Chow Tai Fook Jewellery Group Limited

Chow Tai Fook Jewellery Group Limited(Excellence in Use of Data)

McDonald’s Hong Kong(Excellence in Branding)

Citibank (Hong Kong) Limited(Excellence in Innovation)

Manulife (International) Limited(Excellence in Social Media Marketing)

Tai Hing Group Holdings Ltd.(Excellence in Marketing Collaboration)

China Tonghai International Financial Ltd(Excellence in Customer Insights)

Special Award Title Sponsors

Corporate Sponsors

Supporting Organizations

The Hong Kong AdvertisersAssociation Metro Finance

Digital Marketing Community Sales and Marketing Executives Club

Fuji Photo Products Company Limited

MTR Corporation

SKECHERS Hong Kong Limited

Hong Kong Economic TimesThe Hong Kong and China Gas Company Limited

The Standard

CLP Power Hong Kong Limited

HKT Limited

PrimeCredit Limited

Eu Yan Sang (HK) Limited

Fantastic Natural Cosmetics Limited

American Express International, Inc. AXA Hong Kong and Macau

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

CHOW TAI FOOK EXCELLENCE IN USE OF DATAAbout Chow Tai Fook Jewellery Group

Chow Tai Fook Jewellery Group Limited was listed on the Main Board of The Stock Exchange of Hong Kong in December 2011. The Group’s vision is to become the most trusted jewellery group in the world.

Founded in 1929, the Group’s iconic brand “CHOW TAI FOOK” is widely recognised for its trustworthiness and authenticity, and is renowned for its product design, quality and value.

The Group’s differentiation strategy continues to make inroads into diverse customer segments by catering to a bespoke experience for different lifestyles and personalities, as well as customers’ different life stages. Offering a wide variety of products, services and channels, the Group’s brand portfolio comprises the CHOW TAI FOOK flagship brand with curated retail experiences, and other individual brands including HEARTS ON FIRE, ENZO, SOINLOVE and MONOLOGUEs.

The Group’s commitment to sustainable growth is anchored in its customer-centric focus and strategies, which are in place to promote long-term innovation in business, in people and in culture. Another asset underpinning sustainable growth is a sophisticated and agile business model. This supports the Group by fostering excellence and extending opportunities along the entire value chain to communities and industry partners across the world.

With an extensive retail network in Greater China, Japan, Korea, Southeast Asia and the United States, and a fast-growing e-commerce business, the Group is implementing effective online-to-offline (“O2O”) strategies to succeed in today’s omni-channel retail environment.

CITIBANK EXCELLENCE IN INNOVATIONAbout Citibank Hong Kong

Since Citi opened its first office in Hong Kong in 1902, we have become one of the largest and longest-established foreign financial institutions in the territory.

Global Consumer Banking, operated under the Citibank brand, offers a complete range of world-class financial products and services to individuals and commercial entities in Hong Kong through its retail branches and various remote channels. Citibank is also a leading credit card issuer in Hong Kong with a diverse portfolio of offerings to meet the needs of different client segments.

At Citi, we believe that banking should be simple and convenient, and we are constantly leveraging technology to enhance the client experience so the Bank has become capable of getting into the customers’ life circles, weaving itself into their lives and thereby bringing in even more potential customers. The rapid adoption of mobile and other digital channels has transformed how Citi's clients bank, sign up for cards or loans, pay their bills or use the Bank's wealth management services.

At the heart of Citi's philosophy is a desire to be innovative while providing service excellence to satisfy diverse clients’ needs. This has manifested itself over the years with many industry-first services, such as touch screen ATMs, the first Bank in Hong Kong to roll out Voice Biometrics Authentication for its retail clients, the first ever banking mobile application in Hong Kong and, most recently, a major enhancement of digitized products offering a convenient, simple and efficient banking service. Citibank was the first Bank in Hong Kong to make available its APIs in the Developer Portal in order to reach out to the tech world to accelerate FinTech development. Citibank has been actively developing digital banking services and many of the Bank’s new digital projects launched in recent years are first-of-its-kind in the Hong Kong market. Collaborating with various API partners, the Bank’s platforms and those of its partners have been well connected to enable customers to get in touch with banking services anytime and anywhere, without switching between different platforms, thereby enhancing their seamless banking experience.

Citi continues to show its dedication to promoting financial inclusion. It launched the new Citi Plus® service with a digital value proposition, offering financial education and a novel banking experience to level-up digital natives through mobile banking. As the name Citi Plus indicates, its service positioning, design features, functions and user interface will delight clients in their daily wealth management and establish itself as their trustworthy partner. Citi Plus® clients can access personalized wealth management information and knowledge kits to accumulate wealth and boost their saving rate through accomplishing fun tasks. They can also start investing in money market funds with as little as HK$1.

Citi has a history of embracing innovative solutions to transform how we serve clients. We are proud that our digital banking services and products have won customers’ hearts and we will continue to serve our clients with the best-in-class digital banking experience.

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CAMPAIGN AWARDSSPECIAL AWARD TITLE SPONSORS


MANULIFE EXCELLENCE IN SOCIAL MEDIA MARKETINGAbout Manulife (International) Limited

Manulife Hong Kong, through Manulife International Holdings Limited, owns Manulife (International) Limited, Manulife Investment Management (Hong Kong) Limited and Manulife Provident Funds Trust Company Limited. As a member of the Manulife group of companies, Manulife Hong Kong offers a diverse range of protection and wealth products and services to individual and corporate customers in Hong Kong and Macau. The company looks to introduce financial solutions that help people make their decisions easier and lives better.

MCDONALD’S HONG KONG EXCELLENCE IN BRANDINGAbout McDonald’s Hong Kong

Since 1975, McDonald’s has been serving customers in Hong Kong for 45 years. Operating over 240 restaurants around the city and employing a workforce of more than 15,000, McDonald’s delivers the next generation of customer experience through the Experience of the Future service concept featuring stylish restaurant designs, intuitive facilities, attentive customer service and premium food. The brand took another step in digitalization with the introduction of McDonald’s App in recent years, an all-in-one mobile application that elevates customer convenience to a whole new level.

TAI HING GROUP EXCELLENCE IN MARKETING COLLABORATIONAbout Tai Hing Group

With over 30 years of experience in the catering industry, Tai Hing Group is today the largest casual dining group¹ in Hong Kong and was listed on the Main Board of the Hong Kong Stock Exchange (stock code: 6811) in 2019. Embracing a multi-brand strategy, it has developed into a chain with over 200 restaurants offering a variety of cuisines in Hong Kong, Mainland China, Macau and Taiwan. The Group now comprises around 15 brands serving Chinese, Japanese, Taiwanese, Vietnamese and Southeast Asian cuisines that feature dishes representative of the respective culinary culture for customers to enjoy dining experience uniquely offered by each brand.

The Group mounts constant promotional efforts for its restaurant brands to differentiate itself from its competitors in the casual restaurant market over the years. After the successful rollout of the “My Hero” television commercial campaign, the “My Hero II” commercial was launched in 2016. Both campaigns received prestigious awards, including the Merit Award and Citation for Outstanding TV Campaign at the 2014 HKMA/TVB Awards for Marketing Excellence, as well as the Bronze Award and Citation for Outstanding TV Campaign at the 2016 HKMA/TVB Awards for Marketing Excellence. In 2017, the well-loved Hong Kong professional boxer Rex Tso was invited to join the Group’s “My Hero: Fight For Hong Kong” advertising campaign to help promote the “Tai Hing” brand on multiple platforms. In 2019, the Group has launched a new commercial to celebrate its 30th Anniversary and garnered the Bronze Award of the ROI Festival Awards. In 2020, the “Asam Chicken Rice” brand has launched a brand new online video namely “99 points Hainanese Chicken Rice” and immediately aroused public attention. It has become the talk of the town and recorded more than 700,000 views since posted, successfully building the brand awareness and increasing its popularity. The “Men Wah Bing Teng” brand has been well-received by the customers in Hong Kong and Mainland China and has garnered various awards in Mainland China, including first-rank in the “Cantonese Cuisine Ranking” and “The Most Popular Cuisine Ranking” in Hangzhou by Dianping.com ( 大眾點評 ), successfully extend the brand across Hong Kong and Mainland China.

The Group persistently adopted various CSR initiatives over the years. Its volunteer team has worked closely with various local and international charitable organizations on different kind of activities to give back and spread love and care for the community, protect the environment and contribute to the sustainable development of the society.

1 In terms of revenue and the number of restaurants in the self-operated casual dining restaurant market in Hong Kong in 2017.

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CAMPAIGN AWARDSSPECIAL AWARD TITLE SPONSORS


ABOUT THE MARKETING AWARDSThe HKMA/ViuTV & Now TV Awards for Marketing Excellence bestow honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of the marketing profession in Hong Kong.

HOW THE MARKETING AWARDS BENEFITYOU

Provide a valuable experience-sharing occasion Excellent opportunity to prove your ability and success Gain recognition from peers in the marketing profession and the business community Fun, exciting and enriching

YOUR COMPANY Confer the prestigious recognition and endorsement of the HKMA on the company ’s product or service and the

company itself Strengthen the company’s reputation within the trade and in the community at large Provide a high-profile, positive image for the company and its product or service via

- coverage in the major Chinese and English language press;- exposure on ViuTV and Now TV channels in the Award promotion campaign.

Increase the morale and motivation of the staff of Award recipients by publicly recognizing their efforts; and

The winners will be allowed to use the award logo on their stationery, promotional literature and in advertising.

MARKETING AWARD CATEGORIESThere are two categories for the awards:

Campaign Awards Individual Awards

MARKETING AWARD POLICIESAll information and documents supplied by Marketing Award entrants including their identities, written submissions and commentaries developed during the review of entries are kept confidential and will be used only for the judging of the Marketing Award.

All Judges and Examiners are required to declare in advance to the Marketing Award Secretariat any cases or situations which may create any apparent or potential conflict of interest. The Judge or Examiner in question would be barred from reviewing the entries concerned or handling in any manner the materials submitted by the award entrants involved.

The Secretariat may request verification of the data submitted by contestants during the judging process.

ENQUIRIESMr Wilson Yu, Membership and Event Executive Tel: 2774 8547 Email: [email protected] Co Lam, Membership and Event Manager Tel: 2774 8576 Email: [email protected] Fax: 2365 1000

WEBSITESwww.hkma.org.hk/Marketingaward

www.facebook.com/Marketingaward

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INTRODUCTION TO THE AWARDS


MARKETING AWARDS ORGANIZING COMMITTEEMr S K Cheong (Chairman)Non-executive DirectorPuraPharm Corporation Ltd

Mr C K ChanHead of Hong Kong and MacauTmall World

Ms Jojo Chan Executive DirectorTai Hing Group Holdings Limited

Mr Tom Chan Managing Director, Commercial GroupHKT Limited

Mr Derek Choi Head of Pay TVPCCW Media Group

Ms May Chung General ManagerNestlé Hong Kong Ltd

Mr Stephen HoFounder and CEOn-hop Technologies Limited

Mr William IpVice President and Head of Digital Commerce, APACFiserv, Inc

Mr Lawrence LamChief Executive and Consumer Business ManagerCitibank (Hong Kong) Limited

Mr Raymond LamGeneral Manager MaBelle International Ltd

Mr Joseph LauManaging Director Multi-Franchise Group Hong Kong, Macau & TaiwanSime Darby Motor Group (HK) Limited

BOARD OF EXAMINERSThe Board of Examiners comprises members of the Marketing Awards Organizing Committee and the 2020/21 Marketing Management Committee of the Association.

Dr Kim Mak BBS JPPresidentCaritas Institute of Higher Education and Caritas Bianchi College of Careers

Mr Francis PhuaManaging DirectorEu Yan Sang (Hong Kong) Limited

Mr Norman TamVice PresidentTencent Cloud International

Mr Peter YanChief Executive OfficerHong Kong Cyberport Management Co Ltd

Mr Charlie YipManaging DirectorOTO Bodycare (H.K.) Limited

4

MARKETING MANAGEMENT COMMITTEEMr S K Cheong (Chairman)Non-executive DirectorPuraPharm Corporation Ltd

Mr Calvin Chan Chairman & CEOCATALO Natural Health Foods Limited

Dr Bankee Kwan JPChairman & CEOCASH Group

Prof Randy LaiCEOMcDonald’s Hong Kong

Mr Bruce LamManaging Director, Consumer MobileCSL Mobile Limited

Mr Frank LeePresidentTom Lee Music Co Ltd

Ms Scarlette LeungFormer Executive Director, Corporate Planning, Branding and MembershipThe Hong Kong Jockey Club

Mr Vincent LeungPresidentSKECHERS Hong Kong Ltd

Mr Edmund MakExecutive Director and Co-Chief Executive OfficerBossini International Holdings Ltd

Mr Stanley SunManaging DirectorFuji Photo Products Co Ltd

Mr Larry SzeChairmanGibb Livingston & Co

Mr Kent WongManaging DirectorChow Tai Fook Jewellery Group Ltd

Ms Jeny YeungCommercial DirectorMTR Corporation Ltd

Mr Robert YoungMemberMarketing Management Committee

Mr Titus YuSenior Regional DirectorPrudential Hong Kong Ltd

INTRODUCTION TO THE AWARDS


ELIGIBILITY A marketing campaign for a product, a service or a public service issue. A marketing campaign launched after October 2019 and with demonstrable results. The campaign is substantially different from previous submissions by the same company or organization. The marketing campaign is developed for either the Hong Kong market, or Hong Kong and the Mainland China

market, although supporting materials need not have been produced locally. The campaign for the Mainland China market should be run by a Hong Kong company or organization.

MARKETING AWARDSThe following Marketing Awards will be granted to a maximum of ten marketing campaigns by the Panel of Judges and the Board of Examiners comprising members of the Marketing Awards Organizing Committee and the Marketing Management Committee of the Association: NOW TV Gold, Silver, Bronze Awards Excellence Awards Merit Awards Marketers’ Favourite Marketing Campaign (selected by marketers attending the Award Seminar)

SPECIAL AWARDSRecipients of the following marketing awards wil l be selected by the Board of Examiners from amongst all the participating marketing campaigns:

Excellence in Use of Data (Chow Tai Fook Jewellery Group Limited is the Title Sponsor of the Award)

Excellence in Innovation (Citibank (Hong Kong) Limited is the Title Sponsor of the Award)

Excellence in Social Media Marketing (Manulife (International) Limited is the Title Sponsor of the Award)

Excellence in Branding (McDonald’s Hong Kong is the Title Sponsor of the Award)

Excellence in Marketing Collaboration (Tai Hing Group Holdings Ltd. is the Title Sponsor of the Award)

Excellence in Customer Insights (China Tonghai International Financial Ltd is the Title Sponsor of the Award)

Excellence in Agility and Crisis Management Excellence in Content Marketing Excellence in Mainland and International Marketing Excellence in Online and Offline Integration Excellence in Small Budget Marketing Excellence in Social Good Excellence in TV Commercial Excellence in Video Marketing Agencies of the Year

(Please refer to page 7-8 for more details)

ENTRIES FROM NON-PROFIT ORGANIZATIONS (NPOS)For entries submitted by non-profit organizations, the marketing campaigns will be judged based on the “Judging Criteria for NPOs” (Please refer to page 10). They will go through the same judging process and will compete for the Now TV Gold, Silver, Bronze Awards, Excellence Awards and Merit Awards with the conventional entries. Non-profit organizations have to provide supporting document together with the Entry Form to verify its NPO status.

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CAMPAIGN AWARDS


JUDGING PROCESS AND AWARD SCHEDULE

PARTICIPATION FEEHKMA Member: HK$13,900 per programme HK$1,500 per special award

Non-Member: HK$17,900 per programme HK$1,800 per special award

SMEs / NPOs (with less than 100 employees in Hong Kong)*: Free of charge for Campaign Awards and two Special

Awards. Fees will be incurred if SMEs would like to enroll for more than two Special Awards.

