Special Award Title Sponsors

Chow Tai Fook Jewellery Group Limited (Excellence in Use of Data)

Citibank (Hong Kong) Limited (Excellence in Innovation)

Manulife (International) Limited (Excellence in Social Media Marketing)

McDonald’s Hong Kong (Excellence in Branding)

Tai Hing Group Holdings Ltd. (Excellence in Marketing Collaboration)

China Tonghai International Financial Ltd (Excellence in Customer Insights)

Corporate Sponsors

American Express International, Inc. AXA Hong Kong and Macau

CLP Power Hong Kong Limited Eu Yan Sang (HK) Limited

Fantastic Natural Fuji Photo Products Cosmetics Limited Company Limited

The Hong Kong and Hong Kong Economic Times China Gas Company Limited

HKT Limited MTR Corporation

PrimeCredit Limited SKECHERS Hong Kong Limited

The Standard

Supporting Organizations

The Hong Kong Advertisers Metro Finance Association

Sales and Marketing Digital Marketing Community ­Executives Club CAMPAIGN AWARDS SPECIAL AWARD TITLE SPONSORS

CHOW TAI FOOK EXCELLENCE IN USE OF DATA About Chow Tai Fook Jewellery Group Chow Tai Fook Jewellery Group Limited was listed on the Main Board of The Stock Exchange of Hong Kong in December 2011. The Group’s vision is to become the most trusted jewellery group in the world. Founded in 1929, the Group’s iconic brand “CHOW TAI FOOK” is widely recognised for its trustworthiness and authenticity, and is renowned for its product design, quality and value. The Group’s differentiation strategy continues to make inroads into diverse customer segments by catering to a bespoke experience for different lifestyles and personalities, as well as customers’ different life stages. Offering a wide variety of products, services and channels, the Group’s brand portfolio comprises the CHOW TAI FOOK flagship brand with curated retail experiences, and other individual brands including HEARTS ON FIRE, ENZO, SOINLOVE and MONOLOGUEs. The Group’s commitment to sustainable growth is anchored in its customer-centric focus and strategies, which are in place to promote long-term innovation in business, in people and in culture. Another asset underpinning sustainable growth is a sophisticated and agile business model. This supports the Group by fostering excellence and extending opportunities along the entire value chain to communities and industry partners across the world. With an extensive retail network in Greater China, Japan, Korea, Southeast Asia and the United States, and a fast-growing e-commerce business, the Group is implementing effective online-to-offline (“O2O”) strategies to succeed in today’s omni-channel retail environment.

CITIBANK EXCELLENCE IN INNOVATION About Citibank Hong Kong Since Citi opened its first office in Hong Kong in 1902, we have become one of the largest and longest-established foreign financial institutions in the territory. Global Consumer Banking, operated under the Citibank brand, offers a complete range of world-class financial products and services to individuals and commercial entities in Hong Kong through its retail branches and various remote channels. Citibank is also a leading credit card issuer in Hong Kong with a diverse portfolio of offerings to meet the needs of different client segments. At Citi, we believe that banking should be simple and convenient, and we are constantly leveraging technology to enhance the client experience so the Bank has become capable of getting into the customers’ life circles, weaving itself into their lives and thereby bringing in even more potential customers. The rapid adoption of mobile and other digital channels has transformed how Citi's clients bank, sign up for cards or loans, pay their bills or use the Bank's wealth management services. At the heart of Citi's philosophy is a desire to be innovative while providing service excellence to satisfy diverse clients’ needs. This has manifested itself over the years with many industry-first services, such as touch screen ATMs, the first Bank in Hong Kong to roll out Voice Biometrics Authentication for its retail clients, 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. Citibank was the first Bank in Hong Kong to make available its APIs in the Developer Portal in order to reach out to the tech world to accelerate FinTech development. Citibank has been actively developing digital banking services and many of the Bank’s new digital projects launched in recent years are first-of-its-kind in the Hong Kong market. Collaborating with various API partners, the Bank’s platforms and those of its partners have been well connected to enable customers to get in touch with banking services anytime and anywhere, without switching between different platforms, thereby enhancing their seamless banking experience. Citi continues to show its dedication to promoting financial inclusion. It launched the new Citi Plus® service with a digital value proposition, offering financial education and a novel banking experience to level-up digital natives through mobile banking. As the name Citi Plus indicates, its service positioning, design features, functions and user interface will delight clients in their daily wealth management and establish itself as their trustworthy partner. Citi Plus® clients can access personalized wealth management information and knowledge kits to accumulate wealth and boost their saving rate through accomplishing fun tasks. They can also start investing in money market funds with as little as HK$1. Citi has a history of embracing innovative solutions to transform how we serve clients. We are proud that our digital banking services and products have won customers’ hearts and we will continue to serve our clients with the best-in-class digital banking experience.

1 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 CAMPAIGN AWARDS SPECIAL AWARD TITLE SPONSORS

MANULIFE EXCELLENCE IN SOCIAL MEDIA MARKETING About Manulife (International) Limited Manulife Hong Kong, through Manulife International Holdings Limited, owns Manulife (International) Limited, Manulife Investment Management (Hong Kong) Limited and Manulife Provident Funds Trust Company Limited. As a member of the Manulife group of companies, Manulife Hong Kong offers a diverse range of protection and wealth products and services to individual and corporate customers in Hong Kong and Macau. The company looks to introduce financial solutions that help people make their decisions easier and lives better.

MCDONALD’S HONG KONG EXCELLENCE IN BRANDING About McDonald’s Hong Kong Since 1975, McDonald’s has been serving customers in Hong Kong for 45 years. Operating over 240 restaurants around the city and employing a workforce of more than 15,000, McDonald’s delivers the next generation of customer experience through the Experience of the Future service concept featuring stylish restaurant designs, intuitive facilities, attentive customer service and premium food. The brand took another step in digitalization with the introduction of McDonald’s App in recent years, an all-in-one mobile application that elevates customer convenience to a whole new level.

TAI HING GROUP EXCELLENCE IN MARKETING COLLABORATION About Tai Hing Group With over 30 years of experience in the catering industry, Tai Hing Group is today the largest casual dining group¹ in Hong Kong and was listed on the Main Board of the Hong Kong Stock Exchange (stock code: 6811) in 2019. Embracing a multi-brand strategy, it has developed into a chain with over 200 restaurants offering a variety of cuisines in Hong Kong, Mainland China, Macau and Taiwan. The Group now comprises around 15 brands serving Chinese, Japanese, Taiwanese, Vietnamese and Southeast Asian cuisines that feature dishes representative of the respective culinary culture for customers to enjoy dining experience uniquely offered by each brand. The Group mounts constant promotional efforts for its restaurant brands to differentiate itself from its competitors in the casual restaurant market over the years. After the successful rollout of the “My Hero” television commercial campaign, the “My Hero II” commercial was launched in 2016. Both campaigns received prestigious awards, including the Merit Award and Citation for Outstanding TV Campaign at the 2014 HKMA/TVB Awards for Marketing Excellence, as well as the Bronze Award and Citation for Outstanding TV Campaign at the 2016 HKMA/TVB Awards for Marketing Excellence. In 2017, the well-loved Hong Kong professional boxer Rex Tso was invited to join the Group’s “My Hero: Fight For Hong Kong” advertising campaign to help promote the “Tai Hing” brand on multiple platforms. In 2019, the Group has launched a new commercial to celebrate its 30th Anniversary and garnered the Bronze Award of the ROI Festival Awards. In 2020, the “Asam Chicken Rice” brand has launched a brand new online video namely “99 points Hainanese Chicken Rice” and immediately aroused public attention. It has become the talk of the town and recorded more than 700,000 views since posted, successfully building the brand awareness and increasing its popularity. The “Men Wah Bing Teng” brand has been well-received by the customers in Hong Kong and Mainland China and has garnered various awards in Mainland China, including first-rank in the “Cantonese Cuisine Ranking” and “The Most Popular Cuisine Ranking” in Hangzhou by Dianping.com ( 大眾點評 ), successfully extend the brand across Hong Kong and Mainland China. The Group persistently adopted various CSR initiatives over the years. Its volunteer team has worked closely with various local and international charitable organizations on different kind of activities to give back and spread love and care for the community, protect the environment and contribute to the sustainable development of the society.

1 In terms of revenue and the number of restaurants in the self-operated casual dining restaurant market in Hong Kong in 2017.

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 2 INTRODUCTION TO THE AWARDS

ABOUT THE MARKETING AWARDS The HKMA/ViuTV & Now TV 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 MARKETING AWARDS BENEFIT YOU 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 - coverage in the major Chinese and English language press; - exposure on ViuTV and Now TV channels in the Award promotion campaign. 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.

MARKETING AWARD CATEGORIES There are two categories for the awards:

Campaign Awards Individual Awards

MARKETING AWARD POLICIES All information and documents supplied by Marketing 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 Marketing Award. All Judges and Examiners are required to declare in advance to the Marketing 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.

ENQUIRIES Mr Wilson Yu, Membership and Event Executive Tel: 2774 8547 Email: [email protected] Ms Co Lam, Membership and Event Manager Tel: 2774 8576 Email: [email protected] Fax: 2365 1000

WEBSITES www.hkma.org.hk/Marketingaward www.facebook.com/Marketingaward

3 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 INTRODUCTION TO THE AWARDS

BOARD OF EXAMINERS The Board of Examiners comprises members of the Marketing Awards Organizing Committee and the 2020/21 Marketing Management Committee of the Association.

MARKETING AWARDS ORGANIZING COMMITTEE Mr S K Cheong (Chairman) Mr Stephen Ho Dr Kim Mak BBS JP Non-executive Director Founder and CEO President PuraPharm Corporation Ltd n-hop Technologies Limited Caritas Institute of Higher Education and Caritas Bianchi College of Careers Mr C K Chan Mr William Ip Head of Hong Kong and Macau Vice President and Mr Francis Phua Tmall World Head of Digital Commerce, APAC Managing Director Fiserv, Inc Eu Yan Sang (Hong Kong) Limited Ms Jojo Chan Executive Director Mr Lawrence Lam Mr Norman Tam Tai Hing Group Holdings Limited Chief Executive and Vice President Consumer Business Manager Tencent Cloud International Mr Tom Chan Citibank (Hong Kong) Limited Managing Director, Commercial Group Mr Peter Yan HKT Limited Mr Raymond Lam Chief Executive Officer General Manager Hong Kong Cyberport Management Co Ltd Mr Derek Choi MaBelle International Ltd Head of Pay TV Mr Charlie Yip PCCW Media Group Mr Joseph Lau Managing Director Managing Director Ms May Chung OTO Bodycare (H.K.) Limited Multi-Franchise Group Hong Kong, General Manager Macau & Taiwan Nestlé Hong Kong Ltd Sime Darby Motor Group (HK) Limited

MARKETING MANAGEMENT COMMITTEE Mr S K Cheong (Chairman) Ms Scarlette Leung Mr Kent Wong Non-executive Director Former Executive Director, Managing Director PuraPharm Corporation Ltd Corporate Planning, Branding Chow Tai Fook Jewellery Group Ltd and Membership Mr Calvin Chan Ms Jeny Yeung The Hong Kong Jockey Club Chairman & CEO Commercial Director CATALO Natural Health Foods Limited Mr Vincent Leung MTR Corporation Ltd President Dr Bankee Kwan JP Mr Robert Young SKECHERS Hong Kong Ltd Chairman & CEO Member CASH Group Mr Edmund Mak Marketing Management Committee Executive Director and Prof Randy Lai Mr Titus Yu Co-Chief Executive Officer CEO Senior Regional Director Bossini International Holdings Ltd McDonald’s Hong Kong Prudential Hong Kong Ltd Mr Stanley Sun Mr Bruce Lam Managing Director Managing Director, Consumer Mobile Fuji Photo Products Co Ltd CSL Mobile Limited Mr Larry Sze Mr Frank Lee Chairman President Gibb Livingston & Co Tom Lee Music Co Ltd

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 4 CAMPAIGN AWARDS

ELIGIBILITY A marketing campaign for a product, a service or a public service issue. A marketing campaign launched after October 2019 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 Hong Kong and 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.

MARKETING AWARDS The following Marketing 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: NOW TV Gold, Silver, Bronze Awards Excellence Awards Merit Awards Marketers’ Favourite Marketing Campaign (selected by marketers attending the Award Seminar)

SPECIAL AWARDS Recipients of the following marketing awards will be selected by the Board of Examiners from amongst all the participating marketing campaigns: Excellence in Use of Data (Chow Tai Fook Jewellery Group Limited is the Title Sponsor of the Award) Excellence in Innovation (Citibank (Hong Kong) Limited is the Title Sponsor of the Award) Excellence in Social Media Marketing (Manulife (International) Limited is the Title Sponsor of the Award) Excellence in Branding (McDonald’s Hong Kong is the Title Sponsor of the Award) Excellence in Marketing Collaboration (Tai Hing Group Holdings Ltd. is the Title Sponsor of the Award) Excellence in Customer Insights (China Tonghai International Financial Ltd is the Title Sponsor of the Award) Excellence in Agility and Crisis Management Excellence in Content Marketing Excellence in Mainland and International Marketing Excellence in Online and Offline Integration Excellence in Small Budget Marketing Excellence in Social Good Excellence in TV Commercial Excellence in Video Marketing Agencies of the Year (Please refer to page 7-8 for more details)

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 10). They will go through the same judging process and will compete for the Now TV Gold, Silver, Bronze Awards, Excellence Awards and Merit Awards with the conventional entries. Non-profit organizations have to provide supporting document together with the Entry Form to verify its NPO status.

5 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 CAMPAIGN AWARDS

JUDGING PROCESS AND AWARD SCHEDULE

Submission of Entry Form All participating companies have to submit an Entry Form. Non-profit ­organizations have to provide supporting document to verify its NPO (Deadline: Monday, 3 May 2021) ­status.

