Marketing Awards Categories

Includes all marketing, advertising, packaging, distribution, etc. functions. 
   Nominations that won in the 2024 ABAs may be resubmitted for consideration in the 2025 ABAs.  If they have been updated with recent achievements, they may be submitted to the same categories in which they won.  If they have not been updated, they must be submitted to categories different from those in which they won.

   Marketing Campaign - Industry Categories
   Marketing Campaign - Specialty Categories
   Marketing Professional Categories
 

Marketing Campaign of the Year - Industry Categories

Information to be submitted online for entries in these categories in the 2025 competition include

  Written answers to the following questions, OR a video of up to five (5) minutes in length that answers all of the same questions:

a. Specify the date on which this campaign was launched.  Required
b. Describe the genesis of the nominated campaign: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words).  Required
c. Describe the development of the campaign: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words).  Required
d. Outline the activities and concrete results of this campaign since the beginning of 2023.  Even if your campaign started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words).  Required
e. Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination.  (up to 250 words).  Optional

  Optional (but highly recommended), a collection of supporting files and web addresses that you may upload to our server to support your entry and provide more background information to the judges.  These might be planning documents, press clippings, work samples, photographs, video clips, etc.

E01. Agricultural / Industrial / Building: for all related products, materials, tools and services.
E02. Automotive - Aftermarket: gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.
E03. Automotive - Vehicles: cars, trucks, motorcycles, both brand and model advertising.
E04. Beauty: cosmetics, fragrances, hair products, nail products, beauty services such as salons, spas, etc.
E05. Beverages - Alcohol: beer, champagne, liquor, wine, wine coolers, after-dinner drinks, etc.
E06. Beverages - Non-Alcohol: diet and non-diet soda, coffee, tea, juices, milk, milk substitutes, bottled water, sparkling water, etc.
E07. Business & Office Supplies: business cards and professional printing, office equipment includes printers, copiers, supplies, furniture, etc.
E08. Corporate Reputation/Professional Services: includes sponsorships, image & identity, and communications to promote corporations, not exclusively their products. Includes business/professional services such as consulting, accounting, legal, employments, etc.
E09. Culture & The Arts: plays, museums, music organizations, concert series, cultural festivals, theater festivals, etc.
E10. Delivery Services: couriers, package freight/shipping, food and drink delivery, grocery delivery, flower/gift delivery, overnight delivery, package tracking, international service, etc.
E11. Education & Training: includes all educational institutions and organizations, training programs, job/career sites, etc.
E12. Electronics: TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, smart home devices, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc.  Electronic devices may be targeted to consumers or business.
E13. Energy/Nutrition Products & Services: products and services aimed at the energy, sports, wellness lifestyle. Vitamins, energy bars, drinks, etc.; weight loss and fitness programs/camps, training camps and facilities, etc.
E14. Entertainment & Sports: includes all forms of entertainment, including movies, TV shows, podcasts, books, music, comics, games, toys, entertainment apps, sporting events, sports teams, etc.
E15. Fashion & Style: brands of clothing, eyewear, footwear, hosiery, jewelry, accessories, etc.
E16. Financial Cards: credit, charge, debit, reward, phone and other cards.
E17. Financial Products & Services: communications promoting overall image and capabilities of a financial institution and specific products or services including home banking, loans, mortgage, mutual funds, traveler's checks, etc.
E18. Food: fresh, packaged, or frozen foods.
E19. Gaming & E-Sports: all forms of e-sports and single and multi-player games, including virtual reality, arcade, console, mobile, online and computer games.
E20. Government / Institutional / Recruitment: municipal or state economic development, lotteries, utilities, civil, diplomatic or armed forces, parks, libraries, public services, etc.  Includes political messages and recruitment efforts.
E21. 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/camps, training camps and facilities, etc.
E22. Healthcare - Disease Education & Awareness: communications to educate and/or spread awareness about a certain disease or health issue, whether to healthcare professionals, patients, and/or consumers.
E23. Healthcare - OTC: communications efforts for products that may be purchased without a prescription that address a specific illness, disease, or health issue, whether to healthcare professionals, patients, and/or consumers.
E24. Healthcare - Rx: communications efforts for products that may be purchased with a prescription that address a specific illness, disease, or health issue, whether to healthcare professionals, patients, and/or consumers.
E25. Healthcare - Services: marketing communications efforts that were developed for hospitals, HMOs, referral services, dental and medical care services, or chronic care facilities, whether to healthcare professionals, patients, and/or consumers.
E26. Home Furnishings & Appliances: kitchen appliances, air conditioners, carpeting, furniture, decorator's supplies, paint, wallpaper, etc.
E27. Household Supplies: cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care, etc.
E28. Insurance: communications 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, health, life, travel, business, etc.).
E29. Internet / Telecom: wireless/cellular providers, high-speed Internet access services, online services, portals, search engines and related Internet products & services (including SaaS/IaaS and Cloud-based services), bundled communications (Internet, telephone, and cable TV).
E30. Leisure & Recreation: Products and services aimed at hobbies, leisure, and recreation, including, but not limited to: dating services/apps, wedding planning platforms, personal development/improvement programs/apps, genetics/ancestry testing services, sporting and camping goods/services, etc.
E31. Media & Entertainment Companies: TV networks, streaming services, websites, magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.
E32. Non-Profit: not for profit organizations of all types: include charitable, social, civic, advocacy, trade, special interest, religious, etc.
E33. Personal Care: soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants, feminine hygiene products, razors, shaving cream, etc.
E34. Pet Care: animal care products and services of all types, including food, toys, veterinary and boarding services, training, and breeders.
E35. Real Estate: homes, real estate brokers, malls, etc.
E36. Restaurants: quick service, casual dining, mid-scale, white table cloth and other restaurants.
E37. Retail: general -- stores and/or websites that provide a multiple range of non-related or generally related merchandise, which include department stores, food retailers, and discount/bulk retailers, craft stores, etc. Specialized -- stores and/or websites that specialize in one particular line of products (e.g. clothing, fashion, jewelry, health food, shoes, pet care, toys, greeting cards, etc.).
E38. Snacks / Desserts / Confections: ice cream, candy, chips, cookies, bakery items, nuts, fruit & vegetable snacks, popcorn, etc.
E39. Software: software, groupware, operating systems, SaaS/IaaS and Cloud-based services, etc.
E40. Transportation: air, train, bus/trolley, taxi, subway systems, bike shares, scooter shares, car rentals, leasing not including automobile sales/leasing, ferries, etc.
E41. Travel / Tourism / Destination: cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.