The participation fee covers (not applicable to SMEs / NPOs with less than 100 employees in Hong Kong):

10 seats at the Award Seminar

2 seats at the Seminar on 'The Way to Become a Top Marketer in an Age of Uncertainties'

1 seat at the Award Presentation Ceremony

*Entry is free only for Small and Medium Enterprises (SMEs) or Non-Profits Organizations (NPOs) which employ not more than 100 persons in Hong Kong and are not subsidiaries of any group of companies or local offices of multinational companies. NPOs* have to provide supporting document together with the Entry Form to verify its NPO status. The Hong Kong Management Association reserves the right to make the final binding decisions on the eligibility of applicants.

Submission of Write-ups (Deadline: Monday, 31 May 2021)

Ten finalists wil l be invited to deliver a 20-minute presentation, followed by a 10-minute Question & Answer session, before the Panel of Judges and the Board of Examiners at the Final Judging. The Judges and Examiners will then decide on the winners of the Now TV

Gold, Silver, Bronze Awards, Excellence Awards and Merit Awards.

Final Judging (Saturday, 21 August 2021)

Al l the resul ts of the Awards wi l l be announced at the Award

Presentation Ceremony. Award Presentation Ceremony

(Thursday, 7 October 2021)

All finalists are requested to present their marketing campaigns at the Award Seminar which is open to more than 600 executives. Winners of the "Marketers’ Favourite Marketing Campaign" will be decided by the number of votes received from the participants during the Award

Seminar.

Award Seminar (Tuesday, 7 September 2021)

All participating companies have to submit an Entry Form. Non-profit organizations have to provide supporting document to verify its NPO status.

Submission of Entry Form (Deadline: Monday, 3 May 2021)

All entries have to submit, in English or Chinese: A five-page summary of their marketing campaign, and A one-page execut ive summar y OR a three-minute v ideo

summarizing the marketing campaign;to be reviewed by the Board of Examiners.

The written submissions should cover all Judging Criteria. Entries submitted by non-profit organizations will be judged based on the “Judging Criteria for NPOs” (Please refer to Page 10).

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CAMPAIGN AWARDS


Participating organizations which would like to be considered for the following Special Award(s) are requested to elaborate more on specific strategies in the five-page Campaign Awards Written Submission to facilitate Examiners’ judging.

Participating organizations are requested to indicate which of the following Special Award(s) they would like to compete for in the Entry Form.

EXCELLENCE IN USE OF DATA This Special Award will be given to those marketing campaigns which have demonstrated a sound usage of big data and machine learning techniques, effective collection of consumer behavioural data via legal and ethical means, and/or the exceptional use of data-driven online or user interface to automate customer interaction.

EXCELLENCE IN INNOVATION This Special Award will be given to those marketing campaigns which have demonstrated innovative use of media channel or media strategy, and/or have exhibited impressive innovativeness in their marketing methods and techniques, particularly in areas not covered by other Special Awards.

EXCELLENCE IN SOCIAL MEDIA MARKETINGThis Special Award will be given to those marketing campaigns which have incorporated innovative use of social media networks and platforms.

EXCELLENCE IN BRANDINGThis Special Award will be given to those marketing campaigns which have successfully built a positive image in the consumers’ mind.

EXCELLENCE IN MARKETING COLLABORATIONThis Special Award will be given to those marketing campaigns which have developed or advocated a marketing-relevant partnership in the form of crossover and promotional collaboration to obtain mutual benefits and achieve the campaign objectives.

EXCELLENCE IN CUSTOMER INSIGHTSThis Special Award will be given to those marketing campaigns which have developed customer insights through thorough analysis of customer needs and behaviour and have turned the customer insights into business growth.

EXCELLENCE IN AGILITY AND CRISIS MANAGEMENTThis Special Award will be given to those marketing campaigns which have successfully addressed crisis with agility during the execution of the marketing campaigns.

EXCELLENCE IN CONTENT MARKETINGThis Special Award will be given to those marketing campaigns which have created and distributed valuable and relevant content to enhance the overall marketing strategy.

EXCELLENCE IN MAINLAND AND INTERNATIONAL MARKETINGThis Special Award will be given to those marketing campaigns launched by Hong Kong-based companies whose target market extends beyond Hong Kong borders into Mainland China and/or other international markets.

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CAMPAIGN AWARDSSPECIAL AWARDS


EXCELLENCE IN ONLINE AND OFFLINE INTEGRATION This Special Award will be given to those marketing campaigns which have demonstrated a sound online and offline integration strategy while showcasing an excellent channel portfolio mix to enhance consumer reach and user experience.

EXCELLENCE IN SMALL BUDGET MARKETINGThis Special Award will be given to outstanding marketing campaigns with total marketing expenses less than HK$2 million. And the marketing expenses include the following: Above-the-line promotion such as media advertising Below-the-line promotion such as public relations, publicity, trade exhibition, event sponsorship Brand building expenses such as design of brand name, trademarks, packaging Direct marketing / database marketing expenses Marketing research studies Social media marketing expenses

EXCELLENCE IN SOCIAL GOODThis Special Award will be given to those marketing campaigns which have effectively driven positive influence to society and have successfully contributed to the overall brand strategy, resulting in positive business and social impact.

EXCELLENCE IN TV COMMERCIALThis Special Award will be given to those marketing campaigns with impressive TV commercials which have effectively brought out the message of the campaign and have successfully achieved the campaign objectives. TV commercials broadcasted on TV channels that are licensed under the Communications Authority of HKSAR to provide domestic broadcasting services are eligible to compete for this Special Award.

EXCELLENCE IN VIDEO MARKETINGThis Special Award will be given to those marketing campaigns that have exemplified the creative use of videos to attract, engage, and move its target audience. Videos played at digital marketing channels and social media platforms are eligible to compete for this Special Award.

AGENCIES OF THE YEARAgencies of the Year will be awarded to companies such as advertising, research, PR and media agencies in recognition of their important role to the success of different marketing campaigns.

The participating agency is requested to submit an Entry Form (see page 16) and should be nominated by at least one of its client organizations which have participated in the Campaign Awards of the HKMA / ViuTV and Now TV Awards for Marketing Excellence 2021.

Winners of the Agencies of the Year will be selected according to the following scoring system:

Agency being recognized in the participating campaign ----------------------------------------------------1 Participating campaign being ranked top 50% or above among all the entries ---------------------2 Participating campaign being selected as a Special Award recipient ------------------------------------3 Participating campaign being short-listed as a Finalist ---------------------------------------------------------5 Participating campaign being awarded the Excellence Award ---------------------------------------------1Participating campaign being awarded the Bronze Award ---------------------------------------------------2 Participating campaign being awarded the Silver Award ------------------------------------------------------3Participating campaign being awarded the Now TV Gold Award ------------------------------------------5

Points Awarded

8

CAMPAIGN AWARDSSPECIAL AWARDS


1. RATIONALE BEHIND THE MARKETING CAMPAIGN 15

1.1 Analysis of the market, consumer/customer needs, and the competition

1.2 Consumer insights behind the campaign

1.3 Definition of objectives

2. MARKETING EXECUTION 40 2.1 Development and positioning of product or service

- Relevance to local market needs

- For international product/service, adaptations for local market

(e.g. reformulation, repackaging, reformatting, new applications)

2.2 Pricing

- Relevance to market environment and profit and sales objectives

2.3 Sales or distribution channels

- Alignment of marketing objectives, resources, and target users

- Efficiency of channels used to reach target users

2.4 Communication and promotion

- Impact on consumer/customer awareness, attitudes and usage

2.5 People

- Whether staff are appropriately trained and well motivated to deliver the objectives of the

campaign?

- How the people issues have been appropriately considered?

- How the people element was used to add value to the campaign?

2.6 Overall integration of campaign elements and challenges in the process of marketing execution

3. ORIGINALITY AND STRATEGIC IMPACT OF THE CAMPAIGN 15 3.1 For local campaign, elements of the campaign which are highly original and creative

3.2 For international campaign, efforts to adapt to local market needs and elements which are

highly creative

3.3 The extent to which the campaign broke new ground in the industry and created a unique

position for the company

4. RESULTS 20

4.1 Marketing Results 12

- The extent to which the results met marketing objectives

- Quantifiable measures (sales, market share, image improvement, changes in consumer/

customer perceptions, consumer/customer satisfaction, etc.)

4.2 Financial Results 8

- The extent to which the results met financial objectives

- Quantifiable measures (profitability, return on investment etc.)

- Cost efficiency of marketing expenditure

5. EXCEPTIONAL MERITORIOUS ASPECTS OF THE CAMPAIGN 10 5.1 Impact on and benefits to the future development of the company and/or the industry

5.2 Learning for the company

5.3 Business with Purpose

TOTAL: 100

INDICATIVE RATINGS

9

CAMPAIGN AWARDSJUDGING CRITERIA


1. RATIONALE BEHIND THE MARKETING CAMPAIGN 15 1.1 Analysis of the societal issue; target audience or segment groups, their needs and perception

of the issue; and the competition

1.2 Insights of target audience or segment groups behind the campaign

1.3 Definition of the objective behavioural change to address the issue

2. MARKETING EXECUTION 40 2.1 Development and positioning of product / service / behaviour / idea

- Relevance to target audience needs

- Benefits offered to target audience

- For international product / service / behaviour / idea, adaptations for local targets

(e.g. reformation, repackaging, reformatting, new applications)

2.2 Cost of target audience

- If there is a monetary cost associated with the product / service, the rationale behind the

adoption of the ‘pricing’ mechanism

- If not, the non-monetary cost or the perceived barriers to the target audience and the

rationale behind it

2.3 Distribution channels

- Alignment of marketing objectives, resources and target audience

- Efficiency of channels used to reach target audience

2.4 Communication and promotion

- Impact on target audience’s awareness, attitudes and usage

2.5 People

- Apart from the staff, are there any volunteers participating in the campaign?

If yes, what is the number of volunteers or the ratio of mobilized volunteers to staff?

- Whether staff and / or volunteers are appropriately trained and well motivated to deliver

the objectives of the campaign?

- How the people issues have been appropriately considered?

- How the people element was used to add value to the campaign?

2.6 Overall integration of campaign elements and challenges in the process of marketing execution

3. ORIGINALITY AND STRATEGIC IMPACT OF THE CAMPAIGN 15 3.1 For local campaign, elements of the campaign which are highly original and creative

3.2 For international campaign, efforts to adapt to local societal needs and elements which are

highly creative

3.3 The extent to which the campaign broke new ground in the industry or society and

created a unique position for the organization

4. RESULTS 20 4.1 Marketing Results 15

- The extent to which the results met marketing objectives

- Measurable outcomes (changes in target audience perceptions, attitude and behaviour,

increases in awareness of the organization / product / service / behaviour / idea, usage

level of target audience, etc)

4.2 Other Financial Consideration (amount of donations, funding or grants generated through the 5

campaign, cost efficiency and implications)

5. EXCEPTIONAL MERITORIOUS ASPECTS OF THE CAMPAIGN 10 5.1 Impact on future development of the organization and / or society

5.2 Benefits to society

5.3 Learning for the organization and further improvement

TOTAL: 100

INDICATIVE RATINGS

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CAMPAIGN AWARDSJUDGING CRITERIA FOR NPOS


2 0 1 7

GOLD1O1O – Be DistinctiveSILVERWeLend – Disrupting Traditional LoanBRONZENESCAFÉ South East Asian Range Campaign EXCELLENCE AWARDS Carlsberg – If Carlsberg Did MarketingK11 Concepts – Disruptive New Business Innovation for Millennial

Entrepreneur – K11 NaturalPrimeCredit – WeWa New Brand Launch Campaign – WeShake WeWin

WeWaMERIT AWARDS FWD General – FWD Drivamatics Mobile AppFWD Life – This is How Insurance Works TodayMoneySQ – Revolutionize Hong Kong Financial MarketPizza Hut – Roulette Cheesy Bites Pizza: The Brave-or-Crave Challenge

2 0 1 6

GOLDcsl Hit the BIG time on a BIG networkSILVERManulifeMOVEBRONZETai Hing – My Hero II: The Rise of Hero Chef EXCELLENCE AWARDS AIA – Love is in Every Moment – Father & DaughterCrown Motors – FUN2GATHER Toyota Sienta & SpadeMcDonald’s – Next Generation of Customer ExperienceMERIT AWARDS 3HK – Making BetterFWD Savie Insurance ‘Simply Unbeatable’ CampaignMcDonald’s – A Surprise in DisguiseStandard Chartered x Asia Miles Launch Campaign

2 0 1 5

GOLDCoca-Cola China Ltd - Share A CokeSILVERBritish Motors Limited - The Unexpected – All New Discovery SportBRONZEMaxim’s Caterers Limited - Mooncake Market Revolution – Maxim’s

Egg Custard Mooncake 2014EXCELLENCE AWARDS Arome Bakery (HK) Co Ltd - Arome Anew & BeyondPricerite Stores Limited - Small Space: Big UniverseNestle Hong Kong Ltd - Frutips Relevancy CampaignMERIT AWARDS The Hong Kong and China Gas Company Limited - Cook For Love The Hong Kong and China Gas Company Limited - Total Kitchen SolutionK11 Concepts Limited - The Revolutionary Art x Commerce Retail

Model – Local Customer Recognition As Our Continued Driving ForcePrimeCredit Limited - Turning Property into Cash

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2 0 2 0

GOLDCSL - 5G See The World Differently SILVERCitibank – More Than a Bank in My Hand BRONZEMcDonald's – `The Surprise Chicken Expert’ EXCELLENCE AWARDS 7-Eleven – Give A Voucher, Donate A MealAlipay – Infinite PossibilitiesBioEm – Spray the Distance Away on a Mission to Bring us CloserMERIT AWARDS AXA – `Live with Confidence’ Marketing CampaignDBS Bank – Banking Unplugged by DBS Groundbreaking Innovation - iWealth appMcDonald's – McCafé 20th AnniversaryStandard Chartered Bank – INVEST FROM HOME, BANK FROM HOME

2 0 1 9

GOLDMcDonald’s – McDonald’s X 鋒味 MY TASTE OF HONG KONG SILVERWeLend – Humanizing a Humanless Experience - WeLend A.I. Loan BRONZESWIPE – Swipe EX - Literature of Mindful Cleaning EXCELLENCE AWARDS Citibank – Citigold ‘Own The Affluent’ CampaignHKTVmall - Miss Do Do Cheng Online Shopping TutorialKOSÉ GRACE ONE - THE ACADEMY OF AGELESSNESSMERIT AWARDS HSBC Life - Reboot HSBC LifeMannings - The Power of the Inner SmileRicacorp - The REAL ListingSecret Tour - Breakup Tour

2 0 1 8

GOLDCarlsberg - Probably the Best Beer Marketing RevolutionSILVERCitibank - It’s a Bank in My HandBRONZEPricerite - Small Space Big Universe EXCELLENCE AWARDS Chow Tai Fook – Love of a LifetimeChow Tai Fook - T MARK “To Tell the Truth”HSBC - The One Card That Has It AllMERIT AWARDS CK Asset - Ocean Pride DevelopmentHKJC - Striding OnMcDonald’s - McCafé “It’s What’s Inside That Counts”Watsons Water - Watsons Water ‘Drops of Fun’ Rewards

PAST CAMPAIGN AWARDS WINNERS


2 0 1 4

GOLDHarbour City - Rubber Duck Joy to the World CampaignSILVERWellcome's 'Like Always' CampaignBRONZECLP Power - 'Let’s Save Now For A Better Future' Marketing CampaignEXCELLENCE AWARDS Chow Tai Fook ‘The Perfect One’ Bridal Campaign 2013Environmental Protection Department - Food Wise Hong KongPrimeCredit - Golden-teeth PromiseMERIT AWARDS RunOurCity ‘Free to Run 3.23 Hong Kong Streetathon’ McDonald’s Restaurants - From CNY to WNY: Making the Most of the New YearTai Hing Catering Group - My Hero 太好味道

