2025 Award Entries
In partnership with:
MII AIM Awards 2025 by Category
The MII AIM Awards are the gold standard for professional marketing achievement, recognising and rewarding excellence in business management through the discipline of marketing. The Awards are open to all members, across all categories, including B2C and B2B, as well as domestic and international players, regardless of company size.
There are 22 categories to choose from and entries are rigorously reviewed to evidence the impact of marketing on your business challenges and opportunities. Each award category is associated with the marketing competencies identified in the MII National Marketing Competency Framework, highlighting the critical link between business challenges, marketing skills and commercial outcomes.
Click on the category headings below to learn more about the category and submit your entry.
Membership Requirement: If you are submitting an entry on behalf of a brand, the agency must also become a member of the Marketing Institute Ireland (MII). This applies to all submissions.
Emerging Talent
Core Competencies:
All competencies.
QUALIFICATION CRITERIA – Applicants must have no more than 5 years of business experience (within 5 years of leaving school or completing an undergraduate degree). Please note that graduates on graduate programmes are eligible to enter.
This award recognises a rising star in the marketing industry who has demonstrated exceptional potential and impact early in their career in marketing. To be considered, you will need to be nominated by your company and the nomination should show the impact that the individual has had on the business.
The Emerging Talent should be “one to watch” with star quality, and individual who demonstrates initiative, creativity, imagination, adaptability and has a genuine passion for marketing. They should be driven to succeed and have clear goals and ambitions.
The submission should talk about the individual’s talents, personality, application of marketing principles and their positive impact on the team and the business.
The judging panel will look for a clear demonstration of how this marketeer has made an impact and clearly demonstrated marketing best practice.
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New Product Development (NPD) Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Innovation & NPD
In delivering strategies for business growth, today’s marketing practitioner must master the skills of bringing new products and services to market, consistent with the overall business and marketing strategies.
Successful New Product Development (NPD) includes uncovering insight, analysis of the competitive environment, management of internal stakeholders and systems to help to deliver the new product / service, and a clear understanding of the commercial market opportunity.
This award will go to a business that has uncovered and transformed a market opportunity into a successful product or service. Entrants should highlight how they uncovered insight, analysed market opportunity, managed the internal NPD processes and stakeholders, and executed the launch to achieve measurable results.
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Marketing Innovation Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Innovation & NPD
This category excludes new product development (NPD) which is a separate award category.
The Marketing Innovation Award will recognise those who champion a culture of continuous improvement through innovation across the organisation, developing and or applying new thinking, technologies and solutions that lead to sustained business development over time.
The judges want to hear about your journey, the stakeholder engagement, how the idea was conceived, how your innovative thinking evolved and addressed the business challenge or opportunity. The journey should include details of stakeholder management and how the culture of innovation and creativity was fostered and sustained.
Entries could involve the development of a new marketing strategy or activity, the launch of a groundbreaking new proposition, or an application of an innovative new technology, generating business success.
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Gradam Margaíochta le Gaeilge
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Marketing Strategy / Creativity & Communications.
Differentiation is key in marketing, and using the Irish language in the marketing mix can be a powerful way of standing out from the crowd. Many Irish businesses seek ways to emphasise their origin and brand values to build stronger connections with the audience. The judges are looking for examples of companies which have harnessed the marketing potential of the Irish language and bilingualism and used this to support branding and positioning in the marketplace. Entrants may be using Irish to attract new customers, increase customer loyalty, harness goodwill, gain a marketing edge over competitors, or enhance their public relations efforts.
Entrants should note that while the use of Irish should be a significant element, the campaign doesn’t need to be entirely in Irish. Instead, it should demonstrate how the inclusion of the language complements and supports other marketing activities.
Tugann an gradam seo aitheantas d’fheachtais mhargaíochta a bhaineann úsáid éifeachtach as an nGaeilge mar chuid dá straitéis iomlán mhargaíochta. Is gné ríthábhachtach é an t-idirdhealú sa mhargaíocht, agus is féidir seasamh amach i lár an aonaigh trí Ghaeilge a shnaidhmeadh isteach sa chumasc margaíochta. Is mian le go leor gnóthaí Éireannacha béim a chur ar a ndúchas agus ar luachanna a mbranda, agus an Ghaeilge á úsáid acu le naisc níos láidre a thógáil lena lucht féachana.
