The Marketer of the Year this year went to Ms Beatrice Lo, Brand Director, Sparkling Beverages of Coca-Cola China Limited. Ms Lo was truly honored to receive the Award and to be recognized by the judging panel which represented great leadership from broad-ranging industries. She believed that as a marketer, "Passion is the root of all success". And this award reaffirmed her belief. Ms Lo also expressed her heartfelt thanks to everyone from the Coca-Cola Hong Kong Region and their business partners for their support and commitment to marketing excellence.

The HKMA/TVB Awards for Marketing Excellence has been organized by the Hong Kong Management Association since 1985 and sponsored by Television Broadcasts Limited since 1989. Now in its 27th year, the Awards bestows honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of marketing profession in Hong Kong.

Officiated by Dr Dennis Sun BBS JP, Chairman of the Association; Mr Michael Wu, Chairman and Managing Director, Maxim`s Caterers Ltd was the Guest of Honour of the Award Presentation Dinner. Mr Wu delivered a thought-provoking speech on marketing during the occasion.

All the Awards were presented by Dr Dennis Sun; Mr Michael Wu; Mr Mark Lee, Executive Director & Group General Manager, Television Broadcasts Limited; Dr Michael Chan, Executive Chairman, Cafě de Coral Holdings Limited and Executive Committee and Council Member, HKMA; Dr C H Fan, Managing Director, Synergis Management Services Limited and Executive Committee and Council Member, HKMA; Mr Irving Koo SBS JP, Managing Director, Trion Pacific Ltd and Executive Committee and Council Member, HKMA; and Dr Alber Ma JP, Chairman and Managing Director, Hong Kong L.P. Gas (Holdings) Ltd and Executive Committee and Council Member during the ceremony.

The results of Campaign Awards and Individual Awards were as follow:

CAMPAIGN AWARDS

Judges` Comment: "This was commended as a well-developed, creative and impressive marketing campaign which successfully created an entirely new customer experience and enhanced the brand loyalty among the youth through the adoption of the most fashionable digital technology and traditional TV advertising in an interactive way ...... The campaign not only generated record-breaking sales, but alos set a new benchmark for teenage marketing. Coca-Cola has demonstrated its leading position in the competitive sparkling drinks market."

Judges` Comment: "This was commended as a highly effective and well-designed marketing campaign which has successfully changed the mindset and behaviour of its target audience towards breast health through exceptional promotional tactics ....... With limited budget and resources, the Foundation has created a great return and a significant impact in the society."

Bronze Award
It`s Playtime with Friends - The Power of Synergy
Hong Kong Disneyland

Judges` Comment: "This was commended as an excellent co-marketing model which has successfully incorporated with nine well-known companies across various industries and generated win-win results for all parties concerned ...... The campaign not only turned around the image of Hong Kong Disneyland to a value for money theme park but also a must-visit attraction for local and overseas visitors."

Excellence Awards
FUJIFILM X-series - The sect of wandering photographing - The Re-birth of a Camera Giant
Fuji Photo Products Co Ltd

Judges` Comment: "This was commended as a bold and original marketing campaign which has successfully rejuvenated the aging brand image and differentiated itself as a premium niche professional brand through excellent product design and effective positioning ...... The campaign sustained its leading position in the extremely competitive digital camera market."

Judges` Comment: "This was commended as a well-structured and all-rounded marketing campaign which enabled McCafe`s to achieve a remarkable growth in the market share through provision of quality products and services and execution of solid marketing mix elements ...... The campaign paved the way to build an independent brand of McCafe with a solid foundation."

iButterfly - Turning the Sky into a Canvas
Media Palette Hong Kong / Cherrypicks

Judges` Comment: "This was commended as an evolutionary marketing campaign. In the highly saturated marketin Hong Kong, Media Palette has managed to create a new market while dramatically changing people`s buying and couponing behaviour with remarkable results as well as long-term brand building impact. ...... The campaign helped differentiate the company from its competitors and marked a history in the industry."

Judges` Comment: "This was commended as a well-planned and well-executed marketing campaign which has successfully built the brand identity and boosted patronage for the new shopping mall, PopCorn, through effective positioning and proposition strategies ...... The opening of PopCorn has challenged the industry players to change their way of marketing a shopping mall."

Judges` Comment: "This was commended as a pioneering and innovative marketing campaign, which has successfully built a strong brand perception for Okamoto through a customer-centric business model and product innovation ...... The campaign was able to create a positive and safe-sex image for the brand to the younger generation, and achieved its corporate social responsibility as a condom manufacturer.."

Judges` Comment: "This was commended as a well-designed and well-implemented marketing campaign which has successfully enhanced the brand perception for Pizza Hut and created a strong bond between the company and its target customers through innovative products and skillfully integrated marketing elements ...... The campaign not only uplifted the company`s image as a market leaders, but also demonstrated how entrepreneurial spirit helped business performance excel."

CITATION FOR INNOVATION

CITATIONS FOR OUTSTANDING SMALL BUDGET CAMPAIGN

CITATION FOR EXCELLENCE IN MAINLAND MARKETING
Super Stars` Memorable Collections Exhibition
New World Department Store China Limited

BEST MARKETING PARTNER AWARD
McCann Worldgroup Hong Kong

BEST PRESENTATION AWARD
Ms Beatrice Lo
Brand Director, Sparkling Beverages
Coca-Cola China Limited

INDIVIDUAL AWARDS

MARKETER OF THE YEAR
Ms Beatrice Lo
Brand Director, Sparkling Beverages
Coca-Cola China Limited