Times Square: This is Your Time; Timely Transformation Of A Fading Meeting Place

2 0 1 3

GOLDPCCW - HKT mobile service ‘Ultimate Mobility’SILVERHarbour City – Doraemon Brings Innovative Surprises through Joyful ExperiencesBRONZELove the Planet 4.22 Hong Kong Goes Green MondayEXCELLENCE AWARDS Turning Brand Culture into Customer Benefit – Fairwood 40th AnniversaryBreakthrough the Dark Side of Hong Kong DisneylandMcDonald's Restaurants – i'm AmazingMERIT AWARDS Dairy Farm - Wellcome – Low Low Price Watcher The Hong Kong Jockey Club – Happy WednesdayMcDonald's Restaurants – It's Mac Time TonightTSL ︱謝瑞麟 Brand Revitalization – Rising from The Gloom

2 0 1 2

GOLDCoca-Cola Summer 'Chok' CampaignSILVERHong Kong Breast Cancer Foundation – Three Steps to Breast HealthBRONZEDisneyland's It's Playtime with Friends - The Power of SynergyEXCELLENCE AWARDS FUJIFILM X-series – The sect of wandering photographing – The Re-birth of a Camera GiantMcDonald’s - The Road to Becoming Hong Kong’s Coffee DestinationiButterfly – Turning the Sky into a CanvasMERIT AWARDS PopCorn’s Opening CampaignOkamoto - Water Temptation, Thinner than Super ThinPizza Hut - Pizza and MoreSOLVIL ET TITUS: Time is Love

2 0 1 1

GOLDThe House of Dancing Water, City of Dreams – A New Era of Entertainment in MacauSILVEROcean Park’s Aqua City – The re-birth of a miracleBRONZEChina 3D’s 3 Dimensional Marketing of 3D Sex and Zen EXCELLENCE AWARDS Citibank Banks on New Standards to Break Banking InertiaFree Golden BangleBreaking Out of the Price Prison – How McDonald’s launched its first premium product, 35 years on

2 0 1 0

GOLD Maxim’s Angel and DevilSILVER Standard Chartered Hong Kong 150th Anniversary Commemorative Charity Banknote Marketing CampaignBRONZE McDonald’s Moments DeliveredEXCELLENCE AWARDS Endless Love – Rebranding BOCG LifeCathay Pacific ‘People & Service’ CampaignHKJC 125th Anniversary Campaign

2 0 0 9

GOLD MTR Rail Merger Campaign - The Unprecedented Marketing ChallengeSILVER McDonald’s Democratizing Premium CoffeeBRONZE American Express Cathay Pacific Credit Card – Fly FasterCERTIFICATES OF EXCELLENCE Cathay Pacific New Cabin Designs Marketing CampaignDairy Farm - One Dollar Does MatterThe HKJC Olympic 2008 Campaign - How We Excelled in the World

2 0 0 8

GOLD Continuous 'One-Up' Breakthrough – The Success Story of Harbour City, the Success Story of You & Me!SILVER Pizza Hut Chessy Bites – Release the Child in YouBRONZE Manhattan Hill – Magic Happens in West KowloonCERTIFICATES OF EXCELLENCE Coca-Cola zero – Who Says You Can’t Have Real Taste Zero SugarRonald McDonald House Charities: Part of Me, Part of My CommunityPCCW Mobile – Building A Brand with Passion Power

12



2 0 0 7

GOLD Bel-Air No.8 – The New Landmark in Island SouthSILVER Cathay Pacific – Moving Forward with Hong Kong for 60 YearsBRONZE Luxottica – Revitalized an Old Brand in a Stagnant IndustryCERTIFICATES OF EXCELLENCE McDonald’s 24 Hours ‘Mac Tonight’ CampaignPizza Hut Cheesy Lava ‘Passion released, Record achieved’Making babies’ ‘impossible mission’ possible

2 0 0 6

GOLD Love Hong Kong, Love Ocean Park!SILVER CLP Power: Create the Market – Induction CookingBRONZE apm – a retail breakthrough for HKCERTIFICATES OF EXCELLENCE Hong Kong Broadband - Be Ahead of YourselfPCCW - Next Generation Fixed Line ‘Brand Quality Campaign’Prevail in Confectionery: Eclipse Mints

2 0 0 5

GOLD Revolution of Pizza Hut's Business ConceptSILVER Repositioning of e-zoneBRONZE Cathay Pacific - It's the little things we rememberCERTIFICATES OF EXCELLENCE Be the True Soy Sauce Leader - The Launch of Amoy Premium Soy SauceHutchison Live 3The Arch – Imagination rules the world

2 0 0 4

GOLD YOHO Town – Transforming Residential Property into a Lifestyle BrandSILVER Swire Homes’ Distinctive New Living – The OrchardsBRONZE Launch of a New Brand: VAGO with INSOLIA – The Painless Hi-HeelsCERTIFICATES OF MERIT Fairwood Re-brandingHutchison - The Launch of 3Regalia Bay

2 0 0 3

GOLD One2Free SMS LoversSILVER The Power of Love - The Power of Music BRONZE Ocean Park Halloween Bash 2002CERTIFICATES OF MERIT New World PCS - Twins Mobile – Breakthrough Info-tainment Service Keeps Idols CloseMcDull, Hong Kong One Egg TartWatsons Water – Wats Next

2 0 0 2

GOLD The Making of RoadShowSILVER Cathay Pacific – The World’s Biggest Welcome BRONZE See You at Café de CoralBRONZE An Exceptional Community for An Exceptional Childhood – Discovery Bay Siena one Marketing CampaignCERTIFICATES OF MERIT Hang Seng Femina Banking – Lead a Fabulous LifeHang Seng M.I. Kid” Account - Develop your Children’s Potential for Great Achievements”

2 0 0 1

GOLD The Leighton Hill – Home to the New Aristocracy SILVER Orangeworld – A World Where Your Fantasy Takes Flight BRONZE Ribena Mobile the Ultimate BreakthroughCERTIFICATES OF MERITAllergan - Complete Repositioning CampaignManulife - The MPF Launch CampaignSUNeVision - Launch of Propertystreet.net

2 0 0 0

GOLD SUNDAY Independence DaySILVER Ocean Shores – Live the Good Life, Live at the BestBRONZE The Creative Positioning of 5-7 Seater Mazda Premacy Capsule VCERTIFICATES OF MERITBOC U-point Credit CardHong Kong’s Tender – You Name the PriceGuangzhou-Kowloon Through Train Service Improvement Turned Business Around

13



* Starting from 1997, the year of the Award Presentation was adopted as the year of the Award

1 9 9 9

GOLD A Sentimental JourneySILVER Tierra Verde – Breaking Through A Bleak MarketBRONZE Panadol Cold & Flu CampaignCERTIFICATES OF MERITDFS Galleria – Targeting A Changing CustomerFestival Walk: Set Your Own BoundariesSwire Properties: StarCrest – 5-Star Luxury at a 9-Star Location

1 9 9 8

GOLD Lipton Ming Han Ching Tea Bags SILVER Tse Sui Luen Jewellery - The Launch of 5th C Jewellery Consultancy Service – A New Dimension in Diamond MarketingBRONZE Dai Pai Dong – Passion of Hong KongCERTIFICATES OF MERITThe Launch of Colgate Sensation Whitening ToothpasteHang Seng Smartlnvest ServicesSpeedPost – We Put Time on Your Side

1 9 9 7

GOLD The Launch of One2FreeSILVER Shell Supercharged 881 Friends of the RoadBRONZE Product Launch of Lee Kum Kee Seasoned Soy Sauce for

Seafood in 1996CERTIFICATES OF MERIT1996 American Express Credit Card Launch903 id club ProgrammeShanghai Tang – Made by Chinese

1 9 9 5

GOLD The Kingswood Villas MetamorphosisSILVER Standard Chartered Credit Card Real Life PrivilegeBRONZE Launching of HMV Superstores: Music at its BestCERTIFICATES OF MERITDHL Jumbo Box – Air Freight Made EasyOpen Learning Institute of Hong Kong - MBA Degree ProgrammeRinnai Gas Clothes Dryer – A Breakthrough for Towngas

1 9 9 4

GOLDKalm’s – A Gift from the Heart Marketing CampaignSILVER All I Want for Christmas is Pacific PlaceBRONZE City Telecom Marketing Campaign 1994CERTIFICATES OF MERITABC Communications Limited – QK Youth ProgrammeMTR 15th Anniversary Charity DriveVirgin Atlantic Airways Limited

14

1 9 9 3

GOLD Dairy Farm Hi-Calcium MilkSILVER Taipan Snowy MooncakeBRONZE Hongkong Telecom CSL 1010 Digital LaunchCERTIFICATES OF MERITCrown Motors’ 1993 Toyota Drive-Away CampaignLane Crawford ExpressOcean Park Kids’ World

1 9 9 2

GOLD RecruitSILVER K-Swiss Sports ShoesBRONZE MTR Customer Service CampaignCERTIFICATES OF MERITLee Kum Kee XO SauceMission Impossible: Nissan GallerySea Horse Scandinavian Furniture Launch Campaign

1 9 9 1

GOLD Just Gold ConceptSILVER IKEA Showflat CampaignBRONZE Mazda 121 CampaignCERTIFICATES OF MERITBuilding Up of Fornari Jeans in Hong KongNine Queen’s Road Central – A Case HistorySaab 900S (1992 Model) Launch Campaign

1 9 9 0

Hong Kong Economic Times Circulation Driven Campaign

1 9 8 9

Fujicolor Circle CampaignStandard Chartered Bank’s Mortgage Plus Enhancement Programme

1 9 8 8

First Pacific Bank CCU Deposit Campaign

1 9 8 7

American Express CardFotomax Video Club

1 9 8 6

Jade VTR PackageThree Grains Rice

1 9 8 5

Café de CoralExchange SquareMitsubishi 4-Seater Taxi



To: The Secretariat HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong

Attn: Mr Wilson Yu, Membership and Event Executive (Tel: 2774 8547 Email: [email protected] Ms Co Lam, Membership and Event Manager (Tel: 2774 8576 Email: [email protected] Fax: 2365 1000)

My company intends to enter the competition for the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021.

My company is a non-profit organization. Attached, is the relevant supporting document. (Please put a " " in the box if appropriate.)

Name of Campaign:

Name of Organization:

Address:

Contact Person: Job Title:

Email: Mobile: Tel:

My company will compete for: Excellence in Agility and Crisis Management Excellence in Branding Excellence in Content Marketing Excellence in Customer Insights Excellence in Innovation Excellence in Marketing Collaboration Excellence in Online and Offline Integration Excellence in Small Budget Marketing Excellence in Social Good Excellence in Social Media Marketing Excellence in TV Commercial Excellence in Video Marketing Excellence in Use of Data Excellence in Mainland and International Marketing

(Deadline for submitting the completed write-ups is Monday, 31 May 2021)(Companies may submit more than one entry. Please complete a separate form for each entry.)(Companies may compete for a maximum of five Special Awards)

[HK$13,900 (HKMA Member) / HK$17,900 (Non-Member) / Free of charge for SMEs/NPOs* for each entry of Campaign Award][HK$1,500 (HKMA Member) / HK$1,800 (Non-Member) / Free of charge for SMEs/NPOs* for the first two entries of Special Awards]

We would like to submit an entry of Campaign Award and Special Award(s).

A crossed cheque no: of HK$ made payable to “The Hong Kong Management Association” is enclosed.

* Entry fee of Campaign Awards and the first two entries of Special Awards are waived for SMEs/NPOs which employ not more than 100 persons in Hong Kong and are not subsidiaries of any group of companies or local offices of multinational companies . NPOs have to provide supporting document together with the Entry Form to verify its NPO status. The Hong Kong Management Association reserves the right to make the final binding decisions on the eligibility of applicants.

DeclarationI authorize the HKMA to use my data to keep me informed of any direct marketing information including training and education programmes, awards and competitions, membership, alumni, promotional activities and other services and activities that it may arrange.

I consent. I do not consent.

Signature: Date: (not later than Monday, 3 May 2021)

1. I shall comply with The Hong Kong Management Association (HKMA) Privacy Policy Statement, the Hong Kong Personal Data (Privacy) Ordinance (Cap.486) and other related regulations which will be changed from time to time. I declare that the data given in support of this application are, to the best of my knowledge, true, accurate and complete. I understand that the data will be used in the admission assessment process and that any misrepresentation, omission or misleading information given may disqualify my application for admission and enrolment in the programme.

2. I understand that, upon my registration, the data will become part of the HKMA record and may be used and processed for all lawful purposes relating to my academic and/or non-academic activities in accordance with the established policy of the HKMA and the Hong Kong Personal Data (Privacy) Ordinance (Cap.486).

3. I expressly consent that the personal data will be used for the HKMA administrative, academic, research, statistical, alumni activities and prescribed purposes as allowed by HKMA and the laws of Hong Kong from time to time.

(ACM-42412-2021-2-NL)

15

CAMPAIGN AWARDSENTRY FORM


To: The Secretariat HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong


My company intends to apply for the Agencies of the Year of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021.

A. Details of the Participating Agency

Name of Agency:

Address:


Email: Mobile: Tel:

Type of Organization: (Please put a “ ” in the box if appropriate.) Local Firm Multinational Corporation

B. Details of Nominator(s) (which have participated in the Campaign Awards of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021)

Name of Nominating Organization:

Name of Campaign:


Email: Mobile: Tel:


Name of Campaign:


Email: Mobile: Tel:


Name of Campaign:


Email: Mobile: Tel:


Name of Campaign:


Email: Mobile: Tel:


Name of Campaign:


Email: Mobile: Tel:



Signature: Date: (not later than Monday, 3 May 2021)




(ACM-42412-2021-6-NL)

CAMPAIGN AWARDSAGENCIES OF THE YEAR

ENTRY FORM

16

CAMPAIGN AWARDSAGENCIES OF THE YEARENTRY FORM


ELIGIBILITYThe Marketing Awards are intended to recognize the outstanding achievement of marketers who have made significant contribution to the marketing development of their companies or clients as well as the business community.

There are two categories for individual awards:

1. Distinguished Marketing Leadership Awards Executives who have

- at least 10 years' experience; and

- occupy a senior position; and

- play a leading marketing role in the company or play a leading role in the marketing development and marketing

execution of client companies.

A ViuTV Marketer of the Year Award recipient will be selected from amongst the winners of the Distinguished

Marketing Leadership Awards.

2. Outstanding Marketing Professional Awards Executives who excel in a general marketing role or in a specialist marketing function such as:

- Advertising

- Digital Marketing

- Direct Marketing

- Public Relations

- Research

are eligible to enter the Award.

MARKETING AWARDS The following Marketing Awards will be granted to outstanding marketers by the Panel of Judges and the Board of

Examiners:

ViuTV Marketer of the Year Award Distinguished Marketing Leadership Awards Outstanding Marketing Professional Awards

BENEFITS AND RECOGNITION Winners of the Distinguished Marketing Leadership Awards and the Outstanding Marketing Professional Awards will enjoy the

following benefits and recognitions:

1. For Distinguished Marketing Leadership Awardees, they will be granted: - HKMA Professional Manager status. The membership fee and the CPD requirements for the first two years will be

waived; - Membership at the HKMA Sales and Marketing Executives Club. The membership fee for the first two years will be

waived; and - Membership at the HKMA Digital Marketing Community. The membership fee for the first two years will be waived.

2. For Outstanding Marketing Professional Awardees, they will be granted: - HKMA Full Membership or Associate Membership status, depending on their work experience and academic

qualifications. The membership fee for the first two years will be waived; - Membership at the HKMA Sales and Marketing Executives Club. The membership fee for the first two years will be

waived; and - Membership at the HKMA Digital Marketing Community. The membership fee for the first two years will be waived.

17

INDIVIDUAL AWARDS


JUDGING PROCESS AND AWARDS SCHEDULE

PARTICIPATION FEEHKMA Member: HK$6,900 per nominee

Non-Member: HK$9,900 per nominee

The participation fee covers:

- 2 seats at the Award Seminar

- 2 seats at the Seminar on 'The Way to Become a Top Marketer in an Age of Uncertainties'

- 1 seat at the Award Presentation Ceremony

All entrants have to be nominated by their companies which are

required to send in the Company Nomination Form. A company can

nominate one candidate for the Distinguished Marketing Leadership

Award and a maximum of five candidates for the Outstanding

Marketing Professional Awards.

