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December, 2021

Winners Announced for 2021 AMI Awards for Marketing Excellence

The Australian Marketing Institute (AMI) has announced the national and state winners for the 2021 AMI Awards for Marketing Excellence at this year’s award ceremony. For 40 years, the awards have been providing an opportunity to celebrate individuals and organisations that have achieved extraordinary success from innovative and effective marketing practices.

Each of the 18-campaign categories and 9 special category submissions have been assessed by the industry’s most senior marketing leaders. Led by an independent judging panel of over 100 Certified Practising Marketers, the winners were determined by considering B2B and B2C metrics, success factors, as well as the link between strategy, execution and outcomes achieved.

2021 Winners highlights:

  • McGrath Foundations revolutionary ‘The Virtual Pink Seat Campaign’ winning the coveted 2021 Campaign of the Year
  • Claire Bennett’s ‘Original Tasmanian Timber’ campaign winning an astonishing four campaign category awards
  • Australia Post Marketing Team for winning Marketing Team of the Year for their unique role in serving all Australian communities to thrive during COVID19
  • David Koch being awarded the 2021 prestigious Sir Charles McGrath Award

Hosted by ex-journalist turned CEO, Kate Mills, the Gala also included special guest speakers, Tony Quarmby, from Northern Territory Tourism, who won Chief Marketing Officer and Campaign of the Year for 2020.  Chris Taylor, Chief Marketing and Experience Officer from Movember, and Marnie Baker, Chief Executive Officer, Adelaide and Bendigo Bank who won the prestigious 2020 Sir Charles McGrath Award.   

For more information about the AMI Awards for Marketing Excellence categories, the judging process and partnership opportunities, click here.

2021 AMI Award for Marketing Excellence Winners (National):


Acquisition MarketingYoufoodz
Healthy Eating Made Easy
Brand RevitalisationClaire Bennett
Original Tasmanian Timber
Content MarketingNAB
Six Black Pens
NAB Federal Budget 2020
Creativity in Brand, Product or Service MarketingVisit Victoria
Principle Media Group (PMG)
SIRAP Motion Lab | MediaCom
Click for Vic
Customer Experience MarketingSteel-Line Garage Doors
Digital Marketing Transformation
Event or Experiential MarketingISPT
JLL | Trilogy Advertising & Marketing
The 7 Wonders of Forrest Chase – Christmas 2020
Insight Driven MarketingClaire Bennett
Original Tasmanian Timber
Integrated Marketing Communications ProgramClaire Bennett
Original Tasmanian Timber
Loyalty And RetentionStudy Adelaide
Summer in Adelaide
Market and Consumer ResearchCivil Aviation Safety Authority
Know Your Drone
Not for Profit MarketingMcGrath Foundation
The Virtual Pink Seat Campaign
Product or Service RevitalisationClaire Bennett
Original Tasmanian Timber
Public Sector MarketingQueensland Health

Dear Mind
Small Budget MarketingBMW Group Australia

Social Change MarketingCivil Aviation Safety Authority
Know Your Drone
Social Media MarketingQueenslandRail
High Voltage Can Jump Phase Two
Sponsorship EffectivenessDexus
‘Leasing 101’ with the Sydney Swans
Student AchievementMaham Fahar Qaiser
Deakin University


Certified Practicing Marketer of the YearKristie Atkins
Jane Hillsdon
Chief Marketing Officer of the YearTom Woodward
Campaign of the YearMcGrath Foundation
The Virtual Pink Seat Campaign
Emerging Marketer of the YearTiarna Pepall
Future Leader of the YearMichelle Fifi
Life MemberTrevor Clark OAM
Lynda Cavalera
Marketing Agency of the YearRocket Agency
Marketing Team of the YearAustralia Post
Marketing Team
Sir Charles McGrath AwardDavid Koch

Click here to check out the 2021 official AMI digital Awards book and explore the winning national campaigns.

