A-1. Building, Real Estate

Commercial and residential real estate, construction, development, includes all related products, materials, tools and services of real estate.

A-2. Government & Public Service

Municipal or state economic development, lotteries, utilities, civil, diplomatic or armed forces, parks, libraries, public services, etc. Includes political and patriotic campaigns, state campaigns and programs, recruitment efforts.

A-3. Personal Care

Soap, oral care, face & body lotions and cleansers, basic eye and ear-care products (e.g. cotton swabs, eye drops, etc.), deodorants, feminine hygiene products, razors, shaving cream, etc.
Note: For items focusing on beauty, see Beauty & Fragrance category.

A-4. Pet care

Animal care products and services of all types, including food, toys, veterinary and boarding services, training, breeders.

A-5. Leisure & Recreation

Products and services aimed at hobbies, leisure, and recreation, including, but not limited to: dating services/apps, personal development/improvement programs/apps, genetics/ancestry testing services, sporting and camping goods/services, etc.

A-6. Delivery Services

Couriers, package/freight shipping, food & drink delivery, grocery delivery, flower/gift delivery, overnight delivery, package tracking, international service, etc.

A-7. Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, smart home devices, computer hardware, game consoles, drones, VR/AR technology, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

A-8. Health, Fitness,& Wellness

Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle. Includes digital health products, fitness trackers, health/fitness apps, exercise equipment, nutraceuticals, vitamins, energy bars and drinks, etc.; fitness studios; weight loss and fitness programs, training camps and facilities, etc.

A-9. Gaming & E-Sports

All forms of e-sports and single and multi-player video games, including virtual reality, arcade, console, mobile, online and computer games.

A-10. Internet & Telecom

Mobile network providers, high speed internet access services, online services, bundled communications (internet, telephone, and TV), etc.

A-11. IT, Software, Apps

Software, groupware, operating systems, SaaS/IaaS and Cloud based services, software/apps stored locally on a computer/tablet/mobile device, etc.

A-12. Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, skincare treatments, salons, etc.

A-13. Culture & The Arts

Museums, plays, immersive experiences, music organizations and festivals, concert series, cultural festivals, theater festivals.

A-14. Media & Entertainment Companies

TV networks, streaming services, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.

A-15. Fashion & Accessories

Includes all apparel, accessories, jewelry, styling services, clothing rentals, etc.

A-16. Beverages: Alcohol

Beer, champagne, liquor, wine, hard seltzers, wine coolers, etc.

A-17. Beverages: Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes, bottled water, sparkling water, energy drinks, etc.

A-18. Non-Profit

Not-for-profit organizations of all types including charitable, social, civic, advocacy, trade, special interest, religious, etc. Includes membership drives, recruitment, fundraising, etc.
Note: Non-profit health advocacy & awareness campaigns, see the Specialty Categories-> Disease Awareness & Education: Non-Profit.

A-19. New Product or Service - Introduction

Efforts used to introduce a new product or service that is not a line extension. Brand new products or new products in a new category are required to enter this category instead of their industry category. Address the category situation and how your product/service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter?
Note: For Commerce & Shopper efforts, enter the Commerce & Shopper: New Product or Service Introduction category.

A-20. New Product or Service - Line Extension

Efforts used to support a variation of an existing product that shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavor, size, package, type, etc.). New extensions can either enter this category OR an industry category. Address the category situation, how your product/service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter?
Note: For Commerce & Shopper efforts, enter the Commerce & Shopper: New Product or Service Introduction category.

A-21. Education & Training

Includes all educational organizations and institutions, training programs, job/career sites, etc.

A-22. Household Supplies & Services (incl FMCG)

FMCG products. Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, lawn care, etc.

A-23. Travel & Tourism

Cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.

A-24. Products & Services For Children

Includes baby food, cosmetic and personal care, clothing, toys and other goods and services for kids etc.

A-25. Food

Fresh, packaged, and frozen foods.
For snacks & desserts, see the Snacks & Desserts category.

A-26. Industrial & Energy sector

All products, materials, tools, and services related to the manufacturing, energy production, and infrastructure industries.

A-27. Professional Services

Includes Business/Professional services such as accounting, consulting, legal, staffing, recruiting, domestic services, etc.

A-28. Restaurants

Quick service, casual dining, mid-scale, fine dining, tablecloth, and any other restaurants. Catering services.