Marketing Campaign of the Year - Specialty Categories

Information to be submitted online for entries in these categories in the 2025 competition include

  Written answers to the following questions, OR a video of up to five (5) minutes in length that answers all of the same questions:

a. Specify the date on which this campaign was launched.  Required
b. Describe the genesis of the nominated campaign: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words).  Required
c. Describe the development of the campaign: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words).  Required
d. Outline the activities and concrete results of this campaign since the beginning of 2023.  Even if your campaign started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words).  Required
e. Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination.  (up to 250 words).  Optional

  Optional (but highly recommended), a collection of supporting files and web addresses that you may upload to our server to support your entry and provide more background information to the judges.  These might be planning documents, press clippings, work samples, photographs, video clips, etc.

E50. Best Use of Data to Drive Brand Strategy: recognizing campaigns that have effectively developed from the successful use of data and technology to identify and match the right audiences to the right message at the right moments.
E51. Branded Content Campaign of the Year: recognizing work that has used branded content - original or sponsored - to reach out to audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
E52. Brand Experience of the Year - Business-to-Business: recognizing work that reaches out to business audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
E53. Brand Experience of the Year - Consumer: recognizing work that reaches out to consumer audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
E54. Branded Utility of the Year: recognizing products and services created to address a marketing or business challenge, not to be sold, as part of a marketing program itself.  Entrants must explain the product or service created in response to the challenge, its roles and objectives, and how it was communicated to its audience, and the results achieved. 
E55. Engaged Community of the Year: recognizing brands for 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 a brand's goals.  Your entry should state how you managed the community, how you defined effectiveness around the community, and what was achieved. 
E56. Influencer Marketing Campaign of the Year: recognizing campaigns that targeted influencers who have an exponential effect on the brand’s audience - one to many vs. one to one influencers. This category spotlights efforts that took on the challenge to properly identify the ultimate influencers and turn them into brand enthusiasts.
E57. Marketing Disruptor of the Year: for campaigns that grew their business / brand by changing the marketing model in ways that drive the industry forward. This includes marketing disruptors of any size. Nominations will detail the marketing challenge, the competitive landscape, and how they succeeded by changing the existing marketing model for the brand / category.
E58. New Product or Service Introduction of the Year: for campaigns conducted to introduce a new product or service to the U.S. market.
E59. Re-Branding / Brand Renovation of the Year: for campaigns that recreated or repositioned an existing brand.
E60. Small-Budget Marketing Campaign of the Year (<$3 million)
E61. Viral Marketing Campaign of the Year: for campaigns that used word-of-mouth, video stunts, and other viral tactics as their primary means of communication.
E62. Youth Marketing Campaign of the Year: for campaigns that targeted the youth market (up to age 24).

Marketing Professional Categories

Information to be submitted online for entries in these categories in the 2025 competition include

  Written answers to the following questions, describing the nominated department's, team's, or individual's achievements since January 1 2023, OR a video of up to five (5) minutes in length that answers all of the same questions:

a. Briefly describe the nominated department, team, or individual: history and past performance (up to 200 words).  Required
b. Outline the nominee's achievements since the beginning of 2023 that you wish to bring to the judges' attention (up to 250 words).  Required
c. Explain why the achievements you have highlighted are unique or significant.  If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words).  Required
d. Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination..  (up to 250 words).  Optional

  Optional (but highly recommended), a collection of supporting files and web addresses that you may upload to our server to support your entry and provide more background information to the judges.  These might be planning documents, press clippings, work samples, photographs, video clips, etc.

E65. Marketing or Advertising Agency of the Year
E66. Marketing Department of the Year
E67. Marketing Team of the Year
E68. Marketing Executive of the Year
E69. Marketer of the Year: recognizing non-executive marketing professionals.  There is no entry fee for this category

Marketing professionals should also be interested in many of the ABAs' web achievement categories, app categories, podcast categories, publications categories, video categories, and event categories.