special citation title sponsors - hkma(saturday, 27 august 2016) all the results of the awards will...

Special Citation Title Sponsors

Chow Tai Fook Jewellery Group Limited(Citation for Digital Marketing)

Maxim's Group(Citation for Outstanding TV Campaign)

Citibank (Hong Kong) Limited(Citation for Innovation)

The Hong Kong Jockey Club

JobMarket

Fuji Photo Products Company Limited

CITIC Telecom International CPC Limited

Chung & Tang Communications Consultants

The Hong Kong and China Gas Company Limited

Hong Kong Economic Times

Convey Advertising Company Limited

Fantastic NaturalCosmetics Limited

SKECHERS Hong Kong Limited

Coca-Cola China LimitedCLP Power Hong KongLimited

MTR Corporation

Microsoft Hong Kong LimitedMcDonald’s Restaurants (Hong Kong) Limited

HKT Limited

The Standard

The Hong Kong Advertisers Association

Corporate Sponsors

Supporting Organization

HKMA/TVB Awards forMarketing Excellence

HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 20161

ABOUT THE AWARDSThe HKMA/TVB Awards for Marketing Excellence bestow honour and public recognition on individuals and organizations that

have, through outstanding marketing programmes, broken barriers and raised the standards of the marketing profession in

Hong Kong.

HOW THE AWARDS BENEFITYOU

Provide a valuable experience-sharing occasion

Excellent opportunity to prove your ability and success

Gain recognition from peers in the marketing profession and the business community

Fun, exciting and enriching

YOUR COMPANY

Confer the prestigious recognition and endorsement of the HKMA on the company ’s product or service and the

company itself

Strengthen the company’s reputation within the trade and in the community at large

Provide a high-profile, positive image for the company and its product or service via

- a 30-minute programme on TVB Pearl;

- coverage in the major Chinese and English language press;

- exposure on TVB Jade and TVB Pearl in the Award promotion campaign in 2017.

Increase the morale and motivation of the staff of Award recipients by publicly recognizing their efforts; and

The winners will be allowed to use the award logo on their stationery, promotional literature and in advertising.

AWARD CATEGORIESThere are two categories for the awards:

Campaign Awards Individual Awards

INTRODUCTION TO THE AWARDS


MARKETING AWARDS ORGANIZING COMMITTEEMr S K Cheong (Chairman)Executive Director and General ManagerTelevision Broadcasts Limited

Ms Vicki Au Managing DirectorEstée Lauder (HK) Limited

Mr Tom Chan Managing Director, Commercial GroupHKT Limited

Mr Horace ChowGeneral ManagerMicrosoft Hong Kong Limited

Ms Grace HoGeneral ManagerNestlé Hong Kong Limited

Mr Stephen HoChief Executive OfficerCITIC Telecom International CPC LImited

Mr Bankee Kwan JPChairman & CEOCASH Group

AWARD POLICIESAll information and documents supplied by Award entrants including their identities, written submissions and commentaries

developed during the review of entries are kept confidential and will be used only for the judging of the Award.

All Judges and Examiners are required to declare in advance to the Award Secretariat any cases or situations which may

create any apparent or potential conflict of interest. The Judge or Examiner in question would be barred from reviewing

the entries concerned or handling in any manner the materials submitted by the award entrants involved.

The Secretariat may request verification of the data submitted by contestants during the judging process.

ENQUIRIESFor enquiries please contact:

Ms Sunnie Ma, Senior Manager Tel: 2774 8579 / Email: [email protected]

Ms Anthea Suen, Executive Officer Tel: 2774 8576 / Email: [email protected]

Fax: 2365 1000

Mr Raymond LamGeneral Manager Mars Foods Inc

Mr Frank LeePresidentTom Lee Music Co. Ltd

Ms Susanna Liew Chief Executive Officer PrimeCredit Limited

Mr Theodore MaCo-FounderCoCoon

Dr Kim Mak BBS JPExecutive Director, Corporate AffairsThe Hong Kong Jockey Club

Mr Lennard YongChief Executive OfficerMetropolitan Life Insurance Company of Hong Kong Limited MetLife Limited

http://www.facebook.com/Marketingaward

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ELIGIBILITY A marketing campaign for a product, a service or a public service issue. A marketing campaign launched after October 2014 and with demonstrable results. The campaign is substantially different from previous submissions by the same company or organization. The marketing campaign is developed for either the Hong Kong market or the Mainland China market, although

supporting materials need not have been produced locally. The campaign for the Mainland China market should be run by a Hong Kong company or organization.

AWARDSThe following awards will be granted to a maximum of ten marketing campaigns by the Panel of Judges and the Board of Examiners, comprising members of the Marketing Awards Organizing Committee and the Marketing Management Committee of the Association: Gold Award Silver Award Bronze Award A recipient of the Best Presentation Award will be selected by all participants attending the Award Seminar.

Recipients of the following awards will be selected by the Board of Examiners from amongst all the participating

marketing campaigns: Citation for Digital Marketing

(Chow Tai Fook Jewellery Group Limited is the Title Sponsor of the Citation for Digital Marketing)

Citation for Innovation (Citibank (Hong Kong) Limited is the Title Sponsor of the Citation for Innovation)

Citation for Outstanding TV Campaign (Maxim's Group is the Title Sponsor of the Citation for Outstanding TV Campaign)

Other Special Citations (e.g. Citation for Outstanding Small Budget Campaign, Citation for Creative Marketing Partnership, Citation for Impact on the Community, Citation for Excellence in Mainland Marketing)

Best Marketing Partner Awards will be awarded to companies such as advertising, research, PR and media agencies in recognition of their important role to the success of different marketing campaigns.

All entrants of the campaign awards are required to cite a maximum of three external parties such as their advertising, research, PR and media agencies contributing to the success of their programmes. Winners of the Best Marketing Partner Awards will be selected according to the following scoring system:

Agency being recognized in the participating campaign ----------------------------------------------------1 Participating campaign being ranked top 50% or above among all the entries ---------------------2 Participating campaign being selected as a Special Citation recipient ----------------------------------3 Participating campaign being short-listed as a Finalist ---------------------------------------------------------5 Participating campaign being awarded the Excellence Award ---------------------------------------------1Participating campaign being awarded the Bronze Award ---------------------------------------------------2 Participating campaign being awarded the Silver Award ------------------------------------------------------3 Participating campaign being awarded the Gold Award ------------------------------------------------------5

Two campaign awards winners will be invited to participate in the Award for China Marketing Excellence which is organized by The Hong Kong Managament Association in cooperation with The Economic Observer of Beijing.

ENTRIES FROM NON-PROFIT ORGANIZATIONS (NPOs)For entries submitted by non-profit organizations, the marketing campaigns will be judged based on the “Judging Criteria for NPOs” (Please refer to Page 8). They will go through the same judging process and will compete for the Gold, Silver, Bronze Awards, the Excellence Awards and the Merit Awards with the conventional entries. Non-profit organizations have to provide supporting document together with the Entry Form to verify its NPO status.

Points Awarded

Excellence Awards Merit Awards

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CAMPAIGN AWARDS


JUDGING PROCESS

PARTICIPATION FEEHKMA Member: HK$10,900 per programme

Non-Member: HK$14,900 per programme

NPOs (with less than 100 employees in Hong Kong)*:

HKMA Member: HK$5,450 per programme

Non-Member: HK$7,450 per programme

The participation fee covers:

10 seats at the Award Seminar

2 seats a t the Seminar on ' The Way to Become

a Top Marketer'

1 seat at the Award Presentation Dinner

NPOs* have to provide supporting document together with the Entry From

to verify its NPO status.

CAMPAIGN AWARDS SCHEDULEDeadline for EntriesFriday, 22 April 2016

Deadline for Submission of Write-upsFriday, 20 May 2016

Final JudgingSaturday, 27 August 2016

Award SeminarSeptember 2016

Award Presentation DinnerFriday, 21 October 2016

All entrants will be invited to submit a five-page summary of their

marketing campaign, a one-page executive summary in English

or Chinese and necessary information requested by the Secretariat

to be reviewed by the Board of Examiners. The written submissions

should cover all the Judging Criteria. Write-ups submitted by non-

profit organizations will be judged based on the “Judging Criteria for

NPOs” (Please refer to Page 8).

A maximum of ten marketing campaigns will be shortlisted for Final

Judging.

Submission of Write-ups (Deadline: Friday, 20 May 2016)

All finalists will be invited to deliver a 20-minute presentation, followed

by a 10-minute Question & Answer session, before the Panel of

Judges and the Board of Examiners at the Final Judging. The

Judges and Examiners will then decide on the winners of the Gold,

Silver, Bronze Awards, Excellence Awards and Merit Awards.

Final Judging (Saturday, 27 August 2016)

Al l the resul ts of the Awards wi l l be announced at the Award Presentation Dinner.

Award Presentation Dinner (Friday, 21 October 2016)

All finalists are requested to present their marketing campaigns at

the Award Seminar which is open to all executives. Winner of the

Best Presentation Award will be decided by the number of votes

received from participants during the Award Seminar.

Award Seminar (September 2016)

All participating companies have to submit an Entry Form. Non-profit

organizations have to provide supporting document to verify its NPO

status.

Submission of Entry Form (Deadline: Friday, 22 April 2016)

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MAXIM'S GROUP CITATION FOR OUTSTANDING TV CAMPAIGN

About Maxim's Group

Founded in 1956, Hong Kong Maxim’s Group is a leading food & beverage company comprising of Chinese, Asian and European restaurants, quick service restaurants, bakery shops and institutional catering, while providing a range of festive products, including the award-winning Maxim’s Mooncakes. The Group is also the licensee of renowned brands including Starbucks Coffee, Genki Sushi and IPPUDO ramen and The Cheesecake Factory. Altogether, the Group operates over 950 outlets in Hong Kong, China and Vietnam. It also established the first Sino-Foreign joint venture in China in 1980 and now delivers air catering service in 11 cities through joint ventures.

CHOW TAI FOOK CITATION FOR DIGITAL MARKETING

About Chow Tai Fook Jewellery Group

Chow Tai Fook Jewellery Group, listed on the Main Board of The Stock Exchange of Hong Kong in December 2011, is the largest jeweller listed in Hong Kong by market capitalization and the world’s number one for sales. The Group boasts an extensive online and offline retail network comprising over 2,330 Chow Tai Fook and Hearts On Fire physical stores spanning more than 500 cities in Greater China, Singapore, Malaysia ,South Korea and the United States, as well as 2 Chow Tai Fook e-Shops and over 40 e-tail accounts on other online shopping platforms.

A track record of 86 years of successful operations and the brand’s long-standing reputation together represent the key competitive advantages of the Group’s business. The iconic Chow Tai Fook brand is highly regarded for its trustworthiness and authenticity, and renowned for its product design, quality and value.

The Group employs internet technologies, information and communication technologies, smartphones and social media extensively alongside its endeavours in innovative product development and creative marketing promotion. It excels in the competency and effectiveness of its digital marketing and ecommerce amongst renowned jewellery brands, local and overseas alike.

The award winning Group has earned numerous accolades and recognitions judged or voted by industry institutions, professional organizations and consumers in recognition of its excellence in business development, marketing strategies, product design and customer service, etc.

Message from Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group

Digital marketing has become more popular with and more important to marketers in promoting products and services. With the wide and deep penetration of internet and mobile devices in our daily life, and fuelled by the increasing popularity of online social media platforms and robust growth of e-commerce, digital marketing is no doubt the fastest and most impactful to communicate and interact with targeted customers, and to engage and influence them. The trend will only grow faster and faster with the sophistication of technology and exponential growth of online shopping population nowadays.

Chow Tai Fook is proud to sponsor the Citation for Digital Marketing for the second year. The citation aims to recognize outstanding campaign that can inspire peers, lead the industry and lift the standard of digital marketing that is fast growing and yet still evolving.

CAMPAIGN AWARDS SPECIAL AWARD TITLE SPONSORS

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CITIBANK CITATION FOR INNOVATION

About Citibank Hong Kong

Citibank was established in the early 19th century and has been active in Hong Kong for more than 100 years, having been one of the first foreign banks to set up here. Throughout that time, Citibank has earned a reputation for pioneering world-class financial products and services, including wealth management solutions, payroll services, investment products, retirement services and legacy planning.