A-29. Sports & Entertainment

This category celebrates work that effectively promotes sports-related content and all forms of entertainment. Work should demonstrate custom tactics, audience resonance, and measurable impact. Sports example may include: sporting events (e.g., Super Bowl, Olympics, World Cup), sports teams, leagues (e.g. F1, WNBA, NFL) and fan engagement initiatives. All forms of entertainment are eligible: movies, TV shows, streaming series, podcasts, books, music, comics, toys, entertainment apps, etc.
Note: For campaigns focused on video games or e-sports, please refer to the Gaming & E-Sports category.

A-30. Retail

All retail companies (online and/or brick and mortar) with general or specific merchandise such as department stores; clothing, shoes or jewelry stores; grocery stores; home and garden stores; movie/bookstores; discount/bulk retailers; pet care; toy stores; specialty stores; convenience stores; etc.

A-31. Agricultural

All related products, materials, tools and services.

A-32. Snacks & Desserts

Ice cream, candy, chips, cookies, bakery items, nut, fruit and vegetable snacks, popcorn, etc.

A-33. Insurance

Marketing promoting specific products or services related to insurance and the capabilities of financial institutions offering these services. All types of insurance are eligible (home, auto, financial, life, travel, business, etc.), except for health insurance service providers.

A-34. Home Furnishings & Appliances

Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator’s supplies, paint, wallpaper, etc.

A-35. Business & Office Supplies

Business cards & professional printing, office equipment including printers, copiers, supplies, furniture, etc.

A-36. Automotive – Vehicles

Cars, trucks, motorcycles, vans. Both brand and model advertising.

A-37. Automotive – Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.

A-38. Transportation

All transportation methods: air, train, bus, taxi, rideshare services, subway systems, bike shares, scooter shares, car rentals, ferries, etc.

A-39. Pharma & Healthcare Services

Pharmaceutical and medicinal products, medicines, healthcare services: OTC, consumer/DTC, devices, professional healthcare (healthcare products that are directed to healthcare professionals), hospitals, HMOs, referral services, dental and medical care services, pharmacies. Efforts may be targeted to healthcare professionals, patients,and/or consumers.

A-40. Finance

Financial products and services including overall corporate/brand image, capabilities of a financial institution or specific products or services. Includes: credit/debit cards, reward/loyalty cards, financial planning, mobile payment services, retirement funds, investment, home banking, loans, mortgage, mutual funds, etc.

B-41. Business-to-Business

For marketing efforts from businesses targeting other businesses. Includes B2B efforts for any type of product or service, from any marketplace segment.

B-42. Youth Marketing

This category honors work that effectively engages teens or young adults. Your entry should clearly demonstrate how the campaign was crafted specifically for this audience and how it succeeded. Detail the elements and strategies tailored to the youth market, and explain how you addressed relevant dynamics, trends, values, and linguistic nuances that resonate with this demographic.
Note: Judges may not be familiar with this particular audience, so showcase details that may be overlooked.

B-43. Multicultural

Any effort whose success was dependent on connecting with a specific cultural group focused on contextual nuance. If the entry had multiple audiences, it is necessary to demonstrate results for the specific audience. Identify any elements in the creative work or strategy that are intentionally to this community and any relevant deep cultural differences, dynamics and/or nuances, traditions, values, linguistic characteristics, and their significance. Explain if and how tools were used to tailor messages to specific cultural groups with precision, and the strong organic engagement from non-paid metrics.
Note: Judges may not be familiar with the brand’s particular segment, so showcase and explain details that may be missed to help them understand cultural nuances and context.

C-44. Brand Content & Entertainment

This category recognizes efforts that successfully engaged audiences through original branded content that goes beyond traditional advertising. The focus should be on content created to be actively sought out and consumed by the audience for its entertainment or informative value. Entries must detail the content itself, its alignment with brand and business objectives, the distribution and audience engagement strategy, and the measurable impact on the brand and business. Branded content may be produced and distributed by publishers or independently and can include long-form entertainment.
Note: Judges will expect to understand why branded content was chosen as a tactic.

C-45. Brand Integration & Entertainment Partnerships

This category honors brands that have effectively reached their audience via strategic integrations and entertainment partnerships. Submissions should detail how the brand was seamlessly interwoven in an engaging way. Detail the strategic reasoning behind the partnership – why was this partner chosen over others? Clearly explain the selection process of the partner, and how this partnership led to the results that met the brand objectives.