Company Nomination(Deadline: Monday, 3 May 2021)

All entries have to submit, in English or Chinese: A four-page summary covering the judging criteria; and A one-page summary of personal informationto be reviewed by the Board of Examiners.

Submission of Write-ups(Deadline: Monday, 7 June 2021)

Shortlisted entrants of the Distinguished Marketing Leadership Awards

and the Outstanding Marketing Professional Awards will be invited to

the Final Judging which will include two parts as follows:

Part One:

Presentation on "Signature Campaign" (8 minutes)

Question-and-Answer Session (5 minutes)

Part Two:

Presentation on a case topic (5 minutes)

(All finalists will be given 30 minutes to prepare a case topic before his/her assigned interview time.) Question-and-Answer Session (2 minutes)

Winners of the ViuTV Marketer of the Year, the Distinguished Marketing

Leadership Awards as well as the Outstanding Marketing Professional

Awards will be selected by the Panel of Judges.

Final Judging(Saturday, 28 August 2021)

Al l the resul ts of the Awards wi l l be announced at the Award Presentation Ceremony.

Award Presentation Ceremony (Thursday, 7 October 2021)

18

INDIVIDUAL AWARDS


INDICATIVE RATINGS

1. SIGNATURE CAMPAIGN 40

Please describe the single most successful marketing campaign which you have played a key role.

The campaign should be launched after October 2017.

1.1 Please describe your contribution / involvement in the following areas: 1.1.1 Creativity / Innovativeness 8

1.1.2 Leadership and Executional Excellence of the Campaign 8

1.1.3 Strategic Thinking behind the Campaign 9

1.2 Results 10 In terms of sales achievement or in terms of other marketing results such as distribution,

brand awareness, brand image, customer loyalty / retention, etc or in terms of the business value

to the organization

1.3 Lesson Learned 5 Key learnings that were applied in future campaigns

2. TRACK RECORD HIGHLIGHTS 45

Other than the signature campaign above, please describe your achievements over

the course of your career in the following areas:

2.1 Marketing Achievements 20 Please cite up to three marketing campaigns over the last ten years that you feel represent

excellence in marketing and briefly describe your role / contributions to the campaigns.

2.2 Achievements in the Leadership of the Marketing Function in the Organization / 10 or Client Organization Please describe how you have helped to improve and develop the marketing

capability of your current and / or previous organization(s).

2.3 Contributions to the Strategic Business Direction of the Organization / or Client Organization 10 Please describe very specifically how you have contributed to or influenced your current and /

or previous organization(s) in following areas:

2.3.1 Strategic Business Direction

2.3.2 Business Growth

2.3.3 Profitability

2.4 Personal Achievements 5 - Academic, professional awards and other public recognition related to marketing

- Career achievements

3. GENERAL CONTRIBUTIONS 15

Contributions to the marketing development of the business community (marketing-related aspects such as efforts in training, grooming, pro-bono work etc.)

TOTAL: 100

19

DISTINGUISHED MARKETING LEADERSHIP AWARD JUDGING CRITERIA


INDICATIVE RATINGS

1. SIGNATURE CAMPAIGN 60

Please describe the single most successful marketing campaign which you have played a key role. The campaign should be launched after October 2017.

1.1 Please describe your contribution / involvement in the following areas: 1.1.1 Creativity / Innovativeness 15

1.1.2 Executional Excellence 25

Please cite the efforts you have made in contributing to the executional excellence of

the campaign including:

- achieving the campaign objectives

- meeting the campaign time-line

- meeting the campaign budget

- solving the problems encountered

1.2 Results 10 In terms of sales achievement or in terms of other marketing results such as distribution, brand

awareness, brand image, customer loyalty / retention, etc or in terms of the business value to the

organization

1.3 Lesson Learned 10 Key learnings that were applied in future campaigns

2. TRACK RECORD HIGHLIGHTS 30

Other than the signature campaign above, please describe your achievements over

the course of your career in the following areas:

2.1 Marketing Achievements 20 Please cite up to three marketing campaigns over the last five years that you feel represent

excellence in marketing and briefly describe your role / contributions to the campaigns.

2.2 Personal Achievements 10 - Academic, professional awards and other public recognition related to marketing

- Career achievements

3. SELF-IMPROVEMENT PLAN 10

Please describe how you intend to improve yourself to further your marketing career.

TOTAL: 100

20

OUTSTANDING MARKETING PROFESSIONAL AWARD JUDGING CRITERIA


2020

Marketer of the Year

Mr Clive ChowSenior Vice President - MarketingCSL Mobile Limited

Distinguished Marketing Leadership Awardees*:Mr Kit Chan Manager - CardPrime Credit Limited

Mr Clive ChowSenior Vice President - MarketingCSL Mobile Limited

Ms Kazumi Chidachi Senior Vice President, Marketing & Marketing CommunicationsDBS Bank (Hong Kong) Limited

Ms Yvonne Leung Chief Marketing OfficerAlipay Payment Services (HK) Limited

Mrs Bally Wong Founder and ChairmanABC Pathways Group

Outstanding Marketing Professional Awardees*:

Mr Max ChanMarketing ManagerAlipay Payment Services (HK) Limited

Mr Yan ChanSenior Marketing ManagerAlipay Payment Services (HK) Limited

Mr Ivan Choi Senior Manager - MarketingMcDonald's Hong Kong

Ms Johanne ChowBrand Experience LeadAlipay Payment Services (HK) Limited

2019


Ms Meggy ChengDirector of MarketingHong Kong Philharmonic Orchestra

Distinguished Marketing Leadership Awardees*:Mr Kenneth ChanDeputy General Manager & Head of Marketing & Customer Digital ExperienceChina CITIC Bank International

Ms Meggy Cheng Director of MarketingHong Kong Philharmonic Orchestra

Ms Helle Kwan Senior Associate Director of Corporate CommunicationsRicacorp Properties Limited


Mr Thomas Fong Associate Director, Strategic Initiatives, Wealth & PensionsSun Life Hong Kong Limited

Ms Hester LoSenior Marketing Officer – Strategic PartnershipsLan Kwai Fong Group

Ms Ng Yuk Fei AliceAssistant Manager, Merchant MarketingAmerican Express International Inc.

2018


Ms Macy NgVice President, Brand & CommunicationsCSL Mobile Limited

Distinguished Marketing Leadership Awardees*:Ms Angie ChungSenior Promotion ManagerLee Tung Avenue Management Company Limited

Ms Bonnie Hung Senior Manager, Marketing and Brand ManagementCASH Retail Management Group Limited

Mr Albert Jin Head of Marketing & Communications, Greater ChinaCushman & Wakefield

Ms Julieta LeongDeputy Director - Marketing & Events (HK)Lan Kwai Fong Group

Ms Macy NgVice President, Brand & CommunicationsCSL Mobile Limited


Mr Chan Hip Shun Charles Head of Centurion and Premium Customer ExperienceAmerican Express International Inc.

Ms Normi CheungAssistant Manager, Marketing & Brand ManagementCASH Retail Management Group Limited

Mr Jason NgAssociate Marketing ManagerOath (Yahoo Hong Kong)

2017


Ms Canace LinCMO & Executive DirectorCATALO Natural Health Foods Limited

Distinguished Marketing Leadership Awardees*:Ms Canace Lin CMO & Executive DirectorCATALO Natural Health Foods Limited

Ms Angela YamChief Marketing OfficerFTLife Insurance Company Limited


Ms Amanda ChanSenior Manager – CommunicationsMcDonald’s Hong Kong

Mr Jordan ChengFounder and CEODragon Creative Enterprise Solution Ltd

Ms Yvonne SoBrand Manager – CoffeeNestlé Hong Kong Ltd

2016


Ms Isabella LauChief Customer OfficerManulife (International) Limited

Distinguished Marketing Leadership Awardees*:Ms Ivy Chan Marketing Communications ManagerThe Hong Kong and China Gas Co Ltd

21

PAST INDIVIDUAL AWARD WINNERS

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 22

Ms Esther ChungMarketing Director, Digital LeadMcDonald’s Restaurants (Hong Kong) Ltd

Ms Kim LamMarketing Manager – Coffee, Confectionery & FoodNestlé Hong Kong Ltd

Ms Isabella LauChief Customer OfficerManulife International Limited

Mr Simon ShingAssistant Vice President, MarketingFWD Life Insurance Company (Bermuda) Limited


Mr Chan Kin Hong Manager, Marketing CommunicationsNew World Facilities Management Company Limited

Ms Lam Mei ShanMarketing ManagerMcDonald’s Restaurants (Hong Kong) Ltd

Ms Voon Huey TyngAssistant Manager, Lending and Proprietary Card ServicesAmerican Express International Inc

2015


Ms Eve LeungSenior Marketing Manager – Branded ProductsMaxim’s Caterers Limited

Distinguished Marketing Leadership Awardees*:Ms Sandy Hung Business & Marketing DirectorWell Synergy International Limited

Ms Tania LauDirector of Marketing, Yahoo Hong Kong Yahoo! Hong Kong Limited

Ms Eve LeungSenior Marketing Manager – Branded ProductsMaxim’s Caterers Limited

Mr John LeungDirector of Customer CommunicationPricerite Stores Limited


Ms Anny Ho Yin WaManager, Local Store Marketing and CSAMcDonald’s Restaurants (Hong Kong) Limited

Ms Nicole LamManager, Marketing and Brand ManagementPricerite Stores Limited

Ms Wong Ki ManManager – MarketingMcDonald’s Restaurants (Hong Kong) Limited

2014


Ms Karen TamAssistant General Manager – Promotions and MarketingHarbour City Estates Limited

Distinguished Marketing Leadership Awardees*:Ms Amy LeungExecutive DirectorPricerite Stores Limited

Ms Karen TamAssistant General Manager – Promotions and MarketingHarbour City Estates Limited


Ms Ophelia FongMarketing ManagerThe Dairy Farm Company, Limited – Wellcome

Mr Andrew YeungManager – Promotions and AdvertisingHarbour City Estates Limited

2013


Ms Yvonne TangMarketing DirectorMcDonald's Restaurants (Hong Kong) Limited

Distinguished Marketing Leadership Awardees*:Ms Emily Chow Head of MarketingPrimeCredit Limited

Mr Anthony JimDirector – Group Marketing TSL | 謝瑞麟

Ms Elman Lee Group Marketing ManagerThe Dairy Farm Company Limited – Wellcome

Mr Richard Leong Marketing DirectorPizza Hut Hong Kong Management Limited

Ms Yvonne Tang Marketing DirectorMcDonald's Restaurants (Hong Kong) Limited


Ms Karen Chan Marketing ManagerThe Dairy Farm Company Limited - Wellcome

Mr Wallis ChowChief Marketer Okamoto Industries (H.K) Limited

Ms Janet Lau Deputy Group Marketing Manager The Dairy Farm Company Limited – Wellcome

Ms Catherine Law Assistant Manager, Brand and Loyalty, Digital EngagementAmerican Express International Inc.

Ms Ivy Sung Marketing ManagerThe Dairy Farm Company Limited – Wellcome

2012


Ms Beatrice LoBrand Director, Sparkling BeveragesCoca-Cola China Limited

Distinguished Marketing Leadership Awardees*:Ms Susanna Lee Head of Strategic PlanningGilman Group

Mr Richard Leong Marketing DirectorPizza Hut Hong Kong Management Limited

Ms Beatrice LoBrand Director, Sparkling BeveragesCoca-Cola China Limited

Mr Joehan MartinusDirector, Mass MarketingCSL Limited



Mr Ngai Wah Sing, FrancisFounder & CEOSocial Ventures Hong Kong

Mr Ray Wong CEOPHD

Ms Phyllis YauAssociate Director of MarketingBossini Enterprises Limited


Ms Leung Kwai Yuk, AliceMarketing Manager, Commercial Graphics Division & Architectural Markets Department3M Hong Kong Limited

Mr Deric WongHead of Strategy and InsightsOmnicom Media Group

2011


Ms Josephine WuMarketing DirectorLuxembourg Medicine Co Ltd

Distinguished Marketing Leadership Awardees*:Ms Lo Bo Ki, VocalisManager, RewardsAmerican Express International Inc

Mr Joseph WongFounder & Managing DirectorCookie Galerie Ms Josephine WuMarketing DirectorLuxembourg Medicine Co Ltd


Ms Irene AuAssistant Manager, RewardsAmerican Express International Inc

Mr Cheung Chi Kwong, RickyDivision Manager, Industrial & Transportation Business 3M Hong Kong Limited

2010


Ms Rhoda ChanHead of Corporate Responsibility, Corporate Affairs, Hong KongStandard Chartered Bank (Hong Kong) Limited

Distinguished Marketing Leadership Awardees*:Ms Elaine ChanDeputy Head of Corporate CommunicationNew World First Bus Services Limited

Ms Rhoda ChanHead of Corporate Responsibility, Corporate Affairs, Hong KongStandard Chartered Bank (Hong Kong) Limited

Ms Helen CheungDirector of Corporate Communications & RelationsMcDonald’s Restaurants (HK) Limited

Mr Jacky HuiSenior Manager, Marketing & PREGL Tours Co Ltd

Ms Tracy LeungHead of Cathay Pacific Co-brand PortfolioAmerican Express International Inc


Ms Esther ChungAssistant Marketing ManagerMcDonald’s Restaurants (HK) Limited

Ms Mary Shek Senior Branding ManagerStandard Chartered Bank (Hong Kong) Limited

Ms Rebecca Tse Assistant General ManagerYATA Department Store

2009

CIM Marketer of the Year

Ms Diane Chiu Marketing Director The Dairy Farm Company Ltd – Wellcome

Distinguished Marketing Leadership Awardees*:Ms Diane Chiu Marketing Director The Dairy Farm Company Ltd – Wellcome

Ms Clare HoDirector of Consumer Mobile Marketing, Consumer Group PCCW Limited

Ms Betty LeongGeneral Manager – Investment PropertyMTR Corporation

Ms Lena TsangVice President Sir Hudson International Limited


Ms Emily ChowDeputy Head of Marketing PrimeCredit Limited

Ms Wendy LeungSenior Marketing Manager McDonald's Restaurants (HK) Ltd

Mr Ivan WongVice President - Mobile Marketing, Consumer GroupPCCW Limited

2008


Ms Koby Kwan Marketing HeadCerebos (Hong Kong) Limited

Distinguished Marketing Leadership Awardees*:

Ms Bertha ChanMarketing ManagerNgong Ping 360 Limited

Mr Stanley CheungGeneral Manager, Asia Pacific RegionOkamoto Industries (HK) Limited

Ms Koby Kwan Marketing HeadCerebos (Hong Kong) Limited

Ms Karen TamSenior Manager – Promotions and AdvertisingHarbour City Estates Limited

Outstanding Marketing Professional Awardees*:Ms Pinky ChiangManager, Corporate CommunicationConvoy Financial Group

Ms Avis LauFuels Brand ManagerShell Hong Kong Limited



Mr Andrew YeungPromotions and Advertising Manager – Dalian Times SquareWharf Estates China Limited

Ms Florence YiuDivision Manager, Projection Systems3M Hong Kong Limited

2007


Mr Lewis SooManager, Residential MarketCLP Power Hong Kong Limited

Distinguished Marketer Awardees*:

Ms Susanna LauGeneral ManagerHong Thai Travel

Ms Vivian LeeMarketing DirectorOcean Park Hong Kong

Mr Lewis SooManager, Residential MarketCLP Power Hong Kong Ltd

Mr Gilman TooMarketing Director – Greater ChinaLuxottica Retail China Limited

Mr Alan WongDirector of MarketingDHL Express (Hong Kong) Limited

Outstanding Young Marketing Professional Awardees*:

Ms Jamie ChanDirector, Certified Naturopathic Doctor Energy Source

Mr Wilson ChungSenior Marketing ManagerPacific Century Premium Developments Limited

Mr Joseph LauSales Manager, ResidentialCLP Power Hong Kong Limited

Ms Canny Leung Executive Director BMA Marketing & Advertising Ltd

Ms Canace LinAssistant Marketing ManagerMcDonald’s Restaurants (HK) Ltd

Mr Balwin YeungSenior Marketing ManagerHong Thai Travel

2006


Ms Randy LaiVice President of MarketingMcDonald’s Restaurants (HK) Limited


Ms Fanny Chan Publisher & Chief Executive Officer Job Market Publishing Ltd, Sing Tao News Corporation

Mr James Hong, AkioSenior Manager, Marketing DepartmentSony Computer Entertainment Hong Kong Limited

Ms Randy LaiVice President of MarketingMcDonald’s Restaurants (HK) Limited

24

* The order of presentation of individual awardees receiving the same award is based on the alphabetical order of their surname.** The above-mentioned Award recipients occupied the positions shown in their companies during the year of the Award indicated.

