2017 Awards for Marketing Excellence

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

The Awards have evolved over the years in response to new developments in marketing theory and practice to reflect the growing appreciation of the critical role of marketing as the vital source of value creation for a business.

Key 2017 Dates To Remember

  • 1 March | Award nominations open | Call for judges | Call for sponsors
  • 7 April | Awards webinar – Write a winning entry
  • 15 May | Award nominations close
  • 1 June – 7 July | Awards judging
  • 8 August | Finalists Announced
  • 18 October | Awards Gala Presentation Dinner – Melbourne

2016 Awards - On the night

2016 Winners


Entry Cost

AMI Member - $300 + GST (includes a complimentary ticket to the state event of your choice)
Non Member - $550 + GST (includes 6-month complimentary Affiliate AMI Membership)

Please contact us for details - 02 8256 1650 or awards@ami.org.au

2017 Categories and Category Descriptors VIEW

This category is about revitalising an existing brand.

Entrants should demonstrate along with overall marketing excellence:

  • Clear understanding of the consumer need for refreshing an existing brand
  • Understanding of consumer perception and insights, demonstrating effective measurement of the brand's existing awareness and perception
  • Execution of brand revitalisation strategy against pre-determine KPI's
  • Commercial value and improved brand equity contributed by the revitalisation

This category is about the process of acquiring new consumers to purchase a company's goods or services.

Entrants should demonstrate along with overall marketing excellence:

  • Creativity of marketing techniques and originality of approach in acquiring target consumers
  • Methodologies and systems to manage customer prospects and inquiries generated
  • The marketing expenditure cost associated with acquisition, as a measure of the value each consumer acquired typically delivers to a business
  • Engagement metrics, which could include brand affinity, new business, sales enquiries customer satisfaction

This category is about showing a depth of understanding of consumers.

Entrants should demonstrate along with overall marketing excellence:

  • An excellent use of research, database development or information analysis and Interpretation to achieve consumer insight
  • How planning and execution enabled research insights to be used for effective Business evaluation, brand strategy, brand enhancement or market development
  • Application of the understanding of consumer insights to help consumers fulfil their needs.

Customer retention is the marketing activity that an organization undertakes in order to retain customers.

Entrants should demonstrate along with overall marketing excellence:

  • Customer behavioral insights, understanding and monitoring
  • Creativity and Innovation in marketing program and incentive design
  • Demonstrated communications or incentives which clearly impact customer retention.
  • Clear processes to measure customer retention KPI's having been achieved

This category is about campaigns that retain customer revenue through loyalty and expenditure by already known customers.

Entrants should demonstrate along with overall marketing excellence:

  • Customer behavioural understanding and monitoring
  • Innovation in programme and incentive design and clear processes to measure customer behaviour
  • Demonstrated communications or incentives which clearly impact customer retention.

This category is about the strategic approach to creating and distributing relevant content including thought leadership, white papers, videos, case studies, articles, eBooks, and editorial content on websites, social media, newsletters, photos and traditional media to attract, acquire, retain and engage a clearly defined target audience.

Entrants should demonstrate along with overall marketing excellence:

  • Appropriateness and relevance of the content and the media channels chosen for the intended audience
  • Content marketing metrics including lead generation, sales, sharing and consumption
  • The marketing expenditure cost associated, as a measure of the delivered to a business

This category is about showing a positive impact in terms of community or social benefits as a result of activities by the organisation aimed at contributing to the broader community in need of support.

Entrants should demonstrate along with overall marketing excellence:

  • A positive business impact and true community or social benefit worthy of recognition for the contribution made
  • How the marketing program was implemented, the way it related to the community and how the benefits were generated and shared
  • Outcomes that do not necessarily relate to a purchase decision; however still require all the skills of professional marketing to convey required information and social impact

This category is about brands, products or services (new or extensions) and how they have translated to positive market and consumer perceptions.

