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AUDIENCE CATEGORY
Business-to-Business
For marketing efforts from businesses targeting other businesses. Includes B2B efforts for any type of product or service, from any marketplace segment. Enter in one of two sub-categories:
- Business-to-Business – Products
- Business-to-Business – Services
41
Multicultural
Any effort whose success was dependent on effectively
and authentically connecting with a specific cultural or ethnic group. If
the entry had multiple audiences, it is necessary to demonstrate results
for the specific audience detailed in the entry and the potential halo
effect on the wider audience. Identify any elements in the creative work
or strategy that are specifically directed to this community and any
relevant cultural differences, dynamics and/or nuances, traditions,
values, linguistic characteristics, and their significance with respect to
your submission.
Note: Judges may not be familiar with the brand’s particular segment,
so showcase and explain details that may be missed to help them
understand cultural nuances and context. Enter in one of three subcategories:
- Multicultural – Non-Profits
- Multicultural – Products
- Multicultural – Services
42
Youth Marketing
This category honors efforts that successfully
communicate to teens or young adults. The entry should be written in
a way that identifies how the case was created and specifically directed
to this audience, and how it succeeded.
Identify any elements in the creative work or strategy that are
specifically directed to the youth market and any relevant dynamics
and/or nuances, trends, values, linguistic characteristics, and their
significance with respect to your submission.
Note: Judges may not be familiar with this particular youth audience,
so showcase details that may be missed. Enter in one of two subcategories:
- Youth Marketing – Products
- Youth Marketing – Services
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BRAND CONTENT, ENTERTAINMENT & EXPERIENTIAL MARKETING CATEGORIES
As with all Effie categories, you can enter whether your work brought
the brand to life as the entire marketing effort or as part of the larger
marketing program. If the content was part of a larger campaign,
demonstrate the contribution of the content as part of that campaign.
Brand Content & Entertainment
For efforts that effectively reached
their audience through the creation of original branded content that is
not advertising. The core of the entry should be content designed to be
consumed/ experienced and sought out by the consumer for
entertaining or informative reasons. Entrants must detail the content,
how it related back to the overall brand and business goals, how it was
distributed to, and shared by, the audience, and the results it achieved
for the brand and business. Branded content may be produced and
distributed by either publishers or independently and can include
longform entertainment. Note: Judges will expect to understand why
branded content was chosen as a tactic. Enter in one of two sub-categories:
- Brand Content & Entertainment – Products
- Brand Content & Entertainment – Services
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Brand Integration & Entertainment Partnerships
This category
honors brands that have effectively reached their audience via strategic
integrations and entertainment partnerships. Submissions should detail
how the brand was seamlessly interwoven in an engaging way. Detail
the strategic reasoning behind the partnership – why was this partner
chosen over others? Clearly explain the selection process of the partner,
and how this partnership led to the results that met the brand
objectives.
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Experiential Marketing
This category is to showcase brand
experiences beyond traditional advertising – work that truly brought a
brand or product to life and interacted with a specific audience to
achieve desired objectives should be entered. It may include a reinvented product demo, re-imagined pop-up, or a “brick and mortar”
retail overhaul; it may have created a new game, an alternate or virtual
reality experience, or an interactive/immersive film experience that
effectively showcases a new product or brand personality. Award
winners will show how the brand is reaching outto their audiences to
establish meaningful relationships, memorable, engaging experiences,
and unique connections. Entrants must address how the experiential
marketing related back to the overall brand strategy. Judges will expect
tounderstand the ‘participation’ in the experience as a core factor. Enter
in one of three sub-categories:
- Experiential Marketing: Live
- Experiential Marketing: Digital
- Experiential Marketing: Hybrid
46
BUSINESS ACHIEVEMENT CATEGORIES
Corporate Reputation
Marketing efforts that promote corporations,
not exclusively their products. Includes sponsorships, image, and
identity. In addition to presenting metrics related to the reputation,
entrants are encouraged to also address how these metrics relate to the
business of the brand and why they are important.
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David vs. Goliath (Traditional)
This is an award for smaller
brands, or new/emerging brands that are less than five years old making
inroads against big, established leaders, taking on “sleeping giants,”
beyond their current category and set of competitors to tackle a
dominant leader. Entrants must detail the business challenge, the
competitive landscape, and how the business succeeded despite the
odds. Define your competitive landscape, including the market difference
between the David and Goliath to demonstrate why the brand was a
Traditional David. Note: Judges will deduct from the case without
sufficient proof that the submitting brand is a Traditional David.