Ms Rita Li Director of Consumer Marketing PCCW Limited

Mr Joseph Wong Head of MarketingHong Kong Philharmonic Orchestra

Mr Harold YipGeneral ManagerDouble A


Ms Vivian Lee Product ManagerMTR Corporation

Ms Clara LoGroup Product ManagerAmoy Food Limited

Ms Sharon SiuMarketing DirectorJob Market Publishing Ltd, Sing Tao News Corporation

Ms Anisa TioMarketing ManagerMcDonald’s Restaurants (HK) Limited

2005


Ms Amanda LuiDirector & Chief Operations Officer RoadShow Holdings Limited


Ms Anita S Y ChanDeputy General ManagerSun Hung Kai Real Estate Agency Ltd

Ms Melanie LeeVice President, MarketingNew World Mobility

Mr Terence LeeMarketing Communications ManagerThe Hong Kong and China Gas Company Limited

Ms Amada LuiDirector & Chief Operations OfficerRoadShow Holdings Limited

Ms Eunice WongMarketing DirectorJardine Restaurant Group, Pizza Hut Hong Kong Limited


Ms Lau Yeuk Hung, Sandy Senior Marketing Officer Double A

Ms Camellia LeeMarket Development ManagerDouble A

Ms Elman LeeMarketing ManagerFORTRESS

Ms Joanne Tang Assistant Marketing Manager Warner Music Hong Kong Limited

Ms Nancy YauSenior Marketing ManagerJardine Restaurant Group, Pizza Hut Hong Kong



(ACM-42412-2021-3-NL)To: The Secretariat HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong


My organization would like to submit nomination(s) for Distinguished Marketing Leadership Awards as well as Outstanding Marketing Professional Awards of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021.

Name of Organization:

Address:

Name of Nominator: Job Title:


Tel: Email:

A. Nomination for Distinguished Marketing Leadership Awards

Nominee: Job Title:

Email: Mobile: Tel:

B. Nomination for Outstanding Marketing Professional Awards

Nominee: Job Title:

Email: Mobile: Tel:

Nominee: Job Title:

Email: Mobile: Tel:

Nominee: Job Title:

Email: Mobile: Tel:

Nominee: Job Title:

Email: Mobile: Tel:

Nominee: Job Title:

Email: Mobile: Tel:

(Deadline for submitting the completed write-up is Monday, 7 June 2021.)

A crossed cheque no: of HK$ made payable to “The Hong Kong Management Association” is enclosed.[HK$6,900 (HKMA Member) / HK$9,900 (Non-Member) for each nomination for Distinguished Marketing Leadership Awards or Outstanding Marketing Professional Awards]



Signature of Nominator: Date: (not later than Monday, 3 May 2021)

Please send the receipt to (if different from the above contact person):

Name: Job Title:

Tel: Email:




25

INDIVIDUAL AWARD NOMINATION FORM

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021

(ACM-42412-2021-3-NL)致：「2021 年度 HKMA/ViuTV 及 NowTV 傑出市場策劃獎」秘書處香港黃竹坑業興街十一號南匯廣場B座十六樓

收件人 : 余晧彰先生 -會員及活動策劃部主任 ( 電話：27748547 電郵：[email protected]) 林可欣小姐 -會員及活動策劃部經理 ( 電話：27748576 電郵：[email protected]) 傳真：23651000

本公司欲提名員工競逐「2021 年度 HKMA/ViuTV 及 NowTV 傑出市場策劃獎」之「傑出市場策劃人」獎項及「優秀市場策劃專才」獎項。

公司名稱：公司地址：提名人 : 先生／女士職位：聯絡人：先生／女士職位：公司電話：電子郵箱：

甲 . 「傑出市場策劃人」提名名單被提名人：職位：電子郵箱：手提電話：公司電話：

乙 . 「優秀市場策劃專才」提名名單被提名人：職位：電子郵箱：手提電話：公司電話：

被提名人：職位：電子郵箱：手提電話：公司電話：




（截止提交詳盡報告日期為 2021 年 6 月 7 日）

現附上已填妥之提名表格及劃線支票( 抬頭：「香港管理專業協會」)

支票號碼 : 支票金額 :港幣 $[ 每位「傑出市場策劃人」或「優秀市場策劃專才」之提名，須繳付港幣$6,900 ( 管協會員 ) /港幣 $9,900 ( 非會員 )的參賽費用。]

聲明本人授權協會使用本人的資料以通知本人協會可能安排的直接促銷活動，包括培訓及教育課程、獎項及比賽、會員、舊生會、推廣及其他服務及活動。

□本人同意。□本人不同意。

提名人簽名：日期： ( 截止提交提名表日期為 2021 年 5 月 3 日 )收據請寄給下列人士 ( 如不同於上述聯絡人 )：

收據聯絡人：先生／女士職位：公司電話：電子郵箱：

1.本會收集及保存個人資料的目的及用途為參賽事宜。2.此報名表內所提供的個人資料將供本會職員向申請人進行直接促銷活動，包括優惠、培訓及教育課程、獎項及比賽、會員、舊生會、推廣及其他

服務及活動。

3.申請人如欲查閱及 / 或更改個人資料，請向本會提交書面申請。

25

個人獎項

提名表


2007 年

CIM 最傑出市場策劃人

蘇海亮中華電力有限公司住宅客戶業務經理

傑出市場策劃人 *

劉美詩康泰旅行社總經理

李玲鳳香港海洋公園市務總監

蘇海亮中華電力有限公司住宅客戶業務經理

堵冠偉

Luxottica Retail China Ltd 市場形象總監（大中華區 )

黃德麟敦豪國際速遞（香港）有限公司市場推廣總監

優秀新晉市場策劃專才 *

陳淑萍能量站總監，自然醫學醫生

鍾偉璇盈科大衍地產發展有限公司高級市務經理

劉騰頌中華電力有限公司住宅客戶銷售經理

梁芷珊博美市場推廣及廣告有限公司執行董事

連思瑤麥當勞有限公司市場推廣部副經理

楊博雄康泰旅行社高級市場經理

2006 年


黎韋詩麥當勞有限公司市場推廣部副總裁


陳筱芬星島新聞集團求職廣場有限公司出版人及行政總裁

項明生

Sony Computer Entertainment Hong Kong Ltd 市場推廣部高級經理

黎韋詩麥當勞有限公司市場推廣部副總裁

李玉兒電訊盈科有限公司個人客戶市務總監

黃志煒香港管弦樂團市場推廣主管

葉文琪

Double A 總經理


李詠姚港鐵公司產品經理

盧瑞貞淘大食品有限公司產品組經理

蕭雪敏星島新聞集團求職廣場有限公司市場推廣總監

張恩琪麥當勞有限公司市場推廣部經理

歷屆個人獎項得獎者

2005 年


雷怡暉路訊通控股有限公司董事兼營運總裁


陳秀賢新鴻基地產代理有限公司副總經理

李惠儀新世界傳動網市務副總裁

李志恆香港中華煤氣有限公司市務傳訊經理

雷怡暉路訊通控股有限公司董事兼營運總裁

王靖傑 (宇立）怡和飲食集團 , 香港必勝客市務董事


劉若虹

Double A高級市務主任

李群美

Double A市場發展經理

李綺雯豐澤市務經理

鄧雅蔚華納唱片有限公司助理市務經理

邱璐嬿怡和飲食集團 , 香港必勝客高級市務經理

** 上列得獎者之名銜及所屬機構乃跟據參賽時之資料。

* 排名不分先後


2011 年

最傑出市場策劃人

胡文聰盧森堡大藥廠有限公司市場總監


羅寶琪美國運通國際股份有限公司經理，消費卡獎賞計劃

黃志煒曲奇薈創辦人及董事總經理

胡文聰盧森堡大藥廠有限公司市場總監

優秀市場策劃專才 *

柯俊靈美國運通國際股份有限公司助理經理，消費卡獎賞計劃

張志光

3M 香港有限公司經理，工業及交通運輸產品事業部

2010 年


陳淑慧渣打銀行 ( 香港 ) 有限公司香港公共事務企業責任主管


陳燕玲新世界第一巴士服務有限公司，城巴有限公司企業傳訊副總監

陳淑慧渣打銀行 ( 香港 ) 有限公司香港公共事務企業責任主管

張婉玲麥當勞有限公司企業傳訊及關係總監

許仲麒

EGL 東瀛遊旅行社市場推廣及公關部高級經理

梁慧華美國運通國際股份有限公司Head of Cathay Pacific Co-brand Portfolio


鍾昭文麥當勞有限公司助理市場策劃經理

石小蓮渣打銀行 ( 香港 ) 有限公司高級品牌經理

謝素嫻一田百貨助理總經理

2009 年


趙敏牛奶有限公司 - 惠康市務董事


趙敏牛奶有限公司 - 惠康市務董事

何立嘉電訊盈科有限公司個人客戶業務流動通訊市務總監

梁羨靈港鐵公司總經理 - 投資物業

曾鈺羨

Sir Hudson International Limited副總裁


周美華安信信貸有限公司市務部副主管

梁友彩麥當勞有限公司高級市場策劃經理

黃嗣輝電訊盈科有限公司個人客戶業務流動通訊市務副總裁

2008 年


關筱娟食益補 ( 香港 ) 有限公司市場部主管


陳衛良昂坪 360 有限公司市務經理

張泰堅岡本 ( 香港 ) 有限公司亞太區總經理

關筱娟食益補 ( 香港 ) 有限公司市場部主管

譚嘉瑩海港城置業有限公司高級經理 - 推廣及廣告


江萍康宏理財集團企業傳訊經理

劉凱茵香港蜆殼有限公司燃油市場推廣經理

楊浩章九龍倉中國置業有限公司推廣及廣告經理﹣大連時代廣場

姚雪瑩

3M 香港有限公司經理，投影產品


23


2015 年


梁志歡美心食品有限公司高級市務經理–美心產品傑出市場策劃人 *

洪麗珊領盛國際有限公司業務及市務總監

劉淑芬雅虎香港雅虎香港市場部總監

梁志歡美心食品有限公司高級市務經理– 美心產品

梁厚豐實惠家居有限公司客戶傳訊總監優秀市場策劃專才 *

何燕華麥當勞有限公司業務及服務推廣經理

林雅莉實惠家居有限公司市場推廣及品牌管理經理

黃琪敏麥當勞有限公司市場推廣經理

2014 年


譚嘉瑩海港城置業有限公司助理總經理-推廣及市場傑出市場策劃人 *

梁珮君實惠家居有限公司執行董事

譚嘉瑩海港城置業有限公司助理總經理-推廣及市場優秀市場策劃專才 *

方凱珊牛奶有限公司–惠康市務經理

楊浩章海港城置業有限公司經理–推廣及廣告

2013 年


鄧綺媛麥當勞有限公司市場策劃總監傑出市場策劃人 *

周美華安信信貸有限公司市務部主管詹文天TSL ︱謝瑞麟集團市務董事

李綺雯牛奶有限公司-惠康營銷及市務總監

梁清松香港必勝客管理有限公司市務董事

鄧綺媛麥當勞有限公司市場策劃總監優秀市場策劃專才 *

陳君樂牛奶有限公司–惠康市務經理

鄒尚樺岡本（香港）有限公司首席市場策劃

劉慧貞牛奶有限公司–惠康署理市務總監羅慧明美國運通國際股份有限公司美國運通品牌及市務助理經理

宋依洛牛奶有限公司–惠康市務經理

2012 年


盧曉欣可口可樂中國有限公司品牌總監﹣炭酸飲料傑出市場策劃人 *

李穎嫻太平洋行集團業務策劃主管梁清松香港必勝客管理有限公司市務董事盧曉欣可口可樂中國有限公司品牌總監﹣炭酸飲料 Mr Joehan MartinusCSL LtdDirector, Mass Marketing 魏華星香港社會創投基金創辦人及行政總裁黃國柱

PHD行政總裁 Ms Phyllis YauBossini Enterprises LimitedAssociate Director of Marketing 優秀市場策劃專才 *

梁桂玉

3M 香港有限公司市場經理，廣告．標誌產品及裝飾建材部黃國文

Omnicom Media Group戰略與洞察部主管

22



2020 年


周銘成香港移動通訊有限公司高級事務副總裁–市場推廣部傑出市場策劃人 *

陳俊傑安信信貸有限公司經理–信用卡

周銘成香港移動通訊有限公司高級事務副總裁–市場推廣部

知立和美星展銀行 ( 香港 ) 有限公司市場及傳訊-高級副總裁

梁韻靈AlipayPaymentServices (HK)Limited市場總監

黃林趣玲ABCPathwaysGroup創辦人兼主席優秀市場策劃專才 *

陳卓延AlipayPaymentServices (HK)Limited市場經理

陳肇殷AlipayPaymentServices (HK)Limited高級市場經理

蔡子健麥當勞有限公司高級經理–市場推廣

周曉茹AlipayPaymentServices (HK)Limited品牌體驗專家

2019 年


鄭禧怡香港管弦樂團市場推廣總監傑出市場策劃人 *

陳智瑋中信銀行 ( 國際 )副總經理兼市場推廣及客戶數碼體驗主管

鄭禧怡香港管弦樂團市場推廣總監

關碧紅利嘉閣地產有限公司企業傳訊部高級聯席董事



方有為香港永明金融有限公司財富及退休金業務策略發展副總監

盧婷欣蘭桂芳集團高級市場推廣主任–策略夥伴

吳育菲美國運通國際股份有限公司環球商戶及網絡服務商戶市場部副經理

2018 年


吳逸怡CSLMobileLimited品牌及市務傳訊副總裁傑出市場策劃人 *

鍾詠婷利東街管理有限公司高級推廣經理

洪怡倩時惠環球控股有限公司高級市場推廣及品牌管理經理

金俊儒戴德梁行大中華區市場營銷及傳播部主管

梁善欣蘭桂坊集團市場及活動副總監( 香港 )

吳逸怡CSLMobileLimited品牌及市務傳訊副總裁優秀市場策劃專才 *

陳協舜美國運通國際股份有限公司Head of Centurion andPremiumCustomerExperience

張凱翹時惠環球控股有限公司助理市場推廣及品牌管理經理

伍浩楠Oath(YahooHongKong)市場部助理經理

2017 年


連思瑤美國家得路天然健康有限公司首席市場官及執行董事傑出市場策劃人 *

連思瑤美國家得路天然健康有限公司首席市場官及執行董事

21

任佩儀富通保險有限公司首席市務總監優秀市場策劃專才 *

陳雅雯香港麥當勞SeniorManager,Communications

鄭文輝創龍企業解決方案有限公司董事總經理

蘇子俊雀巢香港有限公司品牌經理－咖啡

2016 年


劉錦珠宏利人壽保險（國際）有限公司首席客戶總監傑出市場策劃人 *

陳家華香港中華煤氣有限公司市務傳訊經理

鍾昭文麥當勞有限公司MarketingDirector,DigitalLead

林嘉琪雀巢香港有限公司市務經理–咖啡 , 糖果及烹調食品

劉錦珠宏利人壽保險（國際）有限公司首席客戶總監

成國達富衛人壽保險 ( 百慕達 ) 有限公司市務部助理副總裁優秀市場策劃專才 *

陳健康新世界設施管理有限公司經理－市場傳訊

林美珊麥當勞有限公司市場策劃經理

溫惠婷美國運通國際股份有限公司消費卡副經理


1. 最具代表性市場推廣計劃 60

請詳述閣下於 2017 年 10 月後曾經參與其中並擔當主要角色的一項最成功市場推廣計劃。

1.1 請就以下項目說明閣下於該計劃的參與及貢獻： 1.1.1 創造力 / 革新精神 15 1.1.2 實行 / 執行計劃能力 25 請就以下項目說明閣下為整個市場策劃之順利推行所付出的努力： -達成市場策劃目標 -按工作時間表完成市場策劃 -於預算經費內完成市場策劃 -解決遇到的困難

