The Australian Marketing Institute (AMI) has announced the winners for the 2020 AMI Awards for Marketing Excellence at this year’s virtual award ceremony. In its 39th year, the Marketing Excellence Gala celebrates hundreds of individuals and organisations who have achieved extraordinary success from innovative and effective marketing practices.
The virtual ceremony showcased the winners for 18 campaign categories and eight special awards, including Brand Revitalisation, Content Marketing, Event or Brand Experience, Social Change Marketing Public Sector Marketing, Certified Practicing Marketer of the Year, Marketing Agency of the Year among several other sought-after awards.
Winners highlights:
- Tourism Northern Territory for the ‘Changing the perception of the Top End’ campaign taking home the coveted Campaign of the Year – National, in addition to Content Marketing – National, Integrated Marketing Communications Program – NT State, and Creativity in Brand, Product or Service Marketing – NT State.
- Queensland Rail & Clemenger Brisbane for the ‘Queensland Rail: High Voltage Can Jump’ campaign winning Creativity in Brand, Product or Service Marketing – National, and Public Sector Marketing – National.
- SATC for ‘#BookThemOut’ campaign winning Integrated Marketing Communications Program – National, and Public Sector Marketing – SA State.
AMI Chairperson, Lynda Cavalera, commented on how the marketing community came together this year and adapted during COVID-19 to come out with some outstanding results:
“Many of us have been challenged both professionally as marketers as well as personally. At some stage we all needed to feel more connected to our professional community, re-energised and inspired. It’s not surprising therefore that during this tumultuous year, the AMI Awards for Marketing Excellence have proven to be even more popular for our marketing community.”
“The awards not only celebrate the important and impactful work we do as marketing professionals but provide an opportunity to connect reenergise and be inspired.”
Judged by over 100 independent Certified Practising Marketers, categories were open to B2C and B2B entrants. The judges based their assessments on the linkage between strategy and execution, and the outcomes achieved.
Hosted by Kenny’s World star, actor Shane Jacobson, the Gala night included a presentation by Keynote Speaker, Laura Clarke, one of Australia’s most awarded marketers, a performance from Nashville by country music superstars O’Shea, an interactive virtual platform featuring one-on-one speed networking, networking bingo, private party rooms, a Celebrity Panel and Q&A.
2020 AMI Award for Marketing Excellence Winners (National):
CAMPAIGN CATEGORIES
| Category | Entry | State |
| SPECIAL CATEGORIES – INDIVIDUAL | ||
| Certified Practicing Marketer of the Year | Michelle Fragar, BRANDiT | QLD |
| Chief Marketing Officer of the Year | Tony Quarmby, Tourism NT | NT |
| Emerging Marketer of the Year | Alexandra Tyler, Investa Property Group | NSW |
| Future Leader of the Year | Samantha Franklin, Ego Pharmaceuticals | VIC |
| Sir Charles McGrath Award | Marnie Baker, Bendigo and Adelaide Bank | |
| Student Achievement | Qistina Binti Zainir, RMIT University | VIC |
| Honorary Fellow | James Chin Moody | NSW |
| Life Member | Rajeev Sharma, Charles Darwin University | NT |
| Life Member | Barry Salter, Salter Marketing and Events | SA |
| SPECIAL CATEGORIES – TEAM | ||
| Marketing Agency of the Year | Paper + Spark | NSW |
| Marketing Agency of the Year | Bonfire | WA |
| Marketing Campaign of the Year | Changing the perception and driving visitation to the Top End, Tourism NT | NT |
| Marketing Team of the Year | Dexus Marketing | NSW |
| CATEGORY AWARDS | ||
| Acquisition Marketing | You before profits, RACQ | QLD |
| Brand Revitalisation | Create a World Worth Living In, Charles Sturt University + Houston | NSW |
| Content Marketing | Changing the perception and driving visitation to the Top End, Tourism NT | NT |
| Creativity in Brand, Product or Service Marketing | High Voltage Can Jump, Queensland Rail + Clemenger Brisbane | QLD |
| Customer Experience Management Strategy | Money & Life Customer Experience Strategy, Paper + Spark + Financial Planning Association of Australia | NSW |
| Event or Brand Experience | GX Ginninderry Experience – Display village launch, Riverview Projects (ACT) Pty Ltd + Coordinate | ACT |
| Insight Driven Marketing | There’s more to Australian mining, JWS Research + Minerals Council of Australia | VIC |
| Integrated Marketing Communications Program | #BookThemOut, SATC | SA |
| Loyalty and Retention | Qantas Rewards Room, Because Creative Experiences | NSW |
| Market and Consumer Research | Sustainable, double-digit revenue growth driven by STAR research framework, Belic Tools & Machinery Pty Ltd | VIC |
| Not for Profit Marketing | Don’t Dig Your Own Grave, Dial Before You Dig + The Creative Works | VIC |
| Product or Service Revitalisation | West Village – Covid-19 Response, West Village | QLD |
| Public Sector Marketing | High Voltage Can Jump, Queensland Rail + Clemenger Brisbane | QLD |
| Small Budget Marketing | Using digital advertising to create powerful ROI, Unstoppable eCommerce | QLD |
| Social Change Marketing | Stop Elder Financial Abuse, Bauer Media | NSW |
| Social Media Marketing | Navy Submariner Campaign, Defence Force Recruiting | ACT |
| Sponsorship Effectiveness | RACQ International Women’s Day Fun Run, RACQ | QLD |
| Sponsorship Effectiveness | Sydney Water – Bring it to Win It, Because Creative Experiences | NSW |
Watch what made the special category winners stand out!