C-46. Experiential Marketing: Live, Digital, Hybrid

This category is to showcase brand experiences beyond traditional advertising – work that truly brought a brand or product to life and interacted with a specific audience to achieve desired objectives should be entered. It may include a re-invented product demo, re-imagined pop-up, or a “brick and mortar” retail overhaul; it may have created a new game, an alternate or virtual reality experience, or an interactive/immersive film experience that effectively showcases a new product or brand personality. Award winners will show how the brand is reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections. Entrants must address how the experiential marketing related back to the overall brand strategy. Judges will expect to understand the ‘participation’ in the experience as a core factor.

D-47. Renaissance

For rebirth campaigns. To enter, your brand must have experienced a downturn of several years and a period of at least six months of upturn sales. Entrants must detail the business challenge, the situation of the brand, the competitive landscape and how the effort succeeded.
Note: The entry must address the previous marketing investment and strategy as part of the context and provide detail on the length of the renaissance.

D-48. David vs. Goliath – Situational

This is an award for larger brands that are successfully competing at a disadvantage in their market. Entrants must detail the business challenge, the competitive landscape, and how the business succeeded despite the circumstantial odds. Define your competitive landscape, including the market difference between the David and Goliath to demonstrate why the brand was a Situational David.
Note: Judges will deduct from the case without sufficient proof that the submitting brand is a Situational David.

D-49. David vs. Goliath – Traditional

This is an award for smaller brands, or new/emerging brands that are less than five years old making inroads against big, established leaders, taking on “sleeping giants,” beyond their current category and set of competitors to tackle a dominant leader. Entrants must detail the business challenge, the competitive landscape, and how the business succeeded despite the odds. Define your competitive landscape, including the market difference between the David and Goliath to demonstrate why the brand was a Traditional David.
Note: Judges will deduct from the case without sufficient proof that the submitting brand is a Traditional David.

D-50. Short-term Effectiveness

For campaigns that may take effect over one day, or up to four weeks. Maximum of 3 months data permitted. Participants should determine relevance between entry and its' category depends on product and the campaign objectives. In the jury process will be account factor of achieve results in a shorter time, or compared to the usual similar campaigns.

D-51. Single Communication Channel

This category is focused on the effective use of a single communication channel, such as TV, outdoor advertising, magazines, radio, etc. Entrants should demonstrate how their brand successfully utilized one channel to achieve marketing objectives, delivering maximum impact on the target audience. The use of just one communication channel will be key factors in the judging process.

D-52. Small Budget: Non-Profit

A small budget is defined in the context of your competitors' spending in the market. It is important to demonstrate how your campaign achieved effectiveness even with lower financial expenditures compared to other players in the market. To be eligible, an entry may not be for a line extension and must represent the only marketing efforts during the time period. The value of donated and non-traditional media as well as activation costs must be included.

D-53. Small Budget: Products/Services

The category is focused on products/services. A small budget is defined in the context of your competitors' spending in the market. It is important to demonstrate how your campaign achieved effectiveness even with lower financial expenditures compared to other players in the market. To be eligible, an entry may not be for a line extension and must represent the only marketing efforts for the brand during the time period. The value of donated and non-traditional media as well as activation costs must be included.

D-54. Timely Opportunity

This category spotlights effective strategic efforts that were able to generate desired results as a direct outcome from a single significant moment of activity. Cases should show how the brand or product/service was put in an intensely bright spotlight to create immediate, measurable, unexpected, and unconventional impact. The best examples include live experiences, moments, stunts, and tactics, online and offline, perhaps amplified through PR, social media, digital engagement, or even the use of content created in the moment to fuel paid campaigns.

D-55. Sponsorships

This category is for marketing efforts centred around sponsorships. Entrants are required to provide information on the nature of collaboration/sponsorship and strategic rationale/fit behind it, as well as evidence that it was this sponsorship that led to effective results and delivered your objectives. Sponsorships can be between two brands or between a brand and an individual e.g. an influencer/public-life personality/celebrities. This sponsorship can be part of a wider marketing effort or a standalone activity.