Is é atá á lorg ag na moltóirí ná dea-shamplaí de chomhlachtaí atá tar éis leas a bhaint as poitéinseal na Gaeilge nó an dátheangachais lena n-áit sa mhargadh a fheabhsú agus le cur lena mbranda. D’fhéadfaí seo a dhéanamh trí Ghaeilge a úsáid chun custaiméirí nua a mhealladh, dílseacht a mhéadú, dea-mhéin a chruthú, lámh in uachtar sa mhargadh a fháil, nó chun tógáil ar chaidreamh poiblí.
Ba cheart go mbeadh iarrthóirí ar an eolas nach gá don fheachtas ar fad a bheith trí mheán na Gaeilge, ach gur cheart go mbeadh úsáid na Gaeilge ina cuid lárnach de. Ba cheart go léireodh sé an tslí a dtacaíonn agus a dtagann an teanga le gníomhaíochtaí margaíochta eile.
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Insights & Market Research Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
Accurate and complete information and insights are the foundation stones of any successful business because they reduce business risk. Marketing decision makers need to determine the feasibility of ideas before committing substantial resources to them. The processes of market research which systematically gathers and interprets data using statistical and analytical techniques of applied science are therefore essential to business success in our increasingly complex world.
This award will go to a business which has demonstrated excellence in the use of market research to uncover insights that led to sound marketing decisions and consequent business success.
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eCommerce Marketing Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Channel Experience
- Digital Optimisation
Mastering digital as a marketing, sales and or distribution channel is key for many businesses in today’s multi-channel landscape. There are multiple routes to market from social selling and online marketplaces to direct-to-customer and hybrid strategies. Achieving business success in our digital-first world hinges on effectively selecting and managing digital channels, creating seamless transactions with both supplier and channel partners, and of course customers and consumers.
The judges will award the strategic thinking that has driven business growth (and addresses opportunities and challenges) through the deployment of ecommerce strategies, examining the selection of partners, management of relationships, optimisation of business process, use of technology, regulatory management and focus on customer / consumer engagement.
This award will go to the business that has demonstrated exceptional strategic thinking in driving growth through the effective deployment of ecommerce strategies.
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Sports Sponsorship Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Marketing Strategy
Sports is big business and attracts an ever-growing number of consumers and customers, offering a unique opportunity for engagement at a deeper emotional level. Sponsorship is the acquisition of the rights of an association. The selection of the sponsorship and the way it is leveraged will determine the marketing success of the programme.
Judges will want to understand why the specific sports partnership creates a connection with the audience and how that led to success.
This award will go to the organisation that has demonstrated from strategy through to execution, an effective sports sponsorship partnership which has delivered exceptional results such as increased brand affinity, revenues and or market share.
The winner will be considered for entry into the European Sponsorship Association “Best of Europe” category.
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International Marketing Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Channel Experience
International marketing capability is key to export performance and vital to our island’s economy.
International markets are an essential route to growth for many Irish companies who are limited by a finite home market.
The judges will look for evidence of clear strategic thinking, robust market objectives, rigorous research and planning, and implementation of localised strategies in the target markets, resulting in business success. This may have included launching new products or services abroad, implementing new distribution strategies, or opening new key accounts.
This award will go to a business (B2C or B2B) that has achieved exceptional success in exporting a product or service off our island.
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Integrated Marketing Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Marketing Strategy
Integrated marketing ensures that your strategy is faithfully and consistently applied in-market, and it focuses on more than just your messaging across communication channels.
While communications are of course important, the judges will also look at other components of the marketing mix and how they have been developed to successfully deliver your strategic consistency. The increased scope and complexity of today’s marketing environment makes the mastery of this discipline all the more vital.
This award is aimed at businesses that have deployed comprehensive and holistic approaches, whereby multiple marketing tools and channels are leveraged strategically and in unison to deliver exceptional business growth.
This award will go to a business that can demonstrate how their marketing strategy is embedded across every brand activity within the business—not merely through visual consistency, but through a cohesive approach in all they do.
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Corporate Social Responsibility Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Responsible Marketing
Note – Entries may reference sustainability initiatives in this category, but please note that there is a dedicated Sustainability Award.
Businesses today are more conscious of the need for exemplary corporate citizenship, driven not just by stakeholder expectations, but also by the business impact of an enhanced corporate reputation and consequent brand loyalty. Marketing is the key to success in CSR, as this is the function with the deepest expertise in meaningful communication and engagement.
