This category recognises campaigns that effectively integrate multiple channels within a seamless omnichannel framework to achieve a clear objective.

Submissions must outline:

• The mix of channels used and how they were integrated.
• The strategy behind ensuring channels complemented one another.
• How effectiveness was measured against objectives with supporting data.
• Winning entries will demonstrate a well-executed, data-driven approach that enhances audience engagement and maximises impact across multiple touchpoints.

Judges will be looking for evidence of how omnichannel strategies improved customer experience, maximised engagement and contributed to measurable business success.

This category recognises the most effective use of paid, third-party media by an agency or in-house marketing team to drive brand awareness, demand generation or lead acquisition.

It is particularly suited to brands implementing a performance marketing strategy, using media channels dynamically to optimise response. Entries can include any media channel (online or offline).

Submissions should clearly outline:

• The rationale behind selecting specific media formats, mechanics, and/or partners.
• How targets were set, campaign outcomes, and how success was measured.
• If the creative strategy was influenced by media selection, this should be detailed.
• Any testing of new media, formats, or partnerships not previously deployed.

Judges will be looking for insights into the decision-making process behind media buying or partnerships, how the approach integrated into a wider programme, and how it leveraged other channels or mechanics.

Where relevant, submissions should also highlight how the campaign innovated or pushed the boundaries of media usage.

This category recognises the strategic use of live events, whether physical, digital or hybrid - to achieve defined marketing objectives.

Eligible entries may include a variety of event formats, such as exhibitions, conferences, launch events, seminars, roundtables, awards ceremonies, or webinars. Events may be bespoke to a specific purpose or involve leveraging an existing third-party event (e.g. an exhibition or industry conference).

Submissions should clearly outline:

• The role of the event within the broader marketing strategy.
• How communications and messaging around the event were planned and executed.
• How the event experience was designed to engage the audience and meet objectives.
• Where applicable, how the event aligned with a wider programme of activity.
• Clear objectives and robust measurement demonstrating success and impact.

Judges will be looking for evidence of a well-executed event strategy that delivered meaningful engagement and tangible results.

This category recognises the effective use of public relations (PR) techniques or services to achieve a defined marketing objective.

Submissions should clearly outline:

• How PR was used strategically to meet specific marketing goals, either as the primary technique or as a key part of an integrated or omnichannel campaign.
• The mix of media, publications, influencers or bloggers targeted, and the rationale behind the media engagement strategy.
• How journalists, commentators or media platforms were engaged and activated throughout the campaign.
• The methods used to measure and evaluate the success of PR activity, including the impact across all relevant forms of media—digital, print, and broadcast.

Judges will be looking for strategic clarity, originality in PR execution, and evidence of measurable impact through earned media and audience engagement.

This category recognises outstanding creative execution in conveying a campaign message, regardless of media, channel or format.

Submissions should clearly outline:

• How the creative concept was developed in response to the campaign objectives.
• How it was applied across various media and marketing channels.
• How the creative evolved to support different sub-messages or campaign elements, incorporating both text and visual executions.
• The creative development process undertaken by the agency or in-house team.

Judges will be looking for originality, strategic alignment, and executional excellence, demonstrating how creativity enhanced engagement and delivered measurable results.
 

This category recognises exceptional use of digital experiences to drive marketing success either as a standalone initiative or integrated with other online or offline channels.

Eligible entries may involve websites, apps, SaaS marketing platforms, AR/VR technologies or other digital innovations. Campaign objectives could include new customer acquisition, retention or growth or a combination of these.

Submissions should clearly outline:

• The technologies, platforms or techniques used and how they were implemented.
• How the digital experience was designed to engage and add value to the audience.
• The specific marketing objectives and how success was defined.
• Measurable results demonstrating the impact and effectiveness of the initiative.

Judges will be looking for innovative and user-centric digital experiences that enhance engagement, drive meaningful interactions and deliver measurable business outcomes. 
 

This category recognises excellence in the use of social media or influencer marketing, whether as the primary focus of a campaign or as part of a broader marketing programme.

Submissions should clearly outline:

• The strategic relevance of social media or influencer marketing to the campaign.
• How social channels were selected and/or how influencers were identified and engaged.
• Where applicable, how social or influencer activity integrated into a wider marketing programme or aligned with the brand’s overall messaging and communications.
• Defined objectives and measurable success metrics demonstrating impact.

Judges will be looking for creative, strategic and results-driven use of social media or influencer partnerships that effectively engaged the target audience and delivered tangible outcomes.
 

This category recognises outstanding use of content within a B2B marketing campaign, whether as the central focus or as part of a broader strategy.

