices, platforms,
and channels with the right audience in the right space at the right time, how they have
combined data and creativity to drive sales and increase ROI and achieved the
campaigns’ objectives.
Please note this category is open to online retail brands that have used their ecommerce
and social commerce tools and resources as part of their campaign, as well as other brand
campaigns that have used ecommerce sites as part of the media strategy.

This category recognises the campaign that can demonstrate the most successful
consumer engagement, showing tangible target audience related results. The campaign
can have used any media channel so long as it can prove engagement with either wide-
scale or niche consumer groups.
The jury will be looking for audience related results and proof of engagement through
metrics such as 'time spent with brand', 'number of interactions with the brand', 'number
of downloads', 'number of comments' and so on.

This category recognises physical, virtual and Hybrid experiences that deliver an effective
event or experiential campaign for consumers. The case should be clear on its results and
be focused on the event / experience itself. The jury will expect to see how the brand has
developed its interaction with the consumer, created a number of key touchpoints and
brought to life the brand’s values and identity. The winner will be able to demonstrate the
tangible benefits for the brand ideally including business results as well as impressive
campaign metrics.
Examples can include but are not limited to- pop-ups, stunts, guerrilla marketing,
projections, ambient media, digital simulations and virtual events.

The winner of this category must have combined two or more platforms, such as mobile,
OOH, social media, technology, TV, cinema, radio, print or other. The successful multi-
channel campaign must show an effective use of various mediums in a creative and
engaging way to obtain great results on clear objectives.
The Judges will be looking to see clear decisions behind the varying platform choices and
why the formats chosen are integral to the campaign’s success. They will also be looking
for how the channels worked together, why and how they combined the audiences of the
channels.
Note that the campaign can be solely implemented using digital media, or solely
implemented using traditional media, or both as long as there are two or more platforms
used successfully.

The winning campaign will demonstrate the most successful strategy created to launch or
re-launch a new or existing product, service, or brand. Judges will look for proven
understanding of the target audience and marketplace, which is incorporated into the
strategy and execution and focus on the results the campaign has delivered.
Entries focusing on a relaunch should be able to present a significant and obvious update
or change to the product, service, or brand in question. It will also be advantageous to
compare previous results to those that have been achieved since the relaunch.
Please note- the launch or relaunch of a marketing campaign is not suitable within this
category, judges will specifically be looking for the launch or relaunch of a product,
service, or brand.

This category is reserved for campaigns designed for local brands, the brand can be
specific to a community, country, or region. The winning work should demonstrate how
the campaign has been specifically tailored for a local audience and recognised cultural
nuances.
Judges will look for great insight and execution, including the use of appropriate media
channels and strong results, such as increases in brand perception, local engagement,
and sales.

This award will recognise the creative and strategic media approach that results in a
qualified brand impact on the local audience. The winning work could be that for a global
brand or global brand campaign adapted for local execution, as long as it shows initiative
specifically for the local audience, recognising cultural nuances.
Judges will look for great insight and execution, including the use of appropriate media
channels and strong results such as increases in brand perception, customer engagement
and sales.

This award recognises the success of a campaign based on the partnership between two
or more parties, including but not exclusively between an agency, media owner, brand or
ad technology owner. The partnership should have been integral to the success of the
campaign, and judges will particularly reward innovation in the implementation of the
partnership. The partnership could be for a sustained partnership long-term, or a one-off.

This category is open to campaigns that have tactically responded to the cultural,
economic, social, political, health and community landscape in a creative and
resourceful way. Judges will look for brands that have developed their campaign
strategy in reaction to the changes within the environments and adapted their media
and marketing strategies to deliver the best possible results and effective change.
Examples include but are not limited to inclusion, political policy, cultural shifts, health
crises and social change response campaigns.

This category will be looking at how a brand has successfully used audio as it’s main
driver to deliver its ROI. Judges will be focusing on the innovation, creativity, planning
and the business results achieved through the campaign.
The campaign could have been executed through traditional audio media or digital
audio media or could have used both.
Examples can include, but not restricted to the use of Podcasts, radio, streaming platforms
or other channels in the audio space such as: WTOP FM, Spotify, Pandora, Amazon Music,
Apple Music, Soundcloud, NTS, Bandcamp, Internet Radio.

The winner in this category will demonstrate the best use of data and reflect the
achievement of effectively reaching consumers where the successful campaign has been
notably enhanced, or even made possible through learning gained from econometrics
and data insights. Campaigns can reach from social media to e-commerce as long as they
have data at their heart.
Judges will be looking at how data has been used to inform the campaigns and apply
pivot strategies to adapt and evolve the overall delivery of the work when needed during
the execution. The winning entry should demonstrate the best use of all data insights,
which has ultimately improved results, as evidenced by metrics, increases in the average
order value, a reduction in online CPA or increase in ROI. Pre- and post-campaign
statistics will be another useful benchmark for judges.

This category is open to any campaign that has used gaming, gamification or esports as a
media channel for the focal point of its strategy. The submitted work will have to
demonstrate how it engaged with the esports and/ or gaming eco-systems taking
advantage of its audiences, reach and network to add value and deliver fantastic results
for the client’s brand. This could also include partnerships with esports teams and
tournament organisers, gaming groups, games publishers, or bespoke gamification
developers.
esports examples include, but are not limited to: Fortnite, Guild, Twitch, Fnatic, G2
esports, Team Liquid, FACEIT, ESL

This category rewards brand communication that has understood and used mobile to
make a success of the campaign. Entrants should be clear on how and why mobile was
used and should demonstrate how it played a critical role in achieving the client
objectives and great results.
Examples include, but are not limited to apps, mobile websites, mobile games, and
mobile based advertising.

