PROMOTING EXCELLENCE IN THE MARKETING COMMUNITY SINCE 1982.

2021 AMI AWARDS FOR MARKETING EXCELLENCE

Established in 1982 as the Hoover Marketing Awards, the AMI Awards for Marketing Excellence have become one of the biggest programs on the Australian marketing calendar. For 40 years, the Awards have been providing an opportunity to celebrate individuals and organisations who have achieved extraordinary success from innovative and effective marketing practices.

The Awards are now part of the Marketing Excellence Showcase Program, a year-long Program which provides an exclusive opportunity to celebrate excellence in marketing across the country throughout the year.

Submissions for the 2022 AMI Awards will open in February 2022.

MARKETERS

AMI Awards submissions are open to all individuals, agencies and organisations regardless of the industry or sector you operate in. Rather than offering industry specific categories, entrants are encouraged to enter award categories most relevant to the nature of their entry.

SPONSORS

If you would like to partner with AMI or become a Marketing Excellence Category sponsor, contact contact the AMI Awards Team by email awards@ami.org.au. Click here for information about sponsorship and partnership opportunities .

2021 AMI AWARDS

NATIONAL WINNERS

Congratulations to the 2021 national winners
of the AMI Awards for Marketing Excellence program!

Special Categories

Certified Practising Marketing of the Year
• Kristie Atkins
• Jane Hillsdon

Chief Marketing Officer of the Year
• Tom Woodward

Campaign of the Year
• The Virtual Pink Seat Campaign – McGrath Foundation

Emerging Marketing of the Year
• Tiarna Pepall

Future Leader of the Year
• Michelle Fifi

Life Member
• Trevor Clark OAM
• Lynda Cavalera

Marketing Agency of the Year
• Rocket Agency

Marketing Team of the Year
• Australia Post Marketing Team

Sir Charles McGrath Award
• David Koch

Campaign Categories

Acquisition Marketing
• Healthy Eating Made Easy – Youfoodz

Brand Revitalisation
• Original Tasmanian Timber – Claire Bennett

Content Marketing
• NAB Federal Budget 2020 – Six Black Pens + NAB

Creativity in Brand, Product or Service Marketing
• Click for Vic – Visit Victoria + SIRAP Motion Lab + MediaCom + Principle Media Group (PMG)

Customer Experience Marketing
• Steel-Line Garage Doors – Digital Marketing Transformation

Event or Experiential Marketing
• The 7 Wonders of Forrest Chase – Christmas 2020 – ISPT + JLL +Trilogy Advertising & Marketing

Insight Driven Marketing 
• Original Tasmanian Timber – Claire Bennett

Integrated Marketing Communication Program
• Original Tasmanian Timber – Claire Bennett

Loyalty & Retention
• Summer in Adelaide – StudyAdelaide

Market and Consumer Research
• Know Your Drone – Civil Aviation Safety Authority

Not for Profit Marketing
• The Virtual Pink Seat Campaign – McGrath Foundation

Product or Service Revitalisation
• Original Tasmanian Timber – Claire Bennett

Public Sector Marketing
• Dear Mind – Queensland Health + Khemistry

Small Budget Marketing
• My MINI – BMW Group Australia + Lucio.AI

Social Media Marketing
• High Voltage Can Jump Phase Two – QueenslandRail

Social Change Marketing
• Know Your Drone – Civil Aviation Safety Authority

Sponsorship Effectiveness
• Leasing 101 with the Sydney Swans – Dexus

Student Achievement
• Maham Fahar Qaiser, Deakin University

2021 AMI AWARDS

STATE WINNERS

Congratulations to the 2021 state winners
of the AMI Awards for Marketing Excellence program!