We understand our clients have different needs and cater for them through specialized operating segments, namely Citibanking, Citigold, Citi Priority, Citigold Private Client and CitiBusiness.

At the heart of Citibank’s philosophy is a desire to provide innovation and excellence in client service to satisfy the needs of Hong Kong’s emerging affluent segment. This has manifested itself over the years with many industry-first services, such as touch screen ATMs, the first ever banking mobile application in Hong Kong and most recently a major enhancement of digitized products offering a convenient, simple and efficient banking service.

Message from Ms Angel Ng, Country Business Manager, Global Consumer Banking, Citibank Hong Kong

Making innovative breakthroughs for society as a whole

At Citibank, we constantly seek ways to enhance the client experience through innovation. To achieve this, we encourage visionary thinking in all areas of banking and partner with technology industry experts to develop state-of-the-art banking solutions. At the same time, we always keep in mind that every innovation must be a meaningful one that is life enhancing from the point of view of the client.

It is an honour to be the title sponsor of the Citibank Citation for Innovation and a great pleasure to be part of the process of identifying and encouraging the most innovative businesses in Hong Kong. By recognizing and rewarding customer-oriented innovation, we encourage not just the recipients of the citation, but all businesses to strive for breakthroughs that can make an impact on the clients they serve and society as a whole.

CAMPAIGN AWARDS SPECIAL AWARD TITLE SPONSORS

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1. RATIONALE BEHIND THE MARKETING CAMPAIGN 15

1.1 Analysis of the market, consumer/customer needs, and the competition

1.2 Definition of objectives

2. MARKETING EXECUTION 55

2.1 Development and positioning of product or service 10

- Relevance to local market needs

- For international product/service, adaptations for local market

(e.g. reformulation, repackaging, reformatting, new applications)

2.2 Pricing 10

- Relevance to market environment and profit and sales objectives

2.3 Sales or distribution channels 10

- Alignment of marketing objectives, resources, and target users

- Efficiency of channels used to reach target users

2.4 Communication and promotion 10

- Impact on consumer/customer awareness, attitudes and usage

2.5 People 10

- Whether staff are appropriately trained and well motivated to deliver the objectives

of the campaign?

- How the people issues have been appropriately considered?

- How the people element was used to add value to the campaign?

2.6 Overall integration of campaign elements 5

3. ORIGINALITY AND STRATEGIC IMPACT OF THE CAMPAIGN 15

3.1 For local campaign, elements of the campaign which are highly original and creative

3.2 For international campaign, efforts to adapt to local market needs and elements which are

highly creative

3.3 The extent to which the campaign broke new ground in the industry and created a unique

position for the company

4. RESULTS 25

4.1 Marketing Results 15

- The extent to which the results met marketing objectives

- Quantifiable measures (sales, market share, image improvement, changes in

consumer/customer perceptions, consumer/customer satisfaction, etc.)

4.2 Financial Results 10

- The extent to which the results met financial objectives

- Quantifiable measures (profitability, return on investment etc.)

- Cost efficiency of marketing expenditure

5. EXCEPTIONAL MERITORIOUS ASPECTS OF THE CAMPAIGN 10

5.1 Impact on and benefits to the future development of the company and/or the industry

5.2 Learning for the company

TOTAL: 120

POINTS ALLOCATED

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CAMPAIGN AWARDS JUDGING CRITERIA


1. RATIONALE BEHIND THE MARKETING CAMPAIGN 15

1.1 Analysis of the societal issue; target audience or segment groups, their needs and

perception of the issue; and the competition

1.2 Definition of the objective behavioural change to address the issue

2. MARKETING EXECUTION 50

2.1 Development and positioning of product / service / behaviour / idea 10

- Relevance to target audience needs

- Benefits offered to target audience

- For international product / service / behaviour / idea, adaptations for local targets

(e.g. reformation, repackaging, reformatting, new applications)

2.2 Cost of Target Audience 5

- If there is a monetary cost associated with the product / service, the rationale behind

the adoption of the ‘pricing’ mechanism

- If not, the non-monetary cost or the perceived barriers to the target audience and the

rationale behind it

2.3 Distribution channels 10

- Alignment of marketing objectives, resources and target audience

- Efficiency of channels used to reach target audience

2.4 Communication and promotion 10

- Impact on target audience’s awareness, attitudes and usage

2.5 People 10

- Apart from the staff, are there any volunteers participating in the campaign?

If yes, what is the number of volunteers or the ratio of mobilized volunteers to staff?

- Whether staff and / or volunteers are appropriately trained and well motivated to deliver

the objectives of the campaign?

- How the people issues have been appropriately considered?

- How the people element was used to add value to the campaign?

2.6 Overall integration of campaign elements 5

3. ORIGINALITY AND STRATEGIC IMPACT OF THE CAMPAIGN 10

3.1 For local campaign, elements of the campaign which are highly original and creative

3.2 For international campaign, efforts to adapt to local societal needs and elements which are

highly creative

3.3 The extent to which the campaign broke new ground in society and created a unique position

for the organization

4. RESULTS 25

4.1 Marketing Results 20

- The extent to which the results met marketing objectives

- Measurable outcomes (changes in target audience perceptions, attitude and behaviour,

increases in awareness of the organization / product / service / behaviour / idea, usage

level of target audience, etc)

4.2 Other Financial Consideration (amount of donations, funding or grants generated through the 5

campaign, cost efficiency and implications)

5. EXCEPTIONAL MERITORIOUS ASPECTS OF THE CAMPAIGN 20

5.1 Impact on future development of the organization and / or society

5.2 Benefits to society

5.3 Learning for the organization and further improvement

TOTAL: 120

POINTS ALLOCATED

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CAMPAIGN AWARDS JUDGING CRITERIA FOR NPOs


2 0 1 5

GOLDCoca-Cola China Ltd - Share A CokeSILVERBritish Motors Limited - The Unexpected – All New Discovery SportBRONZEMaxim’s Caterers Limited - Mooncake Market Revolution – Maxim’s

Egg Custard Mooncake 2014EXCELLENCE AWARDS Arome Bakery (HK) Co Ltd - Arome Anew & BeyondPricerite Stores Limited - Small Space: Big UniverseNestle Hong Kong Ltd - Frutips Relevancy CampaignMERIT AWARDS The Hong Kong and China Gas Company Limited - Cook For Love The Hong Kong and China Gas Company Limited - Total Kitchen

SolutionK11 Concepts Limited - The Revolutionary Art x Commerce Retail

Model – Local Customer Recognition As Our Continued Driving Force

PrimeCredit Limited - Turning Property into Cash

2 0 1 4

GOLDHarbour City - Rubber Duck Joy to the World CampaignSILVERWellcome's 'Like Always' CampaignBRONZECLP Power - 'Let’s Save Now For A Better Future' Marketing CampaignEXCELLENCE AWARDS Chow Tai Fook ‘The Perfect One’ Bridal Campaign 2013Environmental Protection Department - Food Wise Hong KongPrimeCredit - Golden-teeth PromiseMERIT AWARDS RunOurCity ‘Free to Run 3.23 Hong Kong Streetathon’ McDonald’s Restaurants - From CNY to WNY: Making the Most of the New YearTai Hing Catering Group - My Hero 太好味道

Times Square: This is Your Time; Timely Transformation Of A Fading Meeting Place

2 0 1 3

GOLDPCCW - HKT mobile service ‘Ultimate Mobility’SILVERHarbour City – Doraemon Brings Innovative Surprises through Joyful ExperiencesBRONZELove the Planet 4.22 Hong Kong Goes Green MondayEXCELLENCE AWARDS Turning Brand Culture into Customer Benefit – Fairwood 40th AnniversaryBreakthrough the Dark Side of Hong Kong DisneylandMcDonald's Restaurants – i'm AmazingMERIT AWARDS Dairy Farm - Wellcome – Low Low Price Watcher The Hong Kong Jockey Club – Happy WednesdayMcDonald's Restaurants – It's Mac Time TonightTSL ︱謝瑞麟 Brand Revitalization – Rising from The Gloom

2 0 1 2

GOLDCoca-Cola Summer 'Chok' CampaignSILVERHong Kong Breast Cancer Foundation – Three Steps to Breast HealthBRONZEDisneyland's It's Playtime with Friends - The Power of SynergyEXCELLENCE AWARDS FUJIFILM X-series – The sect of wandering photographing – The Re-birth of a Camera GiantMcDonald’s - The Road to Becoming Hong Kong’s Coffee DestinationiButterfly – Turning the Sky into a CanvasMERIT AWARDS PopCorn’s Opening CampaignOkamoto - Water Temptation, Thinner than Super ThinPizza Hut - Pizza and MoreSOLVIL ET TITUS: Time is Love

2 0 1 1

GOLDThe House of Dancing Water, City of Dreams – A New Era of Entertainment in MacauSILVEROcean Park’s Aqua City – The re-birth of a miracleBRONZEChina 3D’s 3 Dimensional Marketing of 3D Sex and Zen EXCELLENCE AWARDS Citibank Banks on New Standards to Break Banking InertiaFree Golden BangleBreaking Out of the Price Prison – How McDonald’s launched its first premium product, 35 years on

2 0 1 0

GOLD Maxim’s Angel and DevilSILVER Standard Chartered Hong Kong 150th Anniversary Commemorative Charity Banknote Marketing CampaignBRONZE McDonald’s Moments DeliveredEXCELLENCE AWARDS Endless Love – Rebranding BOCG LifeCathay Pacific ‘People & Service’ CampaignHKJC 125th Anniversary Campaign

2 0 0 9

GOLD MTR Rail Merger Campaign - The Unprecedented Marketing ChallengeSILVER McDonald’s Democratizing Premium CoffeeBRONZE American Express Cathay Pacific Credit Card – Fly FasterCERTIFICATES OF EXCELLENCE Cathay Pacific New Cabin Designs Marketing CampaignDairy Farm - One Dollar Does MatterThe HKJC Olympic 2008 Campaign - How We Excelled in the World

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PAST CAMPAIGN AWARDS WINNERS


2 0 0 3

GOLD One2Free SMS LoversSILVER The Power of Love - The Power of Music BRONZE Ocean Park Halloween Bash 2002CERTIFICATES OF MERIT New World PCS - Twins Mobile – Breakthrough Info-tainment Service Keeps Idols CloseMcDull, Hong Kong One Egg TartWatsons Water – Wats Next

2 0 0 2

GOLD The Making of RoadShowSILVER Cathay Pacific – The World’s Biggest Welcome BRONZE See You at Café de CoralBRONZE An Exceptional Community for An Exceptional Childhood – Discovery Bay Siena one Marketing CampaignCERTIFICATES OF MERIT Hang Seng Femina Banking – Lead a Fabulous LifeHang Seng M.I. Kid” Account - Develop your Children’s Potential for Great Achievements”

2 0 0 1

GOLD The Leighton Hill – Home to the New Aristocracy SILVER Orangeworld – A World Where Your Fantasy Takes Flight BRONZE Ribena Mobile the Ultimate BreakthroughCERTIFICATES OF MERITAllergan - Complete Repositioning CampaignManulife - The MPF Launch CampaignSUNeVision - Launch of Propertystreet.net

2 0 0 0

GOLD SUNDAY Independence DaySILVER Ocean Shores – Live the Good Life, Live at the BestBRONZE The Creative Positioning of 5-7 Seater Mazda Premacy Capsule VCERTIFICATES OF MERITBOC U-point Credit CardHong Kong’s Tender – You Name the PriceGuangzhou-Kowloon Through Train Service Improvement Turned Business Around

1 9 9 9

GOLD A Sentimental JourneySILVER Tierra Verde – Breaking Through A Bleak MarketBRONZE Panadol Cold & Flu CampaignCERTIFICATES OF MERITDFS Galleria – Targeting A Changing CustomerFestival Walk: Set Your Own BoundariesSwire Properties: StarCrest – 5-Star Luxury at a 9-Star Location