1.2 計劃成果 10 達到計劃的銷售或市場推廣目標( 包括銷售量、分銷渠道、品牌認知、形象建立等 ) 及對整體機構的商業價值

1.3 經驗累積 10 獲取經驗以應用於日後的市場推廣計劃

2. 其他出色成就 30

除上述「最具代表性市場推廣計劃」，請就以下項目說明閣下事業上的成就：

2.1 市場推廣成就 20 請列出過去五年內，最多三項，閣下曾參與及具有代表性的傑出市場策劃，並簡述於當中擔任的角色及貢獻。

2.2 個人成就 10 -曾獲得與市場推廣有關的學術、專業獎項及公眾嘉許成就 -工作上的成就

3. 個人提升計劃 10

請說明閣下之自我增值計劃，以進一步發展在市場推廣方面的事業。

總分 : 100

評分指標

優秀市場策劃專才

評審準則

20


評分指標

1. 最具代表性市場推廣計劃 40

請詳述閣下於 2017 年 10 月後曾經參與其中並擔當主要角色的一項最成功市場推廣計劃。

1.1 請就以下項目說明閣下於該計劃的參與及貢獻： 1.1.1 創造力 / 革新精神 8 1.1.2 領導才能及執行計劃能力 8 1.1.3 計劃背後的策略性思維 9

1.2 計劃成果 10 達到計劃的銷售或市場推廣目標( 包括銷售量、分銷渠道、品牌認知、形象建立等 ) 及對整體機構的商業價值

1.3 經驗累積 5 獲取經驗以應用於日後的市場推廣計劃

2. 其他出色成就 45

除上述「最具代表性市場推廣計劃」，請就以下項目說明閣下事業上的成就：

2.1 市場推廣成就 20 請列出過去十年內，最多三項，閣下曾參與及具有代表性的傑出市場策劃，並簡述於當中擔任的角色及貢獻。

2.2 領導所屬機構／客戶機構市場推廣部門發展的成就 10 請說明閣下如何為現職／過往任職機構改善及發展其市場推廣實力。

2.3 對所屬機構／客戶機構策略性商業方針的貢獻 10 請就以下項目仔細說明閣下於現職／過往任職機構的貢獻及影響力： 2.3.1 策略性商業方針 2.3.2 商業增長 2.3.3 盈利

2.4 個人成就 5 -曾獲得與市場推廣有關的學術、專業獎項及公眾嘉許成就 -工作上的成就

3. 其他貢獻 15

對商業社會的市場推廣發展所作出的貢獻 ( 與市場推廣有關的培訓工作、專門訓練及社會服務工作 )

總分 : 100

傑出市場策劃人

評審準則

19


所有獎項結果將於頒獎禮公佈。頒獎典禮

(2021 年 10 月 7 日( 星期四 ))

進入最後評審的「傑出市場策劃人」及「優秀市場策劃專才」參賽者，將被邀向評判團作以下兩部份的口頭介紹：

第一部份簡報最具代表性市場推廣計劃： 8 分鐘答問環節： 5 分鐘

第二部份簡報市場策劃個案： 5 分鐘( 所有參賽者均於最後評審特定會面時間前給予三十分鐘，為市場策劃個案簡報作準備 )答問環節： 2 分鐘

「ViuTV 最傑出市場策劃人」、「傑出市場策劃人」及「優秀市場策劃專才」得獎者將由評判團選出。

最後評審

(2021 年 8 月 28 日( 星期六 ))

每位被提名之參賽者必須呈交一份以中文或英文撰寫，不多於四頁的詳盡報告及一份一頁的個人資料簡介，並由評審委員評核。

提交詳盡報告

( 截止日期 :2021 年 6 月 7 日( 星期一 ))

評審過程及日期

所有參賽者必須由公司提名，每間公司每年可提名一位參賽者參與「傑出市場策劃人」及最多五位參賽者參與「優秀市場策劃專

才」獎項。

公司提名

( 截止日期 :2021 年 5 月 3 日( 星期一 ))

參賽費用

每位「傑出市場策劃人」或「優秀市場策劃專才」之參賽費用 :

管協會員 :港幣 $6,900非會員 : 港幣 $9,900

費用包括 :-2 位「HKMA/ViuTV 及 NowTV 傑出市場策劃獎」研討會名額-2 位「不確定時代下的頂尖市場策劃人」研討會名額-1 位「HKMA/ViuTV 及 NowTV 傑出市場策劃獎」頒獎禮名額

18

個人獎項


參選資格

個人獎項旨在表揚傑出的市場策劃從業員，為其所屬機構、客戶及整體商業社會所作的貢獻。

個人獎項主要為兩個類別，分別為 :

1. 傑出市場策劃人參賽者必需- 擁有十年或以上工作經驗 ; 及- 任職高級行政管理工作 ; 及- 負責領導公司的整體市場策劃或為其客戶之市場推廣發展及推行擔當重要角色。

「ViuTV最傑出市場策劃人」將由「傑出市場策劃人」得獎者中選出。

2. 優秀市場策劃專才參賽者必需在全面市場推廣或以下任何一項市場推廣專業有卓越表現，例如 :- 廣告- 數碼市場推廣- 直銷- 公共關係- 市場研究

頒發獎項

評判團及評審委員會將頒發下列獎項予傑出的市場策劃從業員 : ViuTV 最傑出市場策劃人傑出市場策劃人優秀市場策劃專才

收穫及認可

傑出市場策劃人及優秀市場策劃專才得獎者可享有以下收穫及認可 :

1. 傑出市場策劃人得獎者- 可獲盼香港管理專業協會「專業經理」名銜，首兩年年費及持續專業發展學分可獲豁免 ;- 可成為香港管理專業協會市場推銷研究社會員，首兩年年費可獲豁免 ;及- 可成為 HKMA數碼營銷會會員，首兩年年費可獲豁免。

2. 優秀市場策劃專才得獎者- 可因應個人工作經驗和學歷成為香港管理專業協會正式會員或普通會員，首兩年年費可獲豁免 ;及- 可成為香港管理專業協會市場推銷研究社會員，首兩年年費可獲豁免 ;及- 可成為 HKMA數碼營銷會會員，首兩年年費可獲豁免。

個人獎項

17


市場策劃獎項

年度最佳營銷合作伙伴

報名表


收件人 : 余晧彰先生 -會員及活動策劃部主任 (電話：27748547 電郵：[email protected]) 林可欣小姐 -會員及活動策劃部經理 ( 電話：27748576 電郵：[email protected]) 傳真：23651000

本公司欲參加「2021 年度 HKMA/ViuTV 及 NowTV 傑出市場策劃獎」之「年度最佳營銷合作伙伴」。

甲 .參賽公司資料

公司名稱：

公司地址 :

聯絡人：先生／女士職位：

公司電話：手提電話：電子郵箱：

機構類別：( 如適用，請於□內加” ”)

□本地企業□跨國企業

乙 . 提名者資料 ( 為「2021 年度 HKMA/ViuTV 及 NowTV 傑出市場策劃獎」市場策劃獎項的參賽機構 )

提名公司名稱：

市場策劃名稱：


電子郵箱：手提電話：公司電話：



















簽名：日期： ( 截止提交報名表日期為 2021 年 5 月 3 日 )1.本會收集及保存個人資料的目的及用途為參賽事宜。2.此報名表內所提供的個人資料將供本會職員向申請人進行直接促銷活動，包括優惠、培訓及教育課程、獎項及比賽、會員、舊生會、推廣及其他

服務及活動。


16



收件人 : 余晧彰先生 -會員及活動策劃部主任 (電話：27748547 電郵：[email protected]) 林可欣小姐 -會員及活動策劃部經理 ( 電話：27748576 電郵：[email protected]) 傳真：23651000

本公司欲參加「2021 年度 HKMA/ViuTV 及 NowTV 傑出市場策劃獎」。

□本公司為非牟利機構，並附上有關文件作證明。（如適用，請於□內加 " "）


公司名稱：

公司地址：


公司電話：手提電話：

電子郵箱：

本公司欲角逐以下特別獎：( 如適用，請於□內加“ ”)□傑出危機應變及管理獎 □傑出品牌營銷獎 □傑出內容營銷獎□傑出顧客洞察力獎 □傑出創意獎 □傑出中國內地及國際市場營銷獎□傑出合作營銷獎 □傑出線上線下整合營銷獎 □傑出小預算營銷獎□傑出公益營銷獎 □傑出社交媒體營銷獎 □傑出電視廣告獎□傑出數據運用獎 □傑出影片營銷獎

（每間公司最多可參加五項特別獎）（截止提交詳盡報告日期為 2021 年 5 月 31 日）（提交多於一個市場策劃，請另填表格。）

本公司欲提交一個市場推廣計劃及角逐項特別獎。現付上已填妥之報名表格及劃線支票( 抬頭 :「香港管理專業協會」)

支票號碼 : 支票金額 :港幣 $

[ 每項巿場策劃參賽費用為：港幣$13,900 ( 管協會員 ) /港幣 $17,900 ( 非會員 ) /中小企及非牟利機構 *：費用全免 ][ 每項特別獎參賽費用為：港幣 $1,500 ( 管協會員 ) /港幣 $1,800 ( 非會員 ) /中小企及非牟利機構 *：獲豁免最多兩項特別獎參賽費用 ]

*凡中小企或非牟利機構在港聘用少於 100人及非屬於任何機構的分支或跨國企業的本港辦事處，均獲豁免參賽費用。而非牟利機構於提交報名表時，需同時提交文件證明非牟利營運。香港管理專業協會保留機構參賽的最終決定權。



聯絡人簽名：

收據請寄給下列人士 ( 如不同於上述聯絡人 )：

收據聯絡人：先生／女士職位：

公司電話：電子郵箱： ( 截止提交報名表日期為 2021 年 5 月 3日 )1.本會收集及保存個人資料的目的及用途為參賽事宜。2.此報名表內所提供的個人資料將供本會職員向申請人進行直接促銷活動，包括優惠、培訓及教育課程、獎項及比賽、會員、舊生會、推廣及其他

服務及活動。


市場策劃獎項

報名表

15


1 9 9 9 年

金舞台劇「劍雪浮生」

銀逆市順勢 - 盈翠半島致勝之謎

銅必理痛傷風感冒丸

優異證書 DFS 創新市場策略，迎合顧客需求

又一城﹕無邊無界生活之態

星域軒 - 五星級的享受，九星級的位置

1 9 9 8 年

金立頓茗閒情三角立體茶包

銀鑽石第 5C - 謝瑞麟專業珠寶顧問

銅大排檔 - 香港情懷

優異證書高露潔超感白牙膏

恒生『投資名冊』服務

香港郵政﹕特快專遞 - 分秒顯優勢

1 9 9 7 年

金 One2Free「自由 2」通訊選擇真自由

銀雷霆 881Shell 馬路之友

銅全新推出李錦記蒸魚豉油

優異證書美國運通信用卡之誕生

903 id club Programme Shanghai Tang - Made by Chinese

1 9 9 5 年

金長江實業有限公司 - 扭轉乾坤話嘉湖

銀渣打銀行 - 渣打信用咭專利計劃

銅 HMV 音樂無限如何成功進入香港市場

優異證書 DHL 珍寶箱

香港公開進修學院 - 工商管理碩士課程

香港中華煤氣有限公司 - 煤氣乾衣寶

1 9 9 4 年

金 Kalm - 一份心意　一份真摯

銀太古廣場凝聚無盡聖誕歡欣

銅城市電訊市場推廣計劃 1994優異證書佳訊「QK 新一代」

地鐵十五週年「全『程』投入為公益」籌款活動

維珍航空「奔 fun 倫敦」

1 9 9 3 年

金牛奶公司高鈣牛奶 - 成功之道

銀新月傳奇 - 大班冰皮月餅

銅香港電訊 CSL1010 數碼流動電話網絡

優異證書 Crown Motors' 1993 Toyota Drive - Away Campaign Lane Crawford Express Ocean Park Kids’ World

1 9 9 2 年

金 Recruit銀 K-Swiss 運動鞋

銅地下鐵路「服務至上」推廣計劃

優異證書 Lee Kum Kee XO Sauce Mission Impossible: Nissan Gallery Sea Horse Scandinavian Furniture Launch Campaign

1 9 9 1 年

金「破舊立新之鎮金店」推廣計劃

銀宜家「模範家居」推廣計劃

銅「萬事得 121 成功之道」推廣計劃

優異證書 Building Up of Fornari Jeans in Hong Kong Nine Queen’s Road Central - A Case History Saab 900S (1992 Model) Launch Campaign

1 9 9 0 年

香港經濟日報促銷計劃

1 9 8 9 年

富士彩色專賣店計劃

渣打銀行更家好計劃

1 9 8 8 年

第一太平銀行珍寶 CCU 定期存款計劃

1 9 8 7 年

美國運通卡「運通美膳滿香江」

快圖美錄影會

1 9 8 6 年

翡翠廣告套餐

三禾米市場推廣運動

1 9 8 5 年

大家樂

交易廣場

三菱四座位的士

* 由一九九七年起，獎項之年份根據頒獎禮之年份訂定

歷屆市場策劃獎項

得獎者

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 13

2 0 0 7 年

金 BEL-AIR No.8 - The New Landmark in Island South銀 60 年來順逆與共，國泰與香港一起躍動向前

銅高登眼鏡「為傳統品牌創造新商機」

卓越獎麥當勞24小時『Mac Tonight』必勝客以熱誠傾出滋味，創出最佳成績

有 Pampers，沒有不可能的任務

2 0 0 6 年

金愛香港愛海洋公園

銀中華電力 - 「IC 電磁爐煮食開創新市場」

銅新鴻基 - 「首創香港商場破格零售概念」

卓越獎香港寬頻 - 走在自己前面

電訊盈科 - 新世代家居固網電話『優質固網服務』

糖果市場中脫穎而出 - 易極無糖薄荷糖

2 0 0 5 年

金全方位革新必勝客經營模式

銀新定位新 e-zone銅國泰航空公司 - 見微知著

卓越獎淘化 - 翕仔頭遍豉油

和記 - 3生活新生活

凱旋門 - 創見，使人高高在上

2 0 0 4 年

金 YOHO Town - 從物業飛躍成為一個「風格」品牌

銀 Swire Homes’ Distinctive New Living - The Orchards銅推出新品牌 :VAGO 無痛高跟鞋

優異證書 Fairwood Re-branding The Launch of 3

富豪海灣

2 0 0 3 年

金 One2Free 訊短繫戀人

銀 The Power of Love - The Power of Music銅 2002 海洋公園十月全城哈囉喂

優異證書新世界流動電話 - Twins Mobile - 首創緊貼偶像

主題娛樂資訊服務

麥兜 - 香港一蛋撻

屈臣氏蒸餾水 - 源創意

2 0 0 2 年

金 RoadShow - 革新媒體，革新視野

銀國泰航空萬張機票贈全城

銅大家樂見

銅不一樣的社區不一樣的孩子

( 愉景灣海澄湖畔一段推廣計劃 )

優異證書恒生『悠嫻理財』 - 精彩生活

恒生『智多Kid』戶口 - 發揮孩子潛能培育傑出人才

2 0 0 1 年

金禮頓山－一個貴族的誕生

銀 Orangeworld 無線上網服務

銅突破市場界限－手提利賓納

優異證書 Complete Repositioning Campaign The MPF Launch Campaign 新意網地產街「白白豬搵屋篇」

2 0 0 0 年

金 Sunday 獨立日

銀維景灣畔 - 最好的，給您最好的

銅創意定位 - 萬事得

Premacy Capsule V 5-7 Seater優異證書中銀 U-point 信用卡

香港投標 - 價錢你定自己話事

廣九直通車 - 臻善服務拓新領域


得獎者


2 0 1 4 年

金海港城-橡皮鴨游世界

銀惠康「多少年至 like 依然」

銅中華電力-齊齊慳出個未來

卓越獎周大福「完美婚嫁系列」行銷企劃 2013 環境保護署-惜食香港

安信信貸-牙齒當金使

優秀獎全城街馬-「Free toRun3.23香港街馬」

麥當勞-From CNY to WNY: Making the Most of the New Year 太興-My Hero太好味道

Times Square: This is Your Time; Timely Transformation Of A Fading Meeting Place

2 0 1 3 年

金 PCCW-HKT流動通訊服務「流動無極」

銀海港城–Doraemon Brings Innovative Surprises through Joyful Experiences銅愛地球Go Green Monday 4.22 全城無綠不歡