Australian Capital Territory

Creativity in Brand, Product or Service Marketing

  • Lost In Translation – Defence Force Recruiting + VMLY&R + Universal McCann

Public Sector Marketing

  • Know Your Drone – Civil Aviation Safety Authority

Social Media Marketing

  • What Is Up – Defence Force Recruiting + VMLY&R and Universal McCann
New South Wales

Acquisition Marketing

  • Capital Chicks  – Cure Collective + Diabetes NSW & ACT

Brand Revitalisation

  • For Better Mental Health – Stride + Principals

Creativity in Brand, Product or Service Marketing

  • Can’t Wait To See You – Dexus

Customer Experience Marketing

  • Money & Life – Paper+Spark

Event or Experiential Marketing

  • Sydney SailGP 2020 – Milestone Creative Australia

Insight Driven Marketing

  • Where Babies Come From – Fiftyfive5 + Genea

Integrated Marketing Communications Program

  • The Hyde Park Barracks Reopening – Sydney Living Museums

Loyalty and Retention

  • Money & Life – Paper+Spark

Market and Consumer Research

  • Choose Adventure – Fiftyfive5 & Big Red Group

Product or Service Revitalisation

  • Revitalising loyalty to create Soulmates for Soul Origin – Customology + Soul Origin

Public Sector Marketing

  • NSW Government COVID-19 Citizen Campaign – NSW Department of Customer Service + NSW Ministry of Health, Multicultural NSW, Bastion Banjo, Hello Social, 33 Creative, UM, Identity and IPSOS

Small Budget Marketing

  • Building an eCommerce Powerhouse During a Pandemic – Murmur + O Cosmedics

Social Change Marketing

  • Giving Cancer Patients a Voice – Paper+Spark + MSD Australia

Social Media Marketing

  • The Build-to-Rent Revolution Comes To Life On Social – Rocket Agency + LIV Mirvac

Student Achievement 

  • Samiksha Chopade, Macquarie University
Northern Territory

Event or Experiential Marketing

  • New Year’s Eve 2020 at Darwin Waterfont – Darwin Waterfront Corporation
Queensland

Brand Revitalisation

  • Inner Health – “Listen to Your Gut” – VMLY&R + Metagenics

Content Marketing

  • Driving a Positive Safety Culture – Sentis

Event or Experiential Marketing             

  • The BGGS Science Learning Centre – Brisbane Girls Grammar School

Insight-Driven Marketing           

  • Just one and the fun’s undone – Queensland Health + Khemistry

Market and Consumer Research

  • Inner Health Whole Body Health – Metagenics Australia Pty Ltd, Inner Health + The New Spin + VMLY&R + Thrive Insights + Type & Pixel

Not for Profit Marketing            

  • You Be You – Anglicare Southern Queensland

Product or Service Revitalisation

  • Inner Health Plus Double Strength Launch – Metagenics Australia Pty Ltd, Inner Health + VMLY&R

Small Budget Marketing             

  • Ultrex Performance – Cali Social

Social Change Marketing

  • Dear Mind – Queensland Health + Khemistry
South Australia

Content Marketing

  • Future Adelaide – Department of the Premier and Cabinet + News Corp Australia

Customer Experience Marketing

  • Tourism Consumer Journey Wildlife Activation – South Australian Tourism Commission + Isobar + Wavemaker

Public Sector Marketing

  • COVID-19 Public Information Campaign – Department of the Premier and Cabinet + Showpony Advertising – Adelaide

Social Media Marketing

  • The Great SA Giveaway – JLL + Makris Group
Tasmania

Acquisition Marketing

  • Original Tasmanian Timber – Tasmanian Timber Promotion Board – Strategic Marketing Committee + Claire Bennett

Content Marketing

  • Tree Alliance – Private Forests Tasmania + Claire Bennett            

Creativity in Brand, Product or Service Marketing

  • Tree Alliance – Private Forests Tasmania + Claire Bennett
Victoria

Brand Revitalisation

  • Tassal – Switch it for Salmon – Havas Village + Tassal Group

Content Marketing

  • Navigating uncertainty during coronavirus – TelstraSuper

Customer Experience Marketing

  • World’s Largest Drive Thru (CHAP-DRIVE-THRU) – Chapel Street Precinct Association Inc. (CSPA)

Event or Experiential Marketing

  • The AURECONS 2020 Virtual Award Ceremony – Aurecon

Insight-Driven Marketing

  • If you feel sensitive, feel QV – Ego Pharmaceuticals + Channel T – Lead Creative Agency + T Garage – Lead Research Agency

Integrated Marketing Communications Program

  • Click for Vic – Visit Victoria + SIRAP Motion Lab + MediaCom + Principle Media Group (PMG)

