Behind each successful product, is a team of hard-working marketing professionals whose efforts and achievements should be highly recognized. Organized by the Hong Kong Management Association since 1985 and sponsored by the Television Broadcasts Ltd since 1989, the annual HKMA/TVB Award for Marketing Excellence which bestows honour and public recognition on organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of the marketing profession in Hong Kong, is now open for entries. The deadline for applications will be Monday, 3 May 2004.

Previous winners were all outstanding marketing campaigns which met the stringent judging criteria of the Award. They include rationale behind the marketing campaign; strategic intent encompassing product/service development and positioning, pricing, product distribution or service delivery system to target-users, communication/promotion to target audience, overall integration of campaign elements; originality of the campaign; results as measured against objectives; other meritorious elements of the marketing programme such as creativity, tracking methods, customer orientation, etc. (See attached list of previous winners.)

Companies can enjoy a series of benefits by participating and winning the Award. The Award confers prestigious recognition and endorsement on the company's product or service and the company itself. The morale and motivation of the staff can also be increased as their efforts are publicly recognized. In addition, the Award provides a high-profile and positive image for the company and its product or service, and strengthens the company's reputation within the trade and in the community at large. Winners will also be allowed to use the Award logo on their stationery, promotional literature and in advertising.

An entry is eligible if it is a campaign for a product, a service, or a public service issue and launched after October 2002 with demonstrable results. If a company or organization had participated in the past, the campaign this year should be substantially different from previous submissions. Besides, the marketing campaign should be developed for either the Hong Kong market or the Mainland China market, although supporting materials need not have been produced locally. If the campaign is developed for the Mainland China market, it should be run by a Hong Kong company or organization.

To enable companies have a better understanding of the Award, a Briefing Session will be arranged as follows:

During the briefing session, members of the Organizing Committee will share the details of the Award including the Eligible Entries, the Award Criteria, the Judging Process and the Guidelines for preparing the written submission. In addition, a representative of last year's Gold Prize Winner will give you tips on winning the Award. For registration, please contact Ms Jaze Chan on 2766 3303 Ext 529 or through the Association's website: www.hkma.org.hk/award.

All winners will be officially announced at a Prize Presentation Ceremony to be held on Monday, 18 October 2004. In addition to Gold, Silver, Bronze Prizes and Certificates of Merit, Citation(s) for Outstanding TV Campaign, Citation(s) for Innovation and Citation(s) for Excellence in Mainland Marketing will be chosen from amongst all the entries. TVB will produce a 30-minute programme to publicize the Award and its winners. The Association will also organize an experience-sharing seminar on Wednesday, 19 September 2004 to provide companies an unique opportunity to benchmark the best marketing practices in Hong Kong.

Members of the Awards Organizing Committee this year include: Mr S K Cheong, Assistant General Manager, Television Broadcasts Ltd (Chairman); Mr Cheang Yoon Hoong, Managing Director, Morning Star Resources Ltd; Mr Tony Cheung, Vice President, Consumer Market, Wharf T&T Ltd; Mr Fan Cheuk Hung, Managing Director, Synergis Holdings Ltd; Mr Antony Chow, Executive Vice President, Grand China, Euro RSCG Group Grand China; Mr Adolf Ho, Managing Director - Greater China, Campbell Soup Asia Ltd; Mr James Kwan, Executive Director and Chief Operating Officer, The Hong Kong and China Gas Company Limited; Ms Marisa Kwok, Director, Marketing & Operations, Hong Kong CSL Ltd; Mr Michael Lee, Managing Director, Hysan Development Co Ltd and Ms Annie Leung, Managing Director, Longman Hong Kong Education.

For details about the Award, please contact Ms Titania Woo (Tel: 2774 8580 / email:titaniawoo@hkma.org.hk) or Ms Jaze Chan (Tel: 2766 3303 Ext 529 / email: jazechan@hkma.org.hk) or by fax on 2365 1000. You may also visit the website of the Association: www.hkma.org.hk/award.

For press enquiries, please contact Ms Titania Woo, Manager (Tel: 2774 8580 / 9094 2960 / Email: titaniawoo@hkma.org.hk) or Ms Sharon Keung, Assistant Executive Officer
(Tel: 2766 3303 ext 575 / Email: sharonkeung@hkma.org.hk)