Media Requirements

Who Should Enter
Brands that have fundamentally reimagined their positioning, identity, or market presence.

This is NOT for:
Routine brand refreshes or incremental updates without meaningful strategic or creative change.

About the Award

This award recognises bold and transformative innovation in brand strategy, positioning, and expression. It celebrates brands that have redefined who they are, how they differentiate, and how they connect with audiences—through fresh thinking and meaningful reinvention that drives relevance and growth.

Judging Criteria

1. Executive Summary
Overall quality, clarity, and persuasiveness of the submission. Judges will assess how effectively the brand’s transformation and impact are articulated.

2. Strategy
Demonstrates a clear and insight-driven approach to brand reinvention. Includes the identification of a meaningful opportunity or challenge, and a well-defined strategic shift in positioning or direction.

3. Innovation
Shows evidence of genuine brand innovation. Includes bold thinking that challenges category norms, redefines the brand’s role, or creates new space in the market.

4. Creativity (Design & Communication)
Demonstrates how the brand transformation is brought to life through distinctive and cohesive creative expression. Includes identity systems, messaging, tone, and execution across touchpoints.

5. Experience
Illustrates how the new brand is experienced by customers across channels and interactions. Includes consistency, relevance, and the ability to build stronger emotional or functional connections.

6. Leadership
Demonstrates leadership in driving brand transformation. Includes vision, internal alignment, stakeholder buy-in, and the ability to embed the new brand direction across the organisation.

7. Impact & Results
Provides clear, measurable evidence of success. This may include shifts in brand perception, increased relevance, customer engagement, market share, or overall business performance.