One of the major trends in the marketing industry is that clients are increasingly creating their own work through design studios or production units, creating new tech to improve the customer experience and hiring talent typically found inside agencies, such as creative directors, UX specialists, programmatic media experts or social media teams. With the rise of digital and social media, all brands are media brands these days, so we created a new award to reward the Best In-House Marketing.
The judges are looking for the best example of marketing initiatives/projects that were created by in-house marketing or creative teams. This could include campaigns created by in-house creative or design teams, real-time/social media marketing, branded content campaigns or innovative digital products/brands such as websites, chatbots, or CX/customer service solutions.
Agency-client collaborations are extremely important for marketing success, so we've created a new award to acknowledge that (and to acknowledge that long-term thinking doesn't just apply to brand building but also to trusted partners) with Long-Term Agency Partnership. This award recognises a long-term partnership between a brand and an agency over a sustained period of no less than three years. The award will go to the company and its agency that best demonstrates how their long-term partnership has improved business outcomes for the client and produced world-class marketing work and results.
As NZ Marketing's Agency Issue stated recently, the industry is being disassembled and stitched back together again in a tapestry of specialist agencies and project partners. It takes a village to raise a brand these days, so we've extended the Partnership category and renamed it Best Collaboration.
This award will be awarded jointly to the client and their partners who have best shown how their relationship has produced world-class marketing work and results.
Collaborations can be between:
• Client and marketing technology company
• Client and media brand/influencer
• Co-branding initiative
According to Jim Stengel, there's profitability in purpose. All the best brands have one, whether it's saving the planet, using media weight to campaign on a social issue and society forward or improving financial literacy. And, increasingly, a brand's corporate social responsibility strategy is being brought to life in its marketing. As such, we've tweaked the Best Corporate Responsibility Strategy Award and renamed it Best Purpose-Driven Marketing Strategy. The judges are looking for the entry that can best demonstrate how a company’s corporate social responsibility programme has been brought to life through its marketing activities. This can include a focus on sustainable growth, brands or campaigns built around a social or environmental issue, or any other purpose-driven marketing activity that has helped improve commercial performance, brand health and broader society.
Your staff are one of your greatest assets when it comes to marketing so we've changed the People/Culture Award to Best Internal Marketing Strategy. The judges will be looking for the marketing teams that can demonstrate how the use of research, communications and technology has built employee motivation and got staff to buy into a marketing initiative/project or rebrand. (Open to companies who have implemented employee engagement, internal communications and/or change management programmes).
Need some inspiration for your entry? Last year AA’s Dougal Swift win Marketers of the Year. Read here about he took the reins of AA 13 years ago to grow its value and maintain the sentiment of a brand that’s been trusted for over 100 years.