D-56. International Marketing

This category is for campaigns that run in other countries but are designed to generate financial, sales or other results directly in the home market of the Effie Awards program. The work is not required to have run in the local market. However, the main focus of the entry must be on the measurable results achieved in the local market that can be directly linked to the work that ran in other market(s). Examples:
a local based e-commerce site that markets in other geographies but that manage the sales process and collect revenue directly in the local market (i.e. not via a subsidiary or distribution partner in other geographies); or inbound tourism campaigns where results such as visitor numbers, spend, etc are recognised in the local market.
Judging: The link between the activity conducted in other geographies and the results in the local market need to be clear. To enable this, some results from the other markets are permissible (for example, soft advertising measures such as awareness; enquiries initiated in markets of origin). However, there must be concrete results in the local market to validate the entry.

D-57. Marketing Disruptors

For efforts that grew the business/brand by changing the marketing model in ways that drive the industry forward. A marketing disruptor of any size can enter. Detail the marketing challenge, the competitive landscape, and how the brand succeeded by changing the existing marketing model for the brand/category.

D-58. PR, Corporate Reputation

Marketing efforts that promote corporations, not exclusively their products. Includes sponsorships, image, and identity. In addition to presenting metrics related to the reputation, entrants are encouraged to also address how these metrics relate to the business of the brand and why they are important.

D-59. Sustained Success: Non-Profit

The category is focused on non-profit organizations and associations. Efforts that experienced sustained success for at least three years are eligible for entry. At a minimum, include at least three years of creative work and case results, and include the current competition year’s results. Work must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g., spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time. As part of the entry, specifically address how the effort evolved over time (e.g., media choices, targeting, insights, new products/services, etc.). Answer all questions for the initial year and describe how/why change occurred over time.

Note: There is a special entry form and different creative requirements for the Sustained Success Award. The creative requirements, including different rules for the creative reel, can be found in the Sustained Success form.

D-60. Sustained Success: Products/Services

The category is focused on Products/Services. Efforts that experienced sustained success for at least three years are eligible for entry. At a minimum, include at least three years of creative work and case results, and include the current competition year’s results. Work must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g., spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time. As part of the entry, specifically address how the effort evolved over time (e.g., media choices, targeting, insights, new products/services, etc.). Answer all questions for the initial year and describe how/why change occurred over time.

Note: There is a special entry form and different creative requirements for the Sustained Success Award. The creative requirements, including different rules for the creative reel, can be found in the Sustained Success form.

E-61. New Product/Service Introduction for Commerce & Shopper

To enter this category, the case must address the commerce/shopper effort surrounding the launch of a new product/service. Whether it is the creation of a whole new brand, a new product from an existing brand, or a new line extension, submissions in this category need to present how shopper insights were leveraged to overcome the barriers faced by products/services being launched for the first time. If submitting an effort that was part of, or inspired by, a national campaign, explain how you adapted it for the shopper and the retailer.

E-62. Category/Aisle Evolution

Some of the most impactful efforts occur when a deep understanding of shoppers’ attitudes, behaviors, and needs lead to innovative category/aisle evolution, whether in-store, online or both. Entrants must outline how the effort utilized shopper activation at shelf or shopper awareness of evolution to enhance the shopping experience and drove greater engagement, conversion, and category growth. Successful entries in this category will be sustainable evolutions and not simply promotional in nature.

E-63. Challenger Brand Solution

This is an award for smaller, new, or emerging brands that are making inroads against big, established leaders, taking on “sleeping giants,” or moving into a new product/service field beyond their current category and set of competitors to tackle a dominant leader. (Challenger brands are defined as having less than 15% of branded market share in the product/service category.) Entrants must detail the business challenge, the competitive landscape, and how their business succeeded despite the odds. Requirements include a definition of the competitive landscape, including the market difference between the entered brand and its top competitors to demonstrate why this brand is a challenger.
Note: Judges will deduct from the case if sufficiently proof that the brand is appropriately classified as a challenger brand is not included.

E-64. Crisis Response/Critical Pivot in Commerce & Shopper

This category recognizes brands that successfully navigated significant structural and cultural shifts or moments of crisis (e.g., pandemic, social justice movements, political events) by effectively pivoting their marketing strategy or business activities. Entrants must clearly identify the pivot and explain how the messaging, campaign, production approach, or go-to-market strategy was adapted. Highlight the impact and effectiveness of these actions on the brand’s success. Examples may include shifts in brand positioning, portfolio management, digital acceleration, and more.