Watch the winning campaigns of this year’s Category Winners!
2020 AMI Award for Marketing Excellence Winners (State):
| Category | Entry |
| ACT | |
| Acquisition Marketing | Defence Force Recruiting Search Strategy FY19/20 |
| Content Marketing | What It Takes To Represent Australia, Defence Force Recruiting |
| Insight Driven Marketing | Navy Brand Campaign |
| Integrated Marketing Communications Program | Australian Taxation Office – Single Touch Payroll (STP): Influencing Australian small employers to make the move to STP |
| Public Sector Marketing | Australian War Memorial |
| NSW | |
| Acquisition Marketing | Rugby World Cup 2019 – ChildFund Australia, Reef Digital Agency |
| Content Marketing | Business Australia Launch |
| Creativity in Brand, Product or Service Marketing | Swarovski ‘Naughty or Nice’ Vending Machines, Neat Agency |
| Event or Brand Experience | IdeaStorm™ Digitile Masterclass powered by EventCast™, Fourth Wall |
| Insight Driven Marketing | RedBalloon ‘Enrichmas’, FiftyFive5 |
| Integrated Marketing Communications Program | Space For Your Best Work, Dexus |
| Market and Consumer Research | Elevating the CareFlight brand, The Healthy Brand Company |
| Not for Profit Marketing | Catholic Healthcare’s ‘Win A Wish’ Campaign |
| Product or Service Revitalisation | Eyecare Plus – Consolidating 60+ Websites into 1 Booking Engine (Service Revitalisation), G Squared |
| Public Sector Marketing | Love Water – water conservation campaign, Hunter Water |
| Small Budget Marketing | Inland Sea of Sound, Murmur Group |
| Social Media Marketing | Gingle Bells Gin, Attention Experts |
| NT | |
| Creativity in Brand, Product or Service Marketing | Changing the perception and driving visitation to the Top End, Tourism NT |
| Integrated Marketing Communications Program | Changing the perception and driving visitation to the Top End, Tourism NT |
| QLD | |
| Brand Revitalisation | SilverChef – Don’t Dream, Do, Nick Did This |
| Customer Experience Management Strategy | Trust, Globital |
| Event or Brand Experience | RACQ International Women’s Day Fun Run |
| Insight Driven Marketing | Creating customers for life through insight and data science, Youfoodz + Customology |
| Integrated Marketing Communications Program | Light Up the Dawn, RSL Queensland |
| Loyalty and Retention | Silver Chef Partner Program, Synchro Marketing |
| Not for Profit Marketing | Light Up the Dawn, RSL Queensland |
| Social Change Marketing | RACQ Distracted Driver |
| Student Achievement | Carryn Bean |
| SA | |
| Acquisition Marketing | Make more of every moment, University of Adelaide |
| Loyalty and Retention | Bridgestone benefits – keeping Australians in safe hands, Customology |
| Market and Consumer Research | Kidchella, JLL + Makris Group |
| Public Sector Marketing | #BookThemOut, SATC |
| Social Media Marketing | Platinum PA – University of Adelaide |
| VIC | |
| Brand Revitalisation | QV – Together We’re Stronger, Ego Pharmaceuticals |
| Content Marketing | SO CHAPEL, Chapel Street Precinct Association |
| Creativity in Brand, Product or Service Marketing | Gingerbread Labs, Thermo Fisher Scientific |
| Customer Experience Management Strategy | PAW-ON-THE-DOOR, Chapel Street Precinct Association |
| Loyalty and Retention | First Super – Don’t be crazy! Find your lost super, The Creative Works |
| Small Budget Marketing | First Super – Don’t be crazy! Find your lost super, The Creative Works |
| Social Media Marketing | Thank You, Bank First |
| WA | |
| Creativity in Brand, Product or Service Marketing | Brownes Home Delivery, Brownes Dairy |
| Event or Brand Experience | Own the Dream, Racing and Wagering WA |
| Product or Service Revitalisation | COVID-19 Portal, Market Creations |
| Social Change Marketing | The beginning of a single idea and creating a movement – introducing The Sheep Collective, The Hub Marketing Communications + Media Stable |
For media enquiries, please contact:
- Robyn Rigoli
- Account Executive
- robyn.rigoli@iconagency.com.au
- (61) 476 236 863
For more information about the AMI Awards for Marketing Excellence categories, judging process and partnership opportunities visit ami.org.au/awards.
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