Loyalty and Retention

  • My QV Rewards – Ego Pharmaceuticals – QV Skincare + Stamp Me Loyalty Solutions

Not for Profit Marketing

  • You Haven’t Been Drinking Alone – Icon Agency

Social Change Marketing

  • You Haven’t Been Drinking Alone – Icon Agency

Social Media Marketing

  • Lemonade out of Lemons – Chapel Street Precinct Association Inc. (CSPA)
Western Australia

Creativity in Brand, Product or Service Marketing

  • Change is here – Curtin University + AnalogFolk Sydney + Longreach Media

Integrated Marketing Communications Program

  • The 7 Wonders of Forrest Chase – Christmas 2020 – ISPT + JLL + Trilogy Advertising & Marketing

Product or Service Revitalisation

  • Central Park Transformation – Central Park

Public Sector Marketing

  • Taking Care of Local Business – WALGA

Student Achievement

  • Bonnie Imogen Stewart – Macquarie University

2021 AMI AWARDS FINALISTS

2021 AMI Awards Finalists were announced between July and October 2021 during the state-based AMI Marketing Excellence Experience events. These events were set to provide outstanding thought leadership and networking opportunities for marketing industry professionals across Australia. Attendees had the opportunity to learn from and be inspired by the very best of the best marketing stories and case studies from ACT, NSW, QLD, WA, TAS, SA and VIC.

Queensland Finalists - announced on Wednesday, 28 July

Acquisition Marketing

  • Healthy Eating Made Easy – Youfoodz
  • Taking Sure Insurance to the next level – Brother & Co
  • Kiwi-Saver – Energy Super

Brand Revitalisation

  • Healthy Eating Made Easy – Youfoodz
  • Membership makes all the difference – RACQ
  • Crimsafe – We Never Sleep – Crimsafe + BCM Group
  • Inner Health – “Listen to Your Gut” – VMLY&R + Metagenics

Certified Practising Marketer of the Year            

  • Greg Abbey
  • Tracey Mesken
  • Michelle Fragar

Chief Marketing Officer of the Year

  • Simon Jarvis
  • Tom Woodward

Content Marketing

  • Driving a Positive Safety Culture – Sentis
  • By Request: A Playlist of Memories – Anglicare Southern Queensland

Customer Experience Marketing            

  • Steel-Line Garage Doors

Event or Experiential Marketing             

  • The BGGS Science Learning Centre – Brisbane Girls Grammar School

Future Leader of the Year

  • Erin Stafford

Insight-Driven Marketing           

  • Driving a Positive Safety Culture – Sentis
  • Just one and the fun’s undone – Queensland Health + Khemistry
  • Size Matters campaign – Queensland Rail

Market and Consumer Research

  • Inner Health Whole Body Health – Metagenics Australia Pty Ltd, Inner Health + The New Spin + VMLY&R + Thrive Insights + Type & Pixel

Marketing Agency of the Year

  • Reload Media

Marketing Team of the Year

  • Metagenics Australia Retail Marketing Team
  • West Village Marketing Team

Not for Profit Marketing            

  • You Be You – Anglicare Southern Queensland

Product or Service Revitalisation

  • Inner Health Plus Double Strength Launch – Metagenics Australia Pty Ltd, Inner Health + VMLY&R
  • Crimsafe – We Never Sleep – Crimsafe + BCM Group

Public Sector Marketing             

  • Dear Mind – Queensland Health + Khemistry

Small Budget Marketing             

  • Ultrex Performance – Cali Social
  • eCommerce Growth Small Budget Big Results – Unstoppable eCommerce

Social Change Marketing

  • Dear Mind – Queensland Health + Khemistry

Social Media Marketing             

  • PCYC Queensland Activ8 @home – PCYC Queensland
  • High Voltage Can Jump Phase Two – Queensland Rail
South Australian Finalists - announced on Wednesday, 19 August

Content Marketing

  • Future Adelaide – Department of the Premier and Cabinet + News Corp Australia

Customer Experience Marketing

  • Tourism Consumer Journey Wildlife Activation – South Australian Tourism Commission + Isobar + Wavemaker

Public Sector Marketing

  • COVID-19 Public Information Campaign – Department of the Premier and Cabinet + Showpony Advertising – Adelaide