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David vs. Goliath (Situational)
This is an award for larger brands that
are successfully competing at a disadvantage in their market. Entrants
must detail the business challenge, the competitive landscape, and how
the business succeeded despite the circumstantial odds. Define your
competitive landscape, including the market difference between the
David and Goliath to demonstrate why the brand was a Situational David.
Note: Judges will deduct from the case without sufficient proof that the
submitting brand is a Situational David.
49
Marketing Disruptors
For efforts that grew the business/brand by
changing the marketing model in ways that drive the industry forward. A
marketing disruptor of any size can enter. Detail the marketing
challenge, the competitive landscape, and how the brand succeeded by
changing the existing marketing model for the brand/category. Note:
Judges will deduct from the case without clear articulation regarding how
the marketing was disruptive for the brand/category. Enter in one of two
sub-categories:
- Marketing Disruptors – Products
- Marketing Disruptors – Services
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Renaissance
For rebirth campaigns. To enter, your brand must have
experienced a downturn of several years and a period of at least six months
of upturn sales. Entrants must detail the business challenge, the situation
of the brand, the competitive landscape and how the effort succeeded.
Note: The entry must address the previous marketing investment and
strategy as part of the context. Also, provide detail on the length of the
renaissance.
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Small Budget
To be eligible, an entry may not be for a line extension
and must represent the only marketing efforts for the brand during the
time period. The value of donated and non-traditional media as well as
activation costs must be included. Budget eligibility is a maximum spend
of RM500,000.
Enter in one of three sub-categories:
- Small Budgets – Non-Profit
- Small Budgets – Products
- Small Budgets – Services
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Sustained Success
Efforts that experienced sustained success for at
least three years are eligible for entry. At a minimum, include at least
three years of creative work and case results, and include the current
competition year’s results. Work must have a common objective in both
strategy and creative executions; with a continuation of core executional
elements (e.g., spokesperson, song, theme, tagline, etc.) that
demonstrates effectiveness over time. As part of the entry, specifically
address how the effort evolved over time (e.g., media choices,
targeting, insights, new products/services, etc.). Answer all questions
for the initial year and describe how/why change occurred over time.
Enter in one of three sub-categories:
- Sustained Success – Non-Profits
- Sustained Success – Products
- Sustained Success – Services
Note: There is a special entry form and different creative requirements
for the Sustained Success Award. The creative requirements, including
different rules for the creative reel, can be found in the
Sustained
Success form
.
53
Timely Opportunity
This category spotlights effective strategic
efforts that were able to generate desired results as a direct outcome
from a single significant moment of activity. Cases should show how
the brand or product/service was put in an intensely bright spotlight to
create immediate, measurable, unexpected, and unconventional
impact. The best examples include live experiences, moments, stunts,
and tactics, online and offline, perhaps amplified through PR, social
media, digital engagement, or even the use of content created in the
moment to fuel paid campaigns. Enter in one of two sub-categories:
- Timely Opportunity – Products
- Timely Opportunity – Services
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COMMERCE & SHOPPER CATEGORIES
Honoring the most effective integrated campaigns based on a specific
shopper insight and designed to engage the shopper and guide the
purchase process to achieve conversion. An effort may be entered into a
maximum of two Commerce & Shopper categories.
NEW: Category/Aisle Evolution
Some of the most impactful efforts
occur when a deep understanding of shoppers’ attitudes, behaviors, and
needs lead to innovative category/aisle evolution, whether in-store, online
or both. Entrants must outline how the effort utilized shopper activation at
shelf or shopper awareness of evolution to enhance the shopping
experience and drove greater engagement, conversion, and category
growth. Successful entries in this category will be sustainable evolutions
and not simply promotional in nature.
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NEW: Challenger Brand Solution
This is an award for smaller, new, or
emerging brands that are making inroads against big, established leaders,
taking on “sleeping giants,” or moving into a new product/service field
beyond their current category and set of competitors to tackle a dominant
leader. (Challenger brands are defined as having less than 15% of branded
market share in the product/service category.) Entrants must detail the
business challenge, the competitive landscape, and how their business
succeeded despite the odds. Requirements include a definition of the
competitive landscape, including the market difference between the
entered brand and its top competitors to demonstrate why this brand is a
challenger.