Entrants should demonstrate along with overall marketing excellence:

  • Clear business vision and strategy, effectively delivered with creative communications, including but not limited to brand imagery
  • Solid customer understanding, clear strategies for new or brand extensions and measured positive impacts in both the new and existing customer segments
  • Increased brand equity demonstrating unprompted consumer awareness of a brand, product or service
  • Evidence that this new or brand extension will deliver sustained commercial benefit rather than delivering short term sales results
  • Measurable results linking actual perceptions to the desired brand positioning and awareness

This category is about knowing exactly what experience customers expect in terms of brand, product or services marketing.

Customer Engagement metrics could include:

  1. Net Promoter Score
  2. Sales Revenue Purchase History & Frequency
  3. Customer Satisfaction
  4. Visiting website or app regularly
  5. Advocate & Respond: Referrals, posts on social media, follows for company news and reviews

This category is about campaigns delivered within the education sector.

Entrants should demonstrate along with overall marketing excellence:

  • Effective use of marketing elements including brand and offer development, communications, research, planning and measurement
  • Demonstrated excellence in product and service development
  • Delivery of the educational marketing and strategy communications programs executed
  • Return on marketing expenditure

This category is about using new media and/or internal employee marketing tools to meaningfully engage with consumers and /or employees directly in a differentiated and relevant manner.

Entrants should demonstrate in their entries:

  • Effective brand positioning leveraged off new media and/or internal employee marketing tools strategies to deliver a real connection between a brand its customers, an organisations company culture and its employees
  • Demonstrated positive customer and or employee experience and customer and or employee engagement
  • Measurable shift in customers and or employee attitudes and behaviour demonstrated by new media and/or internal employee marketing tools must be both relevant to the brand/organisation as well as the target audience and or employees
  • Engagement metrics, could include customer and or employee acquisition, new business leads and sales, customer and employee retention, culture measures, NPS scores, and or employee satisfaction

This category is about exports, and how they contribute to a Country's economy 

Entrants should demonstrate along with overall marketing excellence: 

  • Clear understanding of the export brand, product or market opportunity
  • Understanding of the insights, demonstrating effective measurement of the export brand, product or market's existing awareness and perception
  • Execution of brand, product export strategy against pre-determine KPI's
  • Return on marketing expenditure to meet ROI and growth KPI's.

This category is about campaigns delivered in the Financial Services sector.

Entrants should demonstrate along with overall marketing excellence:

  • Effective use of marketing elements including brand development, communications, research, planning and measurement
  • Demonstrated excellence in marketing creativity in product and service development
  • Delivery of the marketing strategy and communications programs executed for Financial Services institutions
  • Return on marketing expenditure

This category is about product & service marketing innovation to maintain competitive advantage and/or maximize shareholder value.

Entrants should demonstrate along with overall marketing excellence:

  • Solid customer understanding and clear strategies
  • Clear vision and strategy, delivered with effective communications, including but not limited to innovation and creativity
  • Measurable results reflecting deliverables in innovation across product/services

This category is about implementing consistent Integrated Marketing Communication (IMC) brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.

Entrants should demonstrate along with overall marketing excellence:

  • Effective brand positioning leveraged through the creation and implementation of integrated marketing communications strategies that deliver a real engagement between a brand and the consumer
  • Measurable positive integrated branded marketing customer experiences and customer engagement
  • Measurable consumer attitudes and behavior that increases brand equity
  • Return on marketing expenditure to meet ROI and growth KPI's

This category is about communication campaigns from a business to the consumer and business to business.

Entrants should demonstrate along with overall marketing excellence:

  • Effective marketing communications strategy in targeting consumers/customers
  • Marketing Communication effectiveness in reaching target customers/consumers
  • Sales lead conversion and sales success
  • Return on marketing expenditure to meet ROI and growth KPI's

This category is about the practice of analyzing, managing, and marketing performance to maximize its effectiveness and optimize return on investment and growth KPI's.

Entrants should demonstrate along with overall marketing excellence:

  • How using marketing data analytics allows marketers to be more efficient in designing and building marketing programs
  • How using marketing data analytics allows marketers to be more efficient in measuring marketing programs
  • Return on marketing expenditure to meet ROI and growth KPI's

This category is about demonstrating the proven effect on the business success of a brand with a total brand marketing budget of less than $50,000, for an organisation with a turnover of $5 million or less. The budget may have been spent through any communication channel.