E-65. Digital Commerce

This category is for campaigns that effectively used insights, strategy, creative, and analytics to drive digital shopper conversion. Show how, by utilizing data and a deep understanding of the shopper, the brand and/or retailer succeeded in a digital setting. A successful effort will combine strong shopper knowledge with digital marketing practices to increase conversion online. The effort must be based on a shopper insight(s) and be shopper-driven. Explain the strategy of how the effort went to market. Submissions in this category will be solely evaluated on digital commerce effectiveness.

E-66. Experiential Commercial Marketing

This award features work that truly brought a brand, product, or retailer to life – either literally or virtually – and interacted with shoppers to influence conversion. You may have re-invented the product demo, re-imagined the pop-up store, led a “brick and mortar” retail overhaul, or created a new game/interactive film experience that effectively showcases a new product/brand personality. As long it truly came alive and worked. The winners of this award will show how brands and/or retailers are reaching out to audiences to establish meaningful relationships, engaging experiences, and unique connections. Entrants in this category must address how the experience related back to the overall brand strategy.

E-67. Media Innovation in Commerce & Shopper

This award showcases those who had the insight and creativity to change the way a particular media channel was consumed, or to create a new channel. The award goes to brands and retailers who went beyond the conventional approach to grab their shoppers’ attention and effectively engage them. Identify the specific target and how the campaign influenced conversion. Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels (known, or that have not yet been met).
Note: All entries must specifically address what was innovative and the conversion achieved. Write the entry to address the category and/or brand situation and provide clear articulation of how the media was used innovatively. Entries in this category must demonstrate innovation specifically within the Commerce & Shopper context and be focused on driving purchase and impacting conversion.

E-68. Multi-Brand Shopper Solution

Shoppers are looking for ways to tackle everyday challenges, whether it’s what to prepare for dinner or how to maintain a beautiful lawn – they seek all-in-one solutions. This award celebrates multi-brand/product/manufacturer solutions that came together to address exactly what their target shopper needed. Entries into this category must address the rationale behind the creation of these differentiated shopper solutions. Brands may be from a single manufacturer or multiple manufacturers. Shopper solutions may be developed by manufacturer(s) and/or retailers.

E-69. Multi-Retailer Program

For campaigns that ran with a central idea and executed that idea via dedicated rollouts to three or more different retail chains. Cases in this category will highlight and explain both the cohesive thread working at each retailer, and the specific customizations that were done for each retailer. Entrants should outline the specific barriers and challenges in tailoring their solution to each retailer – elaborating on the nuances among the shopper segment and insights at each retailer, differences in retail environments, etc.

E-70. Omni-Channel Shopper Solution

Winners in this category will represent the best examples of manufacturers and retailers committed to providing effective omni-channel shopper programs. Enter brands that have ensured an effective, connected shopper journey and showcase how manufacturers and retailers are connecting the dots in their engagement strategies to ensure simple, seamless, effective experiences across the shoppers’ path to purchase. In- store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption – it could entail anything – as long as the case illustrates how it was all connected to provide a fully integrated “shopper journey” from beginning to end.

E-71. Retail Media

This category highlights the success achieved through strategic collaborations between retail media networks and brands, driving measurable business growth for both parties. Whether digital or instore, or omnichannel, demonstrate how your efforts were tailored to specific customer segments using data-driven insights. Showcase the use of multiple channels, both online and offline, to deliver a cohesive and effective campaign that resonates with your target audience and drives tangible results for both retailer and brand.
This category covers:
Digital Commerce - use a retail media digital ecosystem (e.g., digital advertising, marketplace) to drive an online purchase
In-Store Retail - use of retail media in-store to drive a sale
Omnichannel - follow through from digital to in-store to drive to purchase

E-72. Seasonal/Event

This category features events, platforms, or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event. Entrants must explain the insight into their shoppers that led to adjusting product and/or creating events/seasonally based platforms and programs to be in line with their needs and shopping mindset during a specific time period. Innovative shopper events, strategically created by the retailer and/or manufacturer, may enter as well.

E-73. Single-Retailer Program

For campaigns that ran with a tailored, retailer-specific idea and executed that idea at a single retail chain (mass merchants, supermarkets, drugstores, warehouse clubs, pure play digital commerce stores, etc.). The work in this category will provide insights as to how an effort was effectively designed to work with the retailer and the shoppers of that retailer. Entrants should elaborate on the specific shopper barriers affecting their brand at that retailer and how they addressed those issues in a customized way for that retailer.