2 0 0 8

GOLD Continuous 'One-Up' Breakthrough – The Success Story of Harbour City, the Success Story of You & Me!SILVER Pizza Hut Chessy Bites – Release the Child in YouBRONZE Manhattan Hill – Magic Happens in West KowloonCERTIFICATES OF EXCELLENCE Coca-Cola zero – Who Says You Can’t Have Real Taste Zero SugarRonald McDonald House Charities: Part of Me, Part of My CommunityPCCW Mobile – Building A Brand with Passion Power

2 0 0 7

GOLD Bel-Air No.8 – The New Landmark in Island SouthSILVER Cathay Pacific – Moving Forward with Hong Kong for 60 YearsBRONZE Luxottica – Revitalized an Old Brand in a Stagnant IndustryCERTIFICATES OF EXCELLENCE McDonald’s 24 Hours ‘Mac Tonight’ CampaignPizza Hut Cheesy Lava ‘Passion released, Record achieved’Making babies’ ‘impossible mission’ possible

2 0 0 6

GOLD Love Hong Kong, Love Ocean Park!SILVER CLP Power: Create the Market – Induction CookingBRONZE apm – a retail breakthrough for HKCERTIFICATES OF EXCELLENCE Hong Kong Broadband - Be Ahead of YourselfPCCW - Next Generation Fixed Line ‘Brand Quality Campaign’Prevail in Confectionery: Eclipse Mints

2 0 0 5

GOLD Revolution of Pizza Hut's Business ConceptSILVER Repositioning of e-zoneBRONZE Cathay Pacific - It's the little things we rememberCERTIFICATES OF EXCELLENCE Be the True Soy Sauce Leader - The Launch of Amoy Premium Soy SauceHutchison Live 3The Arch – Imagination rules the world

2 0 0 4

GOLD YOHO Town – Transforming Residential Property into a Lifestyle BrandSILVER Swire Homes’ Distinctive New Living – The OrchardsBRONZE Launch of a New Brand: VAGO with INSOLIA – The Painless Hi-HeelsCERTIFICATES OF MERIT Fairwood Re-brandingHutchison - The Launch of 3Regalia Bay

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1 9 9 2

GOLD RecruitSILVER K-Swiss Sports ShoesBRONZE MTR Customer Service CampaignCERTIFICATES OF MERITLee Kum Kee XO SauceMission Impossible: Nissan GallerySea Horse Scandinavian Furniture Launch Campaign

1 9 9 1

GOLD Just Gold ConceptSILVER IKEA Showflat CampaignBRONZE Mazda 121 CampaignCERTIFICATES OF MERITBuilding Up of Fornari Jeans in Hong KongNine Queen’s Road Central – A Case HistorySaab 900S (1992 Model) Launch Campaign

1 9 9 0

Hong Kong Economic Times Circulation Driven Campaign

1 9 8 9

Fujicolor Circle CampaignStandard Chartered Bank’s Mortgage Plus Enhancement Programme

1 9 8 8

First Pacific Bank CCU Deposit Campaign

1 9 8 7

American Express CardFotomax Video Club

1 9 8 6

Jade VTR PackageThree Grains Rice

1 9 8 5

Café de CoralExchange SquareMitsubishi 4-Seater Taxi

* Starting from 1997, the year of the Award Presentation was adopted as the year of the Award

1 9 9 8

GOLD Lipton Ming Han Ching Tea Bags SILVER Tse Sui Luen Jewellery - The Launch of 5th C Jewellery Consultancy Service – A New Dimension in Diamond MarketingBRONZE Dai Pai Dong – Passion of Hong KongCERTIFICATES OF MERITThe Launch of Colgate Sensation Whitening ToothpasteHang Seng Smartlnvest ServicesSpeedPost – We Put Time on Your Side

1 9 9 7

GOLD The Launch of One2FreeSILVER Shell Supercharged 881 Friends of the RoadBRONZE Product Launch of Lee Kum Kee Seasoned Soy Sauce for Seafood in 1996CERTIFICATES OF MERIT1996 American Express Credit Card Launch903 id club ProgrammeShanghai Tang – Made by Chinese

1 9 9 5

GOLD The Kingswood Villas MetamorphosisSILVER Standard Chartered Credit Card Real Life PrivilegeBRONZE Launching of HMV Superstores: Music at its BestCERTIFICATES OF MERITDHL Jumbo Box – Air Freight Made EasyOpen Learning Institute of Hong Kong - MBA Degree ProgrammeRinnai Gas Clothes Dryer – A Breakthrough for Towngas

1 9 9 4

GOLDKalm’s – A Gift from the Heart Marketing CampaignSILVER All I Want for Christmas is Pacific PlaceBRONZE City Telecom Marketing Campaign 1994CERTIFICATES OF MERITABC Communications Limited – QK Youth ProgrammeMTR 15th Anniversary Charity DriveVirgin Atlantic Airways Limited

1 9 9 3

GOLD Dairy Farm Hi-Calcium MilkSILVER Taipan Snowy MooncakeBRONZE Hongkong Telecom CSL 1010 Digital LaunchCERTIFICATES OF MERITCrown Motors’ 1993 Toyota Drive-Away CampaignLane Crawford ExpressOcean Park Kids’ World

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To: The Secretariat HKMA/TVB Awards for Marketing Excellence 2016 The Hong Kong Management Association 16/F, Tower B, Southmark 11 Yip Hing Street Wong Chuk Hang Hong Kong

Attn: Ms Sunnie Ma, Senior Manager (Tel: 2774 8579 Email: [email protected]) Ms Anthea Suen, Executive Officer (Tel: 2774 8576 Email: [email protected] Fax: 2365 1000)

My company intends to enter the competition for the HKMA/TVB Awards for Marketing Excellence 2016.

My company is a non-profit organization. Attached, is the relevant supporting document. (Please put a " " in the box if appropriate.)

Name of Campaign:

Name of Organization:

Address:

Contact Person: Job Title:

Telephone: Mobile:

Email: Fax:

(Deadline for submitting the completed write-up is Friday, 20 May 2016.)(Companies may submit more than one entry. Please complete a separate form for each entry.)

A crossed cheque no: of HK$ made payable to “The Hong Kong Management Association” is enclosed.[HK$10,900 (HKMA Member) / HK$14,900 (Non-Member) for each participating marketing campaign][For NPOs with less than 100 employees in Hong Kong: HK$5,450 (HKMA Member) / HK$7,450 (Non-Member)]

DeclarationI authorize the HKMA to use my data to keep me informed of any direct marketing information including training and education programmes, awards and competitions, membership, alumni, promotional activities and other services and activities that it may arrange.

Please tick the box to indicate your consent. Please tick the box to indicate your objection.

Signature: Full Name: Date:

Signature of contact person: Date:

(not later than Friday, 22 April 2016)

Please send the receipt to (if different from the above contact person):

Name: Job Title:

Tel: Email:

1. I shall comply with The Hong Kong Management Association (HKMA) Privacy Policy Statement, the Hong Kong Personal Data (Privacy) Ordinance (Cap.486) and other related regulations which will be changed from time to time. I declare that the data given in support of this application are, to the best of my knowledge, true, accurate and complete. I understand that the data will be used in the admission assessment process and that any misrepresentation, omission or misleading information given may disqualify my application for admission and enrolment in the programme.

2. I understand that, upon my registration, the data will become part of the HKMA record and may be used and processed for all lawful purposes relating to my academic and/or non-academic activities in accordance with the established policy of the HKMA and the Hong Kong Personal Data (Privacy) Ordinance (Cap.486).

3. I expressly consent that the personal data will be used for the HKMA administrative, academic, research, statistical, alumni activities and prescribed purposes as allowed by HKMA and the laws of Hong Kong from time to time.

(ACM-42412-2016-2-NL)

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CAMPAIGN AWARDS ENTRY FORM


ELIGIBILITYThe Awards are intended to recognize the outstanding achievement of marketers who have made significant contribution to the marketing development of their companies or clients as well as the business community.

There are two categories for individual awards:

1. Distinguished Marketing Leadership Awards Executives who have

- at least 10 years' experience; and

- occupy a senior position; and

- play a leading marketing role in the company or play a leading role in the marketing development and marketing

execution of client companies.

A Marketer of the Year Award recipient will be selected from amongst the winners of the Distinguished Marketing

Leadership Awards.

2. Outstanding Marketing Professional Awards Executives who excel in a general marketing role or in a specialist marketing function such as:

- Advertising

- Digital Marketing

- Direct Marketing

- Public Relations

- Research

are eligible to enter the Award.

AWARDS The following awards will be granted to outstanding marketers by the Panel of Judges and the Board of Examiners:

Marketer of the Year Award Distinguished Marketing Leadership Awards Outstanding Marketing Professional Awards

BENEFITS AND RECOGNITION Winners of the Distinguished Marketing Leadership Awards and the Outstanding Marketing Professional Awards will enjoy the

following benefits and recognitions:

1. For Distinguished Marketing Leadership Awardees, they will be granted: - HKMA Professional Manager status. The membership fee and the CPD requirements for the first two years will be

waived; and - Membership at the HKMA Sales and Marketing Executives Club. The membership fee for the first two years will be

waived.

2. For Outstanding Marketing Professional Awardees, they will be granted: - HKMA Full Membership or Associate Membership status, depending on their work experience and academic

qualifications. The membership fee for the first two years will be waived; and - Membership at the HKMA Sales and Marketing Executives Club. The membership fee for the first two years will be

waived.

13

INDIVIDUAL AWARDS


JUDGING PROCESS

PARTICIPATION FEEHKMA Member: HK$6,900 per nominee

Non-Member: HK$9,900 per nominee

The participation fee covers:

- TWO seats at the Award Seminar

- TWO seats at the Seminar on 'The Way to Become

a Top Marketer'

- ONE seat at the Award Presentation Dinner

INDIVIDUAL AWARDS SCHEDULEDeadline for NominationFriday, 13 May 2016

Deadline for Submission of Write-upsFriday, 10 June 2016

Final JudgingSaturday, 20 August 2016

Award Presentation DinnerFriday, 21 October 2016

All entrants have to be nominated by their companies which are

required to send in the Company Nomination Form. A company

can nominate one candidate for the Dist inguished Marketing

Leadership Award and a maximum of f ive candidates for the

Outstanding Marketing Professional Awards.

Company Nomination(Deadline: Friday, 13 May 2016)

All entrants will be required to submit a written submission of not

more than four pages together with a one-page summar y of

personal information in English or Chinese to be reviewed by the

Board of Examiners.

Submission of Write-ups(Deadline: Friday, 10 June 2016)

Shortlisted entrants of the Distinguished Marketing Leadership Awards

and the Outstanding Marketing Professional Awards will be invited to

the Final Judging which will include two parts as follows:

Part One:

Presentation on "Single Campaign Track Record" (10 minutes)

Question-and-Answer Session (8 minutes)

Part Two:

Presentation on a case topic (5 minutes)

(All finalists will be given 30 minutes to prepare a case topic before his/her assigned interview time.) Question-and-Answer Session (5 minutes)

Winners of the Marketer of the Year, the Distinguished Marketing

Leadership Awards as well as the Outstanding Marketing Professional

Awards will be selected by the Panel of Judges.

Final Judging(Saturday, 20 August 2016)

Al l the resul ts of the Awards wi l l be announced at the Award Presentation Dinner.

Award Presentation Dinner (Friday, 21 October 2016)

14

INDIVIDUAL AWARDS


POINTS ALLOCATED

1. SINGLE CAMPAIGN TRACK RECORD 40

Please describe the single most successful marketing campaign which you have played a key role.

The campaign should be launched after October 2012.

1.1 Please describe your contribution / involvement in the following areas:

1.1.1 Creativity / Innovativeness 8

1.1.2 Leadership and Executional Excellence of the Campaign 8

1.1.3 Strategic Thinking behind the Campaign 9

1.2 Results 10

In terms of sales achievement or in terms of other marketing results such as distribution,

brand awareness, brand image, customer loyalty / retention, etc or in terms of the business value

to the organization

1.3 Lesson Learned 5

Key learnings that were applied in future campaigns

2. TRACK RECORD HIGHLIGHTS 45

Other than the single campaign track record above, please describe your achievements over

the course of your career in the following areas:

2.1 Marketing Achievements 20

Please cite up to three marketing campaigns over the last ten years that you feel represent

excellence in marketing and briefly describe your role / contributions to the campaigns.

