2018 Categories and Category Descriptors

This category recognises marketing excellence in revitalising an existing brand, and the award will be given to the entry that best demonstrates improved brand equity resulting from that process of revitalisation.

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 recognises marketing excellence in the process of acquiring new consumers, and the award will be given to the entry that clearly demonstrates creativity of marketing techniques and originality of approach in acquiring target consumers.

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 recognises a depth of understanding of consumers, and the award will be given to the paper that best demonstrates effective use of research, database data or information analysis and interpretation to understand consumer insights.

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 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

This category recognises creativity, efficiency and originality of approach in techniques and practices to retain existing customers, and the award will be given to the entry that best demonstrates effective use of retention strategies.

Entrants should demonstrate along with overall marketing excellence:

  • Customer behavioural 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 recognises strategic approaches 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. The award will be given to the entry that best demonstrates an ability 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 recognises excellent organisational activities aimed at contributing to the broader community in need of support, and the award will be given to the entry that best demonstrates a uniquely positive impact in terms of community or social benefits as a result of such activities.

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 recognises outstanding marketing of brands, products or services (new or extensions), and the award will be given to the entry that demonstrates superior creativity in marketing efforts that inspire 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 recognises in-depth knowledge of the customer experience, and the award will be given to the entry that demonstrates a superior understanding of what customers expect in terms of brand, product or services marketing.

Entrants should demonstrate along with overall marketing excellence:

  • Effective use of marketing elements including brand and offer development, communications, research, planning and measurement
  • Customer experience being evident in every element of the media mix
  • Focus of how the customer experience engaged customers
  • Customer engagement metrics, which could include brand affinity, sales and customer satisfaction

This category recognises marketing excellence in the use of data analytics, and the award will be given to the entry that best demonstrates an ability to maximise its effectiveness and optimise return on investment and growth KPIs through efficient data-driven marketing programs.

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 KPIs

This category recognises marketing excellence in the education sector, and the award will be given to the entry that best demonstrates quality delivery of marketing campaigns and initiatives.

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 recognises a depth of understanding in the use of new media and/or internal employee marketing tools, and the award will be given to the entry that demonstrates meaningful engagement with consumers and/or employees in a differentiated and relevant manner.

Entrants should demonstrate along with overall marketing excellence:

  • 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 recognises quality export of local products and services to global markets, and the award will be given to the entry that best demonstrates effective use of global marketing approaches and export activities that 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 KPIs
  • Return on marketing expenditure to meet ROI and growth KPIs

This category recognises quality marketing campaigns and initiatives delivered in the Financial Services sector, and the award will be given to the entry that best demonstrates effective use of marketing elements such as brand development, communications, research, planning and measurement.

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 recognises outstanding product and service marketing innovation, modernisations or improvements and the award will be given to the entry that best demonstrates an ability to maintain competitive advantage and/or maximise shareholder value through application of this innovation.

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 recognises excellence in the implementation of consistent Integrated Marketing Communication (IMC) brand messaging, and the award will be given to the entry that best demonstrates an ability to use 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 KPIs

This category recognises a depth of understanding of consumer satisfaction and incentive, and the award will be given to the entry that best demonstrates revenue retention / growth through loyalty and expenditure by existing 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 recognises excellence in strategic B2C and B2B marketing communications, and the award will be given to the entry that demonstrates superior effectiveness in reaching target consumers and generating return on investment through communications campaigns.

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 KPIs

This category recognises outstanding promotional activity designed for delivery to cell phones, smartphones and other handheld devices, usually as a component of a multi-channel campaign. The award will be given to the entry that best demonstrates effective use of communication tools, along with creativity in message execution and call to action.

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 recognises marketing excellence in campaigns for a not-for-profit cause, and the award will be given to the entry that best demonstrates an ability to deliver outstanding service to its beneficiaries, promote and raise its cause, offer clear goals and strategy, and provide 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 recognises marketing excellence in campaigns delivered in the Public sector, and the award will be given to the entry that best demonstrates effective use of marketing elements such as community insights, brand development, communications, campaign planning and measurement.

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 excellence in marketing for residential multi-unit, inner city developments or land subdivisions.

Entrants should demonstrate along with overall marketing excellence:

  • Creativity and innovation
  • Effectiveness of marketing strategy
  • Cost effectiveness of campaign relative to outcomes
  • Identification and customisation for target audience

This category recognises business success achieved within a limited marketing budget, and the award will be given to the entry that demonstrates proven positive outcomes for a brand with a total 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 KPIs

This category recognises outstanding strategies and activities designed to spread the purpose of the organisation, as well as obtain donations and calls for volunteers. The award will be given to the entry that best demonstrates effective marketing plan campaign development and creativity, along with KPI results of what success will mean for the organisation, target audience and community.

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 recognises outstanding use of digital technology to market products and services, thereby reaching and converting leads into customers, and retaining those customers. The award will be given to the entry that best demonstrates effective brand promotion, as well as the ability to build customer preference and increase 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 KPIs.

This category recognises outstanding marketing campaigns that gain the support of a company or event, and the award will be given to the entry that best demonstrates an ability to enhance the performance of both organisaions.

Entrants should demonstrate along with overall marketing excellence:

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

This category recognises excellence in marketing campaigns and initiatives in the Tourism sector, and the award will be given to the entry that best demonstrates an outstanding contribution to tourism benefitting the economy of a country or state.

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

2018 Special Awards Categories and Descriptions

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
2017: Andrew Baxter             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 recognise 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
2017: John Clay 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

The CMO of the Year is awarded to one of the top marketers within an organization with responsibility for the vision and strategy of the whole company marketing function.

Entrants should demonstrate along with overall marketing excellence:

  • Business contribution and innovation
  • Modern marketing and customer engagement thinking and effectiveness
  • Data and/or technology driven approach
  • Empowered and long-term thinking
  • High level of creativity

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 35 years of age or under as at 30 June 2018, with tertiary marketing qualifications, employed in a full-time marketing role or a company owner with 2-6 years' work experience.

Entrants must submit: 1,000 word submission to be provided on the topic "what do you see as the core skills of a marketer in 2025?"; 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 2018 Campaign of The Year from the winners of 26 Awards 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

This category acknowledges the critical role agencies play in advancing the Australian marketing profession and professionals by identifying and developing talented marketers. In fact, many stellar careers and world-class strategies are thanks to a commitment to finding and developing great people.

Best marketing agencies will demonstrate excellence in:

  • their approach to finding and developing great people from within or outside the industry
  • insight and foresight: spotting trends and the skills needed to advance client Brand results and to advance the Marketing industry
  • commercial results. We expect the agency's approach to permeate its culture, reflected in results and perceptions inside and outside the agency.