Shell wins big at the Loyalty & Engagement Awards 2026

Shell International Petroleum has been crowned Brand of the Year at the 14th edition of MARKETING-INTERACTIVE’s Loyalty & Engagement Awards, taking home an impressive 10 gold, three silver and four bronze trophies across the competition.

Shell's winning haul was powered by the campaign ‘Shell Advantage Rewards’, which picked up accolades across 17 categories including ‘Best Loyalty Strategy – Consumer’, ‘Best Engagement Strategy – Online Experience’, ‘Best Customer Relationship Management Strategy’, ‘Best Personalisation in Relationship Marketing’, and ‘Best Use of Mobile’. The breadth of their wins cemented Shell’s position as the strongest-performing brand in this year’s competition.

Kaniva Pet Food took second place in the Brand of the Year rankings, with five gold, five silver and three bronze trophies. Winning campaigns included ‘Kaniva No Pet Beauty Standard’, ‘Kaniva x BUS’ and ‘Kaniva: Pet Protect Family’.

Geneco rounded out the Brand of the Year top three with five gold, four silver and two bronze trophies. Winning campaigns included ‘Lost To Be Found’, ‘Star Light, Star Bright’ and ‘#ForestOfProsperity’.

Beyond the Brand of the Year title, the awards also recognised excellence across three distinct agency disciplines — loyalty, engagement and relationship marketing — with an overall title awarded for each.

PRM Marketing Services (PRMMS) emerged as the night’s dominant agency, sweeping all three overall titles to become Loyalty, Engagement and Relationship Agency of the Year.

PRMMS' clean sweep was backed by 10 gold, eight silver and 13 bronze trophies, earned through partnerships with Hewlett Packard Enterprise, Syngenta, Shell International Petroleum, Fujioh International Trading, Nufarm Indonesia and Inchcape Singapore.

Among their winning work were campaigns including ‘Toyota Always’, ‘Shell Advantage Rewards’, ‘Fujioh Aftersales Program’, ‘HPE ENGAGE & GROW’, ‘HPE Networking Instant On ACTION Partner Club’, ‘Grow-Together Programme’, and ‘Syngenta ePartnerGrow®’, reflecting the agency’s breadth across the three disciplines.

The agency rankings also saw strong performances from Wink, which secured second place across all three titles: Loyalty Agency of the Year, Engagement Agency of the Year, and Relationship Marketing Agency of the Year. Construct took third in both Loyalty Agency of the Year and Relationship Marketing Agency of the Year, while Honest Studio claimed third place for Engagement Agency of the Year.

The breadth of this year’s winning work reflects how loyalty and engagement have evolved beyond traditional reward mechanics. Increasingly, brands are looking to create value through participation, relevance and emotional affinity — turning individual interactions into longer-term relationships.

That convergence was evident across the winners, with loyalty, engagement and relationship marketing increasingly reinforcing one another. The work recognised this year demonstrates that lasting customer value is built not through a single touchpoint, but through a sustained and meaningful brand relationship.

MARKETING-INTERACTIVE extends its thanks to the distinguished panel of judges who lent their expertise and time to evaluating this year’s entries. Their careful consideration and industry insight were instrumental in identifying the work that rose above the competition.

We also thank our platinum sponsor, PRM Marketing Services (PRMMS), for its valued support of the 2026 awards, alongside our official beer partners, Heineken Silver, Tiger Crystal and ODD Company for keeping our spirits high.

The winners were announced and celebrated on 20 August at The Fullerton Hotel Singapore, bringing together the brands, agencies and teams behind some of the year’s most notable loyalty and engagement initiatives.

Congratulations to all the winners of the Loyalty & Engagement Awards 2026 for their achievements and for continuing to push the boundaries of customer loyalty, engagement and relationship marketing. Discover the complete winners’ list here.