2.2 Achievements in the Leadership of the Marketing Function in the Organization / 10 or Client Organization

Please describe how you have helped to improve and develop the marketing

capability of your current and / or previous organization(s).

2.3 Contributions to the Strategic Business Direction of the Organization / or Client Organization 10

Please describe very specifically how you have contributed to or influenced your current and /

or previous organization(s) in following areas:

2.3.1 Strategic Business Direction

2.3.2 Business Growth

2.3.3 Profitability

2.4 Personal Achievements 5 - Academic, professional awards and other public recognition related to marketing

- Career achievements

3. GENERAL CONTRIBUTIONS 15

Contributions to the marketing development of the business community (marketing-related aspects such as efforts in training, grooming, pro-bono work etc.)

TOTAL: 100

15

DISTINGUISHED MARKETING LEADERSHIP AWARD JUDGING CRITERIA


POINTS ALLOCATED

1. SINGLE CAMPAIGN TRACK RECORD 60

Please describe the single most successful marketing campaign which you have played a key role. The campaign should be launched after October 2012.

1.1 Please describe your contribution / involvement in the following areas:

1.1.1 Creativity / Innovativeness 15

1.1.2 Executional Excellence 25

Please cite the efforts you have made in contributing to the executional excellence of

the campaign including:

- achieving the campaign objectives

- meeting the campaign time-line

- meeting the campaign budget

- solving the problems encountered

1.2 Results 10

In terms of sales achievement or in terms of other marketing results such as distribution, brand

awareness, brand image, customer loyalty / retention, etc or in terms of the business value to the

organization

1.3 Lesson Learned 10 Key learnings that were applied in future campaigns

2. TRACK RECORD HIGHLIGHTS 30

Other than the single campaign track record above, please describe your achievements over

the course of your career in the following areas:

2.1 Marketing Achievements 20

Please cite up to three marketing campaigns over the last five years that you feel represent

excellence in marketing and briefly describe your role / contributions to the campaigns.

2.2 Personal Achievements 10 - Academic, professional awards and other public recognition related to marketing

- Career achievements

3. SELF-IMPROVEMENT PLAN 10

Please describe how you intend to improve yourself to further your marketing career.

TOTAL: 100

16

OUTSTANDING MARKETING PROFESSIONAL AWARD JUDGING CRITERIA


2015

Marketer of the Year

Ms Eve LeungSenior Marketing Manager – Branded ProductsMaxim’s Caterers Limited

Distinguished Marketing Leadership Awardees*:

Ms Sandy Hung Business & Marketing DirectorWell Synergy International Limited

Ms Tania LauDirector of Marketing, Yahoo Hong Kong Yahoo! Hong Kong Limited

Ms Eve LeungSenior Marketing Manager – Branded ProductsMaxim’s Caterers Limited

Mr John LeungDirector of Customer CommunicationPricerite Stores Limited

Outstanding Marketing Professional Awardees*:

Ms Anny Ho Yin WaManager, Local Store Marketing and CSAMcDonald’s Restaurants (Hong Kong) Limited

Ms Nicole LamManager, Marketing and Brand ManagementPricerite Stores Limited

Ms Wong Ki ManManager – MarketingMcDonald’s Restaurants (Hong Kong) Limited

2014


Ms Karen TamAssistant General Manager – Promotions and MarketingHarbour City Estates Limited


Ms Amy LeungExecutive DirectorPricerite Stores Limited

Ms Karen TamAssistant General Manager – Promotions and MarketingHarbour City Estates Limited


Ms Ophelia FongMarketing ManagerThe Dairy Farm Company, Limited – Wellcome

Mr Andrew YeungManager – Promotions and AdvertisingHarbour City Estates Limited

2013


Ms Yvonne TangMarketing DirectorMcDonald's Restaurants (Hong Kong) Limited


Ms Emily Chow Head of MarketingPrimeCredit Limited

Mr Deric WongHead of Strategy and InsightsOmnicom Media Group

2011


Ms Josephine WuMarketing DirectorLuxembourg Medicine Co Ltd


Ms Lo Bo Ki, VocalisManager, RewardsAmerican Express International Inc

Mr Joseph WongFounder & Managing DirectorCookie Galerie Ms Josephine WuMarketing DirectorLuxembourg Medicine Co Ltd


Ms Irene AuAssistant Manager, RewardsAmerican Express International Inc

Mr Cheung Chi Kwong, RickyDivision Manager, Industrial & Transportation Business 3M Hong Kong Limited

2010


Ms Rhoda ChanHead of Corporate Responsibility, Corporate Affairs, Hong KongStandard Chartered Bank (Hong Kong) Limited


Ms Elaine ChanDeputy Head of Corporate CommunicationNew World First Bus Services Limited

Ms Rhoda ChanHead of Corporate Responsibility, Corporate Affairs, Hong KongStandard Chartered Bank (Hong Kong) Limited

Ms Helen CheungDirector of Corporate Communications & RelationsMcDonald’s Restaurants (HK) Limited

Mr Jacky HuiSenior Manager, Marketing & PREGL Tours Co Ltd

Ms Tracy LeungHead of Cathay Pacific Co-brand PortfolioAmerican Express International Inc


Ms Esther ChungAssistant Marketing ManagerMcDonald’s Restaurants (HK) Limited

Ms Mary Shek Senior Branding ManagerStandard Chartered Bank (Hong Kong) Limited

Ms Rebecca Tse Assistant General ManagerYATA Department Store

Mr Anthony Jim Director – Group MarketingTSL | 謝瑞麟

Ms Elman Lee Group Marketing ManagerThe Dairy Farm Company Limited – Wellcome

Mr Richard Leong Marketing DirectorPizza Hut Hong Kong Management Limited

Ms Yvonne Tang Marketing DirectorMcDonald's Restaurants (Hong Kong) Limited


Ms Karen Chan Marketing ManagerThe Dairy Farm Company Limited - Wellcome

Mr Wallis ChowChief Marketer Okamoto Industries (H.K) Limited

Ms Janet Lau Deputy Group Marketing Manager The Dairy Farm Company Limited – Wellcome

Ms Catherine Law Assistant Manager, Brand and Loyalty, Digital EngagementAmerican Express International Inc.

Ms Ivy Sung Marketing ManagerThe Dairy Farm Company Limited – Wellcome

2012


Ms Beatrice LoBrand Director, Sparkling BeveragesCoca-Cola China Limited


Ms Susanna Lee Head of Strategic PlanningGilman Group

Mr Richard Leong Marketing DirectorPizza Hut Hong Kong Management Limited

Ms Beatrice LoBrand Director, Sparkling BeveragesCoca-Cola China Limited

Mr Joehan MartinusDirector, Mass MarketingCSL Limited

Mr Ngai Wah Sing, FrancisFounder & CEOSocial Ventures Hong Kong

Mr Ray Wong CEOPHD

Ms Phyllis YauAssociate Director of MarketingBossini Enterprises Limited


Ms Leung Kwai Yuk, AliceMarketing Manager, Commercial Graphics Division & Architectural Markets Department3M Hong Kong Limited

17

PAST INDIVIDUAL AWARDWINNERS


* The order of presentation of individual awardees receiving the same award is based on the alphabetical order of their surname.

** The above-mentioned Award recipients occupied the positions shown in their companies during the year of the Award indicated.

Mr Harold YipGeneral ManagerDouble A

Outstanding Young Marketing Professional Awardees*:

Ms Vivian Lee Product ManagerMTR Corporation

Ms Clara LoGroup Product ManagerAmoy Food Limited

Ms Sharon SiuMarketing DirectorJob Market Publishing Ltd, Sing Tao News Corporation

Ms Anisa TioMarketing ManagerMcDonald’s Restaurants (HK) Limited

2005

CIM Marketer of the Year

Ms Amanda LuiDirector & Chief Operations Officer RoadShow Holdings Limited

Distinguished Marketer Awardees*:

Ms Anita S Y Chan Deputy General Manager Sun Hung Kai Real Estate Agency Ltd Ms Melanie Lee

Vice President, MarketingNew World Mobility

Mr Terence LeeMarketing Communications ManagerThe Hong Kong and China Gas Company Limited

Ms Amanda Lui Director & Chief Operations Officer RoadShow Holdings Limited Ms Eunice Wong

Marketing DirectorJardine Restaurant Group, Pizza Hut Hong Kong


Ms Lau Yeuk Hung, Sandy Senior Marketing Officer Double A

Ms Camellia LeeMarket Development ManagerDouble A

Ms Elman LeeMarketing ManagerFORTRESS

Ms Joanne Tang Assistant Marketing Manager Warner Music Hong Kong Limited

Ms Nancy YauSenior Marketing ManagerJardine Restaurant Group, Pizza Hut Hong Kong

2009


Ms Diane Chiu Marketing Director The Dairy Farm Company Ltd – Wellcome


Ms Diane Chiu Marketing Director The Dairy Farm Company Ltd – Wellcome

Ms Clare HoDirector of Consumer Mobile Marketing, Consumer Group PCCW Limited

Ms Betty LeongGeneral Manager – Investment PropertyMTR Corporation

Ms Lena TsangVice President Sir Hudson International Limited


Ms Emily ChowDeputy Head of Marketing PrimeCredit Limited

Ms Wendy LeungSenior Marketing Manager McDonald's Restaurants (HK) Ltd

Mr Ivan WongVice President - Mobile Marketing, Consumer GroupPCCW Limited

2008


Ms Koby Kwan Marketing HeadCerebos (Hong Kong) Limited


Ms Bertha ChanMarketing ManagerNgong Ping 360 Limited

Mr Stanley CheungGeneral Manager, Asia Pacific RegionOkamoto Industries (HK) Limited

Ms Koby Kwan Marketing HeadCerebos (Hong Kong) Limited

Ms Karen TamSenior Manager – Promotions and AdvertisingHarbour City Estates Limited


Ms Pinky ChiangManager, Corporate CommunicationConvoy Financial Group

Ms Avis LauFuels Brand ManagerShell Hong Kong Limited

Mr Andrew YeungPromotions and Advertising Manager – Dalian Times SquareWharf Estates China Limited

Ms Florence YiuDivision Manager, Projection Systems3M Hong Kong Limited

2007


Mr Lewis SooManager, Residential MarketCLP Power Hong Kong Limited


Ms Susanna LauGeneral Manager Hong Thai Travel

Ms Vivian LeeMarketing DirectorOcean Park Hong Kong

Mr Lewis SooManager, Residential MarketCLP Power Hong Kong Ltd

Mr Gilman TooMarketing Director – Greater ChinaLuxottica Retail China Limited

Mr Alan WongDirector of MarketingDHL Express (Hong Kong) Limited


Ms Jamie ChanDirector, Certified Naturopathic Doctor Energy Source

Mr Wilson ChungSenior Marketing ManagerPacific Century Premium Developments Limited

Mr Joseph LauSales Manager, ResidentialCLP Power Hong Kong Limited

Ms Canny Leung Executive Director BMA Marketing & Advertising Ltd

Ms Canace LinAssistant Marketing ManagerMcDonald’s Restaurants (HK) Ltd

Mr Balwin YeungSenior Marketing ManagerHong Thai Travel

2006


Ms Randy LaiVice President of MarketingMcDonald’s Restaurants (HK) Limited


Ms Fanny Chan Publisher & Chief Executive Officer Job Market Publishing Ltd, Sing Tao News Corporation

Mr James Hong, AkioSenior Manager, Marketing DepartmentSony Computer Entertainment Hong Kong Limited

Ms Randy LaiVice President of MarketingMcDonald’s Restaurants (HK) Limited

Ms Rita Li Director of Consumer Marketing PCCW Limited

Mr Joseph Wong Head of MarketingHong Kong Philharmonic Orchestra

18

PAST INDIVIDUAL AWARDWINNERS


To: The Secretariat HKMA/TVB Awards for Marketing Excellence 2016 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong

Attn: Ms Sunnie Ma, Senior Manager (Tel: 2774 8579 Email: [email protected]) Ms Anthea Suen, Executive Officer (Tel: 2774 8576 Email: [email protected] Fax: 2365 1000)

My organization would like to submit nomination(s) for Distinguished Marketing Leadership Awards as well as Outstanding Marketing Professional Awards of the HKMA/TVB Awards for Marketing Excellence 2016.