All entries have to submit, in English or Chinese:  A five-page summary of their marketing campaign, and  A one-page executive summary OR a three-minute video Submission of Write-ups summarizing the marketing campaign; (Deadline: Monday, 31 May 2021) to be reviewed by the Board of Examiners. The written submissions should cover all Judging Criteria. Entries submitted by non-profit organizations will be judged based on the “Judging Criteria for NPOs” (Please refer to Page 10).

Ten finalists will be invited to deliver a 20-minute presentation, Final Judging ­followed by a 10-minute Question & Answer session, before the Panel­ of Judges and the Board of Examiners at the Final Judging. The (Saturday, 21 August 2021) ­Judges and Examiners­ will then decide on the winners of the Now TV Gold, Silver, Bronze Awards, ­Excellence Awards and Merit Awards.

All finalists are requested to present their marketing campaigns at the Award Seminar which is open to more than 600 executives. Winners Award Seminar of the "Marketers’ Favourite Marketing Campaign" will be decided by (Tuesday, 7 September 2021) the number of votes received from the­ participants during the Award Seminar.

Award Presentation Ceremony All the results of the Awards will be announced at the Award (Thursday, 7 October 2021) Presentation Ceremony.

PARTICIPATION FEE HKMA Member: HK$13,900 per programme HK$1,500 per special award Non-Member: HK$17,900 per programme HK$1,800 per special award SMEs / NPOs (with less than 100 employees in Hong Kong)*: Free of charge for Campaign Awards and two Special Awards. Fees will be incurred if SMEs would like to enroll for more than two Special Awards.

The participation fee covers (not applicable to SMEs / NPOs with less than 100 employees in Hong Kong):  10 seats at the Award Seminar  2 seats at the Seminar on 'The Way to Become a Top Marketer in an Age of Uncertainties'  1 seat at the Award Presentation Ceremony

*Entry is free only for Small and Medium Enterprises (SMEs) or Non-Profits Organizations (NPOs) which employ not more than 100 persons in Hong Kong and are not subsidiaries of any group of companies or local offices of multinational companies. NPOs* have to provide supporting document together with the Entry Form to verify its NPO status. The Hong Kong Management Association reserves the right to make the final binding decisions on the eligibility of applicants.

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 6 CAMPAIGN AWARDS SPECIAL AWARDS

Participating organizations which would like to be considered for the following Special Award(s) are requested to elaborate more on specific strategies in the five-page Campaign Awards Written Submission to facilitate Examiners’ judging.

Participating organizations are requested to indicate which of the following Special Award(s) they would like to compete for in the Entry Form.

EXCELLENCE IN USE OF DATA This Special Award will be given to those marketing campaigns which have demonstrated a sound usage of big data and machine learning techniques, effective collection of consumer behavioural data via legal and ethical means, and/ or the exceptional use of data-driven online or user interface to automate customer interaction.

EXCELLENCE IN INNOVATION This Special Award will be given to those marketing campaigns which have demonstrated innovative use of media channel or media strategy, and/or have exhibited impressive innovativeness in their marketing methods and techniques, particularly in areas not covered by other Special Awards.

EXCELLENCE IN SOCIAL MEDIA MARKETING This Special Award will be given to those marketing campaigns which have incorporated innovative use of social media networks and platforms.

EXCELLENCE IN BRANDING This Special Award will be given to those marketing campaigns which have successfully built a positive image in the consumers’ mind.

EXCELLENCE IN MARKETING COLLABORATION This Special Award will be given to those marketing campaigns which have developed or advocated a marketing- relevant partnership in the form of crossover and promotional collaboration to obtain mutual benefits and achieve the campaign objectives.

EXCELLENCE IN CUSTOMER INSIGHTS This Special Award will be given to those marketing campaigns which have developed customer insights through thorough analysis of customer needs and behaviour and have turned the customer insights into business growth.

EXCELLENCE IN AGILITY AND CRISIS MANAGEMENT This Special Award will be given to those marketing campaigns which have successfully addressed crisis with agility during the execution of the marketing campaigns.

EXCELLENCE IN CONTENT MARKETING This Special Award will be given to those marketing campaigns which have created and distributed valuable and relevant content to enhance the overall marketing strategy.

EXCELLENCE IN MAINLAND AND INTERNATIONAL MARKETING This Special Award will be given to those marketing campaigns launched by Hong Kong-based companies whose target market extends beyond Hong Kong borders into Mainland China and/or other international markets.

7 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 CAMPAIGN AWARDS SPECIAL AWARDS

EXCELLENCE IN ONLINE AND OFFLINE INTEGRATION This Special Award will be given to those marketing campaigns which have demonstrated a sound online and offline integration strategy while showcasing an excellent channel portfolio mix to enhance consumer reach and user experience.

EXCELLENCE IN SMALL BUDGET MARKETING This Special Award will be given to outstanding marketing campaigns with total marketing expenses less than HK$2 million. And the marketing expenses include the following: Above-the-line promotion such as media advertising Below-the-line promotion such as public relations, publicity, trade exhibition, event sponsorship Brand building expenses such as design of brand name, trademarks, packaging Direct marketing / database marketing expenses Marketing research studies Social media marketing expenses

EXCELLENCE IN SOCIAL GOOD This Special Award will be given to those marketing campaigns which have effectively driven positive influence to society and have successfully contributed to the overall brand strategy, resulting in positive business and social impact.

EXCELLENCE IN TV COMMERCIAL This Special Award will be given to those marketing campaigns with impressive TV commercials which have effectively brought out the message of the campaign and have successfully achieved the campaign objectives. TV commercials broadcasted on TV channels that are licensed under the Communications Authority of HKSAR to provide domestic broadcasting services are eligible to compete for this Special Award.

EXCELLENCE IN VIDEO MARKETING This Special Award will be given to those marketing campaigns that have exemplified the creative use of videos to attract, engage, and move its target audience. Videos played at digital marketing channels and social media platforms are eligible to compete for this Special Award.

AGENCIES OF THE YEAR Agencies of the Year 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.

The participating agency is requested to submit an Entry Form (see page 16) and should be nominated by at least one of its client organizations which have participated in the Campaign Awards of the HKMA / ViuTV and Now TV Awards for Marketing Excellence 2021.

Winners of the Agencies of the Year will be selected according to the following scoring system: Points Awarded 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 Award recipient------3 Participating campaign being short-listed as a Finalist ------5 Participating campaign being awarded the Excellence Award------1 Participating campaign being awarded the Bronze Award------2 Participating campaign being awarded the Silver Award------3 Participating campaign being awarded the Now TV Gold Award------5

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 8 CAMPAIGN AWARDS JUDGING CRITERIA

INDICATIVE RATINGS 1. RATIONALE BEHIND THE MARKETING CAMPAIGN 15 1.1 Analysis of the market, consumer/customer needs, and the competition 1.2 Consumer insights behind the campaign 1.3 Definition of objectives

2. MARKETING EXECUTION 40 2.1 Development and positioning of product or service - Relevance to local market needs - For international product/service, adaptations for local market (e.g. reformulation, repackaging, reformatting, new applications) 2.2 Pricing - Relevance to market environment and profit and sales objectives 2.3 Sales or distribution channels - Alignment of marketing objectives, resources, and target users - Efficiency of channels used to reach target users 2.4 Communication and promotion - Impact on consumer/customer awareness, attitudes and usage 2.5 People - 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 and challenges in the process of marketing execution

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 20 4.1 Marketing Results 12 - 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 8 - 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 5.3 Business with Purpose TOTAL: 100

9 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 CAMPAIGN AWARDS JUDGING CRITERIA FOR NPOS

INDICATIVE RATINGS 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 Insights of target audience or segment groups behind the campaign 1.3 Definition of the objective behavioural change to address the issue

2. MARKETING EXECUTION 40 2.1 Development and positioning of product / service / behaviour / idea - 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 - 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 - Alignment of marketing objectives, resources and target audience - Efficiency of channels used to reach target audience 2.4 Communication and promotion - Impact on target audience’s awareness, attitudes and usage 2.5 People - 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 and challenges in the process of marketing execution

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 societal needs and elements which are highly creative 3.3 The extent to which the campaign broke new ground in the industry or society and created a unique position for the organization

4. RESULTS 20 4.1 Marketing Results 15 - 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 10 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: 100

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 10 PAST CAMPAIGN AWARDS WINNERS

2 0 2 0 2 0 1 7 GOLD GOLD CSL - 5G See The World Differently 1O1O – Be Distinctive SILVER SILVER Citibank – More Than a Bank in My Hand WeLend – Disrupting Traditional Loan BRONZE BRONZE McDonald's – `The Surprise Chicken Expert’ NESCAFÉ South East Asian Range Campaign EXCELLENCE AWARDS EXCELLENCE AWARDS 7-Eleven – Give A Voucher, Donate A Meal Carlsberg – If Carlsberg Did Marketing Alipay – Infinite Possibilities K11 Concepts – Disruptive New Business Innovation for Millennial BioEm – Spray the Distance Away on a Mission to Bring us Closer Entrepreneur – K11 Natural MERIT AWARDS PrimeCredit – WeWa New Brand Launch Campaign – WeShake WeWin AXA – `Live with Confidence’ Marketing Campaign WeWa DBS Bank – Banking Unplugged by DBS Groundbreaking Innovation MERIT AWARDS - iWealth app FWD General – FWD Drivamatics Mobile App McDonald's – McCafé 20th Anniversary FWD Life – This is How Insurance Works Today Standard Chartered Bank – INVEST FROM HOME, BANK FROM HOME MoneySQ – Revolutionize Hong Kong Financial Market Pizza Hut – Roulette Cheesy Bites Pizza: The Brave-or-Crave Challenge 2 0 1 9 GOLD 2 0 1 6 McDonald’s – McDonald’s X 鋒味 MY TASTE OF HONG KONG GOLD SILVER csl Hit the BIG time on a BIG network WeLend – Humanizing a Humanless Experience - WeLend A.I. Loan SILVER BRONZE ManulifeMOVE SWIPE – Swipe EX - Literature of Mindful Cleaning BRONZE EXCELLENCE AWARDS Tai Hing – My Hero II: The Rise of Hero Chef Citibank – Citigold ‘Own The Affluent’ Campaign EXCELLENCE AWARDS HKTVmall - Miss Do Do Cheng Online Shopping Tutorial AIA – Love is in Every Moment – Father & Daughter KOSÉ GRACE ONE - THE ACADEMY OF AGELESSNESS Crown Motors – FUN2GATHER Toyota Sienta & Spade MERIT AWARDS McDonald’s – Next Generation of Customer Experience HSBC Life - Reboot HSBC Life MERIT AWARDS Mannings - The Power of the Inner Smile 3HK – Making Better Ricacorp - The REAL Listing FWD Savie Insurance ‘Simply Unbeatable’ Campaign Secret Tour - Breakup Tour McDonald’s – A Surprise in Disguise Standard Chartered x Asia Miles Launch Campaign 2 0 1 8 GOLD 2 0 1 5 Carlsberg - Probably the Best Beer Marketing Revolution GOLD SILVER Coca-Cola China Ltd - Share A Coke Citibank - It’s a Bank in My Hand SILVER BRONZE British Motors Limited - The Unexpected – All New Discovery Sport Pricerite - Small Space Big Universe BRONZE EXCELLENCE AWARDS Maxim’s Caterers Limited - Mooncake Market Revolution – Maxim’s Chow Tai Fook – Love of a Lifetime Egg Custard Mooncake 2014 Chow Tai Fook - T MARK “To Tell the Truth” EXCELLENCE AWARDS HSBC - The One Card That Has It All Arome Bakery (HK) Co Ltd - Arome Anew & Beyond MERIT AWARDS Pricerite Stores Limited - Small Space: Big Universe CK Asset - Ocean Pride Development Nestle Hong Kong Ltd - Frutips Relevancy Campaign HKJC - Striding On MERIT AWARDS McDonald’s - McCafé “It’s What’s Inside That Counts” The Hong Kong and China Gas Company Limited - Cook For Love Watsons Water - Watsons Water ‘Drops of Fun’ Rewards The Hong Kong and China Gas Company Limited - Total Kitchen Solution K11 Concepts Limited - The Revolutionary Art x Commerce Retail Model – Local Customer Recognition As Our Continued Driving Force PrimeCredit Limited - Turning Property into Cash

11 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 PAST CAMPAIGN AWARDS WINNERS