Eligible entries may include any content format or a combination of formats, such as email newsletters, whitepapers, videos, webinars, interactive reports, podcasts or other digital and print assets.

Submissions should clearly outline:

• How content was strategically developed as part of the campaign planning process.
• How content was tailored to engage and resonate with the target audience.
• The specific objectives set for the content strategy.
• How success and effectiveness were measured against these objectives.

Judges will be looking for well-executed content strategies that demonstrate creativity, audience alignment and measurable impact on marketing and business outcomes.
 

This category recognises the strategic use of data analysis, market research and customer intelligence to inform and shape marketing strategy.

Submissions should clearly outline:

• How data analysis and customer insights played a pivotal role in the development and/or execution of the marketing strategy.
• How insights influenced strategic decisions, potentially leading to innovative approaches to marketing and communication.
• The sources of insight used, which may include web traffic analysis, customer data analysis or bespoke market research conducted through a media partner or specialist agency.

Judges will be looking for strong evidence of how insight-driven decision-making enhanced campaign effectiveness, improved audience engagement and delivered measurable results.
 

This category recognises the transformative role of AI in driving marketing success, demonstrating how AI or AI-powered tools have enhanced processes, productivity, effectiveness or creativity.

Unlike other categories, submissions may focus not only on marketing campaigns, programmes or outputs but also on initiatives aimed at improving marketing operations, team structure or workflows. Benefits could include increased efficiency, enhanced insights, cost reduction or other measurable advantages.

Submissions should clearly outline:

• The specific marketing challenge or operational need the AI solution addressed.
• The AI-powered tool or technology used, why it was selected and how it was implemented.
• How AI contributed to the initiative’s success, whether by improving speed, automation, personalisation, data-driven decision-making or another key factor.
• Any challenges encountered in adopting AI and how they were overcome.
• Where applicable, details on the target audience, media used and budget allocation.

For submissions from AI solution vendors, please present the initiative from the brand’s perspective, focusing on its strategic objectives, implementation and results.

Judges will be looking for compelling examples of AI-driven innovation that demonstrate clear strategic thinking, tangible impact and effective problem-solving.
 

This category recognises excellence in the creation and execution of thought leadership programmes that establish a brand as a standout authority within its B2B market.

Submissions should clearly outline:

• The challenge, opportunity or market context that led to the development of the thought leadership initiative.
• Why thought leadership was chosen as the most effective approach and the objectives set for the programme.
• The techniques or processes used to develop the thought leadership message or assets.
• How these assets were deployed across communications to activate the campaign, engage the audience and deliver key messages.
• If the programme extended into demand generation, ABM or sales enablement, this should be highlighted along with any specific results linked to these activities.

Judges will be looking for well-researched, strategically executed thought leadership that delivers measurable impact, enhances brand credibility and drives meaningful engagement.
 

This category recognises marketing programmes designed to achieve a defined purpose-driven or social responsibility objective.

Submissions should clearly outline:

• The brand’s purpose or its connection to the social responsibility cause.
• How the campaign was specifically designed to advance this purpose or cause.
• The objectives set for the initiative and how success was measured.
• The specific impact of the campaign within the defined timeframe, rather than broader long-term brand commitments.
• How the metrics used link back to meaningful business objectives.

Judges will be looking for purpose-led initiatives that demonstrate strategic alignment, measurable impact and authentic commitment to driving positive change.
 

This category recognises brand campaigns delivered with a budget of less than £100,000, demonstrating creativity, efficiency and measurable impact. 

While budget defines category eligibility, judging will focus on strategic execution, creativity and effectiveness rather than financial constraints.

It is open to brand relaunches, refreshes, repositioning efforts or general brand awareness initiatives aimed at customers, prospects, employees or a combination of these audiences.

Submissions should clearly outline:

• The rationale behind the campaign, including why branding or positioning changes were necessary.
• The creative and strategic approach taken to maximise results within a limited budget.
• How internal and external audiences were engaged to enhance impact.
• A breakdown of budget allocation, demonstrating efficiency and smart resource utilisation.

Judges will be looking for innovative, high-impact brand initiatives that showcase strategic thinking, cost-effectiveness and strong audience engagement.

This category recognises brand campaigns delivered with a budget of £100,000 or more, demonstrating creativity, strategic execution, and measurable impact.

While budget defines category eligibility, judging will focus on strategic execution, creativity, and effectiveness rather than financial investment.

It is open to brand relaunches, refreshes, repositioning efforts, or general brand awareness initiatives aimed at customers, prospects, employees, or a combination of these audiences.

