ABrandADay’s AI-led work with Senoko Energy earns double silver at MARKies 2026

This post is sponsored by ABrandADay.

Artificial intelligence took centre stage for ABrandADay at the MARKies Awards Singapore 2026, where the branding consultancy picked up two silver trophies for its work with AiChat for Senoko Energy.

The agency was recognised for “Most Effective Use – Artificial Intelligence” and “Most Effective Use – Marketing Automation”, spotlighting a body of work that went beyond a single campaign, and instead, reflected a broader and evolving approach to how AI can be embedded into marketing communications.

Rather than treating AI as a one-off activation, the collaboration between ABrandADay, AiChat, and Senoko Energy was built as an ongoing capability. From tactical executions to more thematic brand campaigns, AI was applied as a layer across the marketing ecosystem to improve how the brand communicates, responds, and converts.

At the core of this was a closer working model. ABrandADay operated as part of Senoko Energy’s fractional marketing team, allowing both sides to test, adopt, and respond to emerging technologies in real time. This proximity enabled faster iteration cycles, tighter feedback loops, and a clearer line of sight between experimentation and business outcomes.

According to the teams, this approach was especially critical given the initiative marked one of Senoko Energy’s first meaningful steps into AI within its commercial function. Without a fixed road map, the work required constant calibration – balancing ambition with a practical application.

The result was a system that was less about isolated innovation and more about sustained integration. AI was not treated as a headline feature, but as an integrated tool that enhanced everyday decision-making across the campaigns.

From experimentation to embedded capability

The MARKies recognition suggested this approach was beginning to resonate.

In a landscape where AI is often positioned as a buzzword, the work demonstrated a more grounded application. Automation and intelligence were used to streamline processes, personalise engagement, and optimise performance, rather than simply add novelty.

This reflects ABrandADay’s broader philosophy. The agency has increasingly focused on building capabilities within client organisations, rather than delivering standalone outputs.

The role of the fractional model

This shift is closely tied to its move towards a fractional CMO and CBO model.

By embedding senior marketing leadership within the client teams, ABrandADay is able to work alongside internal stakeholders on a continuous basis. This creates the conditions needed for AI adoption to take root, as strategy, execution, and optimisation are handled within a single loop.

The fractional model also allows for a more responsive approach to change. As new tools and technologies emerge, teams can assess and implement them without the delays that often come with more traditional agency structures.

“Today, organisations want more than a set of recommendations. They want someone who can roll up their sleeves, take ownership, and build something that lasts. That is how we partner clients such as Senoko Energy, the Institute of Singapore Chartered Accountants, and TheSeafoodCompany,” said ABrandADay’s chief creative officer, Nafe Tong.

Two patterns converging

The wins at MARKies 2026 highlighted the convergence of two key developments shaping the marketing landscape.

The first is the growing role of AI in driving marketing effectiveness. As tools become more accessible and sophisticated, the focus is shifting from experimentation to application. Brands are under increasing pressure to demonstrate how AI can deliver measurable impact, whether through improved targeting, efficiency or the customer experience.

The second is the rise of fractional leadership models. As organisations look for more flexible and accountable ways to access senior expertise, the traditional agency-client dynamic is evolving. Fractional arrangements offer a middle ground, combining a strategic oversight with a hands-on execution.

“Our work with Senoko Energy sat at the intersection of these shifts. By embedding ourselves within the client team while leveraging AI across the marketing funnel, we positioned ourselves as both a strategic partner and an operational driver,” said ABrandADay’s chief executive officer, Jas Seow.

Beyond the awards

While the double silver victories marked a significant milestone, it also pointed to a broader direction of AI.

AI is no longer a future-facing concept. It is becoming a core part of how marketing functions operate day to day. At the same time, the structures through which marketing is delivered are changing, with more fluid, integrated models gaining traction.

If anything, the MARKies recognition signals the industry is beginning to reward not just bold ideas, but the systems and ways of working that allow those ideas to scale.

And increasingly, that may depend on how well brands can combine the right tools with the right structures to make them work.