E-74. Sustained Success in Commerce & Shopper

Commerce and shopper marketing efforts that experienced sustained success for at least three years are eligible for entry. At a minimum, you must include at least three years of creative work and case results, and you must include the current competition year’s work/results. Work must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g., spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time. As part of your entry, specifically address how the effort evolved over time (e.g., media choices, targeting, insights, new products/services, etc.). Answer all questions for the initial year and describe how/why change occurred over time.

Note: There is a special entry form and different creative requirements for the Sustained Success Award. The creative requirements, including different rules for the creative reel, can be found in the Sustained Success form

F-75. Social Media

This category celebrates campaigns designed around social media as the primary touchpoint, leveraging its influence to engage connected consumers. Focus on campaigns where social media was the core idea, not just an element. Provide a clear rationale for using social media, demonstrate its direct impact on audience behavior, and show how it drove measurable business results.

F-76. Engaged Community

This category is about managing effective, engaged communities. Entrants are brands that are creating content, experiences, platforms, news, etc. that get their communities to grow, engage, share, act, or amplify messaging in a way that directly relates to the brand’s goals. State clearly how the brand managed the community, defined effectiveness around the community, what they specifically achieved, and why the engaged community was significant for the development of the brand/business.

F-77. Artificial Intelligence (AI)

For the AI Category, entrants are required to showcase their effective use of artificial intelligence to drive meaningful business outcomes. This category recognizes outstanding campaigns and initiatives where AI was leveraged as a pivotal tool to achieve specific business goals, whether it be enhancing customer engagement, optimizing operations, increasing sales, or any other measurable objective. Entrants must provide clear evidence of how AI was integrated into their strategy and demonstrate the tangible impact it had on their business growth and desired results. This includes detailed metrics, analytics, and any other relevant data that highlight the effectiveness of the AI implementation. The judges will be looking for entries that not only display creativity and technical proficiency but also a profound understanding of how AI can be harnessed to produce real, quantifiable success.

F-78. Direct to Consumer

This category is for effective marketing efforts from direct-to-consumer businesses. DTC efforts for any type of product or service, from any marketplace segment, are eligible.

F-79. Influencer Marketing

This category recognizes brands that successfully partnered with influencers to achieve short or long-term marketing goals. Influencers can range from micro to macro and include social media personalities, brand ambassadors, and bloggers. Clearly define the strategy, target audience, and why the influencer was chosen. Highlight how the influencer engaged the audience, influenced consumer behavior, and contributed to the brand's success by driving measurable business results.

F-80. Performance Marketing

This category celebrates the most impactful performance marketing strategies, where a combination of tactics generated significant, incremental results and conversions. Describe how you leveraged the synergy between your organic and paid ecosystems to create a halo effect, using datadriven insights, agile testing, and continuous optimization. Your submission should be performance-led, demonstrating how approaches such as (but not limited to) affiliate marketing, paid search, SEO, email campaigns, personalization at scale, influencer or sponsored content directly drove measurable outcomes like increased revenue or leads.

Note: There is a special entry form and different creative requirements for the Performance Marketing.

G-81. Disease Awareness & Education: Charitable/Research Funding

Efforts dedicated to generating funding/donations/support for research, treatment, and care of specific health conditions.

G-82. Disease Awareness & Education: Non-Profit

Public health and non-profit cause marketing efforts produced to raise awareness/education about specific health conditions. Efforts may be targeted to healthcare professionals, patients and/or consumers.

G-83. Disease Awareness & Education: Pharma/Corporate

Brand/client efforts designed to educate and/or promote health awareness. Efforts may be targeted to either healthcare professionals, patients and/or consumers.

H-84. Business/Product/Service Innovation

This category awards innovative single marketing and businessactivities or entire marketing programs. Submit any action or business idea regarding innovation for the product, service, or business that has had an exceptionally positive impact on the market position. Examples of eligible activities in this category include: product/service innovation; change in packaging, both in terms of its appearance and size; design, technology or ux innovation for the business, product or service; consumer involvement in product development; operation change, etc.

H-85. Customer Experience

This category awards innovative single marketing and business activities or entire marketing programs. Submit any action or business idea regarding customer experience innovation that has had an exceptionally positive impact on the market position of a business, brand, product or service. Examples of eligible activities in this category include: design, technology or UX innovation for the customer experience; consumer involvement in product development; introduction/change of a loyalty program, introduction of a new distribution channel, etc.