卓越獎發揮品牌文化魔力引發顧客利益–

大快活食得開心 40 年

迪士尼黑色世界–狼人殭屍世紀之戰

麥當勞–小童大作

優秀獎惠康超級市場–「撳價」

香港賽馬會–快活周三

麥當勞- It's Mac Time Tonight TSL ︱謝瑞麟Brand Revitalization – Rising from The Gloom

2 0 1 2 年

金可口可樂 CHOK 獎

銀香港乳癌基金會 - 乳癌檢測3 缺 1不可

銅反斗玩餐飽！ - 協同效應，相得益彰

卓越獎 FUJIFILM X - 系列 - 浪攝流 - 相機巨人誕生

The Road to Becoming Hong Kong’s Coffee Destination iButterfly - Turning the Sky into a Canvas優秀獎 PopCorn’s Opening Campaign 水感誘「滑」比超薄更薄

細味更多 Pizza and More 時間讓愛更了解愛

2 0 1 1 年

金新濠天地水舞間 - 開拓澳門娛樂新紀元

銀海洋公園 - 夢幻水都 -再造海洋奇蹟

銅中國 3D數碼娛樂

- 發揮三維想像 3D肉蒲團突破傳統框架

卓越獎 Citibank 策動理財新指標

瑪貝爾鑽飾 - 免費龍鳳鐲

Breaking Out of the Price Prison - How McDonald's launched its first premium product, 35 years on

2 0 1 0 年

金美心天使與魔鬼

銀 Standard Chartered Hong Kong 150th Anniversary Commemorative Charity Banknote Marketing Campaign銅麥當勞 - 麥麥送上滋味時刻

卓越獎因為愛，為您計劃將來 - 重塑中銀集團人壽品牌形象

國泰航空『用心團隊貼心服務』市場推廣活動

香港賽馬會 125 週年項目

2 0 0 9 年

金兩鐵合併－史無前例的市場策劃挑戰

銀麥當勞 - 優質即磨咖啡與眾同享

銅 American Express Cathay Pacific Credit Card – Fly Faster卓越獎國泰航空『全新客艙設計』市場推廣活動

One Dollar Does Matter The HKJC Olympic 2008 Campaign - How We Excelled in the World

2 0 0 8 年

金一個海港只有一個海港城

銀必勝客扭扭批 - 喚醒你心底的童真

銅 Manhattan Hill – Magic Happens in West Kowloon卓越獎 Coca-Cola zero - Who Says You Can't Have Real Taste Zero Sugar 麥當勞叔叔之家慈善基金

PCCW Mobile - Building A Brand with Passion Power


得獎者


2 0 2 0 年

金香港移動通訊–5G眼界更見遠大

銀花旗銀行–MoreThanaBank inMyHand

銅麥當勞–`TheSurpriseChickenExpert’

卓越獎 7-Eleven–"GiveAVoucher,DonateaMeal"Campaign

AlipayHK–掃造無限可能

貝達安–心連一起噴走距離

優秀獎滙安盛–`LivewithConfidence’MarketingCampagin

星展銀行–智慧智能領先可能

麥當勞–McCafé20 週年

渣打銀行–INVESTFROMHOMEBANKFROMHOME

2 0 1 9 年

金麥當勞–McDonald'sX鋒味MYTASTEOF

HONGKONG

銀 WeLend–即刻，就是最好時刻。

銅 Swipe–SwipeEX–洗滌文學

卓越獎花旗銀行–Citigold“OwnTheAffluent”Campaign

香港電視網上購物–HKTVmall -嘟姐教落，唔洗落街都

買到

KOSEGRACEONE–凍齡學院

優秀獎滙豐保險–RebootHSBCLife

萬寧–ThePowerof the InnerSmile

利嘉閣–真盤源

香港的–失戀旅行團

2 0 1 8 年

金嘉士伯香港–Probably theBestBeerMarketing

Revolution

銀花旗銀行–一手理財一手掌控生活

銅時惠環球–小小空間大大宇宙

卓越獎周大福–TMARK–唯真可鑒

周大福–一生一愛

香港上海滙豐銀行–一卡百應

優秀獎長江實業集團–海之戀發展項目滙

香港賽馬會–千里路踏前步

麥當勞–McCafé ‘It’s What’s Inside That Counts’ 屈臣氏蒸餾水–滴滴賞

11

2 0 1 7 年

金香港移動通訊–1O1O–氣度深藏　自有鋒芒

銀 WeLend–顛覆傳統貸款

銅 NESCAFESouthEastAsianRangeCampaign

卓越獎如果嘉士伯搞市場推廣

DisruptiveNewBusiness Innovation for

MillennialEntrepreneur -K11Natural

安信信貸–We玩We嬴WeWa新品牌市場推廣計劃

優秀獎「富衛智駕」手機應用程式

富衛–今時今日，咁至係保險服務

MoneySQ–「金融革命」顛覆金融市場

必勝客–幸運輪盤扭扭批

2 0 1 6 年

金 csl 大網絡　大時代

銀 ManulifeMOVE

銅太興–MyHero II：英雄駕臨

卓越獎友邦保險–愛在當下－父女篇

皇冠汽車–FUN2GATHERToyotaSienta&Spade

麥當勞–NextGenerationofCustomer Experience

優秀獎 3HK–MakingBetter

富衛 Savie 自助息『咁至係冇得輸』宣傳計劃

麥當勞–ASurprise inDisguise

渣打銀行–StandardCharteredxAsia Miles

LaunchCampaign

2 0 1 5 年

金分享可口可樂分享快樂

銀英倫汽車-TheUnexpected–

AllNewDiscoverySport

銅月餅市場大革命-2014 美心奶黃月餅市場推廣策劃

卓越獎 Arome 東海堂革新•超越

實惠-小小空間﹕大大宇宙

雀巢-能得利推廣計劃

優秀獎中華煤氣-CookForLove

中華煤氣-一站式廚房概念

K11 -TheRevolutionaryArtxCommerce

RetailModel–LocalCustomerRecognition

AsOurContinuedDrivingForce

安信信貸-有樓即有現金


得獎者


1. 實行市場推廣計劃的理念及目標 15 1.1 社會問題、目標受眾或市場細分群的需要和對問題的認知及市場競爭分析

1.2 巿場推廣策劃背後的目標受眾或巿場細分群的洞察

1.3 確立目標行為的改變以解決上述社會問題

2. 市場推廣策略 40 2.1 產品／服務／行為／意念的發展及定位

－目標受眾需要的適切性

－提供予目標受眾的好處

－國際產品／服務／行為／意念為迎合本地市場而作出的改變

（例如從新配制、包裝、設計及應用）

2.2 目標受眾的成本

－如產品或服務涉及與金錢相關的成本，請分析背後理念

－非金錢成本 ( 如產品或服務沒有與金錢相關的成本 )、目標受眾的感知阻力，

並分析背後理念

2.3 分銷渠道

－市場目標、資源，以及目標受眾的互相配合

－接觸目標受眾所採用的渠道的成效

2.4 推廣及宣傳

－對目標受眾意識、態度及使用情況的影響

2.5 人的因素

－除了員工以外，可有義務工作者參與這項市場策劃？如有，義務工作者人數有多少？

或義務工作者與員工的人數比例為何？

－有否為員工及／義務工作者提供適當的培訓及推動力，令這項市場策劃達到預期的目的？

－有否適切考慮與人有關之問題？

－如何運用人的因素替這項市場策劃增值？

2.6 整體市場推廣策略原素的整合，以及在執行過程中遇到的挑戰

3. 市場推廣計劃之原創性及策略效應 15 3.1 本地產品或服務：推廣計劃中富高度原創性及創意的原素

3.2 國際產品或服務：為迎合本地社會需要而作出的改變及當中富高度創意的原素

3.3 市場推廣策劃如何為社會帶來革新並為機構奠下獨特定位

4. 成效 20 4.1 市場推廣成效 15

－市場推廣目標達到的程度

－可量度成果（目標受眾喜好、態度和行為的轉變、目標受眾

對機構／產品／服務／行為／意念的認知度、目標受眾的使用情況等）

4.2 其他財務考慮（由市場推廣策劃所產生的捐款或撥款資助／成本效益／其他涉及財務的範圍） 5

5. 市場推廣計劃的特別優勝之處 10 5.1 對於機構及社會未來發展的影響

5.2 對於社會帶來的好處

5.3 機構從中得到的經驗累積

總分 : 100

評分指標

10

市場策劃獎項

評審準則( 非牟利機構 )


1. 實行市場推廣計劃的理念及目標 15 1.1 市場、消費者／顧客需要及市場競爭分析

1.2 巿場推廣策劃背後的消費者洞察

1.3 目標的確立

2. 市場推廣策略 40 2.1 產品或服務的發展及定位

－本地市場需要的適切性

－國際產品或服務為迎合本地市場而作出的改變（例如從新配制、包裝、設計及應用）

2.2 定價

－配合市場環境及盈利和銷售目標

2.3 銷售或分銷渠道

－市場目標、資源，以及目標顧客的互相配合

－接觸目標顧客所採用的渠道的成效

2.4 推廣及宣傳

－對消費者／顧客意識、態度及使用的影響

2.5 人的因素

－有否為員工提供適當的培訓及推動力，令這項市場策劃達到預期的目的？

－有否適切考慮與人有關之問題？

－如何運用人的因素替這項市場策劃增值？

2.6 整體市場推廣策略原素的整合，以及在執行過程中遇到的挑戰

3. 市場推廣計劃之原創性及策略效應 15 3.1 本地產品或服務:推廣計劃中富高度原創性及創意的原素

3.2 國際產品或服務:為迎合本地市場需要而作出的改變及當中富高度創意的原素

3.3 市場推廣策劃如何為業界帶來革新並為公司奠下獨特定位

4. 成效 20 4.1 市場推廣成效 12

－市場推廣目標達到的程度

－量度數據( 銷售量、市場佔有率、形象改善、消費者／顧客喜好的轉變及消費者／

顧客滿足感等 )

4.2 財務成效 8

－財務目標達到的程度

－量度數據( 盈利、投資回報率等 )

－市場推廣開支的成本效益

5. 市場推廣計劃的特別優勝之處 10 5.1 對於公司及行內未來發展的影響及好處

5.2 公司從中得到的經驗累積

5.3 使命商業

總分 : 100

評分指標

9

市場策劃獎項

評審準則


傑出線上線下整合營銷獎此獎項頒予利用線上線下的整合策略構建傑出營銷渠道組合，以提升顧客覆蓋面及其體驗的市場策劃。

傑出小預算營銷獎此獎項頒予總市場推廣費用少於 200 萬港元並展現高度成效的市場推廣策劃。巿場推廣費用包括：

- 線上推廣，如媒體廣告

- 線下推廣，如公關宣傳、工貿展覽、活動贊助

- 建立品牌費用，如品牌名稱設計、商標設計、包裝設計

- 直銷 / 數據庫營銷費用

- 市場研究及調查

- 社交媒體營銷費用

傑出公益營銷獎此獎項頒予有效地為企業和社會帶來積極和正面影響力的巿場策劃。

傑出電視廣告獎此獎項頒予推出優異電視廣告的市場推廣計劃，能成功將信息傳達至目標客戶，並留下深刻印象。在香港特別行政

區通訊事務管理局發牌的電視頻道中播放的電視廣告，可競逐此獎項。

傑出影片營銷獎

此獎項頒予創新地運用視頻來吸引、感動和提升目標客戶群的投入度的市場策劃。在數碼營銷渠道和社交媒體平台

上播放的視頻可競逐此獎項。


此獎項是表揚對巿場推廣計劃的成功推行，有著重大貢獻及擔當重要角色的廣告公司、巿場研究公司、公關公司及媒體策劃機構。

所有參賽機構必須提交一份報名表 ( 詳見第十六頁 )，並由至少一間客戶機構提名，而提名機構須為「2021 年度HKMA/ViuTV 及 NowTV 傑出市場策劃獎」市場策劃獎項的參賽機構。

大會將以下列計分制度選出「年度最佳營銷合作伙伴」的得獎機構：

分數

被巿場策劃獎的參與機構提名的公司-----------------------------------1

參賽的巿場推廣策劃排名於前 50% 以上-------------------------------2

參賽的巿場推廣策劃被選為特別獎的得獎者--------------------------3

參賽的巿場推廣策劃被選為最後十強-----------------------------------5

參賽的巿場推廣策劃榮獲卓越獎-----------------------------------------1

參賽的巿場推廣策劃榮獲銅獎---------------------------------------------2

參賽的巿場推廣策劃榮獲銀獎---------------------------------------------3

參賽的巿場推廣策劃榮獲NowTV 金獎--------------------------------5

市場策劃獎項

特別獎

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 7

市場策劃獎項

特別獎

參賽機構須於報名表中表示欲角逐的特別獎。

有意角逐以下特別獎的參賽機構，必須於「市場策劃獎項」五頁詳盡報告中解說相關策略，以作評審之用。

傑出數據運用獎

此獎項頒予通過合理使用大數據和機器學習技術，並以合法和道德途徑有效收集消費者行為數據，及 / 或以獨特的方式使用數據驅動促使網上或用戶介面能與客戶進行自動化互動的市場策劃。

傑出創意獎

此獎項頒予創新地運用媒體渠道或媒體策略的市場策劃，及 / 或展現出令人印象深刻且創新的推廣手法和技巧，尤其是其他特別獎未有涵蓋的領域。

傑出社交媒體營銷獎此獎項頒予以創新手法運用社交媒體網絡和平台作推廣的市場策劃。

傑出品牌營銷獎此獎項頒予成功於顧客心目中建立正面品牌形象的巿場策劃。

傑出合作營銷獎此獎項頒予以跨界和協力宣傳的營銷策略，合作雙方互惠互利，達至預期的市場推廣目標。

傑出顧客洞察力獎此獎項頒予透過詳盡分析客戶需求和行為而建立顧客洞察力，並將之轉化成業務增長的巿場策劃。

傑出危機應變及管理獎

此獎項頒予在巿場策劃推行期間，透過快速應變力成功處理個中突發危機的巿場策劃。

傑出內容營銷獎此獎項頒予通過創作和傳達有價值或高關聯度的推廣內容以提升整體營銷策略的巿場策劃。

傑出中國內地及國際市場營銷獎此獎項頒予以有效或創新方式向中國內地及或其他國際市場推廣的市場策劃。


評審過程

所有獎項結果將於頒獎典禮公佈。頒獎典禮

(2021 年 10 月 7日( 星期四 ))

入選決賽的機構必須出席「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」研討會，並於會上向超過六百名與會者分享其市場推廣計劃。「業界最喜愛巿場策劃獎」得主，由當天出席研討會之業界人士一人一票選出。

「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」研討會

(2021 年 9 月 7 日( 星期二 ))

進入最後評審的十間機構，將以二十分鐘時間向評判團及評審委員會介紹其推廣計劃及接受十分鐘的答問。評判團及評審委員會

將決定 Now TV 金、銀、銅獎、卓越獎及優秀獎得獎者。

最後評審

(2021 年 8 月 21 日( 星期六 ))

所有參賽機構必須提交報名表，非牟利機構需同時提交證明文件。提交報名表格

( 截止日期 :2021 年 5 月 3日( 星期一 ))

提交詳盡報告

( 截止日期 :2021 年 5 月 31 日( 星期一 ))

