The Aim of MAAT Media Awards
The MAAT Media Awards celebrate the power of collaboration across agencies and the collective voice of innovation that defines our industry. More than just a recognition platform, the MAAT Awards serve as a catalyst to elevate the standard of excellence in media, creativity, and strategy — benefiting our clients, business partners, and the people who shape the work behind the scenes.
Each winning case becomes a living source of knowledge — one that can be shared across agencies, industries, and with future generations to inspire continued growth and innovation.
Focusing on creativity in media, the MAAT Media Awards honors campaigns that seamlessly combine compelling ideas with tangible business and brand results. Successful entries will reflect:
- A deep understanding of target audiences and their connection to the brand,
- The innovative use of strategy and channel selection,
- And most importantly, the impact of media solutions in driving measurable business outcomes.
"BRANDED MEDIA, Powering Brands through Media Excellence"
This year, the MAAT Media Awards focus on Branded Media, a strategic force in which media planning and execution not only support brand initiatives but actively propel them forward. In an increasingly dynamic and complex media landscape, media has become a critical driver of brand storytelling, audience engagement, and business performance. Delivering compelling messages alone is no longer sufficient; success now requires strategic ownership of timing, platforms, and audience context.
Branded Media represents a fusion of bold strategy, precise placement, and innovative execution—transforming media from a delivery channel into an immersive brand experience. The MAAT Awards 2025 will recognize campaigns that redefine the boundaries of media planning, buying, and integration—leveraging data, platforms, and technology to create meaningful, results-driven outcomes. From hyper-targeted activations to sophisticated, cross-channel strategies, these campaigns demonstrate that media does not play a supporting role—it is a primary driver of brand influence.
Entry Rules & Guidelines
This year, the MAAT award retro-recognizes the outstanding work since 2024. Each eligibility will be judged according to their entry year, from January 1st, 2024, to June 30th, 2025.
A: Eligibility
- 1. Prior to entry, the agency must secure an approval form from the client/right holder. Agency shall submit an approval form along with an entry form.
- 2. Awards organizers reserve the right to turn down entries that offend certain races, religions, and political matters.
- 3. The campaign submitted must have been implemented during the eligibility period from January 1st, 2024, to June 30th, 2025.
- 4. Only one party can submit the same entry i.e. media agency or creative agency. Submission can be credited to multiple parties, but only one submission will be accepted. If both are to enter, the party to submit first will be granted.
- 5. The client must pay (media spending and related cost) for all works used for entry unless it is self-promotion or a non-profit organization.
- 6. In the case of a complaint on submitted work, organizers have the right to pull out the entry and conduct a full investigation.
- 7. The Grand Prix will be awarded. Entries in Charities and not-for-profit services are not eligible to win the Grand Prix.
- 8. The agency with the most awards will be entitled to the agency of the year awards. Shortlisted entries will receive a certificate.
B: Judging
- 1. The award-winning entries will be selected by renowned Jury from related categories.
- 2. The shortlist is decided by the first round of voting. A computerized voting system selects the highest marks given in each category.
- 3. Further vote establishes the ranking in each category, which is the basis for Gold, Silver, and Bronze.
- 4. The Grand Prix is selected from Gold winners. Charities and public services categories are excluded.
- 5. A judge's vote will not be counted for any entry submitted by their own company(ies).
- 6. The Juries' decision in all matters will be final and binding.
- 7. Consumer choice will be chosen based on the number of votes from the overall public.
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Criteria Weight:
• Insight, Strategy, Idea (35%)
• Media Execution (30%)
• Results & Effectiveness (35%) - Panel Structure: 3 Media owners | 2 Brand owners | 2 Professors
C: Awards
- 1. A Grand Prix must be awarded in the Media category. Entries in charities and not-for-profit services are not eligible.
- 2. Agency of the year is given to the agency that obtains the highest score for entries. All entries from an agency are eligible, regardless of the entrant company, irrespective of whether these have been entered by the agency or another party.
- 3. The Jury will award Gold, Silver, and Bronze in each category to entries judged to deserve this honor.
- 4. Awards credit and the associated trophies and certificates will be given to the entrant company.
- 5. Duplicate trophies can be purchased by other participating parties after the awards presentation night.
- 6. Shortlisted entries will receive a certificate.