Name of Organization:

Address:

Name of Nominator: Job Title:

Contact Person: Job Title:

Tel: Fax:

Email:

A. Nomination for Distinguished Marketing Leadership Awards

Nominee: Job Title:

Email: Mobile: Tel: Fax:

B. Nomination for Outstanding Marketing Professional Awards

Nominee: Job Title:


Nominee: Job Title:


Nominee: Job Title:


Nominee: Job Title:


Nominee: Job Title:


(Deadline for submitting the completed write-up is Friday, 10 June 2016.)

A crossed cheque no: of HK$ made payable to “The Hong Kong Management Association” is enclosed.[HK$6,900 (HKMA Member) / HK$9,900 (Non-Member) for each nomination for Distinguished Marketing Leadership Awards or Outstanding Marketing Professional Awards]

DeclarationI authorize the HKMA to use my data to keep me informed of any direct marketing information including training and education programmes, awards and competitions, membership, alumni, promotional activities and other services and activities that it may arrange.

Please tick the box to indicate your consent. Please tick the box to indicate your objection.

Signature: Full Name: Date:

Signature of Nominator: Date:

(not later than Friday, 13 May 2016)Please send the receipt to (if different from the above contact person):

Name: Job Title:

Tel: Email: 1. I shall comply with The Hong Kong Management Association (HKMA) Privacy Policy Statement, the Hong Kong Personal Data (Privacy) Ordinance (Cap.486)

and other related regulations which will be changed from time to time. I declare that the data given in support of this application are, to the best of my knowledge, true, accurate and complete. I understand that the data will be used in the admission assessment process and that any misrepresentation, omission or misleading information given may disqualify my application for admission and enrolment in the programme.

2. I understand that, upon my registration, the data will become part of the HKMA record and may be used and processed for all lawful purposes relating to my academic and/or non-academic activities in accordance with the established policy of the HKMA and the Hong Kong Personal Data (Privacy) Ordinance (Cap.486).

3. I expressly consent that the personal data will be used for the HKMA administrative, academic, research, statistical, alumni activities and prescribed purposes as allowed by HKMA and the laws of Hong Kong from time to time.

(ACM-42412-2016-3-NL)

19

INDIVIDUAL AWARDNOMINATION FORM

HKMA/TVB 傑出市場策劃獎 2016

致：「2016 年度 HKMA/TVB 傑出市場策劃獎」秘書處香港黃竹坑業興街十一號南匯廣場B座十六樓

收件人 : 馬森沂小姐 - 高級經理 (電話：27748579 電郵：[email protected]) 孫穎婷小姐 - 行政主任 (電話：27748576 電郵：[email protected] 傳真：23651000)

本公司欲提名員工競逐「2016年度HKMA/TVB傑出市場策劃獎」之「傑出市場策劃人」獎項及「優秀市場策劃專才」獎項。

公司名稱：公司地址：提名人 : 先生／女士職位：聯絡人：先生／女士職位：公司電話：公司傳真：電子郵箱：

甲 . 「傑出市場策劃人」提名名單被提名人：職位：電子郵箱：手提電話：公司電話：傳真：

乙 . 「優秀市場策劃專才」提名名單被提名人：職位：電子郵箱：手提電話：公司電話：傳真：

被提名人：職位：電子郵箱：手提電話：公司電話：傳真：



被提名人：職位：電子郵箱：手提電話：公司電話：傳真：（截止提交詳盡報告日期為 2016 年 6 月 10 日）

現附上已填妥之提名表格及劃線支票( 抬頭：「香港管理專業協會」)支票號碼 : 支票金額 :港幣 $[ 每位「傑出市場策劃人」或「優秀市場策劃專才」之提名，須繳付港幣 $6,900( 管協會員 ) /港幣 $9,900( 非會員 )的參賽費用。]

聲明本人授權協會使用本人的資料以通知本人協會可能安排的直接促銷活動，包括培訓及教育課程、獎項及比賽、會員、舊生會、推廣及其他服務及活動。

□請在空格加上「」號以表示本人同意。□請在空格加上「」號以表示本人不同意。

簽署 : 姓名 : 日期 :

提名人簽名：日期： ( 截止提交提名表日期為 2016 年 5 月 13 日 )收據請寄給下列人士 ( 如不同於上述聯絡人 )：

收據聯絡人：先生／女士職位：公司電話：電子郵箱：

1.本人須遵守香港專業管理協會 (“協會”) 的私隱政策聲明、香港個人資料（私隱）條例（香港法例第 486 章）及其他相關和不時變更的規定。本人聲明支持此申請的資料乃根據本人所知為真實、準確及完整。本人明白這些資料將用於入學評估的過程，亦明白任何虛假陳述、遺漏或誤導性的資料可能令本人申請就讀有關課程及被錄取的資格被取消。

2.本人明白在完成辦理有關申請的註冊程序後，有關資料將成為協會記錄的一部份，並且可能會按照協會的既定政策及香港個人資料（私隱）條例（香港法例第 486 章）在本人的學術及 / 或在非學術活動中作所有合法用途。

3.本人明確同意本人的個人資料將被用於協會的行政、學術、研究、統計、舊生活動及協會和香港法律不時所允許的特定用途。

(ACM-42412-2016-3-NL)

19

個人獎項提名表格


2007 年

CIM 最傑出市場策劃人

蘇海亮中華電力有限公司住宅客戶業務經理

傑出市場策劃人 *

劉美詩康泰旅行社總經理

李玲鳳香港海洋公園市務總監

蘇海亮中華電力有限公司住宅客戶業務經理

堵冠偉

Luxottica Retail China Ltd 市場形象總監（大中華區 )

黃德麟敦豪國際速遞（香港）有限公司市場推廣總監

優秀新晉市場策劃專才 *

陳淑萍能量站總監，自然醫學醫生

鍾偉璇盈科大衍地產發展有限公司高級市務經理

劉騰頌中華電力有限公司住宅客戶銷售經理

梁芷珊博美市場推廣及廣告有限公司執行董事

連思瑤麥當勞有限公司市場推廣部副經理

楊博雄康泰旅行社高級市場經理

2006 年


黎韋詩麥當勞有限公司市場推廣部副總裁


陳筱芬星島新聞集團求職廣場有限公司出版人及行政總裁

項明生

Sony Computer Entertainment Hong Kong Ltd 市場推廣部高級經理

黎韋詩麥當勞有限公司市場推廣部副總裁

李玉兒電訊盈科有限公司個人客戶市務總監** 上列得獎者之名銜及所屬機構

乃跟據參賽時之資料。

* 排名不分先後

2009 年


趙敏牛奶有限公司 - 惠康市務董事


趙敏牛奶有限公司 - 惠康市務董事

何立嘉電訊盈科有限公司個人客戶業務流動通訊市務總監

梁羨靈港鐵公司總經理 - 投資物業

曾鈺羨

Sir Hudson International Limited副總裁

優秀市場策劃專才 *

周美華安信信貸有限公司市務部副主管

梁友彩麥當勞有限公司高級市場策劃經理

黃嗣輝電訊盈科有限公司個人客戶業務流動通訊市務副總裁

2008 年


關筱娟食益補 ( 香港 ) 有限公司市場部主管


陳衛良昂坪 360 有限公司市務經理

張泰堅岡本 ( 香港 ) 有限公司亞太區總經理

關筱娟食益補 ( 香港 ) 有限公司市場部主管

譚嘉瑩海港城置業有限公司高級經理 - 推廣及廣告


江萍康宏理財集團企業傳訊經理

劉凱茵香港蜆殼有限公司燃油市場推廣經理

楊浩章九龍倉中國置業有限公司推廣及廣告經理﹣大連時代廣場

姚雪瑩

3M 香港有限公司經理，投影產品

黃志煒香港管弦樂團市場推廣主管

葉文琪

Double A 總經理


李詠姚港鐵公司產品經理

盧瑞貞淘大食品有限公司產品組經理

蕭雪敏星島新聞集團求職廣場有限公司市場推廣總監

張恩琪麥當勞有限公司市場推廣部經理

2005 年


雷怡暉路訊通控股有限公司董事兼營運總裁


陳秀賢新鴻基地產代理有限公司副總經理

李惠儀新世界傳動網市務副總裁

李志恆香港中華煤氣有限公司市務傳訊經理

雷怡暉路訊通控股有限公司董事兼營運總裁

王靖傑 (宇立）怡和飲食集團 , 香港必勝客市務董事


劉若虹

Double A高級市務主任

李群美

Double A市場發展經理

李綺雯豐澤市務經理

鄧雅蔚華納唱片有限公司助理市務經理

邱璐嬿怡和飲食集團 , 香港必勝客高級市務經理

18

歷屆個人獎項得獎者


2015 年

最傑出市場策劃人

梁志歡美心食品有限公司高級市務經理–美心產品傑出市場策劃人 *

洪麗珊領盛國際有限公司業務及市務總監

劉淑芬雅虎香港雅虎香港市場部總監

梁志歡美心食品有限公司高級市務經理– 美心產品

梁厚豐實惠家居有限公司客戶傳訊總監優秀市場策劃專才 *

何燕華麥當勞有限公司業務及服務推廣經理

林雅莉實惠家居有限公司市場推廣及品牌管理經理

黃琪敏麥當勞有限公司市場推廣經理

2014 年


譚嘉瑩海港城置業有限公司助理總經理-推廣及市場傑出市場策劃人 *

梁珮君實惠家居有限公司執行董事

譚嘉瑩海港城置業有限公司助理總經理-推廣及市場優秀市場策劃專才 *

方凱珊牛奶有限公司–惠康市務經理

楊浩章海港城置業有限公司經理–推廣及廣告

2013 年


鄧綺媛麥當勞有限公司市場策劃總監傑出市場策劃人 *

周美華安信信貸有限公司市務部主管

詹文天TSL ︱謝瑞麟集團市務董事

李綺雯牛奶有限公司-惠康營銷及市務總監

梁清松香港必勝客管理有限公司市務董事

鄧綺媛麥當勞有限公司市場策劃總監優秀市場策劃專才 *

陳君樂牛奶有限公司–惠康市務經理

鄒尚樺岡本（香港）有限公司首席市場策劃

劉慧貞牛奶有限公司–惠康署理市務總監

羅慧明美國運通國際股份有限公司美國運通品牌及市務助理經理

宋依洛牛奶有限公司–惠康市務經理

2012 年


盧曉欣可口可樂中國有限公司品牌總監﹣炭酸飲料傑出市場策劃人 *

李穎嫻太平洋行集團業務策劃主管梁清松香港必勝客管理有限公司市務董事盧曉欣可口可樂中國有限公司品牌總監﹣炭酸飲料 Mr Joehan MartinusCSL LtdDirector, Mass Marketing 魏華星香港社會創投基金創辦人及行政總裁黃國柱

PHD行政總裁 Ms Phyllis YauBossini Enterprises LimitedAssociate Director of Marketing


梁桂玉

3M 香港有限公司市場經理，廣告．標誌產品及裝飾建材部黃國文

Omnicom Media Group戰略與洞察部主管

2011 年


胡文聰盧森堡大藥廠有限公司市場總監


羅寶琪美國運通國際股份有限公司經理，消費卡獎賞計劃

黃志煒曲奇薈創辦人及董事總經理

胡文聰盧森堡大藥廠有限公司市場總監


柯俊靈美國運通國際股份有限公司助理經理，消費卡獎賞計劃

張志光

3M 香港有限公司經理，工業及交通運輸產品事業部

2010 年


陳淑慧渣打銀行 ( 香港 ) 有限公司香港公共事務企業責任主管


陳燕玲新世界第一巴士服務有限公司，城巴有限公司企業傳訊副總監

陳淑慧渣打銀行 ( 香港 ) 有限公司香港公共事務企業責任主管

張婉玲麥當勞有限公司企業傳訊及關係總監

許仲麒

EGL 東瀛遊旅行社市場推廣及公關部高級經理

梁慧華美國運通國際股份有限公司Head of Cathay Pacific Co-brand Portfolio


鍾昭文麥當勞有限公司助理市場策劃經理

石小蓮渣打銀行 ( 香港 ) 有限公司高級品牌經理

謝素嫻一田百貨助理總經理

17

歷屆個人獎項得獎者


1. 單項市場推廣計劃成就 60

請詳述閣下於二○一二年十月後曾經參與其中並擔當主要角色的一項最成功市場推廣計劃。

1.1 請就以下項目說明閣下於該計劃的參與及貢獻： 1.1.1 創造力 / 革新精神 15 1.1.2 實行 / 執行計劃能力 25 請就以下項目說明閣下為整個市場策劃之順利推行所付出的努力： -達成市場策劃目標 -按工作時間表完成市場策劃 -於預算經費內完成市場策劃 -解決遇到的困難

