Awards Category 2026

This recognition honors campaigns that have adeptly harnessed AI, including AI-generated content (AIGC) and AI-enhanced advertising, to captivate their target audience and elevate user experiences across multiple platforms.

Judges will look for how the AI-centric strategy boosted engagement, enhanced customer satisfaction, and resulted in measurable advancements in marketing efficiency and campaign effectiveness.

This category awards a marketing campaign that utilised AI-generated content capabilities to automatically and effectively generate high-quality creative content (such as images, videos, music, articles, etc.)

This award recognises campaign that most effectively uses of AI to collect, analyze, and activate data insights that enhance marketing strategies, optimize ad performance and drive audience engagement.

Cosmetics and toiletries, fragrances, hair and nail salons, day spas, and skin care.

Beer, spirits, wine and non-alcoholic beverages (Soft drinks, sparkling and still water, juices, milk, tea, and coffee).

FMCG, consumer goods such as sportswear, toothpaste, paper, and textiles. Services include but are not limited to household cleaning and childcare.

Corporate-related services, accounting, consulting, and legal services.

All types of delivery services such as food, drink, household essentials delivery, courier services, flower/gift delivery, freight, and shipping.

Mobile device, laptops, tablet, televisions, wearable devices, eBooks.

B2B (Business-to-Business) and B2C (Business-to-Consumer).

Educational institutions, training programmes, educational books, job-career fairs, and schools/service providers.

Electricity, oil, gasoline, and gas.

All types of games, electronic/video games, online and computer games, E-sports, virtual reality, arcades, and single/multiplayer board games.

Clothing & footwear, eyewear, accessories including jewellery, and bags.

Financial and insurance services. Banking includes services and products, credit cards, loans, mortgages and funds, and other related professional services.

All types of restaurants, fast food, casual and fine dining, bakeries, snacks, ice cream, sweets & chocolates, fruits, vegetables, fresh packaged, and frozen food.

Furniture and home accessories, household and kitchen appliances, TV, air-conditioning, paint, wallpaper, and carpeting.

Household essential products and supplies such as cleaning products – dishwashing, laundry, floors, bathroom, hygiene, food care, sundries, dusting and polishing, fabric softeners, and detergents.

IT-related products and services including software, hardware, internet services, wireless communication, and information technology.

The film, radio, print, television networks/broadcasters, arts, movies, shows, news, music, streaming, and apps.

Pet food and supplies, breeders, veterinary care, grooming.

Healthcare & pharmaceutical services and products.

Public services, NGOs, NPOs, utilities, and libraries.

Department stores, supermarkets, speciality stores (furniture, books, toys), outlets, and warehouses.

Automobiles, vehicle parts, and transport vehicles (trains, taxis, and buses).

Hotels and resorts, air travel, airlines, tourism, amusement/theme parks, sports games, bikes, and car rental.

This award recognises the exceptional use of data that effectively leverages data and analytics to achieve strategic goals and drive business results. The entry must showcase how their data-centric approach has played a crucial role in the success of their campaign or initiative.

Awarded for the campaign that uses existing or newly created digital media in fresh and innovative ways to explore new channels of communication and achieve marketing success.

Awarded for the campaign that incorporates creativity and innovative gaming elements into marketing strategies to improve brand experience and customer engagement. The entry should demonstrate how brands use gamification to drive customer engagement and influence consumer behavior to build customer loyalty.

This category recognises the most holistic campaign across at least three channels, two of which must be digital media platforms, as the key engagement driver to achieve marketing objectives. The entry should showcase the seamless synergy of the campaign elements on strategy, innovation/creativity, execution, and proven results.

Awarded for the best use of mobile platforms, which include advertising campaigns and applications, to create a measurable impact. Mobile use could refer to all types of advertising that can be accessed on mobile phones, tablets, PDAs, Blackberries, etc., including SMS, MMS, mini-programmes, and in-app campaigns.

Awarded to the campaign that creatively and effectively uses the online-to-offline (O2O) strategy to reach customers at all touchpoints to drive engagement and sales. The entry should demonstrate how the campaign was optimised, targeted, and engaged the audience, improving the customer experience and increasing brand awareness.

