Recognising those who have successfully used deep insights to captivate and engage their target audience, driving excitement through understanding and connecting with their needs.
The key criterion in this category is that the identified insight sits at the heart of the creative strategy and has demonstrably influenced the creative execution.
Recognising those who have successfully built and established a brand from scratch, creating a strong identity, presence, and lasting emotional connection with their target audience.
Campaigns that introduce a new, or previously existing but not yet communicated product, service, or business model to the market for the first time should also be submitted in this category.
Recognising those who are deeply committed to their purpose, focusing on long-term impact and aligning their strategies with meaningful goals beyond just profit. NGOs are not eligible to compete in this category.
Applicants in this category must clearly demonstrate the relationship between the product and/or service offered by the brand and the brand’s purpose. It is also important to prove how the meaning and purpose of the brand add value to the brand in the eyes of the target audience beyond business results. Applications should clearly set out the situation before and after the project, as well as the behavioral change created by the project, using perception and/or attitude and behavior research. The project’s contribution to the brand should also be concretely supported by research studies such as reputation surveys.
Recognising those who have challenged conventional approaches and pushed boundaries in creativity and strategy, disrupting the norm with bold and innovative actions.
Entries should clearly demonstrate the existing market convention and provide concrete evidence of how the strategy developed against it brought innovation to the brand and the market.
Recognising those who have successfully refreshed or rejuvenated a brand's image, giving it new relevance and appeal in the market. Entrants must submit supporting materials showcasing both the most recent campaign prior to the brand refresh and the new revitalized campaign, in order to demonstrate how they’ve aligned with the category's focus on image revitalization.
Recognising those who have created creative strategies that stand the test of time, breaking through immediate trends to remain relevant and influential over the long term.
The primary evaluation criterion in this category is the ability to provide concrete evidence that the intended success has been sustained over time, either through consistent growth year on year or by maintaining a specific growth rate. Additionally, at least one key campaign element—such as slogan, celebrity, jingle, signal, or tone of voice—must have been consistently maintained throughout the campaign period. The continuity assessed in this category focuses on the creative strategy, rather than the marketing strategy.
To be eligible for this category, the original start date of the campaign or campaign series must be before 1 July 2022.
Recognising those who have approached their campaigns with a global mindset, considering international audiences and making an impact on a worldwide scale.
Recognising those who have stood out in the B2B sector, bringing innovation and differentiation to the traditionally less glamorous side of marketing.
Recognising those who have created and nurtured strong communities around their brand or campaign, fostering a sense of belonging and engagement among their audience.
Recognising those who have accomplished remarkable results with limited resources, proving that creativity and strategy can outweigh budget limitations. The total media budget for the campaign must not exceed €250,000.
Recognising those who are ahead of the curve, staying in tune with the latest developments and setting trends that others follow.
Recognising those who have actively involved their audience in the campaign or brand experience, creating interactive and participatory moments that foster engagement and connection.
Recognising those who have successfully used innovation to drive business growth, combining creativity and technology to achieve sustainable success.
The entry should highlight how the innovation provided a solution to the business and/or communication challenge. This category evaluates direct, tangible innovations, rather than new approaches in communication or marketing.
Recognising those who, by using a new research method or model—or by re-examining an existing one—ask new questions to uncover fresh insights. Entries must clearly demonstrate, with concrete evidence, how the research findings have directly influenced and shaped the marketing strategy.
Recognising those who have bridged the gap between marketing and technology, leveraging new tools and platforms to drive effective marketing strategies.