This award will go to the business that is leading the field in CSR. Entrants should be able to point to customer and employee engagement, the linking of the CSR initiative with the brand identity, and the results and benefits obtained.
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Advertising Campaign Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Creativity & Communications
One of the most visible outputs of marketing is the ad campaign.
This award will go to the entrant that has created an outstanding B2C and or B2B advertising campaign that not only brings their marketing strategy to life through creative execution, but also engages audiences and moves the dial for the brand.
The judges will be examining the strategic thinking behind the campaign, the setting of specific objectives, the clarity of the desired positioning, the audience insight being leveraged, the creative idea and its execution, the media platform selection, and the tangible business results achieved.
This award will go to the campaign that has successfully strengthened their brand’s competitive position by dramatising its value proposition in a way that resonates deeply with consumers.
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Marketing Team of the Year Award
Core Competencies:
All competencies with an emphasis on:
- Business Performance
- Insights & Planning
- Brand Strategy
Teams which bring together a range of complementary skills and leverage these successfully can often point to extraordinary results.
Judges will look for evidence of the impact that teamwork had on optimising performance, focusing on team development and organisation, clear definition of roles, allocation of tasks, generation and sharing of ideas, team motivation, a culture of support, open communications, problem solving and measurement methods.
This award will go to the marketing team which can demonstrate how it has created an inordinately high level of business performance, encompassing both strategic perspective and tactical implementation skills.
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Client Agency Collaboration Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Creativity & Communications
- Digital Optimisation
Note: Entrants in this category may include agencies from any marketing-directed discipline, such as advertising, digital, media, sponsorship, research, public relations, and more. The entry must be endorsed and supported by the ‘client’.
Marketers appoint agencies for their expertise and their broad external perspective. However achieving the best results requires a special collaborative effort from both parties, establishing a relational framework encompassing role clarity and constructive challenge to bring out the best in both teams. Great client-agency collaboration can significantly boost the brand and business.
This award aims to highlight instances where this collaboration has been exemplary.
The award will be made jointly to the client/agency based on their success in generating empathy and trust, bonding around a shared mission, unlocking business potential and triggering exceptional results.
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Brand Campaign Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Creativity & Communications
Marketers seek to optimise brand equity, the inherent value that sets a brand apart from its competitors in the hearts and minds of consumers.
This award will be made to a business that can demonstrate it successfully developed and implemented a strategic approach to building and managing its brand, creating sustainable competitive differentiation through clarity and relevance built on the brand’s essence and values.
Entrants are invited to showcase programmes that demonstrate how their brand strategy—whether through repositioning, evolving brand identity, introducing new value propositions, or other strategic initiatives—has strengthened the brand’s market position, relevance, and long-term value.
This award will go to the strategy that exemplifies a deep understanding of the brand’s essence and values, while driving sustainable competitive differentiation and measurable commercial impact over a period of two years or more. This award celebrates the strategic thinking behind a brand’s growth and success, beyond creative execution.
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Customer Experience Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Channel Experience
A great customer experience (CX) is at the heart of building loyalty and enhancing the lifetime value of the relationship. In today’s landscape, CX goes beyond isolated touchpoints to encompass an integrated channel experience – delivering seamless, cohesive interactions across every platform and medium through which customers engage. This cumulative impact of multiple touch points aligned with customer expectations, defines the quality of their experience over time.
Organisations that master CX achieve exceptional satisfaction levels, leading to increased customer loyalty and consequent business success. This is invariably based upon a deep customer-centric approach.
This award will go to the organisation that is performing to the highest levels in CX, with a compelling shared CX vision, a joined-up strategy, a commensurate culture, customer journey mapping and consistent delivery, culminating in excellent business results.
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Entertainment Sponsorship Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Marketing Strategy
Entertainment sponsorship can be a potent marketing tool in building and the brand relationship with consumers and customers, from building brand awareness through to affinity. It can afford the brand an important opportunity to engage with customers and consumers on a deeper emotional level.
The judges will be looking at the selection criteria for choosing the specific entertainment programme and will want to understand why and how this addressed your business challenge or capitalised on your business opportunity.
This award will go to the organisation that has demonstrated, from strategy through to execution, an effective entertainment sponsorship partnership which has delivered exceptional results such as increased brand affinity, revenues and or market share. Importantly, the judges will want to understand why this particular partnership has created the unique connection with the audience and how that led to success.