I-86. Cross Media Storytelling

The brand builds up the communication area through the usage of 3+ marketing tools, creates a loud informational occasion around itself and receives a viral effect (earned media). Communication should coincide with the global values of the brand as much as possible, and the content should be relevant to the target audience. This is a large-scale integrated campaign that brought business results, and also formed an image in the long term perspective. The category does not include shopper/trade marketing campaigns, promo sale activation. Participants should describe the idea in detail, eco-system of the campaign, organicity, efficiency and further development of communication.

I-87. Media Idea

This category is about outstanding effectiveness as a result of media-led ideas. The line between what constitutes a creative idea and a media idea is blurring and there are occasions when the media idea drove the entire effort. Of course, media cannot exist without the content, but this award is intended to recognize those cases that were led by the media thinking – where the integration of media and message led to success. The award honors media-led ideas that are powerful enough to become the genesis of the marketing program itself, to the extent that the program would not have been successful without the strategic media idea.

I-88. Media Innovation

This award showcases those who had the insight and creativity to change the way a particular media channel is consumed, or to create a new channel. The award will go to brands who reached out of the conventional approach to grab their audience and effectively engage with them. Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels we know and love, or have not yet met.
Note: All entries must specifically address what was innovative and the results achieved. Address the category situation and provide clear articulation of how the media was used innovatively and how the media strategy/plan optimized the results. This category covers Emerging & New Channels and Existing Channels.

I-89. Media Content Partnerships

This category recognizes brand-media partnerships that created and activated original content beyond traditional advertising. These partnerships should showcase innovative consumer connections through integrated communication channels centered on creative and strategic content. Each activation channel should demonstrate how the media company contributed to the campaign’s effectiveness and impact. Submissions must detail the strategic rationale for the partnership, the selection process, and how the partnership led to results that achieved the brand’s objectives.

I-90. Target Audience Reach In Media Campaign

This category are evaluated the depth of analysis and understanding of the brand role and media in the life of specific groups of consumers, including their needs, lifestyle, values and interests. The reach of target audience should insure a success of campaign in general.

I-91. Data-driven

Data-driven is the application of data and/or technology to connect people to the brand at the right moment/s. These efforts should prove how they specifically utilized data to drive creativity or to optimize media to improve business outcomes (brand kpis, ROI, performance marketing measures, etc.). The best examples will recognize the interplay and application of data, inclusive of automation and AI, to engage with and/or deliver to a precise audience and achieve the best results. To enter, your case must detail the role that data had within the creative and/or media strategy in achieving the brand and business goals. Submissions are expected to: o Utilize personalized/custom-tailored creative messages. o Explain how data impacted the media plan through clear measurement & analytics. o Demonstrate the insights captured from data used to understand audience.

J-92. Positive Change – Environmental: Brands

Recognises brands with marketing programmes that have measurably shifted audience (B2B or B2C) behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally conscious messaging into their marketing.

Environmental category celebrates cases that have measurably shifted audience behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally-conscious messaging into their marketing.
Winners of this award will need to demonstrate how effective marketing programmes that incorporate sustainable strategies can make a positive difference for brands and for the environment. Entries must have as one of their main strategic objectives changing audience behaviour towards more environmentally sustainable choices, and environmentally conscious messaging must be part of the marketing. Entrants should also address how the sustainability goal relates back to the overall brand and business strategy.
Judges will be looking for evidence of behaviour change toward more environmentally sustainable choices, with these elements being considered:
• Awareness – Making the audience aware of a sustainable product, service or action
• Trial – Trying the sustainable product, service or action for the first time
• Product/Service Substitution – Switching to a more sustainable product, service or action
• Change in Use – Using a product/service more sustainably than before or taking a more sustainable action

J-93. Positive Change – Environmental: Non-Profit

Recognises non-profit organisations and associations with marketing programmes that have measurably shifted audience (B2B or B2C) behaviour toward more environmentally sustainable choices, grown demand for more sustainable products and services, and/or measurably drove positive impact for their cause by incorporating environmentally conscious messaging into their marketing.