Submissions should clearly outline:

• The rationale behind the campaign, including why branding or positioning changes were necessary.
• The creative and strategic approach taken to maximise results and leverage the available budget effectively.
• How internal and external audiences were engaged to enhance brand impact.
• A breakdown of budget allocation, demonstrating smart resource utilisation and return on investment.

Judges will be looking for bold, high-impact brand initiatives that showcase strategic thinking, innovation, and strong audience engagement, demonstrating how investment in branding can drive tangible results.

This category recognises excellence in the closely linked disciplines of lead generation and demand generation, both aimed at driving opportunities, pipeline and ultimately revenue.

Submissions may feature campaigns that leverage inbound or outbound techniques or a combination of both, and may include marketing efforts using owned and paid media assets or resources.

Submissions should clearly outline:

• The context and business objectives of the campaign.
• How the campaign was strategically designed and deployed, including the role of different elements in moving buyers from prospects to initial sales engagement and beyond.
• Engagement rates and conversion rates at key stages of the buyer journey.
• Where possible revenue attribution and insights into how marketing efforts directly contributed to sales outcomes.

Judges will be looking for campaigns that effectively generate and nurture demand, demonstrating measurable impact and alignment with business growth objectives.
 

This category recognises excellence in marketing to buying groups within a specific organisation, rather than targeting individual buyers.

It is open to strategic ABM, lite ABM or programmatic ABM and may include highly focused activity for a single company, a group of similar companies or a larger number of accounts at scale.

Submissions should clearly outline:

• How account planning and customer insight were conducted and how these influenced messaging and communications strategy.
• The role of sales collaboration, detailing how sales teams were involved, engaged and aligned at every stage to drive success.
• The use of martech platforms that were instrumental in delivering the campaign.

Judges will be looking for well-executed ABM strategies that demonstrate deep customer insight, strong sales alignment and effective use of technology to drive meaningful engagement and commercial impact.
 

This category recognises excellence in marketing to and through resellers, distributors or other intermediaries across any sector.

Submissions must explain:

• The context of the channel partnership and how it fits into the brand’s overall go-to-market strategy.
• How the approach has evolved in response to shifting market dynamics, buyer sentiment or new customer opportunities.
• The dynamics and characteristics of the channel partner group(s) involved, including how they are selected and managed for mutual success.
• The role of the brand/vendor in enabling channel marketing activity through funding, collateral support, sales incentives or other initiatives.
• How objectives were set, measured and ultimately achieved.

Judges will be looking for strong channel collaboration, strategic execution and measurable impact on sales and brand success.
 

This category recognises initiatives designed to equip sales teams with the information, tools and content they need to sell more effectively throughout the buyer journey.

Submissions must outline:

• The specific sales challenge the initiative was designed to address.
• How the enablement activities developed tackled this challenge.
• Metrics demonstrating impact on sales performance.
• The extent to which sales teams were engaged and utilised the resources provided.

Judges will be looking for initiatives that directly enhance sales effectiveness, drive commercial success and foster collaboration between marketing and sales.
 

This category recognises campaigns that have delivered outstanding financial results, demonstrating clear commercial impact and return on investment (ROI).

While ROI and revenue impact are the key judging criteria, submissions should also highlight strategic execution, innovation and measurable business outcomes.

Submissions must include:

• The commercial objectives of the campaign and the challenges it aimed to address.
• A breakdown of budget allocation and how investment was optimised for maximum financial return.
• Key performance metrics, including revenue generated, pipeline impact and conversion rates.
• Attribution data linking marketing activity directly to commercial success.
• Client or internal stakeholder testimonials reinforcing the business impact.

If data/budget is confidential, please indicate this clearly in the submission.

Judges will be looking for campaigns that not only demonstrate exceptional ROI but also showcase smart strategic decisions, efficient budget management and a direct contribution to business growth.
 

This category celebrates B2B marketing excellence achieved with strict budget limitations.

Eligible campaigns must have been executed on a budget of less than £30,000, including agency, media, data and technology fees.

Submissions must specify:

• How budgets were allocated and optimised for maximum impact.
• How effectiveness was maximised despite limited financial and personnel resources.
• The likely emphasis on earned (rather than paid) media, existing technology and commercial partnerships.

Judges will be looking for highly creative, resourceful campaigns that achieve strong results despite financial constraints.

This category celebrates the most effective and innovative use of personalisation in B2B marketing.

Eligible campaigns must demonstrate how data, AI, automation or dynamic content were used to tailor strategies and deliver relevant, engaging experiences for defined audiences such as industries, accounts, segments or individuals.

