Judges' cue on how to win the Marketing Excellence Awards

How can you stand out from the crowd and ensure your campaigns take home the prize at this year’s Marketing Excellence Awards?With only one week before the submission deadline of 10 September Advertising + Marketing spoke with a selection of the high profile judging panel about what they are looking for from entries this year and what will really excite them.Here are their expert responses:What are you expecting from the entries for this year’s awards?“As consumers are constantly bombarded with advertising and media messages, we look for those that truly stand out from the crowd - especially in their simplicity, clarity, and ability to provoke emotional reactions to the intended audience. We’re looking out for the X-factor!”Azran Osman-RaniChief executive officerAirAsia X“It is an honour to be able to play a role in recognising and celebrating excellence across the marketing communications services industry. Marketers have to constantly adapt and evolve to achieve effectiveness; I look forward to reviewing well-presented outstanding entries that embrace creativity at the same time able to produce tangible, positive results. Good luck to all participants!”Keni KamaludinHead, marketing & communicationsAmGeneral Insurance“I’m looking forward to see marketing efforts that are customer centric and which meet ROI on marketing spent. As a marketer myself, customer centricity in today’s environment is key as consumers are much more exposed and demanding. Consumers are no longer loyal with a single brand as compared to a decade ago. Brands need to work harder to engage their customers and build meaningful affinity in winning the customers’ heart.”Kam Lee LanHead, marketing & customer managementGreat Eastern Life Assurance (Malaysia)“I will really be excited to see the creativity and “out of box” marketing ideas, programs and activities by the marketer’s of the different brands and companies.In this fast changing consumer environment, I will also be looking for programs that engage and interact with the brands target audience as well as build connection and loyalty.I will also be looking out for holistic programs that really connect the traditional marketing communication activities and how it integrates into the digital platform.”Sydney QuaysManaging director, Malaysia & BruneiStarbucks MalaysiaI look forward to seeing more innovative and ground breaking thinking in the entries this year. Mould-breaking ideas that have emotional resonance and a little twist with entertainment or utility.  I also wish to see new creative expressions that have the ability to connect with today’s generation of digital and the power to create values in our lives with non-traditional approaches demonstrating creativity without borders.  Work that tickles our toes and yet moves us with great stories to tell. Ultimately, I look forward to discovering creative pieces that help brands move with culture, be daring, fearless and yet reflect the culture and the people we are ultimately trying to inspire.”Hannah YongHead of marketingPropertyGuru.com.myNow that you know what will set award winning entries apart, don’t wait until it’s too late to showcase your best work.Enter the Awards before the 10 September here.For all event enquiries please contact Czarina Solomon on +65 6423 0329/+65 8112 6351 or czarinas@marketing-interactive.com.