Best Brand Activation

This award recognises the in-house events team that has most effectively integrated their brand into a live or hybrid event, showcasing creativity, cohesion, and audience impact through brand-led experiences. Judges are looking for outstanding examples of how an in-house team strategically embedded their brand identity within an event—whether owned, hosted, or co-created—bringing the brand to life in a tangible and resonant way for attendees. Entry is by a 5-page A4 submission; Please address the key criteria set out below and include any supporting materials, such as photos and videos, within the document. Ensure that any videos are provided in a link format.

• Background: Provide an overview of your organisation and the in-house events function. Explain who you are as a brand and what audiences you serve. Describe the role your events team plays in shaping brand experiences. Outline the types of events you typically organise (scale, format, audience), and explain how your brand strategy influences your event strategy.
• Brand Strategy & Differentiation: Describe what makes your brand activation approach exceptional. Explain what differentiates your team’s approach in the market and how you ensure brand consistency across event touchpoints. Highlight any internal or creative strengths that made your activation effective.
• Activation Example: Showcase one standout brand activation from the past 12 months. Describe the event and its purpose, the brand goals behind the activation, and how your brand was woven into the event (physically, digitally, experientially). Mention any collaboration with other departments such as marketing, design, or leadership.
• Outcomes & Impact: Demonstrate the success and tangible outcomes of your brand activation. Explain how it enhanced the attendee experience and engagement, how success was measured (e.g., brand perception, media coverage, NPS, business outcomes), and share key takeaways or lessons learned.
• Client/Stakeholder Testimonials: Include supporting statements from internal stakeholders or external partners, affirming the impact of the brand activation. This could include quotes from senior leadership, marketing, event attendees, or collaborators, and anecdotes that underscore the value of the experience.