Environmental category celebrates cases that have measurably shifted audience behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally-conscious messaging into their marketing.
Winners of this award will need to demonstrate how effective marketing programmes that incorporate sustainable strategies can make a positive difference for brands and for the environment. Entries must have as one of their main strategic objectives changing audience behaviour towards more environmentally sustainable choices, and environmentally conscious messaging must be part of the marketing. Entrants should also address how the sustainability goal relates back to the overall brand and business strategy.
Judges will be looking for evidence of behaviour change toward more environmentally sustainable choices, with these elements being considered:
• Awareness – Making the audience aware of a sustainable product, service or action
• Trial – Trying the sustainable product, service or action for the first time
• Product/Service Substitution – Switching to a more sustainable product, service or action
• Change in Use – Using a product/service more sustainably than before or taking a more sustainable action

J-94. Positive Change – Social Good: Brands

Social Good – Brands: Recognises brands that are making the world a better place by using the power of their marketing platforms for good. This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (health, education, community, family, etc) and successfully related that cause back to the company’s overall brand strategy, resulting in positive business and social impact.

Social Good category celebrates cases with proven effectiveness in addressing a social problem or in expanding an existing programme in ways that benefit our society. This is about creating positive societal and cultural change, challenging the established status-quo and smashing accepted norms and stereotypes that create societal inequalities. Examples include initiatives that tackle food poverty, access to healthcare & education, creating a more diverse and inclusive society, creating equal opportunities at work and in wider society for all members of our society. Any marketing that sets out to give back in some way for the greater good is eligible to enter. All marketing efforts, whether full campaigns or distinct elements within a campaign are eligible to enter, as long as measurable results exist.

J-95. Positive Change – Social Good: Non-Profit

Social Good – Non-Profit: Recognises non-profit organisations and associations whose marketing has effectively driven positive change for society and successfully contributed back to the organisation’s purpose. Campaigns must show measurable impact and proven results in support of the cause.

Social Good category celebrates cases with proven effectiveness in addressing a social problem or in expanding an existing programme in ways that benefit our society. This is about creating positive societal and cultural change, challenging the established status-quo and smashing accepted norms and stereotypes that create societal inequalities. Examples include initiatives that tackle food poverty, access to healthcare & education, creating a more diverse and inclusive society, creating equal opportunities at work and in wider society for all members of our society. Any marketing that sets out to give back in some way for the greater good is eligible to enter. All marketing efforts, whether full campaigns or distinct elements within a campaign are eligible to enter, as long as measurable results exist.

J-96. Positive Change – Social Good: Diversity, Equity & Inclusion

Social Good: Diversity, Equity & Inclusion: Recognizes initiatives that creating a more diverse, equitable and inclusive society; or creating equal opportunities at work and in wider society for all members of our society.

Social Good category celebrates cases with proven effectiveness in addressing a social problem or in expanding an existing programme in ways that benefit our society. This is about creating positive societal and cultural change, challenging the established status-quo and smashing accepted norms and stereotypes that create societal inequalities. Examples include initiatives that tackle food poverty, access to healthcare & education, creating a more diverse and inclusive society, creating equal opportunities at work and in wider society for all members of our society. Any marketing that sets out to give back in some way for the greater good is eligible to enter. All marketing efforts, whether full campaigns or distinct elements within a campaign are eligible to enter, as long as measurable results exist.

J-97. Positive Change – Social Good: PEACE

For marketing efforts proven effective in positively impact the world. Examples include initiatives aimed to change the world: to fight against war, aggression, genocide, crimes against humanity.

K-98. Seasonal Marketing

Seasons, holidays and annual events allow marketers the opportunity to build strategic efforts based on the time-based interests of their target audience. This category honors those efforts that effectively capitalized on a season, holiday, or annual cultural event to drive results for their business.

K-99. Crisis Response / Critical Pivot

This category recognizes brands that successfully navigated significant structural and cultural shifts or moments of crisis (e.g., pandemic, social justice movements, political events) by effectively pivoting their marketing strategy or business activities. Entrants must clearly identify the pivot and explain how the messaging, campaign, production approach, or go-to-market strategy was adapted. Highlight the impact and effectiveness of these actions on the brand’s success. Examples may include shifts in brand positioning, portfolio management, digital acceleration, and more.

K-100. Current Events

For cases that effectively leveraged immediate relevance, interest, or importance via a targeted marketing/PR strategy around current news and events (e.g., World Cup, Olympics, economic situations, social issues, etc.).
Note: Annual events should enter the Seasonal Marketing category.