The Categories

Find a full list of categories and their descriptions here.

April 9, 2019 | news

2019 Category descriptions

Sector Awards

The Sector Awards recognise the best-in-breed marketing within specific industry categories. 


Open to automobile manufacturers, fleet operators, leasing companies and dealer groups; as well as individual dealerships and providers of vehicle parts and/or accessories.


Open to businesses whose products and services are directed toward other businesses – for example delivery companies, business software companies, business course providers and more.

Consumer Products & Services 

Open to companies whose main focus is to market and sell products and/or services for personal consumption by directly engaging and effectively influencing the consumers’ path to purchase. This can include companies specialising in non-FMCG consumer durables, appliances, consumer services, and packaged products etc (Please note: You may not enter this if entered into the Fast Moving Consumer Goods category).

Fast Moving Consumer Goods (Sponsored by BrandWorld)

Open to companies of all sizes that market products which are purchased on a regular basis, usually inexpensive, and the result of a low-involvement decision-making process (Please Note: You may not enter this if entered into the Consumer Products & Services category).

Financial & Banking 

Open to any organisation which provides the market with banking, securities, investments, loans, real estate, credit cards, insurance or other financial products or services.


This category is open to entries from all healthcare, wellness, beauty and pharmaceutical providers, suppliers and resellers (e.g. gyms, hair providers, pharmacy and natural health products, personal services, retirement homes etc).

Media/Publishing (Sponsored by Nielsen)

Open to entries from organisations including radio, television, newspaper, magazine and digital, as well as service providers that operate within these industries.


Open to not-for-profit organisations/charities only, whose activities involve fundraising, community services or any other activity where profit is not used as a measure of success (Please Note: You may not enter this if entered into the Public Sector category).

Public Sector 

Open exclusively to government departments and State-Owned Enterprises (Please Note: You may not enter this if you entered into the Not-for-Profit category)

Retail (Sponsored by TRB)

Open to retail operations where the majority of business comes from direct purchase by consumers – for example supermarkets, fast food restaurants, and clothing and accessory outlets.


Open to companies whose main business lies in providing technology-based products and/or services such as hardware, software, applications, accessories or electronic entertainment (gaming). Biotech, agritech and hitech manufacturing are also included in this category.


Open to providers of travel and transportation services (e.g. airlines, hotels, car rental firms, mass transit systems), tourism providers, cultural attractions, sports, entertainment, venues and vacation properties. Retail and online travel agencies are also included in this category.


Open to communications and utility companies such as telecommunications carriers, electric/gas power companies, and Internet and broadband service providers.

Excellence Awards 

The Excellence Awards recognise excellence in specific marketing disciplines across different industries. 

Best Use of Customer Insight/Data (Sponsored by Data Insight)

The judges are looking for the most outstanding example of a situation where customer/market insight was used to optimise marketing performance; design a product or service in fulfilment of a customer need; or increase customer loyalty retention, satisfaction and/or profitability.

Best Marketing Communications Strategy (Sponsored by Insight Creative)

Judges will be looking for the proven effect that marketing communications have had on the improved performance of a brand and will evaluate:

Communications strategy
Media planning
Communications affect, isolated from other influencing factors
Return on marketing expenditure

Best Use of Sponsorship

This category honours and rewards outstanding partnerships of any kind (sports, arts, causes, individuals) and is open to both the recipients of sponsorships and the sponsors themselves.

Best Brand Extension/Innovation 

Judges will be looking for the successful extension of an existing brand into new markets or market segments, to the long-term commercial benefits of the original brand and its owner. Judges will evaluate:

Customer insight
Extent of cannibalisation with existing brand, brand health and saliency measures
Effective use of marketing resource
Evidence of commercial success (incremental sales, new usage occasions and/or new customer segments, and/or increased frequency of consumption/usage, enhanced brand margins from cost reductions or premiumisation). 

Best Purpose-driven Marketing Strategy

The judges are looking for the entry that can best demonstrate how a company’s corporate social responsibility programme has been brought to life through its marketing activities. This can include a focus on sustainable growth, brands or campaigns built around a social or environmental issue, or any other purpose-driven marketing activity that has helped improve commercial performance, brand health and broader society.

Best Internal Marketing Strategy

The judges will be looking for the marketing teams that can demonstrate how the use of research, communications and technology has built employee motivation and got staff to buy in to a marketing initiative/project or rebrand. (Open to companies who have implemented employee engagement, internal communications and/or change management programmes).

Best Emerging Business/New Brand  (Sponsored by Mailshop)

The judges are looking for the best example of commercial success from the creation of a new product, service or entire business to meet a market need/opportunity. Note that the business must be less than two years old in order to be eligible.

Best Export Marketing Strategy

This category acknowledges the crucial role export plays in the New Zealand economy and honours businesses that have employed best practice marketing to succeed in overseas markets. 

Best Brand Transformation 

The judges are looking for the best example of where marketing identified and led to the transformation of a market category, brand or entire business.

Best Marketing on a Shoestring Budget 

The judges will be looking for the proven effect on the success of a brand with a total brand marketing budget of less than $100,000. The budget may have been spent through any communication channel. The judges will evaluate:

The scale of the task
Creativity of the marketing plan
Originality of approach

Best In-House Marketing

The judges are looking for the best example of marketing initiatives/projects that were created by in-house marketing or creative teams. This could include campaigns created by in-house creative or design team, real-time/social media marketing, branded content campaigns or innovative digital products/brands such as websites, chatbots, or CX/customer service solutions. 

Best Collaboration

This award will be awarded jointly to the client and their partners who have best shown how their relationship has produced world-class marketing work and results.

Partnerships can be between:

•           Client and marketing technology company

•           Client and media brand/Influencer

•           Co-branding initiative 

Long-Term Agency Partnership

This award recognises a long-term partnership between a brand and an agency over a sustained period of no less than five years. The award will go to the company and its agency that best demonstrates how their long-term partnership has improved business outcomes for the client and produced world-class marketing work and results

Long-Term Marketing Excellence 

This award recognises marketing excellence over a sustained period of no less than three years. The award will go to the company or brand that best demonstrates how a superior marketing strategy, consistently applied, has driven business improvement over time

Individual Awards  

Rookie Marketer of the Year (Sponsored by NZME)

An award open to people who have up to two years’ experience in marketing, which will be awarded to an entrant who has made a significant contribution to a marketing project or initiative within their company in the last 12 months.

Marketer of the Year (Sponsored by oOh!media)

An award to recognise an exceptional marketing professional. The judges are looking for a marketing leader who has achieved outstanding results throughout his or her marketing career, with an emphasis on achievements in the past 12 months.

Marketing Hall of Fame (Sponsored by TVNZ)

An award for individuals who have made an exceptional contribution to the New Zealand marketing industry, who have distinguished themselves in marketing and/or related fields; contributed to the betterment of marketing and its reputation; individually motivated others to excel by mentoring, inspiring, training or volunteering; and completed their primary careers.


Presented by the judges to the best overall entry from the Sector Award winners. 

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