McGrath Foundation ‘The Virtual Pink Seat Campaign’ – 2021 Campaign of the Year

Inner Health Plus Double Strength Launch – QLD Product or Service Revitalisation

2021 AMI Award for Marketing Excellence Winners (State):

Creativity in Brand, Product or Service MarketingLost In Translation – Defence Force Recruiting + VMLY&R + Universal McCann
Public Sector MarketingKnow Your Drone – Civil Aviation Safety Authority
Social Media MarketingWhat Is Up – Defence Force Recruiting + VMLY&R and Universal McCann
Acquisition MarketingCapital Chicks  – Cure Collective + Diabetes NSW & ACT
Brand RevitalisationFor Better Mental Health – Stride + Principals
Creativity in Brand, Product or Service MarketingCan’t Wait To See You – Dexus
Customer Experience MarketingMoney & Life – Paper+Spark
Event or Experiential MarketingSydney SailGP 2020 – Milestone Creative Australia
Insight Driven MarketingWhere Babies Come From – Fiftyfive5 + Genea
Integrated Marketing Communications ProgramThe Hyde Park Barracks Reopening – Sydney Living Museums
Loyalty and RetentionMoney & Life – Paper+Spark
Market and Consumer ResearchChoose Adventure – Fiftyfive5 & Big Red Group
Product or Service RevitalisationRevitalising loyalty to create Soulmates for Soul Origin – Customology + Soul Origin
Public Sector MarketingNSW 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 MarketingBuilding an eCommerce Powerhouse During a Pandemic – Murmur + O Cosmedics
Social Change MarketingGiving Cancer Patients a Voice – Paper+Spark + MSD Australia
Social Media MarketingThe Build-to-Rent Revolution Comes To Life On Social – Rocket Agency + LIV Mirvac
Student Achievement Samiksha Chopade, Macquarie University
Event or Experiential MarketingNew Year’s Eve 2020 at Darwin Waterfont – Darwin Waterfront Corporation
Brand RevitalisationInner Health – “Listen to Your Gut” – VMLY&R + Metagenics
Content MarketingDriving 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 ResearchInner 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 RevitalisationInner Health Plus Double Strength Launch – Metagenics Australia Pty Ltd, Inner Health + VMLY&R
Small Budget Marketing   Ultrex Performance – Cali Social
Social Change MarketingDear Mind – Queensland Health + Khemistry
Content MarketingFuture Adelaide – Department of the Premier and Cabinet + News Corp Australia
Customer Experience MarketingTourism Consumer Journey Wildlife Activation – South Australian Tourism Commission + Isobar + Wavemaker
Public Sector MarketingCOVID-19 Public Information Campaign – Department of the Premier and Cabinet + Showpony Advertising – Adelaide
Social Media MarketingThe Great SA Giveaway – JLL + Makris Group
Brand RevitalisationTassal – Switch it for Salmon – Havas Village + Tassal Group
Content MarketingNavigating uncertainty during coronavirus – TelstraSuper
Customer Experience MarketingWorld’s Largest Drive Thru (CHAP-DRIVE-THRU) – Chapel Street Precinct Association Inc. (CSPA)
Event or Experiential MarketingThe AURECONS 2020 Virtual Award Ceremony – Aurecon
Insight Driven MarketingIf you feel sensitive, feel QV – Ego Pharmaceuticals + Channel T – Lead Creative Agency + T Garage – Lead Research Agency
Integrated Marketing Communications ProgramClick for Vic – Visit Victoria + SIRAP Motion Lab + MediaCom + Principle Media Group (PMG)
Loyalty and RetentionMy QV Rewards – Ego Pharmaceuticals – QV Skincare + Stamp Me Loyalty Solutions
Not for Profit MarketingYou Haven’t Been Drinking Alone – Icon Agency
Social Change MarketingYou Haven’t Been Drinking Alone – Icon Agency
Social Media MarketingLemonade out of Lemons – Chapel Street Precinct Association Inc. (CSPA)
Creativity in Brand, Product or Service MarketingChange is here – Curtin University + AnalogFolk Sydney + Longreach Media
Integrated Marketing Communications ProgramThe 7 Wonders of Forrest Chase – Christmas 2020 – ISPT + JLL + Trilogy Advertising & Marketing
Product or Service RevitalisationCentral Park Transformation – Central Park
Public Sector MarketingTaking Care of Local Business – WALGA
Student AchievementBonnie Imogen Stewart – Macquarie University

Submissions for the 2022 AMI Awards for Marketing Excellence will open in February next year. Are you currently running forward-thinking branding initiatives or phenomenal campaigns? Get the acknowledgement you deserve. Click here to submit your EOI for 2022.