Loyalty and Retention

  • Summer in Adelaide – StudyAdelaide

Social Media Marketing

  • The Great SA Giveaway – JLL + Makris Group

Marketing Agency of the Year

  • TBWA\\Adelaide
Western Australian Finalists - announced on Thursday, 16 September

Acquisition Marketing

  • Taking Care of Local Business – WALGA
  • A Hot Deal for a Hot Day by DuoGlass – Trilogy Advertising & Marketing

Chief Marketing Officer of the Year

  • Rene LeMerle

Creativity in Brand, Product or Service Marketing

  • Change is here – Curtin University + AnalogFolk Sydney + Longreach Media

Event or Experiential Marketing

  • The 7 Wonders of Forrest Chase – Christmas 2020 – ISPT + JLL + Trilogy Advertising & Marketing

Integrated Marketing Communications Program

  • The 7 Wonders of Forrest Chase – Christmas 2020 – ISPT + JLL + Trilogy Advertising & Marketing

Marketing Agency of the Year

  • Bonfire Digital Pty Ltd
  • Living Online

Marketing Team of the Year

  • Perth Festival Marketing Team

Product or Service Revitalisation

  • Central Park Transformation – Central Park

Public Sector Marketing

  • Taking Care of Local Business – WALGA

Student Achievement

  • David Gobbels – North Metropolitan TAFE
  • Bonnie Imogen Stewart – Macquarie University, NSW
Victorian Finalists - announced on Tuesday, 21 September

Brand Revitalisation

  • Tassal – Switch it for Salmon – Havas Village + Tassal Group
  • JO takes flight’ the launch/refresh for Gravity Espresso – Bean Alliance Group + Gravity Espresso

Certified Practising Marketer of the Year

  • Anne Miles
  • Jean-Luc Ambrosi

Chief Marketing Officer of the Year

  • Susan Castle
  • Chrissie Maus

Content Marketing

  • Navigating uncertainty during coronavirus – TelstraSuper
  • Make the Healthier Switch’ with Birds Eye and 28 by Sam Wood – Simplot Australia

Creativity in Brand, Product or Service Marketing

  • World’s Largest Drive-Thru (CHAP-DRIVE-THRU) – Chapel Street Precinct Association Inc. (CSPA)
  • Click for Vic + Visit Victoria + SIRAP Motion Lab + MediaCom + Principle Media Group (PMG)

Customer Experience Marketing

  • World’s Largest Drive Thru (CHAP-DRIVE-THRU) – Chapel Street Precinct Association Inc. (CSPA)

Emerging Marketer of the Year

  • Tiarna Pepall
  • Bianca Ling

Event or Experiential Marketing

  • The AURECONS 2020 Virtual Award Ceremony – Aurecon

Future Leader of the Year

  • Michelle Fifi

Insight-Driven Marketing

  • If you feel sensitive, feel QV – Ego Pharmaceuticals + Channel T – Lead Creative Agency + T Garage – Lead Research Agency

Integrated Marketing Communications Program

  • Tassal – Switch it for Salmon – Havas Village + Tassal Group
  • Click for Vic – Visit Victoria + SIRAP Motion Lab + MediaCom + Principle Media Group (PMG)

Loyalty and Retention

  • My QV Rewards – Ego Pharmaceuticals – QV Skincare + Stamp Me Loyalty Solutions
  • My MINI – MINI + Lucio.AI
  • JLL COVID Response “Love your Local” – Wink + JLL

Marketing Agency of the Year

  • Impressive

Marketing Team of the Year

  • Ego Pharmaceuticals
  • TelstraSuper
  • Australia Post

Not for Profit Marketing

  • You Haven’t Been Drinking Alone – Icon Agency
  • I am Deaf – Expression Australia + We are Savvy and The Media Precinct
  • Shopping Social Distance Style (Ballerina Betty) – Chapel Street Precinct Association Inc. (CSPA)
  • Red Shield Appeal 2020 – ntegrity agency + The Salvation Army

Small Budget Marketing

  • My MINI – MINI + Lucio.AI

Social Change Marketing

  • You Haven’t Been Drinking Alone – Icon Agency
  • TWO WORDS. SUPPORT LOCAL – Chapel Street Precinct Association Inc. (CSPA)
  • Keeping our Communities COVID Safe – EACH