Note: Judges will deduct from the case if sufficiently proof that the brand
is appropriately classified as a challenger brand is not included.
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NEW: Crisis Response/Critical Pivot
This category recognizes brands
that successfully navigated significant structural and cultural shifts or
moments of crisis (e.g., pandemic, social justice movements, political
events) by effectively pivoting their marketing strategy or business
activities. Entrants must clearly identify the pivot and explain how the
messaging, campaign, production approach, or go-to-market strategy was
adapted. Highlight the impact and effectiveness of these actions on the
brand’s success. Examples may include shifts in brand positioning, portfolio
management, digital acceleration, and more.
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Digital Commerce (formerly E-Commerce)
This category is
for campaigns that effectively used insights, strategy, creative, and
analytics to drive digital shopper conversion. Show how, by utilizing data
and a deep understanding of the shopper, the brand and/or retailer
succeeded in a digital setting. A successful effort will combine strong
shopper knowledge with digital marketing practices to increase
conversion online. The effort must be based ona shopper insight(s) and
be shopper-driven. Explain the strategy of how the effort went to market.
Submissions in this category will be solely evaluated on digital commerce
effectiveness.
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Experiential Commercial Marketing (formerly Experiential
Shopper Marketing)
This award features work that truly brought a brand,
product, or retailer to life – either literally or virtually – and interacted
with shoppers to influence conversion. You may have re-invented the
product demo, re-imagined the pop-up store, led a “brick and mortar”
retail overhaul, or created a new game/interactive film experience that
effectively showcases a new product/brand personality. As long it truly
came alive and worked. The winners of this award will show how brands
and/or retailers are reaching out to audiences to establish meaningful
relationships, engaging experiences, and unique connections. Entrants
in this category must address how the experience related back to the
overall brand strategy.
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Media Innovation
This award showcases those who had the insight
and creativity to change the way a particular media channel was
consumed, or to create a new channel. The award goes to brands and
retailers who went beyond the conventional approach to grab their
shoppers’ attention and effectively engage them. Identify the specific
targetand how the campaign influenced conversion. Whether the effort
was one execution or multiple, and/or used one engagement channel
or multiple – the work must represent new and creative usage of the
media channels (known, or that have not yet been met). Note: All
entries must specifically address what was innovative and the
conversion achieved. Write the entry to address the category and/or
brand situation and provide clear articulation of how the media was
used innovatively.
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Multi-Brand Shopper Solution
Shoppers are looking for ways to tackle
everyday challenges, whether it’s what to prepare for dinner or how to
maintain a beautiful lawn – they seek all-in-one solutions. This award
celebrates multi- brand/product/manufacturer solutions that came
together to address exactly what their target shopper needed.
Entries into this category must address the rationale behind the creation
of these differentiated shopper solutions. Brands may be from a single
manufacturer or multiple manufacturers. Shopper solutions may be
developed by manufacturer(s) and/or retailers.
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Multi-Retailer Program
For campaigns that ran with a central idea
and executed that idea via dedicated rollouts to three or more different
retail chains. Cases in this category will highlight and explain both the
cohesive thread working at each retailer, and the specific
customizations that were done for each retailer. Entrants should outline
the specific barriers and challenges in tailoring their solution to each
retailer – elaborating on the nuances among the shopper segment and
insights at each retailer, differences in retail environments, etc.
62
New Product/Service Introduction
To enter this category, the case
must address the commerce/shopper effort surrounding the launch of
a new product/service. Whether it is the creation of a whole new brand,
a new product from an existing brand, or a new line extension,
submissions in this category need to present how shopper insights were
leveraged to overcome the barriers faced by products/services being
launched for the first time. If submitting an effortthat was part of, or
inspired by, a national campaign, explain how you adapted it for the
shopper and the retailer.
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Omni-Channel Shopper Solution
Winners in this category will
represent the best examples of manufacturers and retailers committed
to providing effective omni-channel shopper programs. Enter brands
that have ensured an effective, connected shopper journey and
showcase how manufacturers and retailers are connecting the dots in
their engagement strategies to ensure simple, seamless, effective
experiences across the shoppers’ path to purchase. In- store, online,
customer service, loyalty programs, mobile apps, delivery services,
social media, aisle disruption – it could entail anything – as long as the
case illustrates how it was all connected to provide a fully integrated
“shopper journey” from beginning to end.
