The MARKies Categories

This will be awarded to the agency that has performed best in the creative ideas segment at the MARKies awards. The highest honour, this award is not open for entry. It is awarded to the agency with the highest number of winning entries.
This category recognises the most creative idea in a business-to-business marketing campaign. This includes all campaigns, promotions and initiatives targeted towards a B2B audience.

Judges will be looking at the idea and execution strategy behind the B2B campaign. Entries should show how the campaign was designed to specifically engage the intended B2B audience and how the idea was created to address the client’s ideal goals and objectives.
This category recognises the most creative and innovatively planned business event. A business event could include B2B events, investor/ stakeholder meetings or showcases, internal/ employee engagement etc.

Judges will be looking at the strategy and creativity behind the business event. 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 innovatively planned consumer event. A consumer event could include B2C events, concerts or festivals, product launches etc.

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 profiles, values and marketing objectives.
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 etc. 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.
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.
This category recognises the most creative and innovative experiential marketing idea. This could be a business, trade or consumer affair.

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.
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.
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 mould the campaign and eventual execution strategy towards the launch/ re-launch activity.
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.
This category awards the most creative idea behind print marketing and advertising campaigns. Print media includes advertising through magazines, newspapers, posters, and other mass communication formats considered traditional print media.

Judges will be looking at how the idea was creatively invented for print or translated into print. Entries should demonstrate how the selected print mediums were strategically used to activate or enhance the creative idea.
This category recognises the most creative idea behind a radio 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 campaign idea was designed to be deployed over radio and how the strategy was developed to contend with competitors. Entries should illustrate how the idea was formed and if it was part of a one-off campaign or a broader marketing strategy that focused on and around radio to engage or enhance a campaign.
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.
This category recognises the most creative idea behind a marketing campaign targeted toward 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, racing, esport) 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.
This category awards the most effective use of compelling TV, video and/ or online video advertising campaigns. TV advertising and video advertising include displays along linear, non-linear and companion ad formats.

Judges will be looking at the originality and ingenuity of TV and 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 will be awarded to the agency that has performed best in the media usage segment at the MARKies awards. The highest honour, this award is not open for entry. It is awarded to the agency with the highest number of winning entries.
This category recognises the most effective use of app and mobile marketing. This could include using applications and mobile as a media format, mobile app marketing, and/ or marketing and advertising through mobile and apps.

Judges will be looking at the innovative use of an app and/or the use of mobile platforms and advertising to drive customer engagement and enhance a brand experience, producing significant results. Entries should be able to demonstrate the role of the app or mobile in attaining targeted objectives like user acquisition, user retention or prompted consumer behaviour.
This category recognises the most effective use of consumer insights and marketing analytics in contributing to database development and the performance of a marketing campaign or communications plan.

Judges will be looking at how consumer insights and analytics 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.
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 result from a content strategy 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.
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.
This category rewards the most effective use of a planned event to achieve a targeted objective. This could be a business, trade or consumer event.

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 recognises the most effective use of an experiential campaign to foster interaction and response towards a brand, product or service. This could be a business, trade or consumer event.

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 at the experiential event, and the resulting return on investment.
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.
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.
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 whilst 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.
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.
This category recognises the most effective use of print as a form of advertising and marketing. Print media includes advertising through magazines, newspapers, posters, and other mass communication formats considered traditional print media.

Judges will be looking at how print was utilised as an opportunity to engage, and the results from print as a medium. Entries should demonstrate how the selected print platforms are strategically used to activate or enhance the creative idea and to bring a positive business outcome.
This category recognises the most effective use of public/ media relations 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 deployment of public and media relations 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 best generated awareness as well as created an impact on the chosen audience.
This category recognises the most effective use of radio in a marketing and advertising 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 innovative use of radio was effectively leveraged as a media channel to garner results and drive customer engagement. Entries should demonstrate how the brand, product or service gained considerable traction and how the radio campaign delivered the desired return on investment.
This category recognised the most effective use of search to boost a campaign. This could include search marketing strategy through SEM, SEO, PPC, Adwords and other methods typically considered part of search marketing.

Judges will be looking at how search was used to effectively optimise, extend the reach and garner leads from a marketing campaign. Entries should demonstrate how search channels were effectively leveraged to assist the brand in achieving its marketing objectives.
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.
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, racing, esport) 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 behavior.
This category awards the most effective use of compelling TV, video and/ or online video advertising campaigns. TV advertising and video advertising include displays along linear, non-linear and companion ad formats.

Judges will be looking at the strategy and execution behind the use of TV and/ or 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.