Chief Marketer presents the 28th Annual PRO Awards

Awarded to the campaign best utilizing more than one marketing discipline (i.e. broadcast, direct marketing, advertising, sweepstakes, events, digital media, public relations) that showcases outstanding creativity, consistency of message and achievement of objectives.

Awarded to the campaign best utilizing creativity in producing a live event or customer experience to enhance the strategic position or sales of a product or service. The event should have been produced in five or fewer venues and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

Awarded to the campaign best utilizing creativity in producing a live event or customer experience to enhance the strategic position or sales of a product or service. The event should have been produced in five or more venues and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

Awarded to the best campaign that delivers a marketing experience by using a vehicle at the heart of the program. Judges will consider the strategy, brand/market relevance, vehicle design, execution and measurable results.

This campaign really caused a ruckus. It stood out from the competition like a cat in a dog park to prevent competitors or entrepreneurs from moving in — even squeezing an elbow in. Judges will be looking for a little risk or lots of courage.

The award goes to the brand/agency who can show the judges the specific trail of shopper marketing work pre-, during- and post- retail that led to a successful outcome. This entry should outline what shopper data led to what marketing tactics and ultimately to what follow up communications with customers.

Awarded to the campaign that best leverages the strengths of a retail marketing initiative. The program can be executed by the brand or co-branded with other brands or a retailer. This category accepts both brick-and-mortar and online retail promotions.

Awarded to the program that effectively introduced or promoted a product or service by means of sampling or trial. Sampling and trial can include in-store, in-pack/on-pack, event sampling and direct mail. Program should demonstrate in its results an effective trial/conversion rate.

Awarded to the campaign that executed a successful strategy that identified the influencers who have sway over potential buyers and oriented marketing activities around these individuals.

Awarded to campaign tied to charitable objectives, including campaigns tied to nonprofit organizations, events or corporate outreach. Initiatives can include pro bono, cause-related, green efforts or corporate donations. Judges will consider how the brand and/or any involved cause benefited from effort.

Awarded to the campaign using cutting edge technology to increase the effectiveness or efficiency of marketing to gain a competitive advantage.

Awarded to the campaign that showcases how a brand connected with consumers across multiple touchpoints, and drove engagement across multiple channels, such as in-store, social, mobile, print and web.

Awarded to targeted, measurable and interactive campaigns using digital technologies, mainly using the Internet or mobile devices as a core promotional medium to reach and convert leads into customers.

Awarded to the best business-to-business campaign to generate prospects, leads, sales or customer retention. Judges will consider creativity, execution, relevance to the vertical market targeted and measurable results.

Awarded to the best use of loyalty marketing to motivate consumers to take action and/or encourage repeat purchases, including using discounts, points, rewards, coupons, premiums, membership programs, clubs and other incentives.

Awarded to the national campaign that reached across America to touch consumers whether that be through social, mobile, digital, events or other channels or mediums. Judges will consider innovation, creativity, execution and results.

Campaigns executed on a local or regional level with the intent of reaching consumers in a specific geographic area. Creativity and measurable results will be considered.

Awarded to the campaign most effective in gaining measured market awareness for a brand, service, product or event including re-launches, repositions and new introductions.

Given to the campaign that shows the most strategic use of content marketing. Judges will consider how marketers consistently created and/or curated and promoted content to attract and retain customers, create brand awareness loyalty, and drive ROI for the overall marketing strategy.

Awarded to the campaign that achieves all stated objectives while adhering to a budget under $250,000. Judges will consider innovation, creativity, execution and results.

Awarded to the campaign that most successfully targets a specific vertical niche/subset of the population based on specific demographic criteria. For example, ethnicity, gay/lesbian, parents, faith, pet owners or a specific age range of consumers: teens, boomers, etc. (Millennials has its own category). Campaigns will be judged on creativity, execution, market relevance and measurable results.

Awarded to the campaign that most creatively and successfully targets Millennials via any, or multiple, marketing channels. Campaigns will be judged on innovation, execution and measurable results.

Awarded to entries that use campaign marketing to focus on a particular holiday or season (i.e. Valentine’s Day, Earth Day, St. Patrick’s Day, Father’s Day, Christmas, Kwanzaa, Summer, Winter, Spring, Fall, back-to-school etc.) to drive sales. Judges are looking for a strategic and innovative use of creative, messaging and execution.

Awarded to the campaign that best leverages an entertainment brand or activity to market a product or service. Judges will consider creativity, execution and relevance to both the entertainment and product brand, as well as measurable results.

Awarded to the campaign that best leverages a sports brand or activity to market a product or service. Judges will consider creativity, execution, relevance to both the sport/sport franchise and product brand and measurable results.

Awarded to the campaign that best promotes a product or service through the use of gamification, contests or sweepstakes. This tactic can be part of a broader integrated campaign, but the impact of the gamification, contest or sweepstakes should be clear.

Awarded to the campaign that most innovatively launched a new product or service via any medium or channel. Measurable results, creativity and the overall launch plan will be considered.

Given to the campaign that shows the most creativity, innovation and measurable results using any social media channel to drive brand awareness and/or sales. Judges will consider sharability and viral reach of the campaign.

You must have a great video up your marketing sleeve! Show us! Awarded to the agency/brand that produced/integrated branded or consumer-generated video into its marketing. Judges will consider how well the video generated awareness for the brand.

Awarded to the campaign that innovatively created buzz and disrupted the status quo in a brand’s space through any medium or channel. Judges will consider how new ideas performed against the set objectives the brand had for the campaign or promotion.

Given to the campaign that shows the most strategic use of AI, VR or AR to attract, retain or engage consumers. Judges will consider use, creativity, execution and results.

Awarded to the campaign that most successfully relays its corporate social responsibility message to consumers. This tactic can be part of a broader integrated campaign, but judges will consider how the brand benefited from effort.

Awarded to the campaign that most creatively and successfully targets Gen Z via any, or multiple, marketing channels. Campaigns will be judged on innovation, execution and measurable results.