1.2 計劃成果 10 達到計劃的銷售或市場推廣目標( 包括銷售量、分銷渠道、品牌認知、形象建立等 ) 及對整體機構的商業價值

1.3 經驗累積 10 獲取經驗以應用於日後的市場推廣計劃

2. 其他出色成就 30

除上述之市場推廣計劃，請就以下項目說明閣下事業上的成就：

2.1 市場推廣成就 20 請列出過去五年內，最多三項，閣下曾參與及具有代表性的傑出市場策劃，並簡述於當中擔任的角色及貢獻。

2.2 個人成就 10 -曾獲得與市場推廣有關的學術、專業獎項及公眾嘉許成就 -工作上的成就

3. 個人提升計劃 10

請說明閣下之自我增值計劃，以進一步發展在市場推廣方面的事業。

總分 100

分數

16

優秀市場策劃專才評審準則


分數

1. 單項市場推廣計劃成就 40

請詳述閣下於二○一二年十月後曾經參與其中並擔當主要角色的一項最成功市場推廣計劃。

1.1 請就以下項目說明閣下於該計劃的參與及貢獻： 1.1.1 創造力 / 革新精神 8 1.1.2 領導才能及執行計劃能力 8 1.1.3 計劃背後的策略性思維 9

1.2 計劃成果 10 達到計劃的銷售或市場推廣目標( 包括銷售量、分銷渠道、品牌認知、形象建立等 ) 及對整體機構的商業價值

1.3 經驗累積 5 獲取經驗以應用於日後的市場推廣計劃

2. 其他出色成就 45

除上述之市場推廣計劃，請就以下項目說明閣下事業上的成就：

2.1 市場推廣成就 20 請列出過去十年內，最多三項，閣下曾參與及具有代表性的傑出市場策劃，並簡述於當中擔任的角色及貢獻。

2.2 領導所屬機構／客戶機構市場推廣部門發展的成就 10 請說明閣下如何為現職／過往任職機構改善及發展其市場推廣實力。

2.3 對所屬機構／客戶機構策略性商業方針的貢獻 10 請就以下項目仔細說明閣下於現職／過往任職機構的貢獻及影響力： 2.3.1 策略性商業方針 2.3.2 商業增長 2.3.3 盈利

2.4 個人成就 5 -曾獲得與市場推廣有關的學術、專業獎項及公眾嘉許成就 -工作上的成就

3. 其他貢獻 15

對商業社會的市場推廣發展所作出的貢獻 ( 與市場推廣有關的培訓工作、專門訓練及社會服務工作 ) 總分100

15

傑出市場策劃人評審準則


所有獎項結果將於頒獎禮晚宴公佈。頒獎典禮晚宴

(2016 年 10 月 21 日( 星期五 ))

進入最後評審的「傑出市場策劃人」及「優秀市場策劃專才」參賽者，將被邀向評判團作以下兩部份的口頭介紹：

第一部份簡報單項市場推廣計劃成就： 10 分鐘答問環節： 8 分鐘

第二部份簡報市場策劃個案： 5 分鐘( 所有參賽者均於最後評審特定會面時間前給予三十分鐘，為市場策劃個案簡報作準備 )答問環節： 5 分鐘

「最傑出市場策劃人」、「傑出市場策劃人」及「優秀市場策劃專才」得獎者將由評判團選出。

最後評審

(2016 年 8 月 20 日( 星期六 ))

每位被提名之參賽者必須呈交一份以中文或英文撰寫，不多於四

頁的詳盡報告及一份一頁的個人資料簡介，並由評審委員評核。

提交詳盡報告

( 截止日期 :2016 年 6 月 10 日( 星期五 ))

評審過程

所有參賽者必須由公司提名，每間公司每年可提名一位參賽者參與「傑出市場策劃人」及最多五位參賽者參與「優秀市場策劃專

才」獎項。

公司提名

( 截止日期 :2016 年 5 月 13 日( 星期五 ))

參賽費用

每位「傑出市場策劃人」或「優秀市場策劃專才」之參賽費用 :

管協會員 :港幣 $6,900非會員 : 港幣 $9,900 費用包括 :-兩位「HKMA/TVB 傑出市場策劃獎」研討會名額-兩位「如何成為頂尖市場策劃人」研討會名額-一位「HKMA/TVB 傑出市場策劃獎」頒獎禮晚宴名額

參賽重要事項

截止提名日期2016 年 5 月 13 日( 星期五 )

截止提交詳盡報告日期2016 年 6 月 10 日( 星期五 )

最後評審2016 年 8 月 20 日( 星期六 )

頒獎典禮晚宴2016 年 10 月 21 日( 星期五 )

14

個人獎項


參選資格

個人獎項旨在表揚傑出的市場策劃從業員，為其所屬機構、客戶及整體商業社會所作的貢獻。

個人獎項主要為兩個類別，分別為 :

1. 傑出市場策劃人參賽者必需- 擁有十年或以上工作經驗 ; 及- 任職高級行政管理工作 ; 及- 負責領導公司的整體市場策劃或為其客戶之市場推廣發展及推行擔當重要角色。

「最傑出市場策劃人」將由「傑出市場策劃人」得獎者中選出。

2. 優秀市場策劃專才參賽者必需在全面市場推廣或以下任何一項市場推廣專業有卓越表現，例如 :- 廣告- 數碼市場推廣- 直銷- 公共關係- 市場研究

頒發獎項

評判團及評審委員會將頒發下列獎項予傑出的市場策劃從業員 : 最傑出市場策劃人傑出市場策劃人優秀市場策劃專才

收穫及認可

傑出市場策劃人及優秀市場策劃專才得獎者可享有以下收穫及認可 :

1. 傑出市場策劃人得獎者- 可獲得香港管理專業協會「專業經理」名銜，並豁免首兩年年費及持續專業發展學分 ;及- 可成為香港管理專業協會市場推銷研究社會員，並豁免首兩年年費。

2. 優秀市場策劃專才得獎者- 可因應個人工作經驗和學歷成為香港管理專業協會正式會員或普通會員，並豁免首兩年年費 ;及- 可成為香港管理專業協會市場推銷研究社會員，並豁免首兩年年費。

13

個人獎項


致：「2016 年度 HKMA/TVB 傑出市場策劃獎」秘書處香港黃竹坑業興街十一號南匯廣場B座十六樓

收件人 : 馬森沂小姐 - 高級經理 (電話：27748579 電郵：[email protected]) 孫穎婷小姐 - 行政主任 (電話：27748576 電郵：[email protected] 傳真：23651000)

本公司欲參加「2016 年度 HKMA/TVB 傑出市場策劃獎」。

□本公司為非牟利機構，並附上有關文件作證明。（如適用，請於□內加 " "）

市場策劃名稱：

公司名稱：

公司地址：

聯絡人：先生／女士職位：

公司電話：手提電話：

電子郵箱：公司傳真：

（截止提交詳盡報告日期為 2016 年 5 月 20 日）

（提交多於一個市場策劃，請另填表格。）

現付上已填妥之報名表格及劃線支票( 抬頭 :「香港管理專業協會」)

支票號碼 : 支票金額 :港幣 $[ 每項市場策劃參賽費用為 : 港幣 $10,900( 管協會員 ) /港幣 $14,900( 非會員 )]非牟利機構在港僱用少於 100 人 : 港幣 $5,450( 管協會員 ) /港幣 $7,450( 非會員 )]

聲明本人授權協會使用本人的資料以通知本人協會可能安排的直接促銷活動，包括培訓及教育課程、獎項及比賽、會員、舊生會、推廣及其他服務及活動。

□請在空格加上「」號以表示本人同意。□請在空格加上「」號以表示本人不同意。

簽署 : 姓名 : 日期 :

聯絡人簽名：日期： ( 截止提交報名表日期為 2016 年 4 月 22 日 )

收據請寄給下列人士 ( 如不同於上述聯絡人 )：

收據聯絡人：先生／女士職位：

公司電話：電子郵箱：

1.本人須遵守香港專業管理協會 (“協會”) 的私隱政策聲明、香港個人資料（私隱）條例（香港法例第 486 章）及其他相關和不時變更的規定。本人聲明支持此申請的資料乃根據本人所知為真實、準確及完整。本人明白這些資料將用於入學評估的過程，亦明白任何虛假陳述、遺漏或誤導性的資料可能令本人申請就讀有關課程及被錄取的資格被取消。

2.本人明白在完成辦理有關申請的註冊程序後，有關資料將成為協會記錄的一部份，並且可能會按照協會的既定政策及香港個人資料（私隱）條例（香港法例第 486 章）在本人的學術及 / 或在非學術活動中作所有合法用途。

3.本人明確同意本人的個人資料將被用於協會的行政、學術、研究、統計、舊生活動及協會和香港法律不時所允許的特定用途。

(ACM-42412-2016-2-NL)

12

市場策劃獎項報名表


1 9 9 2 年

金 Recruit銀 K-Swiss 運動鞋

銅地下鐵路「服務至上」推廣計劃

優異證書Lee Kum Kee XO Sauce Mission Impossible: Nissan Gallery Sea Horse Scandinavian Furniture Launch Campaign

1 9 9 1 年

金「破舊立新之鎮金店」推廣計劃

銀宜家「模範家居」推廣計劃

銅「萬事得 121 成功之道」推廣計劃

優異證書Building Up of Fornari Jeans in Hong Kong Nine Queen’s Road Central - A Case History Saab 900S (1992 Model) Launch Campaign

1 9 9 0 年

香港經濟日報促銷計劃

1 9 8 9 年

富士彩色專賣店計劃

渣打銀行更家好計劃

1 9 8 8 年

第一太平銀行珍寶 CCU 定期存款計劃

1 9 8 7 年

美國運通卡「運通美膳滿香江」

快圖美錄影會

1 9 8 6 年

翡翠廣告套餐

三禾米市場推廣運動

1 9 8 5 年

大家樂

交易廣場

三菱四座位的士

* 由一九九七年起，獎項之年份根據頒獎禮之年份訂定

1 9 9 8 年

金立頓茗閒情三角立體茶包

銀鑽石第 5C - 謝瑞麟專業珠寶顧問

銅大排檔 - 香港情懷

優異證書高露潔超感白牙膏

恒生『投資名冊』服務

香港郵政﹕特快專遞 - 分秒顯優勢

1 9 9 7 年

金 One2Free「自由 2」通訊選擇真自由

銀雷霆 881Shell 馬路之友

銅全新推出李錦記蒸魚豉油

優異證書美國運通信用卡之誕生

903 id club Programme Shanghai Tang - Made by Chinese

1 9 9 5 年

金長江實業有限公司 - 扭轉乾坤話嘉湖

銀渣打銀行 - 渣打信用咭專利計劃

銅 HMV 音樂無限如何成功進入香港市場

優異證書DHL 珍寶箱

香港公開進修學院 - 工商管理碩士課程

香港中華煤氣有限公司 - 煤氣乾衣寶

1 9 9 4 年

金 Kalm - 一份心意　一份真摯

銀太古廣場凝聚無盡聖誕歡欣

銅城市電訊市場推廣計劃 1994優異證書佳訊「QK 新一代」

地鐵十五週年「全『程』投入為公益」籌款活動

維珍航空「奔 fun 倫敦」

1 9 9 3 年

金牛奶公司高鈣牛奶 - 成功之道

銀新月傳奇 - 大班冰皮月餅

銅香港電訊 CSL1010 數碼流動電話網絡

優異證書Crown Motors' 1993 Toyota Drive - Away Campaign Lane Crawford Express Ocean Park Kids’ World