2 0 1 4 2 0 1 1 GOLD GOLD Harbour City - Rubber Duck Joy to the World Campaign The House of Dancing Water, City of Dreams – A New Era of SILVER Entertainment in Macau Wellcome's 'Like Always' Campaign SILVER BRONZE Ocean Park’s Aqua City – The re-birth of a miracle CLP Power - 'Let’s Save Now For A Better Future' Marketing Campaign BRONZE EXCELLENCE AWARDS China 3D’s 3 Dimensional Marketing of 3D Sex and Zen Chow Tai Fook ‘The Perfect One’ Bridal Campaign 2013 EXCELLENCE AWARDS Environmental Protection Department - Food Wise Hong Kong Citibank Banks on New Standards to Break Banking Inertia PrimeCredit - Golden-teeth Promise Free Golden Bangle MERIT AWARDS Breaking Out of the Price Prison – How McDonald’s launched its RunOurCity ‘Free to Run 3.23 Hong Kong Streetathon’ first premium product, 35 years on McDonald’s Restaurants - From CNY to WNY: Making the Most of the New Year 2 0 1 0 Tai Hing Catering Group - My Hero 太好味道 GOLD Times Square: This is Your Time; Timely Transformation Of Maxim’s Angel and Devil A Fading Meeting Place SILVER Standard Chartered Hong Kong 150th Anniversary 2 0 1 3 Commemorative Charity Banknote Marketing Campaign GOLD BRONZE PCCW - HKT mobile service ‘Ultimate Mobility’ McDonald’s Moments Delivered SILVER EXCELLENCE AWARDS Harbour City – Doraemon Brings Innovative Surprises through Joyful Endless Love – Rebranding BOCG Life Experiences Cathay Pacific ‘People & Service’ Campaign BRONZE HKJC 125th Anniversary Campaign Love the Planet 4.22 Hong Kong Goes Green Monday EXCELLENCE AWARDS 2 0 0 9 Turning Brand Culture into Customer Benefit – Fairwood 40th GOLD Anniversary MTR Rail Merger Campaign - The Unprecedented Marketing Challenge Breakthrough the Dark Side of Hong Kong Disneyland SILVER McDonald's Restaurants – i'm Amazing McDonald’s Democratizing Premium Coffee MERIT AWARDS BRONZE Dairy Farm - Wellcome – Low Low Price Watcher American Express Cathay Pacific Credit Card – Fly Faster The Hong Kong Jockey Club – Happy Wednesday CERTIFICATES OF EXCELLENCE McDonald's Restaurants – It's Mac Time Tonight Cathay Pacific New Cabin Designs Marketing Campaign TSL ︱謝瑞麟 Brand Revitalization – Rising from The Gloom Dairy Farm - One Dollar Does Matter The HKJC Olympic 2008 Campaign - How We Excelled in the World 2 0 1 2 2 0 0 8 GOLD Coca-Cola Summer 'Chok' Campaign GOLD SILVER Continuous 'One-Up' Breakthrough Hong Kong Breast Cancer Foundation – Three Steps to Breast Health – The Success Story of Harbour City, the Success Story of You & Me! BRONZE SILVER Disneyland's It's Playtime with Friends - The Power of Synergy Pizza Hut Chessy Bites – Release the Child in You EXCELLENCE AWARDS BRONZE FUJIFILM X-series – The sect of wandering photographing – The Manhattan Hill – Magic Happens in West Kowloon Re-birth of a Camera Giant CERTIFICATES OF EXCELLENCE McDonald’s - The Road to Becoming Hong Kong’s Coffee Destination Coca-Cola zero – Who Says You Can’t Have Real Taste Zero Sugar iButterfly – Turning the Sky into a Canvas Ronald McDonald House Charities: Part of Me, Part of My MERIT AWARDS Community PopCorn’s Opening Campaign PCCW Mobile – Building A Brand with Passion Power Okamoto - Water Temptation, Thinner than Super Thin Pizza Hut - Pizza and More SOLVIL ET TITUS: Time is Love

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 12 PAST CAMPAIGN AWARDS WINNERS

2 0 0 7 2 0 0 3 GOLD GOLD Bel-Air No.8 – The New Landmark in Island South One2Free SMS Lovers SILVER SILVER Cathay Pacific – Moving Forward with Hong Kong for 60 Years The Power of Love - The Power of Music BRONZE BRONZE Luxottica – Revitalized an Old Brand in a Stagnant Industry Ocean Park Halloween Bash 2002 CERTIFICATES OF EXCELLENCE CERTIFICATES OF MERIT McDonald’s 24 Hours ‘Mac Tonight’ Campaign New World PCS - Twins Mobile – Breakthrough Info-tainment Service Pizza Hut Cheesy Lava ‘Passion released, Record achieved’ Keeps Idols Close Making babies’ ‘impossible mission’ possible McDull, Hong Kong One Egg Tart Watsons Water – Wats Next 2 0 0 6 2 0 0 2 GOLD Love Hong Kong, Love Ocean Park! GOLD SILVER The Making of RoadShow SILVER CLP Power: Create the Market – Induction Cooking Cathay Pacific – The World’s Biggest Welcome BRONZE BRONZE apm – a retail breakthrough for HK See You at Café de Coral CERTIFICATES OF EXCELLENCE BRONZE Hong Kong Broadband - Be Ahead of Yourself An Exceptional Community for An Exceptional Childhood PCCW - Next Generation Fixed Line ‘Brand Quality Campaign’ – Discovery Bay Siena one Marketing Campaign Prevail in Confectionery: Eclipse Mints CERTIFICATES OF MERIT Hang Seng Femina Banking – Lead a Fabulous Life 2 0 0 5 Hang Seng M.I. Kid” Account - Develop your Children’s Potential for Great Achievements” GOLD Revolution of Pizza Hut's Business Concept 2 0 0 1 SILVER

Repositioning of e-zone GOLD The Leighton Hill – Home to the New Aristocracy BRONZE

Cathay Pacific - It's the little things we remember SILVER Orangeworld – A World Where Your Fantasy Takes Flight CERTIFICATES OF EXCELLENCE

Be the True Soy Sauce Leader - The Launch of Amoy Premium Soy BRONZE Ribena Mobile the Ultimate Breakthrough Sauce Hutchison Live 3 CERTIFICATES OF MERIT Allergan - Complete Repositioning Campaign The Arch – Imagination rules the world Manulife - The MPF Launch Campaign SUNeVision - Launch of Propertystreet.net 2 0 0 4

GOLD 2 0 0 0 YOHO Town – Transforming Residential Property into a Lifestyle Brand GOLD SILVER SUNDAY Independence Day Swire Homes’ Distinctive New Living – The Orchards SILVER BRONZE Ocean Shores – Live the Good Life, Live at the Best Launch of a New Brand: VAGO with INSOLIA – The Painless Hi-Heels BRONZE CERTIFICATES OF MERIT The Creative Positioning of 5-7 Seater Mazda Premacy Capsule V Fairwood Re-branding Hutchison - The Launch of 3 CERTIFICATES OF MERIT BOC U-point Credit Card Regalia Bay Hong Kong’s Tender – You Name the Price Guangzhou-Kowloon Through Train Service Improvement Turned Business Around

13 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 PAST CAMPAIGN AWARDS WINNERS

1 9 9 9 1 9 9 3 GOLD GOLD A Sentimental Journey Dairy Farm Hi-Calcium Milk SILVER SILVER Tierra Verde – Breaking Through A Bleak Market Taipan Snowy Mooncake BRONZE BRONZE Panadol Cold & Flu Campaign Hongkong Telecom CSL 1010 Digital Launch CERTIFICATES OF MERIT CERTIFICATES OF MERIT DFS Galleria – Targeting A Changing Customer Crown Motors’ 1993 Toyota Drive-Away Campaign Festival Walk: Set Your Own Boundaries Lane Crawford Express Swire Properties: StarCrest – 5-Star Luxury at a 9-Star Location Ocean Park Kids’ World

1 9 9 8 1 9 9 2 GOLD GOLD Lipton Ming Han Ching Tea Bags Recruit SILVER SILVER Tse Sui Luen Jewellery - The Launch of 5th C Jewellery Consultancy K-Swiss Sports Shoes Service – A New Dimension in Diamond Marketing BRONZE BRONZE MTR Customer Service Campaign Dai Pai Dong – Passion of Hong Kong CERTIFICATES OF MERIT CERTIFICATES OF MERIT Lee Kum Kee XO Sauce The Launch of Colgate Sensation Whitening Toothpaste Mission Impossible: Nissan Gallery Hang Seng Smartlnvest Services Sea Horse Scandinavian Furniture Launch Campaign SpeedPost – We Put Time on Your Side 1 9 9 1 1 9 9 7 GOLD GOLD Just Gold Concept The Launch of One2Free SILVER SILVER IKEA Showflat Campaign Shell Supercharged 881 Friends of the Road BRONZE BRONZE Mazda 121 Campaign Product Launch of Lee Kum Kee Seasoned Soy Sauce for CERTIFICATES OF MERIT Seafood in 1996 Building Up of Fornari Jeans in Hong Kong Nine Queen’s Road Central – A Case History CERTIFICATES OF MERIT Saab 900S (1992 Model) Launch Campaign 1996 American Express Credit Card Launch 903 id club Programme 1 9 9 0 Shanghai Tang – Made by Chinese Hong Kong Economic Times Circulation Driven Campaign 1 9 9 5 1 9 8 9 GOLD The Kingswood Villas Metamorphosis Fujicolor Circle Campaign SILVER Standard Chartered Bank’s Mortgage Plus Enhancement Programme Standard Chartered Credit Card Real Life Privilege BRONZE 1 9 8 8 Launching of HMV Superstores: Music at its Best First Pacific Bank CCU Deposit Campaign CERTIFICATES OF MERIT DHL Jumbo Box – Air Freight Made Easy 1 9 8 7 Open Learning Institute of Hong Kong - MBA Degree Programme American Express Card Rinnai Gas Clothes Dryer – A Breakthrough for Towngas Fotomax Video Club 1 9 9 4 1 9 8 6 GOLD Jade VTR Package Kalm’s – A Gift from the Heart Marketing Campaign Three Grains Rice SILVER All I Want for Christmas is Pacific Place 1 9 8 5 BRONZE City Telecom Marketing Campaign 1994 Café de Coral CERTIFICATES OF MERIT Exchange Square ABC Communications Limited – QK Youth Programme Mitsubishi 4-Seater Taxi MTR 15th Anniversary Charity Drive Virgin Atlantic Airways Limited

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

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 14 CAMPAIGN AWARDS ENTRY FORM

To: The Secretariat (ACM-42412-2021-2-NL) HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong

Attn: Mr Wilson Yu, Membership and Event Executive (Tel: 2774 8547 Email: [email protected] Ms Co Lam, Membership and Event Manager (Tel: 2774 8576 Email: [email protected] Fax: 2365 1000) My company intends to enter the competition for the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021. 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: Email: Mobile: Tel: My company will compete for: Excellence in Agility and Crisis Management Excellence in Branding Excellence in Content Marketing Excellence in Customer Insights Excellence in Innovation Excellence in Marketing Collaboration Excellence in Online and Offline Integration Excellence in Small Budget Marketing Excellence in Social Good Excellence in Social Media Marketing Excellence in TV Commercial Excellence in Video Marketing Excellence in Use of Data Excellence in Mainland and International Marketing

(Deadline for submitting the completed write-ups is Monday, 31 May 2021) (Companies may submit more than one entry. Please complete a separate form for each entry.) (Companies may compete for a maximum of five Special Awards)

[HK$13,900 (HKMA Member) / HK$17,900 (Non-Member) / Free of charge for SMEs/NPOs* for each entry of Campaign Award] [HK$1,500 (HKMA Member) / HK$1,800 (Non-Member) / Free of charge for SMEs/NPOs* for the first two entries of Special Awards]

We would like to submit an entry of Campaign Award and Special Award(s).

A crossed cheque no: of HK$ made payable to “The Hong Kong Management Association” is enclosed.

* Entry fee of Campaign Awards and the first two entries of Special Awards are waived for SMEs/NPOs which employ not more than 100 persons in Hong Kong and are not subsidiaries of any group of companies or local offices of multinational companies . NPOs have to provide supporting document together with the Entry Form to verify its NPO status. The Hong Kong Management Association reserves the right to make the final binding decisions on the eligibility of applicants. Declaration I 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. I consent. I do not consent.

Signature: Date: (not later than Monday, 3 May 2021) 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.

15 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 CAMPAIGN AWARDS AGENCIES OF THE YEAR ENTRY FORM

CAMPAIGN AWARDS AGENCIES OF THE YEAR ENTRY FORM

To: The Secretariat (ACM-42412-2021-6-NL) HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong Attn: Mr Wilson Yu, Membership and Event Executive (Tel: 2774 8547 Email: [email protected] Ms Co Lam, Membership and Event Manager (Tel: 2774 8576 Email: [email protected] Fax: 2365 1000) My company intends to apply for the Agencies of the Year of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021. A. Details of the Participating Agency Name of Agency: Address: Contact Person: Job Title: Email: Mobile: Tel: Type of Organization: (Please put a “ ” in the box if appropriate.) Local Firm Multinational Corporation B. Details of Nominator(s) (which have participated in the Campaign Awards of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021) Name of Nominating Organization: Name of Campaign: Contact Person: Job Title: Email: Mobile: Tel:

Name of Nominating Organization: Name of Campaign: Contact Person: Job Title: Email: Mobile: Tel:

Name of Nominating Organization: Name of Campaign: Contact Person: Job Title: Email: Mobile: Tel:

Name of Nominating Organization: Name of Campaign: Contact Person: Job Title: Email: Mobile: Tel:

Name of Nominating Organization: Name of Campaign: Contact Person: Job Title: Email: Mobile: Tel: Declaration I 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. I consent. I do not consent.

Signature: Date: (not later than Monday, 3 May 2021) 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. HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 16 INDIVIDUAL AWARDS

ELIGIBILITY The Marketing 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 ViuTV 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.

MARKETING AWARDS The following Marketing Awards will be granted to outstanding marketers by the Panel of Judges and the Board of Examiners: ViuTV 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; - Membership at the HKMA Sales and Marketing Executives Club. The membership fee for the first two years will be waived; and - Membership at the HKMA Digital Marketing Community. 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; - Membership at the HKMA Sales and Marketing Executives Club. The membership fee for the first two years will be waived; and - Membership at the HKMA Digital Marketing Community. The membership fee for the first two years will be waived.

17 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 INDIVIDUAL AWARDS

JUDGING PROCESS AND AWARDS SCHEDULE

All entrants have to be nominated by their companies which are required to send in the Company Nomination Form. A company­ can Company Nomination nominate one candidate for the Distinguished Marketing Leadership­ (Deadline: Monday, 3 May 2021) Award and a maximum of five candidates for the ­Outstanding Marketing Professional Awards.

All entries have to submit, in English or Chinese: Submission of Write-ups  A four-page summary covering the judging criteria; and (Deadline: Monday, 7 June 2021)  A one-page summary of personal information to be reviewed by the Board of Examiners.

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 "Signature Campaign" (8 minutes) Question-and-Answer Session (5 minutes) Final Judging Part Two: (Saturday, 28 August 2021) 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 (2 minutes)

Winners of the ViuTV 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.

