PMAA 2009 calls for entries

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 11, 2009
Promotional Marketing Awards of Asia 2009 invites entries from all over Asia and has also appointed Ambika Sharma as the zonal director for India

The Promotional Marketing Awards of Asia (PMAA) 2009 has begun inviting entries for the best promotional marketing campaigns undertaken in the last year. All agencies and clients throughout Asia, who work in the promotional marketing industry, are eligible to send their campaigns. The closing date for the entries is March 27, after which the date for announcing the awards will be finalised. The awards are in their 10th year.

In another development, Ambika Sharma, national head of Jagran Solutions, has been appointed the PMAA's zonal director for India. Sharma tells afaqs!, "The appointment has been on an individual level and not as an agency. My responsibility will include increasing awareness about the PMAA in India, and therefore, increase the participation from Indian agencies."


awards recognise excellence in integrated marketing initiatives and judge the campaigns on a number of parameters. Sharma adds, "The Marketing Association Worldwide (MAA Worldwide) has been a voice of authority on the promotional marketing industry of the world since 1965. The awards recognise the best work in the industry throughout Asia."

The PMAA has 16 categories and agencies can submit their work for multiple categories. Some of the categories are: Best Integrated Communications Campaign, Best Sponsorship or Tie-In Campaign, Best Use of Direct Marketing in a Promotion Campaign and Best Innovative Idea or Concept.

In all the categories, campaigns are judged on predefined parameters, including creativity and execution. Along with these, Sharma points out that the effectiveness of the campaign also carries substantial weight.

The entries can be submitted online at They will also be judged online by a panel of eminent industry experts. All the winners at the PMAA awards will go on to represent Asia at the MAA Globes Awards, which will be held later this year. In the past, Sharma has also served as a jury member at the PMAA as well as the MAA Globes.

After PMAA 2008, the panel has observed that promotion marketing techniques and disciplines are now being used by marketers much more evenly throughout the region than in the past, and many of the strategies and executions were truly world class.

Sharma agrees, "2008 has been a good year for promotion marketing. The focus on ROI and measurability is increasing and there has been an increase in the budgets allocated by clients towards integrated campaigns. The PMAA provides a platform for recognition and evaluation on a global level. It is important for the industry to have access to such established global programmes. Being on the Jury of PMAA and MAA Globes was an enriching experience; the quality of work from Asia and across the globe was excellent. We have truly path-breaking campaigns in India, which can excel at the global level. We hope to see more such exceptional promotional marketing campaigns in PMAA 2009 from agencies as well as marketers."

Asked about any drawbacks in the work submitted by Indian agencies that she might have observed while serving in the jury, Sharma states, "Keeping in mind the different market situation in India and the diversity of the country, the work quality has been nothing less than excellent."

The PMAA sees participation from over 13 countries in Asia. Last year, India bagged the maximum number of metals at the PMAA, sharing the honour with China.

While PMAA chooses the best in the Asian industry, there are separate promotional marketing awards that are conducted in other countries, such as Europe, North America, South America, South Africa, and Australia.

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