11

歷屆市場策劃獎項得獎者


2 0 0 8 年

金一個海港只有一個海港城

銀必勝客扭扭批 - 喚醒你心底的童真

銅 Manhattan Hill – Magic Happens in West Kowloon

卓越獎 Coca-Cola zero - Who Says You Can't Have Real Taste Zero Sugar 麥當勞叔叔之家慈善基金

PCCW Mobile - Building A Brand with Passion Power

2 0 0 7 年

金 BEL-AIR No.8 - The New Landmark in Island South銀 60 年來順逆與共，國泰與香港一起躍動向前

銅高登眼鏡「為傳統品牌創造新商機」

卓越獎麥當勞24小時『Mac Tonight』必勝客以熱誠傾出滋味，創出最佳成績

有 Pampers，沒有不可能的任務

2 0 0 6 年

金愛香港愛海洋公園

銀中華電力 - 「IC 電磁爐煮食開創新市場」

銅新鴻基 - 「首創香港商場破格零售概念」

卓越獎香港寬頻 - 走在自己前面

電訊盈科 - 新世代家居固網電話『優質固網服務』

糖果市場中脫穎而出 - 易極無糖薄荷糖

2 0 0 5 年

金全方位革新必勝客經營模式

銀新定位新 e-zone銅國泰航空公司 - 見微知著

卓越獎淘化 - 翕仔頭遍豉油

和記 - 3生活新生活

凱旋門 - 創見，使人高高在上

2 0 0 4 年

金 YOHO Town - 從物業飛躍成為一個「風格」品牌

銀 Swire Homes’ Distinctive New Living - The Orchards銅推出新品牌 :VAGO 無痛高跟鞋

優異證書Fairwood Re-branding The Launch of 3

富豪海灣

2 0 0 3 年

金 One2Free 訊短繫戀人

銀 The Power of Love - The Power of Music銅 2002 海洋公園十月全城哈囉喂

優異證書新世界流動電話 - Twins Mobile - 首創緊貼偶像

主題娛樂資訊服務

麥兜 - 香港一蛋撻

屈臣氏蒸餾水 - 源創意

2 0 0 2 年

金 RoadShow - 革新媒體，革新視野

銀國泰航空萬張機票贈全城

銅大家樂見

銅不一樣的社區不一樣的孩子

( 愉景灣海澄湖畔一段推廣計劃 )

優異證書恒生『悠嫻理財』 - 精彩生活

恒生『智多Kid』戶口 - 發揮孩子潛能培育傑出

人才

2 0 0 1 年

金禮頓山－一個貴族的誕生

銀 Orangeworld 無線上網服務

銅突破市場界限－手提利賓納

優異證書Complete Repositioning Campaign The MPF Launch Campaign 新意網地產街「白白豬搵屋篇」

2 0 0 0 年

金 Sunday 獨立日

銀維景灣畔 - 最好的，給您最好的

銅創意定位 - 萬事得

Premacy Capsule V 5-7 Seater優異證書中銀 U-point 信用卡

香港投標 - 價錢你定自己話事

廣九直通車 - 臻善服務拓新領域

1 9 9 9 年

金舞台劇「劍雪浮生」

銀逆市順勢 - 盈翠半島致勝之謎

銅必理痛傷風感冒丸

優異證書DFS 創新市場策略，迎合顧客需求

又一城﹕無邊無界生活之態

星域軒 - 五星級的享受，九星級的位置

10



2 0 1 5 年

金分享可口可樂分享快樂

銀英倫汽車-TheUnexpected–

AllNewDiscoverySport

銅月餅市場大革命-2014 美心奶黃月餅

市場推廣策劃

卓越獎 Arome 東海堂革新•超越

實惠-小小空間﹕大大宇宙

雀巢-能得利推廣計劃

優秀獎中華煤氣-CookForLove

中華煤氣-一站式廚房概念

K11 -TheRevolutionaryArtxCommerce

RetailModel–LocalCustomerRecognition

AsOurContinuedDrivingForce

安信信貸-有樓即有現金

2 0 1 4 年

金海港城-橡皮鴨游世界

銀惠康「多少年至 like 依然」

銅中華電力-齊齊慳出個未來

卓越獎周大福「完美婚嫁系列」行銷企劃 2013 環境保護署-惜食香港

安信信貸-牙齒當金使

優秀獎全城街馬-「Free toRun3.23香港街馬」

麥當勞-From CNY to WNY: Making the Most of the New Year 太興-My Hero太好味道

Times Square: This is Your Time; Timely Transformation Of A Fading Meeting Place

2 0 1 3 年

金 PCCW-HKT流動通訊服務「流動無極」

銀海港城–Doraemon Brings Innovative Surprises through Joyful Experiences銅愛地球Go Green Monday 4.22 全城無綠不歡

卓越獎發揮品牌文化魔力引發顧客利益–

大快活食得開心 40 年

迪士尼黑色世界–狼人殭屍世紀之戰

麥當勞–小童大作

優秀獎惠康超級市場–「撳價」

香港賽馬會–快活周三

麥當勞- It's Mac Time Tonight TSL ︱謝瑞麟Brand Revitalization – Rising from The Gloom

2 0 1 2 年

金可口可樂 CHOK 獎

銀香港乳癌基金會 - 乳癌檢測3 缺 1不可

銅反斗玩餐飽！ - 協同效應，相得益彰

卓越獎 FUJIFILM X - 系列 - 浪攝流 - 相機巨人誕生

The Road to Becoming Hong Kong’s Coffee Destination iButterfly - Turning the Sky into a Canvas優秀獎 PopCorn’s Opening Campaign 水感誘「滑」比超薄更薄

細味更多 Pizza and More 時間讓愛更了解愛

2 0 1 1 年

金新濠天地水舞間 - 開拓澳門娛樂新紀元

銀海洋公園 - 夢幻水都 -再造海洋奇蹟

銅中國 3D數碼娛樂

- 發揮三維想像 3D肉蒲團突破傳統框架

卓越獎 Citibank 策動理財新指標

瑪貝爾鑽飾 - 免費龍鳳鐲

Breaking Out of the Price Prison - How McDonald's launched its first premium product, 35 years on

2 0 1 0 年

金美心天使與魔鬼

銀 Standard Chartered Hong Kong 150th Anniversary Commemorative Charity Banknote Marketing Campaign銅麥當勞 - 麥麥送上滋味時刻

卓越獎因為愛，為您計劃將來 - 重塑中銀集團人壽品牌形象

國泰航空『用心團隊貼心服務』市場推廣活動

香港賽馬會 125 週年項目

2 0 0 9 年

金兩鐵合併－史無前例的市場策劃挑戰

銀麥當勞 - 優質即磨咖啡與眾同享

銅 American Express Cathay Pacific Credit Card – Fly Faster卓越獎國泰航空『全新客艙設計』市場推廣活動

One Dollar Does Matter The HKJC Olympic 2008 Campaign - How We Excelled in the World

9



1. 實行市場推廣計劃的理念及目標 15 1.1 社會問題、目標受眾或市場細分群的需要和對問題的認知及市場競爭分析

1.2 確立目標行為的改變以解決上述社會問題

2. 市場推廣策略 50 2.1 產品／服務／行為／意念的發展及定位 10

－目標受眾需要的適切性

－提供予目標受眾的好處

－國際產品／服務／行為／意念為迎合本地市場而作出的改變

（例如從新配制、包裝、設計及應用）

2.2 目標受眾的成本 5

－如產品或服務涉及與金錢相關的成本，請分析背後理念

－如產品或服務沒有與金錢相關的成本，請分析背後理念、目標受眾的非金錢成本及可意識

的阻力

2.3 分銷渠道 10

－市場目標、資源，以及目標受眾的互相配合

－接觸目標受眾所採用的渠道的效率

2.4 推廣及宣傳 10

－對目標受眾意識、態度及使用情況的影響

2.5 人的因素 10

－除了員工以外，可有義務工作者參與這項市場策劃？如有，義務工作者人數有多少？

或義務工作者與員工的人數比例為何？

－有否為員工及／義務工作者提供適當的培訓及推動力，令這項市場策劃達到預期的目的？

－有否適切考慮與人有關之問題？

－如何運用人的因素替這項市場策劃增值？

2.6 整體市場推廣策略原素的連環作用及連鎖效應 5

3. 市場推廣計劃之原創性及策略效應 10 3.1 本地產品或服務：推廣計劃中富高度原創性及創意的原素

3.2 國際產品或服務：為迎合本地社會需要而作出的改變及當中富高度創意的原素

3.3 市場推廣策劃如何為社會帶來革新並為機構奠下獨特定位

4. 成效 25 4.1 市場推廣成效 20

－市場推廣目標達到的程度

－可量度成果（目標受眾喜好、態度和行為的轉變、目標受眾

對機構／產品／服務／行為／意念的認知度、目標受眾的使用情況等）

4.2 其他財務考慮（由市場推廣策劃所產生的捐款或撥款資助／成本效益／其他涉及財務的範圍） 5

5. 市場推廣計劃的特別優勝之處 20 5.1 對於公司及社會未來發展的影響

5.2 對於社會帶來的好處

5.3 公司從中得到的經驗累積

總分 : 120

分數

8

市場策劃獎項評審準則( 非牟利機構 )


1. 實行市場推廣計劃的理念及目標 15 1.1 市場、消費者／顧客需要及市場競爭分析

1.2 目標的確立

2. 市場推廣策略 55 2.1 產品或服務的發展及定位 10

－本地市場需要的適切性

－國際產品或服務為迎合本地市場而作出的改變（例如從新配制、包裝、設計及應用）

2.2 定價 10

－配合市場環境及盈利和銷售目標

2.3 銷售或分銷渠道 10

－市場目標、資源，以及目標顧客的互相配合

－接觸目標顧客所採用的渠道的效率

2.4 推廣及宣傳 10

－對消費者／顧客意識、態度及使用的影響

2.5 人的因素 10

－有否為員工提供適當的培訓及推動力，令這項市場策劃達到預期的目的？

－有否適切考慮與人有關之問題？

－如何運用人的因素替這項市場策劃增值？

2.6 整體市場推廣策略原素的連環作用及連鎖效應 5

3. 市場推廣計劃之原創性及策略效應 15 3.1 本地產品或服務:推廣計劃中富高度原創性及創意的原素

3.2 國際產品或服務:為迎合本地市場需要而作出的改變及當中富高度創意的原素

3.3 市場推廣策劃如何為業界帶來革新並為公司奠下獨特定位

4. 成效 25 4.1 市場推廣成效 15

－市場推廣目標達到的程度

－量度數據( 銷售量、市場佔有率、形象改善、消費者／顧客喜好的轉變及消費者／

顧客滿足感等 )

4.2 財務成效 10

－財務目標達到的程度

－量度數據( 盈利、投資回報率等 )

－市場推廣開支的成本效益

5. 市場推廣計劃的特別優勝之處 10 5.1 對於公司及行內未來發展的影響及好處

5.2 公司從中得到的經驗累積

總分 120

分數

7

市場策劃獎項評審準則


花旗銀行最具創意獎

花旗銀行簡介

花旗銀行於 19 世紀初成立，至今已於香港成立逾 100 年，是其中一間最早紮根香港的外資銀行。我們一直積極為

客戶提供一系列環球金融產品及服務，包括財富管理方案、出糧戶口、投資、退休，以及財富傳承等服務，並獲得

良好聲譽。透過 Citibanking、Citigold、CitiPriority、花旗私人客戶業務及CitiBusiness 中小企服務等不同渠道，

我們全面照顧不同客戶群的獨特理財所需，助客戶輕鬆達到目標。

花旗銀行一直秉持著「創新、卓越」的客戶服務為經營理念，以迎合香港晉富一族時刻理財的需求。多年來，我們

創新無數服務，其中包括推出輕觸式自動櫃員機、全港首個流動理財應用程式，以至最近一系列升級電子化產品等，

致力為客戶帶來便捷、簡單、暢快的銀行新體驗。

花旗銀行香港區總經理伍燕儀女士

追求創新，百花齊放

透過創新，花旗銀行不斷提升客戶享用銀行服務的體驗。我們推動銀行業務朝著遠大目標持續邁進，並與科技界專

才合作，以研製出嶄新的理財方案。我們認為，要創新必先理解客戶的想法，為他們提出變革，提升生活質素，創

新才有意義。

我們很榮幸能成為最具創意獎的冠名贊助商，成為推動香港創新產業的一份子。我們希望這個獎項不單對得獎者作

出鼓勵，而是令業界愈趨創新，百花齊放；更重要的是，最終能讓客戶及社會得以受惠。

6

市場策劃獎項特別獎冠名贊助


美心集團優異電視推廣策略獎

美心集團簡介

香港美心集團於 1956 年創立，至今已發展成具規模的餐飲集團，在香港、中國、越南擁有超過 950 間分店。集團業務範疇廣泛，包括中菜、亞洲菜、西菜、快餐、西餅及機構食堂等。集團同時提供一系列優質味美的應節食品，包括銷量冠軍的香港美心月餅。集團亦為國際知名品牌星巴克、元気壽司及一風堂拉麵、TheCheesecakeFactory的經營者。另集團於 1980 年在中國成立首家中外合資企業，現於內地 11 個主要城市的機場由合資公司提供航空食品服務。