Submissions must specify:
- The strategic rationale behind the personalisation approach and audience targeting.
- How personalisation was implemented across key channels (e.g. ABM, email, web, paid media, AI-powered content).
- How personalisation enhanced engagement, customer experience or relationships.
- The results achieved, with clear evidence of commercial or customer impact.
- How the approach was scalable, sustainable or adaptable for future use.

Judges will be looking for data-driven, customer-centric campaigns that demonstrate smart execution, strong engagement and measurable success through tailored exope.

This category recognises marketing initiatives targeting decision-makers in large or enterprise-level organisations (1,500+ employees or over $38.5 million in revenue).

Submissions must outline:

• How messaging and communications were crafted to stand out to enterprise audiences.
• How the campaign addressed complex enterprise decision-making processes.
• Strategies used to overcome obstacles such as procurement requirements and organisational complexity.

Judges will be looking for campaigns that successfully navigate enterprise challenges and deliver strong engagement and commercial impact.

This category recognises marketing initiatives aimed at engaging an internal audience for a specific organisational objective.

Submissions must specify:

• The objective of the campaign and how success was measured.
• Whether it was a short-term initiative or part of a broader organisational transformation.
• The media and campaign mechanics used.
• How the campaign was aligned with corporate culture or intended to drive change.
• How engagement was achieved across different departments, teams or geographical locations.

Judges will be looking for campaigns that drive meaningful internal engagement and positively impact company culture.
 

This category recognises marketing activity with a regional, multinational or global focus.

Submissions must explain:

• Why the geographical target audience was selected.
• How the campaign accommodated cultural or legislative variations.
• How local or regional teams were aligned.
• How channels, techniques and budget were managed to maximise impact across different regions.

Judges will be looking for campaigns that successfully navigate international challenges and demonstrate strong global impact.
 

This category recognises exceptional marketing campaigns designed to introduce a new product or service to market, driving awareness, engagement and commercial success.

Successful submissions will demonstrate strategic planning, market insight and impactful execution, showcasing how the campaign effectively positioned the new offering and generated measurable business outcomes.

Submissions must include:

• A clear overview of the product or service, including its unique selling points (USPs), market positioning and relevance to the target audience.
• The go-to-market strategy, explaining how the campaign was designed to create demand, differentiate the offering and address customer pain points.
• Media and channel selection rationale, outlining how different marketing tactics were deployed to maximise impact.
• Engagement and conversion metrics, including leads generated, sales impact and any other key performance indicators (KPIs).
• Challenges faced and how they were overcome, demonstrating agility and problem-solving in execution.
• Evidence of commercial success, including revenue impact where possible.

Judges will be looking for launches that successfully combine strategic thinking, creative execution and strong market impact, ensuring the new product or service achieves traction and measurable success.
 

This category celebrates B2B marketing teams that have demonstrated outstanding collaboration, innovation and success over the past year.

Eligible teams can range from small in-house teams to large corporate marketing departments, as well as virtual or agile teams assembled for specific objectives.

Submissions must include:

• Team members and their roles.
• Key objectives and how they were achieved.
• Challenges faced and how they were overcome.
• Examples of teamwork and collaboration.
• Testimonials from team leaders or senior management.

Please note: Only in-house or client-side marketing teams are eligible.

Judges will be looking for teams that demonstrate exceptional performance, strong collaboration and significant business impact.
 

This category recognises an outstanding individual who has made a significant impact on their organisation.

Submissions must explain:

• The individual’s role, remit and organisational context.
• Key projects and initiatives led by the individual.
• Success achieved against objectives.
• Testimonials from colleagues, direct reports or senior management.

Judges will be looking for a marketer who has driven meaningful change and delivered exceptional results.
 

This category recognises UK-based B2B marketing agencies that have demonstrated excellence and impact.

Submissions must include:

• Outstanding campaign successes.
• New client wins and retention of existing clients.
• Staff satisfaction and agency culture.
• Profitability and commercial success.
• Other achievements, such as expansion, innovation or external accreditations.
• How the agency has differentiated itself.
• At least three client testimonials.

Judges will be looking for agencies that demonstrate outstanding performance and industry leadership.
 

This category recognises B2B agencies with a strong international presence.

Submissions must explain:

• The scope of the agency’s global operations.
• How client management and campaign execution are effectively coordinated across multiple locations.
• Examples of recent international campaigns.
• Client testimonials demonstrating global effectiveness.
• How international reach has created greater opportunities or success for clients.

Judges will be looking for agencies that deliver exceptional results on a global scale.