Award Presentation Ceremony All the results of the Awards will be announced at the Award (Thursday, 7 October 2021) Presentation Ceremony.

PARTICIPATION FEE HKMA Member: HK$6,900 per nominee Non-Member: HK$9,900 per nominee

The participation fee covers: - 2 seats at the Award Seminar - 2 seats at the Seminar on 'The Way to Become a Top Marketer in an Age of Uncertainties' - 1 seat at the Award Presentation Ceremony

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 18 DISTINGUISHED MARKETING LEADERSHIP AWARD JUDGING CRITERIA

INDICATIVE RATINGS 1. SIGNATURE CAMPAIGN 40 Please describe the single most successful marketing campaign which you have played a key role. The campaign should be launched after October 2017.

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 signature campaign 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

19 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 OUTSTANDING MARKETING PROFESSIONAL AWARD JUDGING CRITERIA

INDICATIVE RATINGS 1. SIGNATURE CAMPAIGN 60 Please describe the single most successful marketing campaign which you have played a key role. The campaign should be launched after October 2017.

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 signature campaign 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

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 20 PAST INDIVIDUAL AWARD WINNERS

2020 2018 Marketer of the Year Marketer of the Year Mr Clive Chow Ms Macy Ng Senior Vice President - Marketing Vice President, Brand & Communications CSL Mobile Limited CSL Mobile Limited Distinguished Marketing Leadership Awardees*: Distinguished Marketing Leadership Awardees*: Mr Kit Chan Ms Angie Chung Manager - Card Senior Promotion Manager Prime Credit Limited Lee Tung Avenue Management Company Limited Mr Clive Chow Ms Bonnie Hung Senior Vice President - Marketing Senior Manager, Marketing and Brand Management CSL Mobile Limited CASH Retail Management Group Limited Ms Kazumi Chidachi Mr Albert Jin Senior Vice President, Marketing & Marketing Communications Head of Marketing & Communications, Greater China DBS Bank (Hong Kong) Limited Cushman & Wakefield Ms Yvonne Leung Ms Julieta Leong Chief Marketing Officer Deputy Director - Marketing & Events (HK) Alipay Payment Services (HK) Limited Lan Kwai Fong Group Mrs Bally Wong Ms Macy Ng Founder and Chairman Vice President, Brand & Communications ABC Pathways Group CSL Mobile Limited Outstanding Marketing Professional Awardees*: Outstanding Marketing Professional Awardees*: Mr Max Chan Marketing Manager Mr Chan Hip Shun Charles Alipay Payment Services (HK) Limited Head of Centurion and Premium Customer Experience American Express International Inc. Mr Yan Chan Senior Marketing Manager Ms Normi Cheung Alipay Payment Services (HK) Limited Assistant Manager, Marketing & Brand Management CASH Retail Management Group Limited Mr Ivan Choi Senior Manager - Marketing Mr Jason Ng McDonald's Hong Kong Associate Marketing Manager Oath (Yahoo Hong Kong) Ms Johanne Chow Brand Experience Lead Alipay Payment Services (HK) Limited 2017 Marketer of the Year 2019 Ms Canace Lin CMO & Executive Director Marketer of the Year CATALO Natural Health Foods Limited Ms Meggy Cheng Director of Marketing Distinguished Marketing Leadership Awardees*: Hong Kong Philharmonic Orchestra Ms Canace Lin CMO & Executive Director Distinguished Marketing Leadership Awardees*: CATALO Natural Health Foods Limited Mr Kenneth Chan Ms Angela Yam Deputy General Manager & Head of Marketing & Chief Marketing Officer Customer Digital Experience FTLife Insurance Company Limited China CITIC Bank International Ms Meggy Cheng Outstanding Marketing Professional Awardees*: Director of Marketing Ms Amanda Chan Hong Kong Philharmonic Orchestra Senior Manager – Communications Ms Helle Kwan McDonald’s Hong Kong Senior Associate Director of Corporate Communications Mr Jordan Cheng Ricacorp Properties Limited Founder and CEO Outstanding Marketing Professional Awardees*: Dragon Creative Enterprise Solution Ltd Mr Thomas Fong Ms Yvonne So Associate Director, Strategic Initiatives, Wealth & Pensions Brand Manager – Coffee Sun Life Hong Kong Limited Nestlé Hong Kong Ltd Ms Hester Lo Senior Marketing Officer – Strategic Partnerships 2016 Lan Kwai Fong Group Marketer of the Year Ms Ng Yuk Fei Alice Assistant Manager, Merchant Marketing Ms Isabella Lau American Express International Inc. Chief Customer Officer Manulife (International) Limited Distinguished Marketing Leadership Awardees*: Ms Ivy Chan Marketing Communications Manager The Hong Kong and China Gas Co Ltd

21 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 PAST INDIVIDUAL AWARD WINNERS

Ms Esther Chung Outstanding Marketing Professional Awardees*: Marketing Director, Digital Lead Ms Ophelia Fong McDonald’s Restaurants (Hong Kong) Ltd Marketing Manager Ms Kim Lam The Dairy Farm Company, Limited – Wellcome Marketing Manager – Coffee, Confectionery & Food Mr Andrew Yeung Nestlé Hong Kong Ltd Manager – Promotions and Advertising Ms Isabella Lau Harbour City Estates Limited Chief Customer Officer Manulife International Limited 2013 Mr Simon Shing Assistant Vice President, Marketing Marketer of the Year FWD Life Insurance Company (Bermuda) Limited Ms Yvonne Tang Marketing Director Outstanding Marketing Professional Awardees*: McDonald's Restaurants (Hong Kong) Limited Mr Chan Kin Hong Manager, Marketing Communications Distinguished Marketing Leadership Awardees*: New World Facilities Management Company Limited Ms Emily Chow Head of Marketing Ms Lam Mei Shan PrimeCredit Limited Marketing Manager McDonald’s Restaurants (Hong Kong) Ltd Mr Anthony Jim Director – Group Marketing Ms Voon Huey Tyng TSL | 謝瑞麟 Assistant Manager, Lending and Proprietary Card Services American Express International Inc Ms Elman Lee Group Marketing Manager The Dairy Farm Company Limited – Wellcome 2015 Mr Richard Leong Marketer of the Year Marketing Director Ms Eve Leung Pizza Hut Hong Kong Management Limited Senior Marketing Manager – Branded Products Ms Yvonne Tang Maxim’s Caterers Limited Marketing Director McDonald's Restaurants (Hong Kong) Limited Distinguished Marketing Leadership Awardees*: Ms Sandy Hung Outstanding Marketing Professional Awardees*: Business & Marketing Director Ms Karen Chan Well Synergy International Limited Marketing Manager Ms Tania Lau The Dairy Farm Company Limited - Wellcome Director of Marketing, Yahoo Hong Kong Mr Wallis Chow Yahoo! Hong Kong Limited Chief Marketer Ms Eve Leung Okamoto Industries (H.K) Limited Senior Marketing Manager – Branded Products Ms Janet Lau Maxim’s Caterers Limited Deputy Group Marketing Manager Mr John Leung The Dairy Farm Company Limited – Wellcome Director of Customer Communication Ms Catherine Law Pricerite Stores Limited Assistant Manager, Brand and Loyalty, Outstanding Marketing Professional Awardees*: Digital Engagement American Express International Inc. Ms Anny Ho Yin Wa Manager, Local Store Marketing and CSA Ms Ivy Sung McDonald’s Restaurants (Hong Kong) Limited Marketing Manager The Dairy Farm Company Limited – Wellcome Ms Nicole Lam Manager, Marketing and Brand Management 2012 Pricerite Stores Limited Ms Wong Ki Man Marketer of the Year Manager – Marketing Ms Beatrice Lo McDonald’s Restaurants (Hong Kong) Limited Brand Director, Sparkling Beverages Coca-Cola China Limited 2014 Distinguished Marketing Leadership Awardees*: Marketer of the Year Ms Susanna Lee Head of Strategic Planning Ms Karen Tam Gilman Group Assistant General Manager – Promotions and Marketing Harbour City Estates Limited Mr Richard Leong Marketing Director Distinguished Marketing Leadership Awardees*: Pizza Hut Hong Kong Management Limited Ms Amy Leung Ms Beatrice Lo Executive Director Brand Director, Sparkling Beverages Pricerite Stores Limited Coca-Cola China Limited Ms Karen Tam Mr Joehan Martinus Assistant General Manager – Promotions and Marketing Director, Mass Marketing Harbour City Estates Limited CSL Limited

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 22 PAST INDIVIDUAL AWARD WINNERS

Mr Ngai Wah Sing, Francis Outstanding Marketing Professional Awardees*: Founder & CEO Ms Esther Chung Social Ventures Hong Kong Assistant Marketing Manager Mr Ray Wong McDonald’s Restaurants (HK) Limited CEO Ms Mary Shek PHD Senior Branding Manager Ms Phyllis Yau Standard Chartered Bank (Hong Kong) Limited Associate Director of Marketing Ms Rebecca Tse Bossini Enterprises Limited Assistant General Manager Outstanding Marketing Professional Awardees*: YATA Department Store Ms Leung Kwai Yuk, Alice 2009 Marketing Manager, Commercial Graphics Division & Architectural Markets Department CIM Marketer of the Year 3M Hong Kong Limited Ms Diane Chiu Mr Deric Wong Marketing Director Head of Strategy and Insights The Dairy Farm Company Ltd – Wellcome Omnicom Media Group Distinguished Marketing Leadership Awardees*: Ms Diane Chiu 2011 Marketing Director The Dairy Farm Company Ltd – Wellcome Marketer of the Year Ms Clare Ho Ms Josephine Wu Director of Consumer Mobile Marketing, Consumer Group Marketing Director PCCW Limited Luxembourg Medicine Co Ltd Ms Betty Leong Distinguished Marketing Leadership Awardees*: General Manager – Investment Property Ms Lo Bo Ki, Vocalis MTR Corporation Manager, Rewards Ms Lena Tsang American Express International Inc Vice President Mr Joseph Wong Sir Hudson International Limited Founder & Managing Director Cookie Galerie Outstanding Marketing Professional Awardees*: Ms Josephine Wu Ms Emily Chow Marketing Director Deputy Head of Marketing Luxembourg Medicine Co Ltd PrimeCredit Limited Ms Wendy Leung Outstanding Marketing Professional Awardees*: Senior Marketing Manager Ms Irene Au McDonald's Restaurants (HK) Ltd Assistant Manager, Rewards Mr Ivan Wong American Express International Inc Vice President - Mobile Marketing, Consumer Group Mr Cheung Chi Kwong, Ricky PCCW Limited Division Manager, Industrial & Transportation Business 3M Hong Kong Limited 2008 CIM Marketer of the Year 2010 Ms Koby Kwan Marketer of the Year Marketing Head Ms Rhoda Chan Cerebos (Hong Kong) Limited Head of Corporate Responsibility, Corporate Affairs, Distinguished Marketing Leadership Awardees*: Hong Kong Standard Chartered Bank (Hong Kong) Limited Ms Bertha Chan Marketing Manager Distinguished Marketing Leadership Awardees*: Ngong Ping 360 Limited Ms Elaine Chan Mr Stanley Cheung Deputy Head of Corporate Communication General Manager, Asia Pacific Region New World First Bus Services Limited Okamoto Industries (HK) Limited Ms Rhoda Chan Ms Koby Kwan Head of Corporate Responsibility, Corporate Affairs, Hong Kong Marketing Head Standard Chartered Bank (Hong Kong) Limited Cerebos (Hong Kong) Limited Ms Helen Cheung Ms Karen Tam Director of Corporate Communications & Relations Senior Manager – Promotions and Advertising McDonald’s Restaurants (HK) Limited Harbour City Estates Limited Mr Jacky Hui Senior Manager, Marketing & PR Outstanding Marketing Professional Awardees*: EGL Tours Co Ltd Ms Pinky Chiang Manager, Corporate Communication Ms Tracy Leung Convoy Financial Group Head of Cathay Pacific Co-brand Portfolio American Express International Inc Ms Avis Lau Fuels Brand Manager Shell Hong Kong Limited

23 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 PAST INDIVIDUAL AWARD WINNERS

Mr Andrew Yeung Ms Rita Li Promotions and Advertising Manager – Dalian Times Square Director of Consumer Marketing Wharf Estates China Limited PCCW Limited Ms Florence Yiu Mr Joseph Wong Division Manager, Projection Systems Head of Marketing 3M Hong Kong Limited Hong Kong Philharmonic Orchestra Mr Harold Yip 2007 General Manager Double A CIM Marketer of the Year Outstanding Young Marketing Professional Awardees*: Mr Lewis Soo Manager, Residential Market Ms Vivian Lee CLP Power Hong Kong Limited Product Manager MTR Corporation Distinguished Marketer Awardees*: Ms Clara Lo Ms Susanna Lau Group Product Manager General Manager Amoy Food Limited Hong Thai Travel Ms Sharon Siu Ms Vivian Lee Marketing Director Marketing Director Job Market Publishing Ltd, Sing Tao News Corporation Ocean Park Hong Kong Ms Anisa Tio Mr Lewis Soo Marketing Manager Manager, Residential Market McDonald’s Restaurants (HK) Limited CLP Power Hong Kong Ltd Mr Gilman Too 2005 Marketing Director – Greater China CIM Marketer of the Year Luxottica Retail China Limited Ms Amanda Lui Mr Alan Wong Director & Chief Operations Officer Director of Marketing RoadShow Holdings Limited DHL Express (Hong Kong) Limited Distinguished Marketer Awardees*: Outstanding Young Marketing Professional Awardees*: Ms Jamie Chan Ms Anita S Y Chan Director, Certified Naturopathic Doctor Deputy General Manager Energy Source Sun Hung Kai Real Estate Agency Ltd Mr Wilson Chung Ms Melanie Lee Senior Marketing Manager Vice President, Marketing Pacific Century Premium Developments Limited New World Mobility Mr Joseph Lau Mr Terence Lee Sales Manager, Residential Marketing Communications Manager CLP Power Hong Kong Limited The Hong Kong and China Gas Company Limited Ms Canny Leung Ms Amada Lui Executive Director Director & Chief Operations Officer BMA Marketing & Advertising Ltd RoadShow Holdings Limited Ms Canace Lin Ms Eunice Wong Assistant Marketing Manager Marketing Director McDonald’s Restaurants (HK) Ltd Jardine Restaurant Group, Pizza Hut Hong Kong Limited Mr Balwin Yeung Outstanding Young Marketing Professional Awardees*: Senior Marketing Manager Ms Lau Yeuk Hung, Sandy Hong Thai Travel Senior Marketing Officer Double A 2006 Ms Camellia Lee CIM Marketer of the Year Market Development Manager Ms Randy Lai Double A Vice President of Marketing Ms Elman Lee McDonald’s Restaurants (HK) Limited Marketing Manager FORTRESS Distinguished Marketer Awardees*: Ms Joanne Tang Ms Fanny Chan Assistant Marketing Manager Publisher & Chief Executive Officer Warner Music Hong Kong Limited Job Market Publishing Ltd, Sing Tao News Corporation Ms Nancy Yau Mr James Hong, Akio Senior Marketing Manager Senior Manager, Marketing Department Jardine Restaurant Group, Pizza Hut Hong Kong Sony Computer Entertainment Hong Kong Limited Ms Randy Lai Vice President of Marketing McDonald’s Restaurants (HK) Limited

* 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.

HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 24 INDIVIDUAL AWARD NOMINATION FORM

To: The Secretariat (ACM-42412-2021-3-NL) HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 The Hong Kong Management Association 16/F, Tower B, Southmark, 11 Yip Hing Street, Wong Chuk Hang, Hong Kong

Attn: Mr Wilson Yu, Membership and Event Executive (Tel: 2774 8547 Email: [email protected] Ms Co Lam, Membership and Event Manager (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/ViuTV & Now TV Awards for Marketing Excellence 2021. Name of Organization: Address: Name of Nominator: Job Title: Contact Person: Job Title: Tel: Email:

A. Nomination for Distinguished Marketing Leadership Awards Nominee: Job Title: Email: Mobile: Tel:

B. Nomination for Outstanding Marketing Professional Awards Nominee: Job Title: Email: Mobile: Tel: Nominee: Job Title: Email: Mobile: Tel: Nominee: Job Title: Email: Mobile: Tel: Nominee: Job Title: Email: Mobile: Tel: Nominee: Job Title: Email: Mobile: Tel: (Deadline for submitting the completed write-up is Monday, 7 June 2021.)

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]

Declaration I 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. I consent. I do not consent.

Signature of Nominator: Date: (not later than Monday, 3 May 2021) 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.

25 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021 個人獎項 提名表

致： 「2021 年度 HKMA/ViuTV 及 Now TV 傑出市場策劃獎」秘書處 (ACM-42412-2021-3-NL) 香港黃竹坑業興街十一號南匯廣場 B 座十六樓

收件人 : 余 彰先生 - 會員及活動策劃部主任 ( 電話：2774 8547 電郵：[email protected]) 林可欣小姐晧 - 會員及活動策劃部經理 ( 電話：2774 8576 電郵：[email protected]) 傳真：2365 1000

本公司欲提名員工競逐「2021 年度 HKMA/ViuTV 及 Now TV 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： 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： 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： 被提名人： 職位： 電子郵箱： 手提電話： 公司電話： 被提名人： 職位： 電子郵箱： 手提電話： 公司電話： 被提名人： 職位： 電子郵箱： 手提電話： 公司電話： 被提名人： 職位： 電子郵箱： 手提電話： 公司電話： （截止提交詳盡報告日期為 2021 年 6 月 7 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。 □ 本人同意。 □ 本人不同意。

提名人簽名： 日期： ( 截止提交提名表日期為 2021 年 5 月 3 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. 本會收集及保存個人資料的目的及用途為參賽事宜。 2. 此報名表內所提供的個人資料將供本會職員向申請人進行直接促銷活動，包括優惠、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。 3. 申請人如欲查閱及 / 或更改個人資料，請向本會提交書面申請。

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 25 歷屆個人獎項得獎者

2005 年 2006 年 2007 年 CIM 最傑出市場策劃人 CIM 最傑出市場策劃人 CIM 最傑出市場策劃人 雷怡暉 黎韋詩 蘇海亮 路訊通控股有限公司 麥當勞有限公司 中華電力有限公司 董事兼營運總裁 市場推廣部副總裁 住宅客戶業務經理

傑出市場策劃人 * 傑出市場策劃人 * 傑出市場策劃人 * 陳秀賢 陳筱芬 劉美詩 新鴻基地產代理有限公司 星島新聞集團求職廣場有限公司 康泰旅行社 副總經理 出版人及行政總裁 總經理

李惠儀 項明生 李玲鳳 新世界傳動網 Sony Computer Entertainment Hong Kong Ltd 香港海洋公園 市務副總裁 市場推廣部高級經理 市務總監

李志恆 黎韋詩 蘇海亮 香港中華煤氣有限公司 麥當勞有限公司 中華電力有限公司 市務傳訊經理 市場推廣部副總裁 住宅客戶業務經理

雷怡暉 李玉兒 堵冠偉 路訊通控股有限公司 電訊盈科有限公司 Luxottica Retail China Ltd 董事兼營運總裁 個人客戶市務總監 市場形象總監（大中華區 )

王靖傑 ( 宇立） 黃志煒 黃德麟 怡和飲食集團 , 香港必勝客 香港管弦樂團 敦豪國際速遞（香港）有限公司 市務董事 市場推廣主管 市場推廣總監 優秀新晉市場策劃專才 * 葉文琪 Double A 優秀新晉市場策劃專才 * 劉若虹 總經理 陳淑萍 Double A 能量站 高級市務主任 優秀新晉市場策劃專才 * 總監，自然醫學醫生

李群美 李詠姚 鍾偉璇 Double A 港鐵公司 盈科大衍地產發展有限公司 市場發展經理 產品經理 高級市務經理

李綺雯 盧瑞貞 劉騰頌 豐澤 淘大食品有限公司 中華電力有限公司 市務經理 產品組經理 住宅客戶銷售經理

鄧雅蔚 蕭雪敏 梁芷珊 華納唱片有限公司 星島新聞集團求職廣場有限公司 博美市場推廣及廣告有限公司 助理市務經理 市場推廣總監 執行董事

邱璐嬿 張恩琪 連思瑤 怡和飲食集團 , 香港必勝客 麥當勞有限公司 麥當勞有限公司 高級市務經理 市場推廣部經理 市場推廣部副經理

楊博雄 康泰旅行社 高級市場經理

* 排名不分先後 ** 上列得獎者之名銜及所屬機構乃跟據參賽時之資料。

24 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 歷屆個人獎項得獎者

優秀市場策劃專才 * 張婉玲 2011 年 周美華 麥當勞有限公司 最傑出市場策劃人 安信信貸有限公司 企業傳訊及關係總監 市務部副主管 許仲麒 胡文聰 EGL 東瀛遊旅行社 盧森堡大藥廠有限公司 梁友彩 市場推廣及公關部高級經理 市場總監 麥當勞有限公司 高級市場策劃經理 梁慧華 傑出市場策劃人 * 美國運通國際股份有限公司 羅寶琪 黃嗣輝 Head of Cathay Pacific Co-brand Portfolio 電訊盈科有限公司 美國運通國際股份有限公司 個人客戶業務流動通訊市務副總裁 優秀市場策劃專才 * 經理，消費卡獎賞計劃 鍾昭文 黃志煒 2008 年 麥當勞有限公司 曲奇薈 CIM 最傑出市場策劃人 助理市場策劃經理 創辦人及董事總經理 石小蓮 關筱娟 胡文聰 渣打銀行 ( 香港 ) 有限公司 食益補 ( 香港 ) 有限公司 盧森堡大藥廠有限公司 高級品牌經理 市場部主管 市場總監 謝素嫻 傑出市場策劃人 * 一田百貨 優秀市場策劃專才 * 陳衛良 助理總經理 柯俊靈 昂坪 360 有限公司 美國運通國際股份有限公司 市務經理 2009 年 助理經理，消費卡獎賞計劃 張泰堅 CIM 最傑出市場策劃人 張志光 岡本 ( 香港 ) 有限公司 趙敏 3M 香港有限公司 亞太區總經理 牛奶有限公司 - 惠康 經理，工業及交通運輸產品事業部 市務董事 關筱娟 2010 年 食益補 ( 香港 ) 有限公司 傑出市場策劃人 * 市場部主管 最傑出市場策劃人 趙敏 陳淑慧 譚嘉瑩 牛奶有限公司 - 惠康 渣打銀行 ( 香港 ) 有限公司 海港城置業有限公司 市務董事 香港公共事務企業責任主管 高級經理 - 推廣及廣告 何立嘉 傑出市場策劃人 * 優秀市場策劃專才 * 電訊盈科有限公司 個人客戶業務流動通訊市務總監 陳燕玲 江萍 新世界第一巴士服務有限公司，城巴有限公司 康宏理財集團 梁羨靈 企業傳訊副總監 企業傳訊經理 港鐵公司 總經理 - 投資物業 陳淑慧 劉凱茵 渣打銀行 ( 香港 ) 有限公司 曾鈺羨 香港蜆殼有限公司 香港公共事務企業責任主管 燃油市場推廣經理 Sir Hudson International Limited 副總裁 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

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 23 歷屆個人獎項得獎者

鄒尚樺 2014 年 2015 年 岡本（香港）有限公司 首席市場策劃 最傑出市場策劃人 最傑出市場策劃人 譚嘉瑩 梁志歡 劉慧貞 海港城置業有限公司 美心食品有限公司 牛奶有限公司 – 惠康 助理總經理 - 推廣及市場 高級市務經理 – 美心產品 署理市務總監 傑出市場策劃人 * 傑出市場策劃人 * 羅慧明 梁珮君 洪麗珊 美國運通國際股份有限公司 實惠家居有限公司 領盛國際有限公司 美國運通品牌及市務助理經理 執行董事 業務及市務總監

宋依洛 譚嘉瑩 劉淑芬 牛奶有限公司 – 惠康 海港城置業有限公司 雅虎香港 市務經理 助理總經理 - 推廣及市場 雅虎香港市場部總監

2012 年 優秀市場策劃專才 * 梁志歡 方凱珊 美心食品有限公司 最傑出市場策劃人 牛奶有限公司 – 惠康 高級市務經理 – 美心產品 盧曉欣 市務經理 可口可樂中國有限公司 梁厚豐 品牌總監﹣炭酸飲料 楊浩章 實惠家居有限公司 海港城置業有限公司 客戶傳訊總監 傑出市場策劃人 * 經理 – 推廣及廣告 李穎嫻 優秀市場策劃專才 * 2013 年 太平洋行集團 何燕華 業務策劃主管 最傑出市場策劃人 麥當勞有限公司 業務及服務推廣經理 梁清松 鄧綺媛 香港必勝客管理有限公司 麥當勞有限公司 林雅莉 市務董事 市場策劃總監 實惠家居有限公司

盧曉欣 傑出市場策劃人 * 市場推廣及品牌管理經理 可口可樂中國有限公司 周美華 品牌總監﹣炭酸飲料 黃琪敏 安信信貸有限公司 麥當勞有限公司 Mr Joehan Martinus 市務部主管 市場推廣經理 CSL Ltd Director, Mass Marketing 詹文天 TSL ︱謝瑞麟 魏華星 集團市務董事 香港社會創投基金 創辦人及行政總裁 李綺雯

黃國柱 牛奶有限公司 - 惠康 PHD 營銷及市務總監 行政總裁 梁清松 Ms Phyllis Yau 香港必勝客管理有限公司 Bossini Enterprises Limited 市務董事 Associate Director of Marketing 鄧綺媛 優秀市場策劃專才 * 麥當勞有限公司 梁桂玉 市場策劃總監 3M 香港有限公司 市場經理，廣告．標誌產品及裝飾建材部 優秀市場策劃專才 * 陳君樂 黃國文 牛奶有限公司 – 惠康 Omnicom Media Group 市務經理 戰略與洞察部主管