Awarded to the best out-of-home (OOH) campaign that builds brand awareness and repositions the brand purpose to deliver quantifiable goals. The entry should demonstrate the creativity and innovation of the OOH media that drive effectiveness and provide tangible ROI results.

This award recognises the campaign that best demonstrates a consistent ability to translate consumer intentions into revenue for brands, the effective use of intention-based media (e.g., search, social) to deliver results; along with exceptional execution, and consistent use of measurement and attribution to measure media ROI and business impact.

Awarded for the best use of search marketing to create a measurable impact. Tactics could include search engine optimisation and/or paid search. SEO may target different kinds of search, including image search, local search, video search, academic search, news search, and industry-specific vertical search engines.

Awarded to a campaign that illustrates effectiveness and innovation in its strategies across social media channels. Judges will look for evidence of successful utilisation of chosen platforms that engage the target audience while achieving marketing goals.

This award recognises the best use of content that drives the brand's message to the audience effectively. The entry should demonstrate the effectiveness of the content and how it contributes to the overall marketing strategy while elevating brand awareness.

This category recognises the campaign that delivers an e-commerce solution/strategy that drives business growth through the digital/O2O platform delivering a seamless customer experience. The innovative solution applied should demonstrate how the campaign added value and met business objectives for existing or new businesses.

Awarded to the most effective, creative, and innovative campaign that drives the brand's message through any type of influencer, such as KOLs/KOCs, in achieving its marketing objectives, driving engagement, and achieving success with proven results on ROI.

Awarded to the campaign that uses any type of interactive media to improve marketing strategies and achieve its goals. This can be videos, animations, online gaming, and interactive use of text and graphics that demonstrate strong visual impact and resonate with the targeted audience to forge influential brand experiences.

Awarded to the campaign that has successfully combined creativity, innovation, and technology to stream an event live (including pre-recorded videos streamed live) to their audience. The entry should showcase the various technologies and platforms used to showcase and highlight the campaign and how the audience was engaged with their target audience, enhance brand awareness, and meet business objectives.

Awarded to the campaign that has successfully demonstrated the most innovative use of Marketing Technology (MarTech) which successfully optimised and personalised the customer experience, enhanced the overall marketing performance, and achieved outstanding business results.

This award recognises the best use of programmatic that has most effectively developed and enhanced the programmatic trading performance and made the biggest impact on the brand’s business. The entry should demonstrate excellent audience targeting, insights, and data analysis skills, as well as evidence of ROI. Client testimonials will be required as supporting material.

Awarded to the campaign that effectively engages the target audience based on real-time information, and uses data reported to instantaneously respond and communicate with the audience to generate business results. Entries should show evidence of how time-sensitive content increases the effectiveness of brand awareness, as well as results reflecting the KPIs achieved through real-time customer engagement.

Awarded to the campaign that most effectively uses short video in capturing target audiences through selective platforms, resulting in high engagement, brand awareness, and data insights to help achieve ROI. The entry should show how they successfully used short videos in their campaign or strategy. Evidence may include content effectiveness, tangible results, impact, and innovative or creative thinking.

Awarded to the campaign that best uses websites and mobile applications to deliver an outstanding user experience and improve customer engagement as part of an overall marketing communications strategy.

Awarded to an agency or in-house team using digital channels and tools to build brand awareness and sales conversion. The entry should demonstrate how measurable analytics are used to improve performance throughout the customer's lifecycle across all touchpoints.

Awarded to all types of companies that use media in the most innovative and strategic ways to gain consumer insights, reach their target audience, influence consumer behaviour, and ensure the client or brand delivers results against the set marketing and business objectives.

The judges will decide and present this ultimate accolade to the most outstanding amongst the Gold winners. Entries must achieve a minimum of three (3) Gold awards, including at least one (1) Gold in each of the Media and Industry Excellence categories.

This award will be given to an individual agency office that obtains the highest aggregated score, with a minimum of three (3) Gold wins, followed by Silver and Bronze.

Points allocation is as follows:

Gold – 10 points

Silver – 8 points

Bronze – 6 points