所有參賽機構必須以中文或英文提交：․一份不多於五頁的詳盡報告․一頁報告概要　或　三分鐘短片報告市場推廣計劃的概要並由評審委員會評核。

報告內容必須覆蓋所有評審準則。非牟利機構提交之市場推廣計劃將按「評審準則（非牟利機構）」作評核（詳見第十頁）。

6

參賽費用

每個參賽市場推廣計劃 :

管協會員 : 港幣 $13,900 非會員 : 港幣 $17,900 中小企 / 非牟利機構 * : 費用全免

*凡中小企或非牟利機構在港聘用少於 100人及非屬於任何機構的分支或跨國企業的本港辦事處，均獲豁免參賽費用。而非牟利機構於提交報名表時，需同時提交文件證明非牟利營運。香港管理專業協會保留機構參賽的最終決定權。

收費包括 ( 中小企業及非牟利機構除外 ):-10 位「HKMA/ViuTV 及 NowTV 傑出市場策劃獎」研討會名額-2 位「不確定時代下的頂尖市場策劃人」研討會名額-1 位「HKMA/ViuTV 及 NowTV 傑出市場策劃獎」頒獎禮名額

每項特別獎：

管協會員 : 港幣 $1,500 非會員 : 港幣 $1,800 中小企/非牟利機構 *：獲豁免最多兩項特別獎參賽費用

市場策劃獎項


參選資格為任何產品、服務或公共服務所推行的市場推廣計劃。推廣計劃須於 2019 年 10 月後推行，並已完成成效評估。若該公司曾參與此獎項，所提交的推廣計劃必須與以往的參選計劃有顯著分別。參選的市場推廣計劃須為本地或中國內地及香港市場而設，惟輔助之推廣素材則不需一定在本地創作。為中國內地市場而設的市場推廣計劃，參選公司須為本地機構。

頒發獎項由 HKMA/ViuTV 及 NowTV 傑出市場策劃獎籌委會及香港管理專業協會銷售管理委員會組成之評審委員會及評判團將從最多十項最傑出市場推廣計劃選出下列獎項得主 : NowTV 金、銀、銅獎卓越獎優秀獎「業界最喜愛市場策劃獎」(由出席「HKMA/ViuTV 及 NowTV 傑出市場策劃獎」研討會之業界人士選出 )

特別獎評審委員會將於所有參賽市場推廣計劃中選出下列獎項得主 :

「傑出數據運用獎」 ( 周大福珠寶集團有限公司是「傑出數據運用獎」的冠名贊助機構。)

「傑出創意獎」 ( 花旗銀行 ( 香港 ) 有限公司是「傑出創意獎」的冠名贊助機構。)

「傑出社交媒體營銷獎」 ( 宏利人壽保險 ( 國際 ) 有限公司是「傑出社交媒體營銷獎」的冠名贊助機構。)

「傑出品牌營銷獎」 ( 香港麥當勞是「傑出品牌營銷獎」的冠名贊助機構。)

「傑出合作營銷獎」 ( 太興集團控股有限公司是「傑出合作營銷獎」的冠名贊助機構。)

「傑出顧客洞察力獎」 ( 中國通海國際金融有限公司是「傑出顧客洞察力獎」的冠名贊助機構。)

傑出危機應變及管理獎

傑出內容營銷獎

傑出中國內地及國際市場營銷獎

傑出線上線下整合營銷獎傑出小預算營銷獎

傑出公益營銷獎

傑出電視廣告獎

傑出影片營銷獎


（詳情請見第七至八頁）

非牟利機構市場推廣計劃

非牟利機構提交之市場推廣計劃將按「評審準則（非牟利機構）」作評核（詳見第十頁），並與其他參賽市場推廣計劃進行評審，角逐 NowTV 金、銀、銅獎、卓越獎及優秀獎殊榮。非牟利機構於提交報名表時，需同時提交文件證明非牟利營運。

5

市場策劃獎項


評審委員會名單

評審委員會由HKMA/ViuTV 及 NowTV 傑出市場策劃獎籌委會及 2020/21 香港管理專業協會銷售管理委員會組成。

市場策劃獎籌委會成員

鄭善強先生 ( 主席 )培力控股有限公司非執行董事

陳子堅先生天貓淘寶海外事業部港澳負責人

陳淑芳女士太興集團控股有限公司執行董事

陳紀新先生香港電訊有限公司商業客戶業務董事總經理

蔡煒健先生電訊盈科媒體收費電視業務總裁

鍾美玲女士雀巢香港有限公司總經理

何偉中先生安眺科技有限公司創始人兼行政總裁

葉承浩先生費哲金融服務公司副總裁及亞太區電子商貿主管

林智剛先生花旗銀行 ( 香港 )有限公司總經理及分銷業務主管

林志偉先生瑪貝爾國際有限公司總經理

劉家輝先生森那美汽車集團 ( 香港 ) 有限公司-多品牌集團香港、澳門及台灣董事總經理

麥建華博士明愛專上學院及明愛白英奇專業學校校長

潘正棋先生余仁生( 香港 )有限公司董事總經理

譚樂文先生騰訊雲國際副總裁

任景信先生香港數碼港管理有限公司行政總裁

葉志禮先生豪特保健控股有限公司董事總經理

4

銷售管理委員會成員

鄭善強先生 ( 主席 )培力控股有限公司非執行董事

陳家偉先生美國家得路集團主席及行政總裁

關百豪博士太平紳士時富投資集團有限公司董事長兼行政總裁

黎韋詩教授香港麥當勞行政總裁

林國誠先生香港移動通訊有限公司個人流動通訊業務董事總經理

李敬天先生通利琴行有限公司總裁

梁桂芳女士香港賽馬會公司前策劃、品牌及會員事務執行總監

梁成永先生SKECHERSHongKongLimited

總裁

麥德昌先生堡獅龍國際集團有限公司行政總裁及執行董事

孫道弘先生富士攝影器材有限公司董事總經理

施國耀先生仁記洋行主席

黃紹基先生

周大福珠寶集團有限公司董事總經理

楊美珍女士香港鐵路有限公司商務總監

楊民儉先生

銷售管理委員會

委員

余漢傑先生保誠保險有限公司資深區域總監

獎項簡介


獎項簡介

HKMA/ViuTV 及 NowTV 傑出市場策劃獎，目的在於表揚本港傑出的市場推廣計劃及從業員，並提高其專業水準。

參選為您帶來的收獲

獲得交流寶貴經驗的機會

證明您的能力和成就的絕佳機會

您的成就能獲得市場策劃從業員及社會各界的認同

有趣、刺激、令您獲益良多

參選為貴公司帶來的收獲

貴公司在產品或服務推廣之卓越成就，獲香港管理專業協會肯定及嘉許

提高貴公司在同業中的聲譽及獲得社會各界的嘉許

藉著以下一連串的宣傳活動，為貴公司及其產品或服務建立合適及正面的形象－獲得各大中英文報紙廣泛的報導－於獎項宣傳廣告中，在 ViuTV 及 NowTV 頻道出現

增強貴公司員工的士氣

得獎公司可使用「HKMA/ViuTV 及 NowTV 傑出市場策劃獎」之標誌作宣傳用途

獎項類別

HKMA/ViuTV 及 NowTV 傑出市場策劃獎主要分兩個類別 :

市場策劃獎項個人獎項

獎項方針

參賽機構及個人所提交的一切資料及文件，包括參賽者及機構的身份、詳盡報告、以及在遴選過程中所有對參賽者及市場策劃的評價，均絕對保密並只作評審之用途。

所有評判及評審委員，必須於賽前向獎項秘書處申報與參賽者及機構間是否存在利益衝突。如有，該評判或評審委員將不可對有關參賽者或市場策劃作出評審，或以任何方式處理由有關機構及個人所呈交的資料及文件。

秘書處在評審過程中有可能要求參賽者提交有關其已呈交資料的證明。

查詢

余晧彰先生 -會員及活動策劃部主任 ( 電話：27748547 電郵：[email protected])林可欣小姐 -會員及活動策劃部經理 ( 電話：27748576 電郵：[email protected]) 傳真：23651000

網址

www.hkma.org.hk/Marketingaward www.facebook.com/Marketingaward

3

獎項簡介


宏利傑出社交媒體營銷獎

宏利人壽保險 ( 國際 ) 有限公司簡介宏利香港透過宏利國際控股有限公司持有宏利人壽保險（國際）有限公司、宏利投資管理（香港）有限公司以及宏利公積金信託有限公司。作為宏利集團屬下的成員公司，宏利香港為香港、澳門兩地的個人和機構客戶提供一系列有關保障及財富管理的產品和服務。公司致力提供全面的理財方案，從而幫助大眾輕鬆作出明智抉擇，實現精彩人生。

香港麥當勞傑出品牌營銷獎

香港麥當勞簡介麥當勞自 1975 年扎根香港，服務廣大市民 45 年，在港九新界營運超過 240 間餐廳，聘用超過 15,000 名僱員。品牌以 ExperienceoftheFuture 服務模式，透過新穎的餐廳設計、貼心便捷的設備、體貼周到的服務和優質美味的食品，為顧客提供新世代餐飲體驗。近年來品牌向數碼化邁出新一步，推出功能多樣化的一站式手機應用程式「麥當勞App」，顧客一切掌握在彈指之間。

2

太興集團傑出合作營銷獎

太興集團簡介太興集團紮根餐飲業界超過 30 年，為香港最大的休閒餐飲集團 ¹，並於 2019 年在香港聯合交易所主板上巿( 香港聯交所股份代號：6811)。憑藉多元品牌業務策略，集團目前旗下有15個品牌，超過200間分店，薈萃中、日、台、越及東南亞各地美食，分店遍佈香港、中國內地、澳門以及台灣，為顧客精選當地飲食文化中具代表性的佳餚，務求令他們品嚐到個別品牌所帶來的非凡用餐體驗。

太興集團多年來積極推廣餐廳品牌，在休閒餐廳巿場上的芸芸競爭對手中突圍而出。繼「MyHero」電視廣告取得空前成功，集團於 2016 年推出廣告續集「MyHeroII：英雄駕臨」，兩個廣告分別榮獲《HKMA/TVB 傑出市場策劃獎 2014》「優秀獎」及「優異電視推廣策略獎」，以及《HKMA/TVB 傑出市場策劃獎 2016》「銅獎」及「優異電視推廣策略獎」。集團於 2017 年破天荒邀請香港專業拳擊運動員曹星如先生參與「MyHero：FightForHongKong」廣告活動，進一步於跨媒體推廣「太興」品牌。2019 年，集團慶祝成立 30 周年推出全新廣告，榮獲《第十三屆金投賞》「銅獎」，並得到國際廣告業界的肯定及認同。2020 年，集團旗下品牌「亞參雞飯」推出全新破格網上廣告「99 分海南雞飯 Formula」，旋即激起瘋傳討論，錄得超過 70 萬人次瀏覽，成功為新品牌建立知名度及人氣。近年集團另一品牌「敏華冰廳」在香港及內地亦深受顧客歡迎，更奪得內地多個獎項，包括大眾點評網杭州「粵菜排行榜」及「最受歡迎菜式排行榜」榜首等，成功將品牌拓展至內地巿場。

集團多年來堅持實踐企業社會責任，其義工隊更與本地及國際慈善團體合作，透過各種義工活動回饋社會，關懷社群，保護環境，為社會可持續發展貢獻一分力量。

¹ 以 2017 年於香港自營休閒餐飲餐廳市場的收益及自營餐廳數目計算

市場策劃獎項特別獎

冠名贊助


大福傑出數據運用獎

大福珠寶集團簡介周大福珠寶集團有限公司於 2011 年 12 月在香港聯合交易所主板上市，以成為全球最值得信賴的珠寶集團為願景。

集團標誌性品牌「周大福」創立於 1929 年，廣獲認同為信譽及正貨的象徵，並以產品設計、品質與價值聞名。周大福憑藉差異化策略在不同顧客群的市場穩步發展，並提供貼身的消費體驗。透過提供多元化的產品、服務和銷售渠道，滿足其不同人生階段的需要。集團的差異化品牌策略以周大福旗艦品牌為核心，並相繼推出針對性的零售體驗，以及HEARTSONFIRE、ENZO、SOINLOVE 與MONOLOGUE等其他個性品牌，每個品牌都承載著不同顧客群的生活態度和個性。

集團借助以客為本的重點及其策略為基礎，實踐業務可持續增長的承諾，致力於業務、員工和文化方面推動長遠的創新發展。發展成熟的靈活業務模式是推動集團可持續增長的一大優勢，在整個價值鏈中支持集團追求卓越，以及延伸商機至不同社區和全球的行業合作夥伴。

集團擁有龐大的零售網絡，遍及大中華、日本、韓國、東南亞與美國，並經營發展迅速的電子商務業務，能有效地執行線上線下策略，在現今的全渠道零售環境下成功突圍而出。

花旗銀行傑出創意獎

花旗銀行簡介花旗自 1902 年紮根香港，一直是最歷史悠久及最具規模的外資銀行之一。

花旗集團的環球個人銀行服務-花旗銀行，透過其零售銀行分行網絡及不同流動理財渠道，為個人及商業客戶提供全面的世界級金融產品及服務。花旗銀行亦是香港領先的發卡銀行，為擁有不同理財需要的客戶群組提供多元化的銀行方案及產品。

花旗相信銀行服務應當是簡單、方便，因此我們不斷探索先進科技，務求以科技提升客戶體驗，讓品牌得以進入客戶的生活圈，與其生活緊密結合。現今流動及其他數碼渠道普及，改變了花旗客戶使用銀行服務的習慣，由申請信用卡或貸款、繳付賬單、以至使用銀行財富管理服務，都變得不一樣。

花旗一直秉持著「創新、卓越」的客戶服務為經營理念，以迎合客戶多元化的需求。多年來，我們革新無數服務，其中包括推出輕觸式自動櫃員機、首創聲紋識別驗證、全港首個流動理財應用程式，以至最近一系列升級電子化產品等，致力為客戶帶來便捷、簡單、暢快的銀行新體驗。花旗銀行為香港首家銀行開放其應用程式介面 (APIs) 並推出 DeveloperPortal，與科技專才連接、促成金融科技發展。花旗銀行積極開創數碼銀行服務，近年推出市面的項目不少是市場首創。花旗銀行亦同時與不同的API合作夥伴，攜手推出不同的合作項目，連接著銀行與商戶的平台，讓花旗銀行的客戶隨時隨地可以使用銀行服務，毋須切換至不同平台，務求讓客戶享受無縫的銀行體驗。

花旗銀行一直致力推動普惠金融。其中推出創新全數碼銀行服務CitiPlus，為涵蓋理財教育及創新理財體驗的數碼服務，透過手機銀行服務助數碼世代逐步增值。顧名思義「CitiPlus」無論在服務定位、設計特色、功能及用戶界面上都為客戶的生活理財增添樂趣，成為客戶的理財好隊友。客戶更可完成不同任務賺取更高活期存款年利率，逐步累積財富。他們更可以低至1港元投資貨幣市場基金。

歷年來，花旗不斷推動創新科技，以迎合客戶對銀行服務的需求。花旗銀行的數碼銀行服務及產品深受客戶喜愛，令我們深感驕傲，我們會繼續為客戶帶來在業界中最好的數碼銀行體驗。

1

市場策劃獎項特別獎

冠名贊助

機構贊助

香港廣告客戶協會

數碼營銷會市場推銷研究社

支持機構

富士攝影器材有限公司

香港經濟日報香港中華煤氣有限公司

香港電訊有限公司

新城財經台

余仁生(香港)有限公司

無添加化粧粧品有限公司

港鐵公司

SKECHERS Hong Kong Limited

The Standard

中華電力有限公司

安信信貸有限公司

AXA 安盛Hong Kong and Macau美國運通國際股份有限公司

特別獎冠名贊助

大福珠寶集團有限公司(傑出數據運用獎)

花旗銀行（香港）有限公司(傑出創意獎)

香港麥當勞(傑出品牌營銷獎)

宏利人壽保險（國際）有限公司(傑出社交媒體營銷獎)

太興集團控股有限公司(傑出合作營銷獎)

中國通海國際金融有限公司(傑出顧客洞察力獎)

Documents

Chow Tai Fook Jewellery Group Limited