22 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 歷屆個人獎項得獎者

任佩儀 優秀市場策劃專才 * 2020 年 富通保險有限公司 方有為 首席市務總監 最傑出市場策劃人 香港永明金融有限公司

財富及退休金業務策略發展副總監 周銘成 優秀市場策劃專才 * 香港移動通訊有限公司 陳雅雯 盧婷欣 高級事務副總裁 – 市場推廣部 香港麥當勞 蘭桂芳集團 Senior Manager, Communications 高級市場推廣主任 – 策略夥伴 傑出市場策劃人 * 陳俊傑 鄭文輝 吳育菲 創龍企業解決方案有限公司 安信信貸有限公司 美國運通國際股份有限公司 經理 – 信用卡 董事總經理 環球商戶及網絡服務 商戶市場部副經理 蘇子俊 周銘成 香港移動通訊有限公司 雀巢香港有限公司 2018 年 品牌經理－咖啡 高級事務副總裁 – 市場推廣部 最傑出市場策劃人 2016 年 知立和美 吳逸怡 星展銀行 ( 香港 ) 有限公司 最傑出市場策劃人 CSL Mobile Limited 市場及傳訊 - 高級副總裁 品牌及市務傳訊副總裁 劉錦珠 梁韻靈 宏利人壽保險（國際）有限公司 傑出市場策劃人 * Alipay Payment Services (HK) Limited 首席客戶總監 鍾詠婷 市場總監 傑出市場策劃人 * 利東街管理有限公司 高級推廣經理 黃林趣玲 陳家華 ABC Pathways Group 香港中華煤氣有限公司 洪怡倩 創辦人兼主席 市務傳訊經理 時惠環球控股有限公司 高級市場推廣及品牌管理經理 優秀市場策劃專才 * 鍾昭文 陳卓延 麥當勞有限公司 金俊儒 Marketing Director, Digital Lead Alipay Payment Services (HK) Limited 戴德梁行 市場經理 大中華區市場營銷及傳播部主管 林嘉琪 陳肇殷 雀巢香港有限公司 梁善欣 市務經理 – 咖啡 , 糖果及烹調食品 Alipay Payment Services (HK) Limited 蘭桂坊集團 高級市場經理 市場及活動副總監 ( 香港 ) 劉錦珠 蔡子健 宏利人壽保險（國際）有限公司 吳逸怡 首席客戶總監 麥當勞有限公司 CSL Mobile Limited 高級經理 – 市場推廣 品牌及市務傳訊副總裁 成國達 周曉茹 富衛人壽保險 ( 百慕達 ) 有限公司 優秀市場策劃專才 * Alipay Payment Services (HK) Limited 市務部助理副總裁 陳協舜 品牌體驗專家 優秀市場策劃專才 * 美國運通國際股份有限公司 Head of Centurion and Premium Customer 2019 年 陳健康 Experience 新世界設施管理有限公司 最傑出市場策劃人 經理－市場傳訊 張凱翹 時惠環球控股有限公司 鄭禧怡 香港管弦樂團 林美珊 助理市場推廣及品牌管理經理 市場推廣總監 麥當勞有限公司 伍浩楠 市場策劃經理 傑出市場策劃人 * Oath (Yahoo Hong Kong) 溫惠婷 市場部助理經理 陳智瑋 美國運通國際股份有限公司 中信銀行 ( 國際 ) 消費卡副經理 2017 年 副總經理兼市場推廣及客戶數碼體驗主管 最傑出市場策劃人 鄭禧怡 連思瑤 香港管弦樂團 美國家得路天然健康有限公司 市場推廣總監 首席市場官及執行董事 關碧紅 傑出市場策劃人 * 利嘉閣地產有限公司 連思瑤 企業傳訊部高級聯席董事 美國家得路天然健康有限公司 首席市場官及執行董事

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 21 優秀市場策劃專才 評審準則

評分指標 1. 最具代表性市場推廣計劃 60 請詳述閣下於 2017 年 10 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「最具代表性市場推廣計劃」，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

20 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 傑出市場策劃人 評審準則

評分指標 1. 最具代表性市場推廣計劃 40 請詳述閣下於 2017 年 10 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「最具代表性市場推廣計劃」，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

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 19 個人獎項

評審過程及日期

公司提名 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 ( 截止日期 :2021 年 5 月 3 日 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 ( 星期一 )) 才」獎項。

提交詳盡報告 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 ( 截止日期 :2021 年 6 月 7 日 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。 ( 星期一 ))

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 簡報最具代表性市場推廣計劃： 8 分鐘 答問環節： 5 分鐘 最後評審 (2021 年 8 月 28 日 ( 星期六 )) 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： 2 分鐘

「ViuTV 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。

頒獎典禮 所有獎項結果將於頒獎禮公佈。 (2021 年 10 月 7 日 ( 星期四 ))

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 : - 2 位「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」研討會名額 - 2 位「不確定時代下的頂尖市場策劃人」研討會名額 - 1 位「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」頒獎禮名額

18 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 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。

「ViuTV 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 : ViuTV 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 - 可獲盼香港管理專業協會「專業經理」名銜，首兩年年費及持續專業發展學分可獲豁免 ; - 可成為香港管理專業協會市場推銷研究社會員，首兩年年費可獲豁免 ; 及 - 可成為 HKMA 數碼營銷會會員，首兩年年費可獲豁免。

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，首兩年年費可獲豁免 ; 及 - 可成為香港管理專業協會市場推銷研究社會員，首兩年年費可獲豁免 ; 及 - 可成為 HKMA 數碼營銷會會員，首兩年年費可獲豁免。

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 17 市場策劃獎項 年度最佳營銷合作伙伴 報名表

致： 「2021 年度 HKMA/ViuTV 及 Now TV 傑出市場策劃獎」秘書處 (ACM-42412-2021-6-NL) 香港黃竹坑業興街十一號南匯廣場 B 座十六樓 收件人 : 余 彰先生 - 會員及活動策劃部主任 ( 電話：2774 8547 電郵：[email protected]) 林可欣小姐晧 - 會員及活動策劃部經理 ( 電話：2774 8576 電郵：[email protected]) 傳真：2365 1000 本公司欲參加「2021 年度 HKMA/ViuTV 及 Now TV 傑出市場策劃獎」之「年度最佳營銷合作伙伴」。 甲. 參賽公司資料 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： 機構類別： ( 如適用，請於□內加” ”) □ 本地企業 □ 跨國企業

乙 . 提名者資料 ( 為「2021 年度 HKMA/ViuTV 及 Now TV 傑出市場策劃獎」市場策劃獎項的參賽機構 ) 提名公司名稱： 市場策劃名稱： 聯絡人： 先生／女士 職位： 電子郵箱： 手提電話： 公司電話：

提名公司名稱： 市場策劃名稱： 聯絡人： 先生／女士 職位： 電子郵箱： 手提電話： 公司電話：

提名公司名稱： 市場策劃名稱： 聯絡人： 先生／女士 職位： 電子郵箱： 手提電話： 公司電話：

提名公司名稱： 市場策劃名稱： 聯絡人： 先生／女士 職位： 電子郵箱： 手提電話： 公司電話：

提名公司名稱： 市場策劃名稱： 聯絡人： 先生／女士 職位： 電子郵箱： 手提電話： 公司電話：

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。 □ 本人同意。 □ 本人不同意。

簽名： 日期： (截止提交報名表日期為 2021 年 5 月 3 日 ) 1. 本會收集及保存個人資料的目的及用途為參賽事宜。 2. 此報名表內所提供的個人資料將供本會職員向申請人進行直接促銷活動，包括優惠、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。 3. 申請人如欲查閱及 / 或更改個人資料，請向本會提交書面申請。

16 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 市場策劃獎項 報名表

致： 「2021 年度 HKMA/ViuTV 及 Now TV 傑出市場策劃獎」秘書處 (ACM-42412-2021-2-NL) 香港黃竹坑業興街十一號南匯廣場 B 座十六樓

收件人 : 余 彰先生 - 會員及活動策劃部主任 ( 電話：2774 8547 電郵：[email protected]) 林可欣小姐晧 - 會員及活動策劃部經理 ( 電話：2774 8576 電郵：[email protected]) 傳真：2365 1000 本公司欲參加「2021 年度 HKMA/ViuTV 及 Now TV 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： 本公司欲角逐以下特別獎奬：( 如適用，請於□內加 “ ”) □ 傑出危機應變及管理獎 □ 傑出品牌營銷獎 □ 傑出內容營銷獎 □ 傑出顧客洞察力獎 □ 傑出創意獎 □ 傑出中國內地及國際市場營銷獎 □ 傑出合作營銷獎 □ 傑出線上線下整合營銷獎 □ 傑出小預算營銷獎 □ 傑出公益營銷獎 □ 傑出社交媒體營銷獎 □ 傑出電視廣告獎 □ 傑出數據運用獎 □ 傑出影片營銷獎 （每間公司最多可參加五項特別獎） （截止提交詳盡報告日期為 2021 年 5 月 31 日） （提交多於一個市場策劃，請另填表格。） 本公司欲提交一個市場推廣計劃及角逐 項特別獎。 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 $ [ 每項巿場策劃參賽費用為：港幣 $13,900 ( 管協會員 ) / 港幣 $17,900 ( 非會員 ) / 中小企及非牟利機構 *：費用全免 ] [ 每項特別獎參賽費用為：港幣 $1,500 ( 管協會員 ) / 港幣 $1,800 ( 非會員 ) / 中小企及非牟利機構 *：獲豁免最多 兩項特別獎參賽費用 ] * 凡中小企或非牟利機構在港聘用少於 100 人及非屬於任何機構的分支或跨國企業的本港辦事處，均獲豁免參賽費 用。而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。香港管理專業協會保留機構參賽的最終決定權。

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。 □ 本人同意。 □ 本人不同意。

聯絡人簽名： 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： ( 截止提交報名表日期為 2021 年 5 月3日) 1. 本會收集及保存個人資料的目的及用途為參賽事宜。 2. 此報名表內所提供的個人資料將供本會職員向申請人進行直接促銷活動，包括優惠、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。 3. 申請人如欲查閱及 / 或更改個人資料，請向本會提交書面申請。

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 15 歷屆市場策劃獎項 得獎者

1 9 9 3 年 1 9 9 9 年 金 牛奶公司高鈣牛奶 - 成功之道 金 舞台劇「劍雪浮生」 銀 新月傳奇 - 大班冰皮月餅 銀 逆市順勢 - 盈翠半島致勝之謎 銅 香港電訊 CSL1010 數碼流動電話網絡 銅 必理痛傷風感冒丸 優異證書 Crown Motors' 1993 Toyota Drive - Away ­Campaign 優異證書 DFS 創新市場策略，迎合顧客需求 Lane Crawford Express 又一城﹕無邊無界 生活之態 Ocean Park Kids’ World 星域軒 - 五星級的享受，九星級的位置

1 9 9 2 年 1 9 9 8 年 金 Recruit 金 立頓茗閒情三角立體茶包 銀 K-Swiss 運動鞋 銀 鑽石第 5C - 謝瑞麟專業珠寶顧問 銅 地下鐵路「服務至上」推廣計劃 銅 大排檔 - 香港情懷 優異證書 Lee Kum Kee XO Sauce 優異證書 高露潔超感白牙膏 Mission Impossible: Nissan Gallery 恒生『投資名冊』服務 Sea Horse Scandinavian Furniture Launch Campaign 香港郵政﹕特快專遞 - 分秒顯優勢

1 9 9 1 年 1 9 9 7 年 金 「破舊立新之鎮金店」推廣計劃 金 One2Free「自由 2」通訊選擇真自由 銀 宜家「模範家居」推廣計劃 銀 雷 霆 881Shell 馬路之友 銅 「萬事得 121 成功之道」推廣計劃 銅 全新推出李錦記蒸魚豉油 優異證書 Building Up of Fornari Jeans in Hong Kong 優異證書 美國運通信用卡之誕生 Nine Queen’s Road Central - A Case History 903 id club Programme Saab 900S (1992 Model) Launch Campaign Shanghai Tang - Made by Chinese

1 9 9 0 年 1 9 9 5 年 香港經濟日報促銷計劃 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 1 9 8 9 年 銅 HMV 音樂無限如何成功進入香港市場 富士彩色專賣店計劃 優異證書 DHL 珍寶箱 渣打銀行 更家好計劃 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 8 8 年 1 9 9 4 年 第一太平銀行珍寶 CCU 定期存款計劃 金 Kalm - 一份心意 一份真摯 1 9 8 7 年 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 美國運通卡「運通美膳滿香江」 優異證書 佳訊「QK 新一代」 快圖美錄影會 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 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

14 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 歷屆市場策劃獎項 得獎者

2 0 0 3 年 2 0 0 7 年 金 One2Free 訊短繫戀人 金 BEL-AIR No.8 銀 The Power of Love - The Power of Music - The New Landmark in Island South 銅 2002 海洋公園十月全城哈囉喂 銀 60 年來順逆與共，國泰與香港一起 躍動向前 優異證書 新世界流動電話 - Twins Mobile - 首創緊貼偶像 銅 高登眼鏡「為傳統品牌創造新商機」 主題娛樂資訊服務 卓越獎 麥當勞 24 小時『Mac Tonight』 麥兜 - 香港一蛋撻 必勝客以熱誠傾出滋味，創出最佳成績 屈臣氏蒸餾水 - 源創意 有Pampers，沒有不可能的任務

2 0 0 2 年 2 0 0 6 年 金 RoadShow - 革新媒體，革新視野 金 愛香港 愛海洋公園 銀 國泰航空萬張機票贈全城 銀 中華電力 - 「IC 電磁爐煮食 開創新市場」 銅 大家樂見 銅 新鴻基 - 「首創香港商場破格零售概念」 銅 不一樣的社區 不一樣的孩子 卓越獎 香港寬頻 - 走在自己前面 ( 愉景灣海澄湖畔一段推廣計劃 ) 電訊盈科 - 新世代家居固網電話『優質固網服務』 優異證書 恒生『悠嫻理財』 - 精彩生活 糖果市場中脫穎而出 - 易極無糖薄荷糖 恒生『智多 Kid』戶口 - 發揮孩子潛能 培育傑出人才 2 0 0 5 年 2 0 0 1 年 金 全方位革新必勝客經營模式 金 禮頓山－一個貴族的誕生 銀 新定位 新 e-zone 銀 Orangeworld 無線上網服務 銅 國泰航空公司 - 見微知著 銅 突破市場界限－手提利賓納 卓越獎 淘化 - 翕仔頭遍豉油 優異證書 Complete Repositioning Campaign 和記 - 3 生活 新生活 The MPF Launch Campaign 凱旋門 - 創見，使人高高在上 新意網地產街「白白豬搵屋篇」 2 0 0 4 年 2 0 0 0 年 金 YOHO Town - 從物業飛躍成為一個「風格」品牌 金 Sunday 獨立日 銀 Swire Homes’ Distinctive New Living - The Orchards 銀 維景灣畔 - 最好的，給您最好的 銅 推出新品牌 :VAGO 無痛高跟鞋 銅 創意定位 - 萬事得 優異證書 Fairwood Re-branding Premacy Capsule V 5-7 Seater The Launch of 3 優異證書 中銀 U-point 信用卡 富豪海灣 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