64
UPDATED:Retail Media
This category highlights the success achieved
through strategic collaborations between retail media networks and
brands, driving measurable business growth for both parties. Whether
digital or in-store, or omnichannel, demonstrate how your efforts were
tailored to specific customer segments using data-driven insights.
Showcase the use of multiple channels, both online and offline, to deliver
a cohesive and effective campaign that resonates with your target audience
and drives tangible results for both retailer and brand.
Enter one of three sub-categories:
- Digital Commerce
- In-Store Retail
- Omnichannel
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Seasonal/Event
This category features events, platforms, or
programs that were created to meet the demands of the shopper that
are driven by a season, holiday or cultural event. Entrants must explain
the insight into their shoppers that led to adjusting product and/or
creating events/seasonally based platforms and programs to be in line
with their needs and shopping mindset during a specific time period.
Innovative shopper events, strategically created by the retailer and/or
manufacturer, may enter as well.
66
NEW: Single-Retailer Program
For campaigns that ran with a tailored,
retailer-specific idea and executed that idea at a single retail chain (mass
merchants, supermarkets, drugstores, warehouse clubs, pure play digital
commerce stores, etc.). The work in this category will provide insights as
to how an effort was effectively designed to work with the retailer and the
shoppers of that retailer. Entrants should elaborate on the specific shopper
barriers affecting their brand at that retailer and how they addressed those
issues in a customized way for that retailer.
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Sustained Success
Commerce and shopper marketing efforts that
experienced sustained success for at least three years are eligible for
entry. At a minimum, you must include at least three years of creative
work and case results, and you must include the current competition
year’s work/results. Work must have a common objective in both
strategy and creative executions; with a continuation of core executional
elements (e.g., spokesperson, song, theme, tagline, etc.) that
demonstrates effectiveness over time. As part of your entry, specifically
address how the effort evolved over time (e.g., media choices, targeting,
insights, new products/services, etc.). Answer all questions for the initial
year and describe how/why change occurred over time.
Note: There is a special entry form and different creative requirements
for the Sustained Success Award. The creative requirements, including
different rules for the creative reel, can be found in the Sustained
Success form.
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DIGITAL CATEGORIES
Honoring the most effective convergence of data, technology and all
forms of creative that maximize end user engagement and
conversion.
NEW: Artificial Intelligence (AI)
For the AI Category, entrants are
required to showcase their effective use of artificial intelligence to drive
meaningful business outcomes. This category recognizes outstanding
campaigns and initiatives where AI was leveraged as a pivotal tool to
achieve specific business goals, whether it be enhancing customer
engagement, optimizing operations, increasing sales, or any other
measurable objective.
Entrants must provide clear evidence of how AI was integrated into their
strategy and demonstrate the tangible impact it had on their business
growth and desired results. This includes detailed metrics, analytics, and
any other relevant data that highlight the effectiveness of the AI
implementation. The judges will be looking for entries that not only display
creativity and technical proficiency but also a profound understanding of
how AI can be harnessed to produce real, quantifiable success.
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Direct-to-Consumer
This category is for effective marketing
efforts from direct-to-consumer businesses. DTC efforts for any type
of product or service, from any marketplace segment, are eligible.
70
Engaged Community
This category is about managing effective,
engaged communities. Entrants are brands that are creating content,
experiences, platforms, news, etc. that get their communities to grow,
engage, share, act, or amplify messaging in a way that directly relates
to the brand’s goals. State clearly how the brand managed the
community, defined effectiveness around the community, what they
specifically achieved, and why the engaged community was significant
for the development of the brand/business. Enter in one of two sub
categories:
- Engaged Community – Products
- Engaged Community – Services
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UPDATED: Influencers Marketing
This category recognizes brands that
successfully partnered with influencers to achieve short or long-term
marketing goals. Influencers can range from micro to macro and include
social media personalities, brand ambassadors, and bloggers. Clearly
define the strategy, target audience, and why the influencer was chosen.
Highlight how the influencer engaged the audience, influenced consumer
behavior, and contributed to the brand's success by driving measurable
business results.
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UPDATED: Performance Marketing
This category celebrates the most
impactful performance marketing strategies, where a combination of
tactics generated significant, incremental results and conversions.