This category rewards campaigns that have used the web/online landscape effectively
and as its primary marketing tool. The jury will be looking for creative implementation,
great examples of interaction and successful results which only web could have achieved.
Examples include, but are not limited to, content produced for the online landscape such
as websites; landing pages; video ads; display ads; microsites; apps; search and display;
SEO; banner ads and pop-ups.

This category is open to all campaigns which have used Out of Home as the primary
media channel to amplify a product, service, or brand. Judges will be looking at how the
OOH campaigns delivered the clients’ objectives, showcased interaction, innovation, and
excellence in the medium.
Examples can include but are not restricted to digital and non-digital billboards, posters,
bus shelters, sports centres, building wraps and small and large sized ambient media or
objects such as OOH promotional products and installations.

This category will be celebrating the best use Print and Publishing to drive awareness,
sales and to meet objectives for the client. Judges will be focusing on how the client has
utilised the publishers’ media, networks, audiences, tools and portfolio of products and
the results these delivered. Entrants should be clear as to why Print & Publishing was
chosen and integral to the success of the campaign.
The campaign could have been executed through traditional print or digital publishing or
could have used both.
Examples can include, but not restricted to campaigns utilising publishers’ magazines,
newspapers, leaflets, and other digital or non-digital content outlets.

This category is open to campaigns that have successfully engaged with their customers
utilising real-time information. The strategy may be planned or be more
spontaneous/reactionary, so long as the entry showcases how the brand created relevant
messaging and reacted with audiences in real-time by responding to current data, trends,
news or events.
Judges will be looking for how the time-sensitive content, amplified interaction with their
audiences, drove brand awareness, increased conversion, and enhanced the brand’s
image.
The range of real-time work judges will consider includes but is not limited to: marketing
automation such as triggered emails, response to timely news, trends or events, engaging
with customers on social media, personalised digital content based on interactions, live
event promotion or location-based deals through emails or apps. Platforms could include
Twitter, Snap, WeChat, OOH, digital displays, or Facebook for example.

This category rewards campaigns that has used social media as its core driver of success. The jury will be looking for great examples of interaction and results which only social media could have achieved. Examples of the use of social media channels can include but are not limited to– organic, sponsored and paid-for content, blogs, social video, social posts, video-sharing sites. This could include campaigns using platforms such as Snapchat, Instagram, Twitter, Twitch, Pinterest, LinkedIn, WeChat, Facebook and TikTok.

This category rewards the brand that has leveraged a strategic partnership between the
brand and talent(s) as part, or as the whole of a campaign.
The talent may be a celebrity, sports star, leading industry figure, social media influencer,
brand ambassador or other notable character (real or fictional) who has directly tapped
into their own following to benefit the brand. The activation may be part of a planned
campaign using the talent or used more spontaneously in real-time marketing. In this
case, judges will look for authenticity between talent and brand.

This category rewards campaigns that have understood and used Technology as the
primary amplification tool to deliver on the objectives of its clients. The winning work will
be able to demonstrate why/how the technology was strategically selected and used and
how the brand and technology worked seamlessly, to engage, target, and resonate with
the right audiences.
Examples could include but are not limited to the use of- programmatic, first and third-
party data tech, realtime marketing, AR, AI, Chatbots, IoT, Metaverse, software, wearable
tech or a custom-made technology solution.

This category will be amplifying the best campaigns which have used TV, streaming TV
services, Video channels and Cinema as their key media channel. Judges will be looking
at how the campaigns met the client objectives with engaging and creative content in one
of more of these mediums.
Examples can include, but are not restricted to the use of Television channels, Streaming
services, Television Networks, Cinema operators/Chains or Broadcasting companies such
as: Netflix, Amazon, YouTube HBO, China Global Television network, CJ CGV, Wanda,
Disney, Sun TV and ABS-CBN.

This category is open to campaigns that have utilised viral marketing tactics to generate
engagement around a product, service, or brand, to generate maximum positive
coverage and consumer interaction.
Judges will be looking for campaigns which have been amplified by the power of peer
recommendations across social networks and other online channels and have employed
one, or a number of the following viral marketing tactics including a message which
instantly translates as bold, funny or awe-inspiring to the right target audience; content
which has a call to action or is instantly shareable; the use of emotive content that
encouraged its audience to take action and an overriding short and simple message for
the brand, service or product being marketed.
The jury will also be looking for metrics such as level of reach, connectivity with the
audience, the number of shares the campaign achieved across its different channels and
its overall impact of the brand, service, or product it was amplifying.

This category has been curated to celebrate ground-breaking creativity within the media
industry. Entries should demonstrate how their campaigns have been propelled to new
heights, whether that be through innovative ideas, clever use of media channels- existing,
as well as the creation of new, or a game changing strategy.
Judges will be looking out for cut-through or pioneering campaigns, that skilfully navigate
but also transcend the media landscape. Please note whilst results will play a role in the
judging of this award, the jury will be focused on creativity itself.