Entrants should demonstrate along with overall marketing excellence:

  • Creativity in development and execution of the marketing plan
  • Originality of approach in achieving the business objectives
  • Maximisation of limited budget in achieving impact and measurable results
  • Return on marketing expenditure to meet ROI and growth KPI's

This category is about promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi campaign.
E.g. text, graphic and voice messages.

Entrants should demonstrate along with overall marketing excellence:

  • Creativity in message execution
  • Originality of approach and call to action
  • Effective use of communication mediums, tools and techniques
  • ROI measurement which demonstrates of what success will mean for the organisation

This category is about campaigns delivered in the Public sector.

Entrants should demonstrate along with overall marketing excellence:

  • Effective use of marketing elements including community insights, brand development, communications, campaign, planning and measurement
  • Demonstrated design thinking creativity in developing and implementing product and service marketing programs
  • Delivery of the marketing strategy and communications programs executed for Public Sector institutions
  • Return on marketing expenditure

This category is about strategies and activities that are designed to spread the purpose of the organization, as well as to obtain donations and calls for volunteers.

Entrants should demonstrate in their entries:

  • Marketing Plan Campaign Development and Creativity
  • Originality of approach in engaging with relevant target donors, volunteer audience or organisations
  • Effective use of marketing communication channels, tools and techniques
  • KPI results of what success will mean for the organisation, target audience and community

This category is about examples of marketing campaigns for a not-for-profit cause which has delivered outstanding service to its beneficiaries, promoted and raised its cause, been clear in its goals and strategy, demonstrated excellence and has delivered a tangible and lasting effect.

Entrants should demonstrate along with overall marketing excellence:

  • Scale of the challenge
  • Value delivered to cause or organisation
  • Strategy and tactics, including creativity and innovation
  • Return of marketing expenditure

This category is about targeted measurable and interactive marketing of products and services using digital technology to reach and convert leads into customers and retain them. The category focuses on brand promotion, building customer preference and increasing sales through digital marketing channels.

Entrants should demonstrate along with overall marketing excellence:

  • Effective social media platform selection and purpose
  • Clear understanding of the audience preferences
  • Targeted, measurable, and interactive social media marketing of products or services
  • Return on social and digital marketing expenditure to meet ROI and growth KPI's.

This category is about campaigns that gain the support of a company or event to enhance the performance of both organisations.

Entrants should demonstrate along with overall marketing excellence:

  • Brand marketing leverage through impactful sponsorship activation
  • Clear articulation of the sponsorship objectives and KPI's
  • Effective utilization of Sponsorship in the marketing communications mix; integrated with other marketing activities
  • Return on marketing expenditure to meet ROI and growth KPI's

This category is about tourism, and how it contributes to a Country or State’s economy

Entrants should demonstrate along with overall marketing excellence:

  • Clear understanding of the tourism market opportunity
  • Understanding of the insights, demonstrating effective measurement of the market's existing awareness and perception
  • Execution of tourism strategy against pre-determine KPI's
  • Commercial value and equity of the tourism market strategy

2017 SPECIAL AWARDS (Additional Information)

As part of the Australian Marketing Institute Awards for Marketing Excellence, some other high-profile awards are presented.

Sir Charles McGrath had a distinguished record as a leading Melbourne and Australian industrialist, most notably as chairman of Repco, which was one of the catalysts for Pacific Dunlop. He was knighted for his services to industry and export.

Since 1976, the Sir Charles McGrath Award has been presented to those who have made the most significant contribution to the field of marketing through sound business practice, development of the marketing profession, or wider industry achievements.