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 13 歷屆市場策劃獎項 得獎者

2 0 1 1 年 2 0 1 4 年 金 新濠天地水舞間 - 開拓澳門娛樂新紀元 金 海港城 - 橡皮鴨游世界 銀 海洋公園 - 夢幻水都 - 再造海洋奇蹟 銀 惠康「多少年至 like 依然」 銅 中國 3D 數碼娛樂 銅 中華電力 - 齊齊慳出個未來 - 發揮三維想像 3D 肉蒲團突破傳統框架 卓越獎 周大福「完美婚嫁系列」行銷企劃 2013 卓越獎 Citibank 策動理財新指標 環境保護署 - 惜食香港 瑪貝爾鑽飾 - 免費龍鳳鐲 安信信貸 - 牙齒當金使 Breaking Out of the Price Prison - How McDonald's 優秀獎 全城街馬 -「Free to Run 3.23 香港街馬 」 launched its first premium product, 35 years on 麥當勞 - From CNY to WNY: Making the Most of the New Year 2 0 1 0 年 太興 - My Hero 太好味道 金 美心天使與魔鬼 Times Square: This is Your Time; Timely 銀 Standard Chartered Hong Kong 150th Transformation Of A Fading Meeting Place Anniversary Commemorative Charity Banknote Marketing Campaign 2 0 1 3 年 銅 麥當勞 - 麥麥送上滋味時刻 金 PCCW-HKT 流動通訊服務「流動無極」 卓越獎 因為愛，為您計劃將來 銀 海港城 –Doraemon Brings Innovative - 重塑中銀集團人壽品牌形象 Surprises through Joyful Experiences 國泰航空『用心團隊貼心服務』市場推廣活動 銅 愛地球 Go Green Monday 4.22 全城無綠不歡 香港賽馬會 125 週年項目 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 2 0 0 9 年 迪士尼黑色世界 – 狼人殭屍世紀之戰 金 兩鐵合併－史無前例的市場策劃挑戰 麥當勞 – 小童大作 銀 麥當勞 - 優質即磨咖啡與眾同享 優秀獎 惠康超級市場 –「撳價」 銅 American Express Cathay Pacific Credit Card – 香港賽馬會 – 快活周三 Fly Faster 麥當勞 - It's Mac Time Tonight 卓越獎 國泰航空『全新客艙設計』市場推廣活動 TSL ︱謝瑞麟 Brand Revitalization – One Dollar Does Matter Rising from The Gloom The HKJC Olympic 2008 Campaign - How We Excelled in the World 2 0 1 2 年 金 可口可樂 CHOK 獎 2 0 0 8 年 銀 香港乳癌基金會 - 乳癌檢測 3 缺 1 不可 金 一個海港 只有一個海港城 銅 反斗玩餐飽！ - 協同效應，相得益彰 銀 必勝客扭扭批 - 喚醒你心底的童真 卓越獎 FUJIFILM X - 系列 - 浪攝流 - 相機巨人誕生 銅 Manhattan Hill The Road to Becoming Hong Kong’s Coffee Destination – Magic Happens in West Kowloon iButterfly - Turning the Sky into a Canvas 卓越獎 Coca-Cola zero - Who Says You Can't Have 優秀獎 PopCorn’s Opening Campaign Real Taste Zero Sugar 水感誘「滑」 比超薄更薄 麥當勞叔叔之家慈善基金 細味更多 Pizza and More PCCW Mobile - Building A Brand with Passion Power 時間讓愛更了解愛

12 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 歷屆市場策劃獎項 得獎者

2 0 1 7 年 2 0 2 0 年 金 香港移動通訊 – 1O1O – 氣度深藏 自有鋒芒 金 香港移動通訊 – 5G 眼界更見遠大 銀 WeLend – 顛覆傳統貸款 銀 花旗銀行 – More Than a Bank in My Hand 銅 NESCAFE South East Asian Range Campaign 銅 麥當勞 – `The Surprise Chicken Expert’ 卓越獎 如果嘉士伯搞市場推廣 卓越獎 7-Eleven – "Give A Voucher, Donate a Meal" Campaign Disruptive New Business Innovation for Alipay HK – 掃造無限可能 Millennial Entrepreneur - K11 Natural 貝達安 – 心連一起 噴走距離 安信信貸 – We 玩 We 嬴 WeWa 新品牌市場推廣計劃 優秀獎 滙安盛 – `Live with Confidence’ Marketing Campagin 優秀獎 「富衛智駕」手機應用程式 星展銀行 – 智慧智能 領先可能 富衛 – 今時今日，咁至係保險服務 麥當勞 – McCafé 20 週年 MoneySQ – 「金融革命」顛覆金融市場 渣打銀行 – INVEST FROM HOME BANK FROM HOME 必勝客 – 幸運輪盤扭扭批 2 0 1 9 年 2 0 1 6 年 金 麥當勞 – McDonald's X 鋒味 MY TASTE OF 金 csl 大網絡 大時代 HONG KONG 銀 ManulifeMOVE 銀 WeLend – 即刻，就是最好時刻。 銅 太興 – My Hero II：英雄駕臨 銅 Swipe – Swipe EX – 洗滌文學 卓越獎 友邦保險 – 愛在當下－父女篇 卓越獎 花旗銀行 – Citigold “Own The Affluent” Campaign 皇冠汽車 – FUN2GATHER Toyota Sienta & Spade 香港電視網上購物 – HKTVmall - 嘟姐教落，唔洗落街都 麥當勞 – Next Generation of Customer Experience 買到 優秀獎 3HK – Making Better KOSEÉ GRACE ONE – 凍齡學院 富衛 Savie 自助息『咁至係冇得輸』宣傳計劃 優秀獎 滙豐保險 – Reboot HSBC Life 麥當勞 – A Surprise in Disguise 萬寧 – The Power of the Inner Smile 渣打銀行 – Standard Chartered x Asia Miles 利嘉閣 – 真盤源 Launch Campaign 香港的 – 失戀旅行團

2 0 1 5 年 2 0 1 8 年 金 分享可口可樂 分享快樂 金 嘉士伯香港 – Probably the Best Beer Marketing 銀 英倫汽車 - The Unexpected – Revolution All New Discovery Sport 銀 花旗銀行 – 一手理財 一手掌控生活 銅 月餅市場大革命 - 2014 美心奶黃月餅市場推廣策劃 銅 時惠環球 – 小小空間 大大宇宙 卓越獎 Arome 東海堂 革新•超越 卓越獎 周大福 – T MARK – 唯真可鑒 實惠 - 小小空間﹕大大宇宙 周大福 – 一生一愛 雀巢 - 能得利推廣計劃 香港上海滙豐銀行 – 一卡百應 優秀獎 中華煤氣 - Cook For Love 優秀獎 長江實業集團 – 海之戀發展項目滙 中華煤氣 - 一站式廚房概念 香港賽馬會 – 千里路 踏前步 K11 - The Revolutionary Art x Commerce 麥當勞 – McCafé ‘It’s What’s Inside That Counts’ Retail Model – Local Customer Recognition 屈臣氏蒸餾水 – 滴滴賞 As Our Continued Driving Force 安信信貸 - 有樓即有現金

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 11 市場策劃獎項 評審準則 ( 非牟利機構 )

評分指標 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 巿場推廣策劃背後的目標受眾或巿場細分群的洞察 1.3 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 40 2.1 產品／服務／行為／意念的發展及定位 － 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 － 如產品或服務涉及與金錢相關的成本，請分析背後理念 － 非金錢成本 ( 如產品或服務沒有與金錢相關的成本 )、目標受眾的感知阻力， 並分析背後理念 2.3 分銷渠道 － 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成效 2.4 推廣及宣傳 － 對目標受眾意識、態度及使用情況的影響 2.5 人的因素 － 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整合，以及在執行過程中遇到的挑戰

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 20 4.1 市場推廣成效 15 － 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 10 5.1 對於機構及社會未來發展的影響 5.2 對於社會帶來的好處 5.3 機構從中得到的經驗累積

總分 : 100

10 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 市場策劃獎項 評審準則

評分指標 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 巿場推廣策劃背後的消費者洞察 1.3 目標的確立

2. 市場推廣策略 40 2.1 產品或服務的發展及定位 － 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 － 配合市場環境及盈利和銷售目標 2.3 銷售或分銷渠道 － 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成效 2.4 推廣及宣傳 － 對消費者／顧客意識、態度及使用的影響 2.5 人的因素 － 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整合，以及在執行過程中遇到的挑戰

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 20 4.1 市場推廣成效 12 － 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 8 － 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 5.3 使命商業 總分 : 100

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 9 市場策劃獎項 特別獎

傑出線上線下整合營銷獎 此獎項頒予利用線上線下的整合策略構建傑出營銷渠道組合，以提升顧客覆蓋面及其體驗的市場策劃。

傑出小預算營銷獎 此奬獎項頒予總市場推廣費用少於 200 萬港元並展現高度成效的市場推廣策劃。巿場推廣費用包括： - 線上推廣，如媒體廣告 - 線下推廣，如公關宣傳、工貿展覽、活動贊助 - 建立品牌費用，如品牌名稱設計、商標設計、包裝設計 - 直銷 / 數據庫營銷費用 - 市場研究及調查 - 社交媒體營銷費用

傑出公益營銷獎 此獎項頒予有效地爲為企業和社會帶來積極和正面影響力的巿場策劃。

傑出電視廣告獎 此獎項頒予推出優異電視廣告的市場推廣計劃，能成功將信息傳達至目標客戶，並留下深刻印象。在香港特別行政 區通訊事務管理局發牌的電視頻道中播放的電視廣告，可競逐此獎項。

傑出影片營銷獎 此獎項頒予創新地運用視頻來吸引、感動和提升目標客戶群的投入度的市場策劃。在數碼營銷渠道和社交媒體平台 上播放的視頻可競逐此獎項。

年度最佳營銷合作伙伴 此獎項是表揚對巿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、巿場研究公司、公關公司及 媒體策劃機構。 所有參賽機構必須提交一份報名表 ( 詳見第十六頁 )，並由至少一間客戶機構提名，而提名機構須為「2021 年度 HKMA/ViuTV 及 Now TV 傑出市場策劃獎」市場策劃獎項的參賽機構。 大會將以下列計分制度選出「年度最佳營銷合作伙伴」的得獎機構：

分 數 被巿場策劃獎的參與機構提名的公司------1 參賽的巿場推廣策劃排名於前 50% 以上------2 參賽的巿場推廣策劃被選為特別獎的得獎者------3 參賽的巿場推廣策劃被選為最後十強------5 參賽的巿場推廣策劃榮獲卓越獎------1 參賽的巿場推廣策劃榮獲銅獎------2 參賽的巿場推廣策劃榮獲銀獎------3 參賽的巿場推廣策劃榮獲 Now TV 金獎------5

8 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 市場策劃獎項 特別獎

參賽機構須於報名表中表示欲角逐的特別獎。

有意角逐以下特別獎的參賽機構，必須於「市場策劃獎奬項」五頁詳盡報告中解說相關策略，以作評審之用。

傑出數據運用獎 此獎項頒予通過合理使用大數據和機器學習技術，並以合法和道德途徑有效收集消費者行為數據，及 / 或以獨特的 方式使用數據驅動促使網上或用戶介面能與客戶進行自動化互動的市場策劃。

傑出創意獎 此獎項頒予創新地運用媒體渠道或媒體策略的市場策劃，及 / 或展現出令人印象深刻且創新的推廣手法和技巧，尤 其是其他特別獎未有涵蓋的領域。

傑出社交媒體營銷獎 此獎項頒予以創新手法運用社交媒體網絡和平台作推廣的市場策劃。

傑出品牌營銷獎 此獎項頒予成功於顧客心目中建立正面品牌形象的巿場策劃。

傑出合作營銷獎 此獎項頒予以跨界和協力宣傳的營銷策略，合作雙方互惠互利，達至預期的市場推廣目標。

傑出顧客洞察力獎 此獎項頒予透過詳盡分析客户戶需求和行為而建立顧客洞察力，並將之轉化成業務增長的巿場策劃。

傑出危機應變及管理獎 此獎項頒予在巿場策劃推行期間，透過快速應變力成功處理個中突發危機的巿場策劃。

傑出內容營銷獎 此獎項頒予通過創作和傳達有價值或高關聯度的推廣內容以提升整體營銷策略的巿場策劃。

傑出中國內地及國際市場營銷獎 此獎項頒予以有效或創新方式向中國內地及或其他國際市場推廣的市場策劃。

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 7 市場策劃獎項

評審過程

提交報名表格 ( 截止日期 :2021 年 5 月3日 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。 ( 星期一 ))

所有參賽機構必須以中文或英文提交： ․ 一份不多於五頁的詳盡報告 提交詳盡報告 ․ 一頁報告概要 或 三分鐘短片報告市場推廣計劃的概要 ( 截止日期 :2021 年 5 月 31 日 並由評審委員會評核。 ( 星期一 )) 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（詳見第十頁）。

進入最後評審的十間機構，將以二十分鐘時間向評判團及評審委 最後評審 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 (2021 年 8 月 21 日 ( 星期六 )) 將決定 Now TV 金、銀、銅獎、卓越獎及優秀獎得獎者。

入選決賽的機構必須出席「HKMA/ViuTV 及 Now TV 傑出市場策劃 HKMA/ViuTV 及 Now TV 傑出市場策劃 「 獎」研討會，並於會上向超過六百名與會者分享其市場推廣計劃。 獎 研討會 」 「業界最喜愛巿場策劃獎」得主，由當天出席研討會之業界人士 (2021 年 9 月 7 日 ( 星期二 )) 一人一票選出。

頒獎典禮 所有獎項結果將於頒獎典禮公佈。 (2021 年 10 月 7日 ( 星期四 ))