The winner will be considered for entry into the European Sponsorship Association “Best of Europe” category.
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Public Relations Campaign Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Marketing Strategy
Public Relations (PR) is a powerful marketing discipline which aims to connect a business and its key audiences, normally through earned or free media. PR can deliver benefits by building awareness and conveying brand values in both the short and long term. It is seen as providing greater credibility than paid advertising, due to media objectivity, and is therefore a valuable marketing technique.
The judges will look for clarity of goals, tight definition of target audiences, coherent themes, creativity in execution, and meaningful measurement.
The award will go to entrants who can demonstrate how they have effectively deployed PR to support marketing strategies.
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B2B Marketing Award
Core Competencies:
All competencies, with an emphasis on:
- Brand Strategy
- Business Performance
- Channel Experience
- Creativity & Communications
B2B marketing presents a unique set of challenges typified by complex buying processes that often involves numerous decision-makers, higher perceived risk due to the size of the contract values and extended lead-to-close timeframes. Marketers in this area must be expert at building business relationships and engaging and negotiating with multiple stakeholders across the different stages of the buying cycle.
This award will go to an organisation that has successfully developed and delivered B2B marketing strategies, with a demonstrated success rate in targeting, tracking and closing opportunities to deliver sustainable and profitable growth. An emphasis will be placed on how organisations leverage alternative B2B channels – such as trade shows, one-to-one engagements, one-to-many interactions – alongside the innovative use of technology and digital marketing will be considered. It will be important to highlight how customer relationships are being built over time and entries that demonstrate the delivery of lifetime customer value will be rewarded.
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Sustainability Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Responsible Marketing
With the world facing critical environmental, societal, and economic challenges, now is the time to build your business proposition on sustainability – and for marketers to take the leadership role.
Consumer’s expectations of brands have never been so high with a growing demand for brands that drive meaningful, purpose driven change. By authentically embedding sustainability into the brand or business’s core purpose to the issues that really matter to people, the problems that need solving in society and on our planet, marketers have an opportunity to take action to drive positive change.
This award will go to the business that is at the forefront of sustainable and responsible practices, recognising those that seamlessly integrates sustainability into their core operations and ethos. Entrants should be able to demonstrate how the entire business was harnessed, including the brands and employees, to ensure the promotion of sustainability and how the impact of their actions on both business results and societal benefit.
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Small Business Marketing Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Marketing Strategy
The SME sector is a large and vital element in the economy of our island. Smaller companies must be particularly clever in marketing themselves and their offerings in order to compete against larger and more powerful competitors, both domestically and internationally.
Of particular interest will be the clever leveraging of limited resources and budgets, and the demonstration of creativity and flair in creating their success. For example, entrants may highlight their competence in areas such as competitive positioning and value proposition development, target audience profiling and insights, the use of technology to deliver business growth, new product development and so forth.
This award will go to a small business that has strategically addressed their competitive challenges, deployed effective marketing strategies to tackle them, and consequently achieved breakthroughs and profitable growth.
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Digital Marketing Campaign
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Digital Optimisation
- Creativity & Communications
The on-going development of technology, especially in the area of digital marketing, has greatly enhanced the opportunity for businesses to reach and engage their audiences, often in a two-way dialogue. There are increased opportunities to understand the impact of our marketing investment, affording insights for greater audience engagement, the optimisation of budgets and improved outcomes for the business.
This award will go to the entrants who have demonstrated how they have devised and executed a specific digital marketing campaign (B2C and or B2B), leveraged technology to create real engagement with carefully targeted audiences, and delivered clearly defined results.
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Strategic Pricing Award
Core Competencies:
- Business Performance
- Insights & Planning
- Brand Strategy
- Pricing Strategy
As one the original 4P’s, pricing plays a vital role in delivering competitive differentiation in the market, enhancing perceived brand value and equity.
Pricing is a strategic tool that has many applications in resolving business challenges as well as exploiting opportunities and or defending market share.
The judges will be looking for demonstrations on how pricing was successfully used for competitive brand positioning at higher and or lower price points, creating and sustaining brand value and equity, building brand loyalty, as a component in new product launches and or brand extensions, and or of course promotional activity. The entry must focus on addressing a business challenge or opportunity and highlight how the strategic management of pricing successfully resolved the challenge or capitalised on the opportunity.
This award will go to the business that highlights how pricing built a sustainable and profitable business.
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