The past winners
2016: Holly Kramer
2015: Launa Inman 2014: Lorna Jane Clarkson 2013: Harold Mitchell AC
2012: Bernie Brookes 2011: John Roberts 2010: Ian Alwill
2009: Tony Palmer 2008: Justin Milne 2007: Gail Kelly
2006: Mark G. Smith 2005: Trevor Amery 2004: Graham Turner
2003: Roger Corbett 2002: Geoff Dixon 2001: Maureen Plavsic
2000: Kevin Luscombe AO 1999: Michael Gudinski 1998: Robert Gerard
1996: Bob Copp 1995: Neville Fielke 1994: Stephen Couche
1993: Bob Miller 1992: Paul Simons 1991: James Strong
1990: Rod Mewing 1989: Peter Cottrel 1988: Peter Bartels
1987: Dean Wills 1986: Will Bailey 1985: Hector Crawford
1984: Maggie Taberer 1983: Don Hughes 1982: E. Stanley Owens CBE
1981: Frank Bannigan 1980: BS (Bib) Stillwell 1979: Robert Ansett
1978: Harry M. Miller 1977: Douglas Clark JP 1976: Sir Albert Jennings

The Certified Practicing Marketer (CPM) of the Year was established to strengthen the position of the Certified Practicing Marketer (CPM) program and to recognize the contributions of an outstanding Certified Practicing Marketer (CPM).

These contributions might include playing a significant role in marketing in either the corporate or public sector; contributions to the development of marketing theory and practice or contributions to the professional status and recognition of marketing.

The past winners
2016: Nicole Jenkins
2015: Caroline Patrick 2014: Nick Baker 2013: Simon McDowell
2012: John Sintras 2011: David Redhill 2010: Ken Roberts
2009: John Thompson 2008: Tara Lordsmith 2007: Graeme Chipp
2006: Nick Rodd 2005: Don Richter 2004: Iggy Pintado

Inaugurated in 2013, the Award promotes the critical role future marketing leaders will play as key contributors to value creation for organizations and recognizes excellence in leadership qualities and marketing skills.

Self-nominations and nominations permitted. Entrants must be 30 years of age or under as at 30 June 2017, with tertiary marketing qualifications, employed in a full-time marketing role or a company owner with 2-6 years' work experience.

Entrants must submit: 1000 word submission to be provided on the topic "what do you see as the core skills of a marketer in 2020?"; a personal biography, academic achievements and career highlights, and recommendations from your manager/CEO/ Accountant (if a company owner).

Entrants should demonstrate along with overall marketing excellence:

  • Significant thought leadership in addressing a nominated marketing topic
  • Other considerations include:
    • Academic Achievement
    • Career highlights
    • Leadership through team diversity
    • Involvement in voluntary community or professional endeavours

This category is about recognizing the overall 2017 Campaign of The Year from the winners of 25 categories.

The overall winner would have demonstrated along with overall marketing excellence:

  • Clear understanding of the Marketing issues faced by a brand, product or service
  • Insights and understanding of consumer or customer opportunities for a brand, product or service
  • Marketing team execution of the brand, product or service strategy against ROI and growth KPI's
  • Commercial value delivered and improved brand, product or service equity contributed by the Implementation of the Marketing Campaign.

This category is about recognizing the in-house marketing team that has demonstrated effective implementation of brand, product or service marketing strategy.

Entrants should demonstrate along with overall marketing excellence:

  • Clear understanding of the Marketing issues faced by the brand, product or service
  • Insights and understanding of consumer or customer opportunities for a brand, product or service
  • Demonstration of leadership through team diversity.
  • Marketing team execution of the brand, product or service strategy against ROI and growth KPI's
  • Commercial value delivered and improved brand, product or service equity contributed by the Implementation of the Marketing Team's strategy

The National and State CMO of the Year Awards are awarded to the top marketer within an Enterprise with responsibility for the Marketing Function strategy and delivery of outstanding achievements including increased enterprise revenue and efficiencies.

Entrants can self-nominate or be nominated by a colleague through written and video submissions.

Entrants should demonstrate along with overall marketing professionalism:

  • Strategic transformative thinking around a key business problem;
  • Data driven customer insights
  • Leadership empowering team culture and collaborative C Suite and enterprise behaviours
  • Business Problem solving to generate creative solutions
  • Effective utilisation of integrated Marketing technologies
  • Business contribution and measurable achievements

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