Social Media Marketing

  • Lemonade out of Lemons – Chapel Street Precinct Association Inc. (CSPA)
  • AITSL’s 2020 World Teachers’ Day Campaign – Australian Institute for Teaching and School Leadership

Student Achievement

  • Maham Fahar Qaiser – Deakin University
Tasmanian Finalists - announced on Thursday, 30 September

Acquisition Marketing

  • Original Tasmanian Timber – Tasmanian Timber Promotion Board – Strategic Marketing Committee + Claire Bennett

Brand Revitalisation

  • Original Tasmanian Timber – Tasmanian Timber Promotion Board – Strategic Marketing Committee + Claire Bennett

Content Marketing

  • Tree Alliance – Private Forests Tasmania + Claire Bennett            

Creativity in Brand, Product or Service Marketing

  • Tree Alliance – Private Forests Tasmania + Claire Bennett

Emerging Marketer of the Year

  • Neil Krikul

Insight Driven Marketing

  • Original Tasmanian Timber – Tasmanian Timber Promotion Board – Strategic Marketing Committee + Claire Bennett

Integrated Marketing Communications Program

  • Original Tasmanian Timber – Tasmanian Timber Promotion Board – Strategic Marketing Committee + Claire Bennett

Product or Service Revitalisation

  • Original Tasmanian Timber – Tasmanian Timber Promotion Board – Strategic Marketing Committee + Claire Bennett
New South Wales Finalists - announced on Wednesday, 6 October

Acquisition Marketing

  • Be there. From anywhere – TSM: Thinksmart Marketing
  • Capital Chicks  – Cure Collective + Diabetes NSW & ACT

Brand Revitalisation

  • For Better Mental Health – Stride + Principals

Certified Practising Marketer of the Year

  • Kristie Atkins
  • Zeina Khodr
  • Jane Hillsdon

Chief Marketing Officer of the Year

  • Joel Goodsir
  • Dom O’Brien

Content Marketing

  • Federal Budget 2020 – Six Black Pens + NAB
  • Prospa + Mahlab

Creativity in Brand, Product or Service Marketing

  • Be there. From anywhere – TSM: Thinksmart Marketing
  • Can’t Wait To See You – Dexus

Customer Experience Marketing

  • Money & Life + Paper+Spark
  • Indigo is The New Black – Sentral

Emerging Marketer of the Year

  • Edward Wright
  • Peter Pavisic

Event or Experiential Marketing

  • Westpac PremiAir Terrace – Gemba + Westpac + Cinerent
  • Financial Review Banking & Wealth Summit: Financing Australia through the Crisis in association with Deloitte – The Australian Financial Review + Deloitte
  • IBM Think Summit Australia & New Zealand 2021 – IBM + George P Johnson Australia
  • Sydney SailGP 2020 – Milestone Creative Australia

Future Leader of the Year

  • Taylah Dolan

Insight Driven Marketing

  • Where Babies Come From – Fiftyfive5 + Genea
  • How Data and Analytics Can Reframe The Lives Of Citizens – EY Oceania Brand, Marketing and Communications
  • Stay Connected with the ABC – Your Emergency Broadcaster – ABC

Integrated Marketing Communications Program

  • CLiK Extra ‘Operation First Strike’ – Elanco + JWL, TMS & TME
  • ACU Blacktown Launch Campaign – Marketing and External Relations, Australian Catholic University
  • The Hyde Park Barracks Reopening – Sydney Living Museums
  • Future of Careers and Work Forum – Charles Sturt University Division of Marketing and Communications

Loyalty and Retention

  • Money & Life + Paper+Spark

Market and Consumer Research

  • Choose Adventure – Fiftyfive5 & Big Red Group

Marketing Agency of the Year

  • Mahlab
  • Rocket Agency
  • AdVisible

Marketing Team of the Year

  • Mortgage Choice Marketing Team

Not for Profit Marketing

  • Care Runs Deep – Catholic Healthcare, Marketing and Communications
  • The Virtual Pink Seat Campaign – The McGrath Foundation
  • SecondBite + Mahlab