Describe how you leveraged the synergy between your organic and paid
ecosystems to create a halo effect, using data-driven insights, agile
testing, and continuous optimization. Your submission should be
performance-led, demonstrating how approaches such as (but not limited
to) affiliate marketing, paid search, SEO, email campaigns, personalization
at scale, influencer or sponsored content directly drove measurable
outcomes like increased revenue or leads.
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UPDATED: Social Media
This category celebrates campaigns designed
around social media as the primary touchpoint, leveraging its influence to
engage connected consumers. Focus on campaigns where social media was
the core idea, not just an element. Provide a clear rationale for using social
media, demonstrate its direct impact on audience behavior, and show how
it drove measurable business results. Enter in one of two sub
categories:
- Social Media – Products
- Social Media – Services
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HEALTH & WELLNESS CATEGORIES
Honoring effective marketing within the healthcare industry. Please note
these categories feature both Industry categories (max. 1 per effort) and
Specialty categories.
Note: Disease Awareness & Education efforts must enter one of these
categories – they may not enter Positive Change categories.
NEW:
Disease Awareness & Education: Charitable/Research
Funding
Efforts dedicated to generating funding/donations/support for
research, treatment, and care of specific health conditions.
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NEW:
Disease Awareness & Education: Non-Profit
Public health and
non-profit cause marketing efforts produced to raise awareness/education
about specific health conditions. Efforts may be targeted to healthcare
professionals, patients and/or consumers.
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NEW:
Disease Awareness & Education: Pharma/Corporate
Brand/client efforts designed to educate and/or promote health awareness.
Efforts may be targeted to either healthcare professionals, patients and/or
consumers.
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MARKETING INNOVATION SOLUTIONS CATEGORY
This category awards innovative single marketing and business
activities or entire marketing programs. If communication was a
significant element of marketing mix, work should be submitted in
another category.
Business/Product/Service Innovation
This category awards
innovative single marketing and business activities or entire marketing
programs. Submit any action or business idea regarding innovation for
the product, service, or business that has had an exceptionally positive
impact on the market position. Examples of eligible activities in this
category include: product/service innovation; change in packaging,
both in terms of its appearance and size; design, technology or ux
innovation for the business, product or service; consumer involvement
in product development; operation change, etc.
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Customer Experience
This category awards innovative single marketing
and business activities or entire marketing programs. Submit any action
or business idea regarding customer experience innovation that has had
an exceptionally positive impact on the market position of a business,
brand, product or service. Examples of eligible activities in this category
include: design, technology or UX innovation for the customer
experience; consumer involvement in product development;
introduction/change of a loyalty program, introduction of a new
distribution channel, etc.
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MEDIA CATEGORIES
These categories reflect the importance of the use of media in driving
effectiveness and will be judged by experts within the media industry
across brands, agencies, and media owners. Submissions must speak to
the media channel choices and measurement methodologies.
Data-Driven
Data-driven is the application of data and/or technology
to connect people to the brand at the right moment/s. These efforts
should prove how they specifically utilized data to drive creativity or
to optimize media to improve business outcomes (brand kpis, ROI,
performance marketing measures, etc.).
The best examples will recognize the interplay and application of data,
inclusive of automation and AI, to engage with and/or deliver to a
precise audience and achieve the best results. To enter, your case must
detail the role that data had within the creative and/or media strategy in
achieving the brand and business goals.
Submissions are expected to:
- Utilize personalized/custom-tailored creative messages.
-
Explain how data impacted the media plan through clear
measurement & analytics.
-
Demonstrate the insights captured from data used to understand
audience.
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UPDATED: Media Content Partnerships
This category recognizes
brand-media partnerships that created and activated original content
beyond traditional advertising. These partnerships should showcase
innovative consumer connections through integrated communication
channels centered on creative and strategic content. Each activation
channel should demonstrate how the media company contributed to the
campaign’s effectiveness and impact. Submissions must detail the
strategic rationale for the partnership, the selection process, and how the
partnership led to results that achieved the brand’s objectives.
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Media Idea
This category is about outstanding effectiveness as a
result of media-led ideas. The line between what constitutes a creative
idea and a media idea is blurring and there are occasions when the
media idea drove the entire effort. Of course, media cannot exist without
the content, but this award is intended to recognize those cases that
were led by the media thinking – where the integration of media and
message led to success. The award honors media-led ideas that are
powerful enough to become the genesis of the marketing program itself,
to the extent that the program would not have been successful without
the strategic media idea.