周大福優秀數碼市場策劃獎

周大福珠寶集團簡介

周大福珠寶集團於 2011 年 12 月在香港聯合交易所主板上市，為在香港上市市值最大的珠寶公司，年銷售額更高踞世界第一位。集團擁有龐大的線上線下零售網絡，包括超過2,330家周大福及HeartsOnFire實體店遍佈大中華區、新加坡、馬來西亞、南韓與美國逾 500 個城市，以及兩個周大福網絡旗艦店與 40多個在其他網購平台開設的網店。

承傳 86 年的輝煌歷史和悠久的品牌聲譽，為集團的重要競爭優勢，「周大福」標誌性品牌是信譽及正貨的象徵，以產品設計、品質和價值聞名。

集團致力於創新產品研發和別具創意的市場推廣，廣泛應用互聯網技術、資訊通訊科技、智能手機及社交媒體進行創意宣傳及推廣，數碼推廣與電子營銷的能力與成效，領先中外珠寶業各大著名品牌。

周大福屢獲殊榮，包括由行業頒發、專業評審和消費者投票的無數獎項，集團在業務發展、市場推廣、產品設計、顧客服務等多方面的卓越表現，備受肯定。

周大福珠寶集團董事總經理黃紹基先生

市場策劃從業員以數碼市場推廣宣傳產品和服務，已越趨普及並且日益重要，隨著互聯網及流動電子產品廣泛而深入地滲透我們的日常生活中，加上網上社交媒體平台愈來愈受歡迎，電子商務亦蓬勃增長，數碼市場推廣為最快捷最有效的方法與目標顧客溝通與互動，以及建立關係與發揮影響力，今時今日，科技成熟先進，網購人口急速擴大，使用數碼市場推廣這個趨勢必將繼續快速增加。

周大福很榮幸連續第 3 年贊助『優秀數碼巿場策劃獎』，這個獎項旨在嘉許能夠啟發同儕、領導行業，以及促進正

在高速發展但仍不斷演變的數碼巿場推廣提升水平的卓越策劃項目。

5

市場策劃獎項特別獎冠名贊助


評審過程

參賽費用

每個參賽市場推廣計劃 :

管協會員 : 港幣 $10,900 非會員 : 港幣 $14,900 非牟利機構 ( 在港僱用少於 100 人 )*: 管協會員 : 港幣 $5,450 非會員 : 港幣 $7,450

費用包括 :-十位「HKMA/TVB 傑出市場策劃獎」研討會名額-兩位「如何成為頂尖市場策劃人」研討會名額-一位「HKMA/TVB 傑出市場策劃獎」頒獎禮晚宴名額

參賽重要事項

截止報名日期2016 年 4 月 22 日( 星期五 )

截止提交詳盡報告日期2016 年 5 月 20 日( 星期五 )

最後評審2016 年 8 月 27 日( 星期六 )

「HKMA/TVB 傑出市場策劃獎」研討會2016 年 9 月

頒獎典禮晚宴

2016 年 10 月 21 日( 星期五 )

所有獎項結果將於頒獎典禮晚宴公佈。頒獎典禮晚宴

(2016 年 10 月 21 日( 星期五 ))

入選決賽的機構必須出席「HKMA/TVB 傑出市場策劃獎」研討會，並於會上向與會者分享其市場推廣計劃。「最佳演繹獎」得主，

由與會者以一人一票形式選出。「HKMA/TVB 傑出市場策劃獎」研討會

(2016 年 9 月 )

進入最後評審的機構，將以二十分鐘時間向評判團及評審委員會介紹其推廣計劃及接受十分鐘的答問。評判團及評審委員會將決

定「金獎」、「銀獎」、「銅獎」、「卓越獎」及「優秀獎」得獎者。

最後評審

(2016 年 8 月 27 日( 星期六 ))

所有參賽機構必須提交報名表，非牟利機構需同時提交證明文件。提交報名表格

( 截止日期 :2016 年 4 月 22 日( 星期五 ))

所有參賽機構必須提交一份以中文或英文撰寫，不多於五頁的詳盡報告，一頁報告概要及秘書處要求之有關資料，並由評審委員會評核。報告內容必須覆蓋所有評審準則。非牟利機構提交之市場推廣計劃將按「評審準則（非牟利機構）」作評核（詳見第八頁）。

評審委員將選出最多十項優秀市場推廣計劃進入最後評審。

提交詳盡報告

( 截止日期 :2016 年 5 月 20 日( 星期五 ))

非牟利機構 *於提交報名表時，需同時提交文件證明非牟利營運。

4

市場策劃獎項


參選資格為任何產品、服務或公共服務所推行的市場推廣計劃。推廣計劃須於二○一四年十月後推行，並已完成成效評估。若該公司曾參與此獎項，所提交的推廣計劃必須與以往的參選計劃有顯著分別。參選的市場推廣計劃須為本地或中國內地市場而設，惟輔助之推廣素材則不需一定在本地創作。為中國內地市場而設的市場推廣計劃，參選公司須為本地機構。

頒發獎項由 HKMA/TVB 傑出市場策劃獎籌委會及香港管理專業協會銷售管理委員會組成之評審委員會及評判團將從最多十項最傑出市場推廣計劃選出下列獎項得主 : 金獎銀獎銅獎

「最佳演繹獎」之得主將由「HKMA/TVB 傑出市場策劃獎」研討會之參加者選出。

評審委員會將於所有參賽市場推廣計劃中選出下列獎項得主 :

優秀數碼市場策劃獎 ( 周大福珠寶集團有限公司是「優秀數碼市場策劃獎」的冠名贊助機構。)

最具創意獎 ( 花旗銀行是「最具創意獎」的冠名贊助機構。)

優異電視推廣策略獎 ( 美心集團是「優異電視推廣策略獎」的冠名贊助機構。)

其他特別獎 ( 如小預算市場策劃獎、創意聯營策劃獎、積極社群效應獎、傑出中國內地市場策劃獎 )

「優秀市場推廣夥伴獎」是表揚對市場推廣計劃的成功推行，有著重大貢獻及擔當重要角色的廣告公司、市場研究公司、公關公司及媒體策劃機構。

所有參賽機構均可表揚最多三間為參賽市場推廣計劃作出重大貢獻的機構如廣告公司、市場研究公司、公關公司或媒體策劃機構等。大會將以下列計分制度選出「優秀市場推廣夥伴獎」的得獎機構：

分數被參賽機構表揚的公司------------------------------------------------------1

參賽的市場推廣策劃排名於前 50% 以上-------------------------------2

參賽的市場推廣策劃被選為特別獎的得獎者--------------------------3

參賽的市場推廣策劃被選為最後十強-----------------------------------5

參賽的市場推廣策劃榮獲卓越獎-----------------------------------------1

參賽的市場推廣策劃榮獲銅獎---------------------------------------------2

參賽的市場推廣策劃榮獲銀獎---------------------------------------------3

參賽的市場推廣策劃榮獲金獎---------------------------------------------5

兩個市場策劃獎項得獎項目將獲邀參加由香港管理專業協會與北京經濟觀察報合辦的「中國傑出營銷獎」。

非牟利機構市場推廣計劃

非牟利機構提交之市場推廣計劃將按「評審準則（非牟利機構）」作評核（詳見第八頁），並與其他參賽市場推廣計劃進行評審，角逐金、銀、銅獎、卓越獎及優秀獎殊榮。非牟利機構於提交報名表時，需同時提交文件證明非牟利營運。

卓越獎優秀獎

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市場策劃獎籌委會成員

鄭善強先生 ( 主席 )電視廣播有限公司執行董事及總經理

區敏霞女士雅詩蘭黛 ( 香港 ) 有限公司ManagingDirector

陳紀新先生香港電訊有限公司商業客戶業務董事總經理

鄒作基先生微軟香港有限公司總經理

何潤儀女士雀巢香港有限公司總經理

何偉中先生中信國際電訊 ( 信息技術 )有限公司行政總裁

關百豪先生時富投資集團有限公司董事長及行政總裁

獎項方針

參賽機構及個人所提交的一切資料及文件，包括參賽者及機構的身份、詳盡報告、以及在遴選過程中所有對參賽者及市場策劃的評價，均絕對保密並只作評審之用途。

所有評判及評審委員，必須於賽前向獎項秘書處申報與參賽者及機構間是否存在利益衝突。如有，該評判或評審委員將不可對有關參賽者或市場策劃作出評審，或以任何方式處理由有關機構及個人所呈交的資料及文件。

秘書處在評審過程中有可能要求參賽者提交有關其已呈交資料的證明。

查詢

馬森沂小姐 - 高級經理電話 :2774 8579 /電郵 : [email protected] 孫穎婷小姐 - 行政主任電話 :2774 8576 /電郵 : [email protected] 傳真 :2365 1000

林志偉先生MarsFoods Inc總經理

李敬天先生通利琴行限公司總裁

劉俏纓女士安信信貸有限公司行政總裁

馬衡先生浩觀創辨人

麥建華博士香港賽馬會公司事務執行總監

楊斌官先生美國大都會人壽保險香港有限公司大都會人壽保險有限公司行政總裁

http://www.facebook.com/Marketingaward

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獎項簡介

HKMA/TVB 傑出市場策劃獎，目的在於表揚本港傑出的市場推廣計劃及從業員，並提高其專業水準。

參選為您帶來的收獲

獲得交流寶貴經驗的機會

證明您的能力和成就的絕佳機會

您的成就能獲得市場策劃從業員及社會各界的認同

有趣、刺激、令您獲益良多

參選為貴公司帶來的收獲

貴公司在產品或服務推廣之卓越成就，獲香港管理專業協會肯定及嘉許

提高貴公司在同業中的聲譽及獲得社會各界的嘉許

藉著以下一連串的宣傳活動，為貴公司及其產品或服務建立合適及正面的形象－參與無線電視明珠台有關此獎項的三十分鐘特備節目－獲得各大中英文報紙廣泛的報導－於 2017 年獎項宣傳廣告中，在無線電視翡翠台及明珠台出現

增強貴公司員工的士氣

得獎公司可使用「HKMA/TVB 傑出市場策劃獎」之標誌作宣傳用途

獎項類別

HKMA/TVB 傑出市場策劃獎主要分兩個類別 :

市場策劃獎項個人獎項

獎項簡介

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香港賽馬會

求職廣場

富士攝影器材有限公司

Chung & Tang 公關顧問公司

中華電力有限公司

香港中華煤氣有限公司

香港經濟日報

SKECHERS Hong Kong Limited

The Standard

中信國際電訊(信息技術)有限公司

可口可樂中國有限公司

港鐵公司

香港廣告客戶協會

微軟香港有限公司

香港電訊有限公司

麥當勞® 有限公司

無添加化粧品有限公司

機構贊助

支持機構

權威物業廣告有限公司

HKMA/TVB傑出市場策劃獎

周大福珠寶集團有限公司(優秀數碼市場策劃獎)

美心集團(優異電視推廣策略獎)

花旗銀行(最具創意獎)

特別獎冠名贊助

special citation title sponsors - hkma(saturday, 27 august 2016) all the results of the awards will...

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