參賽費用

每個參賽市場推廣計劃 : 每項特別獎奬： 管協會員 : 港幣 $13,900 管協會員 : 港幣 $1,500 非會員 : 港幣 $17,900 非會員 : 港幣 $1,800 中小企 / 非牟利機構 * : 費用全免 中小企 / 非牟利機構 *：獲豁免最多兩項特別獎參賽費用

收費包括 ( 中小企業及非牟利機構除外 ): - 10 位「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」研討會名額 - 2 位「不確定時代下的頂尖市場策劃人」研討會名額 - 1 位「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」頒獎禮名額

* 凡中小企或非牟利機構在港聘用少於 100 人及非屬於任何機構的分支或跨國企業的本港辦事處，均獲豁免參賽費 用。而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。香港管理專業協會保留機構參賽的最終決定權。

6 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 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 2019 年 10 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及香港市場而設，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/ViuTV 及 Now TV 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 : Now TV 金、銀、銅獎 卓越獎 優秀獎 「業界最喜愛市場策劃獎」( 由出席「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」研討會之業界人士選出 )

特別獎 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 : 「傑出數據運用獎」 (周大福珠寶集團有限公司是「傑出數據運用獎」的冠名贊助機構。) 「傑出創意獎」 ( 花旗銀行 ( 香港 ) 有限公司是「傑出創意獎」的冠名贊助機構。) 「傑出社交媒體營銷獎」 ( 宏利人壽保險 ( 國際 ) 有限公司是「傑出社交媒體營銷獎」的冠名贊助機構。) 「傑出品牌營銷獎」 ( 香港麥當勞是「傑出品牌營銷獎」的冠名贊助機構。) 「傑出合作營銷獎」 ( 太興集團控股有限公司是「傑出合作營銷獎」的冠名贊助機構。) 「傑出顧客洞察力獎」 ( 中國通海國際金融有限公司是「傑出顧客洞察力獎」的冠名贊助機構。) 傑出危機應變及管理獎 傑出內容營銷獎 傑出中國內地及國際市場營銷獎 傑出線上線下整合營銷獎 傑出小預算營銷獎 傑出公益營銷獎 傑出電視廣告獎 傑出影片營銷獎 年度最佳營銷合作伙伴

（詳情請見第七至八頁）

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（詳見第十頁），並與其他參賽市場推廣 計劃進行評審，角逐 Now TV 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。

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 5 獎項簡介

評審委員會名單

評審委員會由 HKMA/ViuTV 及 Now TV 傑出市場策劃獎籌委會及 2020/21 香港管理專業協會銷售管理委員會組成。

市場策劃獎籌委會成員

鄭善強先生 ( 主席 ) 何偉中先生 麥建華博士 培力控股有限公司 安眺科技有限公司 明愛專上學院及明愛白英奇專業學校 非執行董事 創始人兼行政總裁 校長

陳子堅先生 葉承浩先生 潘正棋先生 天貓淘寶海外 費哲金融服務公司 余仁生 ( 香港 ) 有限公司 事業部港澳負責人 副總裁及亞太區電子商貿主管 董事總經理

陳淑芳女士 林智剛先生 譚樂文先生 太興集團控股有限公司 花旗銀行 ( 香港 ) 有限公司 騰訊雲國際 執行董事 總經理及分銷業務主管 副總裁 陳紀新先生 林志偉先生 香港電訊有限公司 瑪貝爾國際有限公司 任景信先生 商業客戶業務董事總經理 總經理 香港數碼港管理有限公司 行政總裁 蔡煒健先生 劉家輝先生 電訊盈科媒體 森那美汽車集團 ( 香港 ) 有限公司 葉志禮先生 收費電視業務總裁 - 多品牌集團 香港、澳門及台灣 豪特保健控股有限公司 董事總經理 董事總經理 鍾美玲女士 雀巢香港有限公司 總經理

銷售管理委員會成員

鄭善強先生 ( 主席 ) 李敬天先生 施國耀先生 培力控股有限公司 通利琴行有限公司 仁記洋行 非執行董事 總裁 主席

陳家偉先生 梁桂芳女士 黃紹基先生 美國家得路集團 香港賽馬會公司 周大福珠寶集團有限公司 主席及行政總裁 前策劃、品牌及會員事務執行總監 董事總經理 關百豪博士 太平紳士 梁成永先生 楊美珍女士 時富投資集團有限公司 SKECHERS Hong Kong Limited 董事長兼行政總裁 香港鐵路有限公司 總裁 商務總監 黎韋詩教授 香港麥當勞 麥德昌先生 楊民儉先生 行政總裁 堡獅龍國際集團有限公司 銷售管理委員會 行政總裁及執行董事 委員 林國誠先生 孫道弘先生 余漢傑先生 香港移動通訊有限公司 富士攝影器材有限公司 個人流動通訊業務董事總經理 保誠保險有限公司 董事總經理 資深區域總監

4 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 獎項簡介

獎項簡介 HKMA/ViuTV 及 Now TV 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 － 獲得各大中英文報紙廣泛的報導 － 於獎項宣傳廣告中，在 ViuTV 及 Now TV 頻道出現 增強貴公司員工的士氣 得獎公司可使用「HKMA/ViuTV 及 Now TV 傑出市場策劃獎」之標誌作宣傳用途

獎項類別 HKMA/ViuTV 及 Now TV 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 余 彰先生 - 會員及活動策劃部主任 ( 電話：2774 8547 電郵：[email protected]) 林可欣小姐晧 - 會員及活動策劃部經理 ( 電話：2774 8576 電郵：[email protected]) 傳真：2365 1000

網址 www.hkma.org.hk/Marketingaward www.facebook.com/Marketingaward

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 3 市場策劃獎項特別獎 冠名贊助

宏利傑出社交媒體營銷獎 宏利人壽保險 ( 國際 ) 有限公司簡介 宏利香港透過宏利國際控股有限公司持有宏利人壽保險（國際）有限公司、宏利投資管理（香港）有限公司以及宏利 公積金信託有限公司。作為宏利集團屬下的成員公司，宏利香港為香港、澳門兩地的個人和機構客戶提供一系列有關爲 保障及財富管理的產品和服務。公司致力提供全面的理財方案，從而幫助大眾輕鬆作出明智抉擇，實現精彩人生。

香港麥當勞傑出品牌營銷獎 香港麥當勞簡介 麥當勞自 1975 年扎根香港，服務廣大市民 45 年，在港九新界營運超過 240 間餐廳，聘用超過 15,000 名僱員。品 牌以 Experience of the Future 服務模式，透過新穎的餐廳設計、貼心便捷的設備、體貼周到的服務和優質美味的 食品，為顧客提供新世代餐飲體驗。近年來品牌向數碼化邁出新一步，推出功能多樣化的一站式手機應用程式「麥 當勞 App」，顧客一切掌握在彈指之間。

太興集團傑出合作營銷獎 太興集團簡介 太興集團紮根餐飲業界超過 30 年，為香港最大的休閒餐飲集團 ¹，並於 2019 年在香港聯合交易所主板上巿 ( 香港 聯交所股份代號：6811)。憑藉多元品牌業務策略，集團目前旗下有 15 個品牌，超過 200 間分店，薈萃中、日、台、 越及東南亞各地美食，分店遍佈香港、中國內地、澳門以及台灣，為顧客精選當地飲食文化中具代表性的佳餚，務 求令他們品嚐到個別品牌所帶來的非凡用餐體驗。

太興集團多年來積極推廣餐廳品牌，在休閒餐廳巿場上的芸芸競爭對手中突圍而出。繼「My Hero」電視廣告取得 空前成功，集團於 2016 年推出廣告續集「My Hero II：英雄駕臨」，兩個廣告分別榮獲《HKMA/TVB 傑出市場策 劃獎 2014》「優秀獎」及「優異電視推廣策略獎」，以及《HKMA/TVB 傑出市場策劃獎 2016》「銅獎」及「優 異電視推廣策略獎」。集團於 2017 年破天荒邀請香港專業拳擊運動員曹星如先生參與「My Hero：Fight For Hong Kong」廣告活動，進一步於跨媒體推廣「太興」品牌。2019 年，集團慶祝成立 30 周年推出全新廣告，榮獲《第 十三屆金投賞》「銅獎」，並得到國際廣告業界的肯定及認同。2020 年，集團旗下品牌「亞參雞飯」推出全新破格 網上廣告「99 分海南雞飯 Formula」，旋即激起瘋傳討論，錄得超過 70 萬人次瀏覽，成功為新品牌建立知名度及 人氣。近年集團另一品牌「敏華冰廳」在香港及內地亦深受顧客歡迎，更奪得內地多個獎項，包括大眾點評網杭州 「粵菜排行榜」及「最受歡迎菜式排行榜」榜首等，成功將品牌拓展至內地巿場。

集團多年來堅持實踐企業社會責任，其義工隊更與本地及國際慈善團體合作，透過各種義工活動回饋社會，關懷社 群，保護環境，為社會可持續發展貢獻一分力量。

¹ 以 2017 年於香港自營休閒餐飲餐廳市場的收益及自營餐廳數目計算

2 HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 市場策劃獎項特別獎 冠名贊助

大福傑出數據運用獎 大福珠寶集團簡介 周大福珠寶集團有限公司於 2011 年 12 月在香港聯合交易所主板上市，以成為全球最值得信賴的珠寶集團為願景。

集團標誌性品牌「周大福」創立於 1929 年，廣獲認同為信譽及正貨的象徵，並以產品設計、品質與價值聞名。周 大福憑藉差異化策略在不同顧客群的市場穩步發展，並提供貼身的消費體驗。透過提供多元化的產品、服務和銷售 渠道，滿足其不同人生階段的需要。集團的差異化品牌策略以周大福旗艦品牌為核心，並相繼推出針對性的零售體 驗，以及 HEARTS ON FIRE、ENZO、SOINLOVE 與 MONOLOGUE 等其他個性品牌，每個品牌都承載著不同顧客 群的生活態度和個性。

集團借助以客為本的重點及其策略為基礎，實踐業務可持續增長的承諾，致力於業務、員工和文化方面推動長遠的 創新發展。發展成熟的靈活業務模式是推動集團可持續增長的一大優勢，在整個價值鏈中支持集團追求卓越，以及 延伸商機至不同社區和全球的行業合作夥伴。

集團擁有龐大的零售網絡，遍及大中華、日本、韓國、東南亞與美國，並經營發展迅速的電子商務業務，能有效地 執行線上線下策略，在現今的全渠道零售環境下成功突圍而出。

花旗銀行傑出創意獎 花旗銀行簡介 花旗自 1902 年紮根香港，一直是最歷史悠久及最具規模的外資銀行之一。

花旗集團的環球個人銀行服務 - 花旗銀行，透過其零售銀行分行網絡及不同流動理財渠道，為個人及商業客戶提供 全面的世界級金融產品及服務。花旗銀行亦是香港領先的發卡銀行，為擁有不同理財需要的客戶群組提供多元化的 銀行方案及產品。

花旗相信銀行服務應當是簡單、方便，因此我們不斷探索先進科技，務求以科技提升客戶體驗，讓品牌得以進入客 戶的生活圈，與其生活緊密結合。現今流動及其他數碼渠道普及，改變了花旗客戶使用銀行服務的習慣，由申請信 用卡或貸款、繳付賬單、以至使用銀行財富管理服務，都變得不一樣。

花旗一直秉持著「創新、卓越」的客戶服務為經營理念，以迎合客戶多元化的需求。多年來，我們革新無數服務， 其中包括推出輕觸式自動櫃員機、首創聲紋識別驗證、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。花旗銀行為香港首家銀行開放其應用程式介面 (APIs) 並推 出 Developer Portal，與科技專才連接、促成金融科技發展。花旗銀行積極開創數碼銀行服務，近年推出市面的項 目不少是市場首創。花旗銀行亦同時與不同的API 合作夥伴，攜手推出不同的合作項目，連接著銀行與商戶的平台， 讓花旗銀行的客戶隨時隨地可以使用銀行服務，毋須切換至不同平台，務求讓客戶享受無縫的銀行體驗。

花旗銀行一直致力推動普惠金融。其中推出創新全數碼銀行服務 Citi Plus，為涵蓋理財教育及創新理財體驗的數碼 服務，透過手機銀行服務助數碼世代逐步增值。顧名思義「Citi Plus」無論在服務定位、設計特色、功能及用戶界 面上都為客戶的生活理財增添樂趣，成為客戶的理財好隊友。客戶更可完成不同任務賺取更高活期存款年利率，逐 步累積財富。他們更可以低至 1 港元投資貨幣市場基金。

歷年來，花旗不斷推動創新科技，以迎合客戶對銀行服務的需求。花旗銀行的數碼銀行服務及產品深受客戶喜愛， 令我們深感驕傲，我們會繼續為客戶帶來在業界中最好的數碼銀行體驗。

HKMA/VIUTV 及 NOW TV 傑出市場策劃獎 2021 1 機構贊助

美國運通國際股份有限公司 AXA 安盛 Hong Kong and Macau

中華電力有限公司 余仁生(香港)有限公司

無添加化粧品有限公司 富士攝影器材有限公司

香港中華煤氣有限公司 香港經濟日報

香港電訊有限公司 港鐵公司

安信信貸有限公司 SKECHERS Hong Kong Limited

The Standard

支持機構

香港廣告客戶協會 新城財經台

數碼營銷會 市場推銷研究社 特別獎冠名贊助

大福珠寶集團有限公司 (傑出數據運用獎)

花旗銀行（香港）有限公司 (傑出創意獎)

宏利人壽保險（國際）有限公司 (傑出社交媒體營銷獎)

香港麥當勞 (傑出品牌營銷獎)

太興集團控股有限公司 (傑出合作營銷獎)

中國通海國際金融有限公司 (傑出顧客洞察力獎)