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Media Innovation
This award showcases those who had the insight
and creativity to change the way a particular media channel is
consumed, or to create a new channel. The award will go to brands who
reached out of the conventional approach to grab their audience and
effectively engage with them. Whether the effort was one execution or
multiple, and/or used one engagement channel or multiple – the work
must represent new and creative usage of the media channels we know
and love, or have not yet met. Note: All entries must specifically
address what was innovative and the results achieved. Address the
category situation and provide clear articulation of how the media was
used innovatively and how the media strategy/plan optimized the
results. Enter in one of two sub-categories
- Media Innovation - Emerging & New Channels
- Media Innovation - Existing Channel
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POSITIVE CHANGE CATEGORY
in collaboration with the World Economic Forum
The Positive Change Effies reward and celebrate the brands and non
profits that are promoting the greater good through purpose-driven
marketing. The program has two tracks - Environmental and Social
Good.
Environmental
For efforts that have measurably shifted audience
behavior toward more environmentally sustainable choices, and/or
grown demand for more sustainable products and services by
incorporating environmentally- conscious messaging into their
marketing. Show how effective marketing programs that incorporate
sustainable strategies can make a positive difference for brands and for
the environment. Over and above the standard Effie requirements to
demonstrate a positive impact on business, there are specific areas of
interest that relate to this award. Efforts entered must have as one of
their main strategic objectives changing audience behavior towards
more environmentally sustainable choices and environmentally
conscious messaging must be a part of the marketing.
Entrants should address how the sustainability goal relates back to the
overall brand and business strategy.
Criterion for this award is the result of behavior change toward more
environmentally sustainable choices, with these elements being
considered in judging:
-
Awareness – Making the audience aware of a sustainable product,
service or action.
-
Trial – Trying the sustainable product, service or action for the
first time.
-
Product/Service Substitution – Switching to a more sustainable
product, service or action.
-
Change in Use – Using a product/service more sustainably than
before or taking a more sustainable action.
Enter in one of the two sub-categories:
- Environmental – Brands
- Environmental – Non-Profit
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Social Good
For marketing efforts proven effective in
solving/impacting a social problem or in expanding an existing program
in ways that benefit our society. This is about creating positive societal
and cultural change, challenging the established status-quo and
changing accepted norms and stereotypes that create societal
inequalities with inspired action. Examples include initiatives that tackle
food poverty; access to healthcare or education; creating a more
diverse, equitable and inclusive society; or creating equal opportunities
at work and in wider society for all members of our society. Any effort
that sets out to give back in some way for the greater good is eligible
to enter, and any/all marketing efforts, whether full campaigns or
unique efforts within a campaign are eligible to enter as long as
measurable results exist.
Note: Efforts focused on disease awareness & education are not eligible
in the Positive Change categories.
Enter in one of three sub-categories:
- Social Good – Brands
- Social Good – Non-Profit
- Social Good – Diversity, Equity & Inclusion
85
TOPICAL & ANNUAL EVENT CATEGORY
Entrants can enter a single effort into a maximum of one of the below
categories.
UPDATED: Crisis Response/Critical Pivot
This category recognizes
brands that successfully navigated significant structural and cultural
shifts or moments of crisis (e.g., pandemic, social justice movements,
political events) by effectively pivoting their marketing strategy or
business activities. Entrants must clearly identify the pivot and explain
how the messaging, campaign, production approach, or go-to-market
strategy was adapted. Highlight the impact and effectiveness of these
actions on the brand’s success. Examples may include shifts in brand
positioning, portfolio management, digital acceleration, and more.
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Current Events
For cases that effectively leveraged immediate
relevance, interest, or importance via a targeted marketing/PR
strategy around current news and events (e.g., World Cup, Olympics,
economic situations, social issues, etc.).
Note: Annual events should
enter the Seasonal Marketing category.
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Seasonal Marketing
Seasons, holidays and annual events allow
marketers the opportunity to build strategic efforts based on the time
based interests of their target audience. This category honors those
efforts that effectively capitalized on a season, holiday, or annual
cultural event to drive results for their business. Submit in one of two
sub- categories:
- Seasonal Marketing – Products
- Seasonal Marketing – Services