Product or Service Revitalisation

  • Revitalising loyalty to create Soulmates for Soul Origin – Customology

Public Sector Marketing

  • Virtual Open Day Campaign – Australian Catholic University
  • NSW Government COVID-19 Citizen Campaign – NSW Department of Customer Service + NSW Ministry of Health, Multicultural NSW, Bastion Banjo, Hello Social, 33 Creative, UM, Identity and IPSOS
  • Stay Connected with the ABC – Your Emergency Broadcaster – ABC

Small Budget Marketing

  • GMS & Wisdom Foods – Growth Marketing Systems
  • Goodbye Landlord, Hello Lockdown – Rocket Agency + UKO
  • Save With Mate – MATE
  • Building an eCommerce Powerhouse During a Pandemic – Murmur + O Cosmedics

Social Change Marketing

  • Giving Cancer Patients a Voice – Paper+Spark + MSD Australia

Social Media Marketing

  • The Build-to-Rent Revolution Comes To Life On Social – Rocket Agency + LIV Mirvac
  • NAB Federal Budget 2020 – Six Black Pens + NAB

Sponsorship Effectiveness

  • St.George Footy Grants – Gemba + St.George
  • MATE & Central Coast Mariners
  • Leasing 101 – Dexus

Student Achievement

  • Samiksha Chopade – Macquarie University
Australian Capital Territory Finalists - announced on Wednesday, 6 October

Creativity in Brand, Product or Service Marketing

  • Know Your Drone – Civil Aviation Safety Authority
  • Lost In Translation – Defence Force Recruiting + VMLY&R + Universal McCann

Market and Consumer Research

  • No waste for Fyshwick – JWS Research + Fyshwick Business Association
  • Know Your Drone – Civil Aviation Safety Authority

Public Sector Marketing

  • Know Your Drone – Civil Aviation Safety Authority
  • Ink in the Lines – Australian War Memorial

Social Change Marketing

  • Know Your Drone – Civil Aviation Safety Authority

Social Media Marketing

  • What Is Up – Defence Force Recruiting + VMLY&R and Universal McCann
Northern Territory Finalist - announced on Wednesday, 6 October

Event or Experiential Marketing

  • New Year’s Eve 2020 at Darwin Waterfont – Darwin Waterfront Corporation
International Finalist - announced on Wednesday, 6 October

Marketing Team of the Year

  • Tourism Fiji

Campaign Categories

Acquisition Marketing

Brand Revitalisation

Content Marketing

Creativity in Brand, Product or Service Marketing

Customer Experience Marketing

Event or Experiential Marketing

Insight Driven Marketing Strategy

Integrated Marketing Communications Program

Loyalty & Retention

Market and Consumer Research

Not for Profit Marketing

Product or Service Revitalisation

Public Sector Marketing

Small Budget Marketing

Social Change Marketing

Social Media Marketing

Sponsorship Effectiveness

Student Achievement

Special Categories

Certified Practising Marketer of the Year

Chief Marketing Officer of the Year

Campaign of the Year

Future Leader of the Year

Life Members

Emerging Marketer of the Year

Marketing Team of the Year

Marketing Agency of the Year

Sir Charles McGrath Award

KEY DATES

AMI Awards is part of the 2021 AMI Marketing Excellence Showcase. Submissions for the 2022 AMI Awards for Excellence program will open in February 2022.

AWARDS CRITERIA

The judging criteria reflects developments in marketing theory and practice and the growing appreciation of the critical role of marketing as a vital source of value creation.

MARKETING EXCELLENCE GALA

The Gala brought the marketing community together for a night of celebration on 25 November 2021.

Evolution of Marketing

The AMI Awards have evolved over the years in response to new development theory and practice to reflect the growing appreciation of the critical role of marketing as the vital source of value creation for a business. 

Inclusive Awards Categories

This year, there are 18 campaign categories and 9 special categories. Submissions are open to any organisation regardless of the industry or sector you operate in. Rather than offering industry specific categories, entrants are encouraged to enter award categories most relevant to the nature of their entry.

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2021 AWARDS FOR MARKETING EXCELLENCE SPONSORSHIP

OUR TRUSTED PARTNERS & SPONSORS

If you would like to partner with AMI or become an award category sponsor, contact the AMI Awards Team by email at awards@ami.org.au. Click here for information about sponsorship and partnership opportunities.

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