D: Award Timeline
| Submission & Judging Phase | Official Dates |
|---|---|
| Award Submission Window (Standard) | August 15th - September 15th, 2025 |
| Late Submission Window (Premium Rate) | September 16th - 30th, 2025 |
| Judge Shortlist Round Evaluation | October 1st – 20th, 2025 |
| Official Finalist Announcement | October 24th, 2025 |
| Judge Final Round Evaluation | November 7th, 2025 |
| Award Announcement & Celebration Event Night | November 14th, 2025 |
* Entrants should submit their entries according to our deadline to allow sufficient time for processing. URL for entry: https://mediaagencythai.com/award/entry-submission
E: Entry Requirements
- All entries must be submitted with a submission form designed to ensure necessary information. Submit a separate form for each category if entering multiple.
- Conduct spellchecking before submission. Forms can be written in both Thai & English. (In case of non-Thai speaking judges, an English translation will be requested).
- Credits will be published exactly as typed. Do not refer to the name of your agency or any contributing creative companies within the written text submission.
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Online Written Questions (150 words limit each):
1. Campaign Challenge & Objective
2. Insight & Strategy
3. Implementation
4. Impact
F: Material Requirements
- Executive Summary Cover Page: Submit by email to manager@mediaagencythai.com
- Compulsory Structure: Campaign Challenge, Insight & Strategy, Implementation, Impact.
- VDO & Audio Links: Maximum 3 Minutes length for Video, Mobile, Search, Social, Online, Branded Content, IMC, and Effectiveness categories.
- Print / OOH / Ambient: Must be made into a video format and published on the MAAT YouTube channel. Provide actual magazine/newspaper pages as support.
G: Entry Fees & Bank Details
| Submission Category Window | Fee Per Submission |
|---|---|
| Standard Entry Fee (Until Sept 15) | 4,000 Baht (incl. 7% VAT) |
| Late Entry Fee (Sept 16 - Sept 30) | 6,000 Baht (incl. 7% VAT) |
• Scanned receipt of payment must be attached along with the entry form and your work.
• All payments in Thai Baht only. Entrant must cover ALL bank charges.
• There will be no refund after the official last submission date: September 30th, 2025.
Categories & Deep Criteria
1. Best use of Video
Includes: Television, In-Flight, Showroom, Exhibition, and Outdoor Screens
Judging parameters (INNOVATIVE STRATEGY): Recognizes innovative ways to engage consumers with video content through new strategies and technologies to maximize usage and impact.
Includes: Cinema screen, and innovative technology in theater
Judging parameters (4D Engagement): Recognizes innovative approaches and engagement beyond the pure screen to generate interactive content, entertaining value, and earn media.
Includes: Both short-form and long-form video platforms
Judging parameters (Provocative action): Celebrates innovative use of data and technology to drive video content on a digital platform to surpass campaign goals.
2. Best use of Print
Includes: All forms of media used with hardcopy Newspaper and Magazine
Judging parameters (Print Activation): Recognizes creative use of content in terms of innovative position strategy and technology to bring ideas on paper to life, provoking interactive intent.
3. Best use of OOH and Transit (New subcategories)
Includes: Traditional billboard, bus shelters, transit, bus/BTS wrap, Digital LED, Muppi, Serie Pole, building advertising space.
Judging parameters (ACTIVE ENGAGEMENT): Creative use of content regarding location strategy/technology to maximize eyes-on-ball and consumer participation.
Includes: Non-traditional outdoor media, large non-standard shapes, wallscape, digital billboards, window clings, building wrapping, 3D parameters.
Judging parameters (UNIQUE IMPACT): Honors exceptional impact through strategic large-scale placement, directly influencing brand visibility and amplification.
4. Ambient and Special Events
Recognizes non-traditional ambient media execution, experiential marketing setups, and interactive special live event parameter structures.
5. Best use of Audio
Includes traditional radio ads, streaming podcast content activations, or advanced innovative brand audio sonic branding applications.
6. Best use of Mobile
Includes: Mobile apps, mobile sites, mobile advertising, Bluetooth, SMS, MMS, WAP, and geolocation mobile technologies.
Judging parameters (PERSONALIZED ENGAGEMENT): Evaluates innovative mobile-first channels to target consumers dynamically, driving excellent conversion results.
7. Best use of Search
ROS (Return on Search): Rewards optimization in SEM (SEO/PPC) or programmatic leads that maximize targeted traffic and actual ROI metrics.
8. Best use of Social
Earn Content: Innovation across viral platforms, social networks, blogs, community building, conversational marketing, and user consumer-generated text.
9. Best use of Online Display
Action Provocateur: Banner ads, page takeovers, dynamic content optimization (DCO), rich media, skyscrapers. Entries must showcase initial webpage layout contexts.
10. Best use of Branded Content
10.1: Original Content – Locally created content based entirely on an original idea and execution framework.
10.2: Use of Available Content – Strategic customization and regional/global directional integration of pre-existing intellectual properties.
Scope: Includes TV programs, mini-series, web series, music distributing integrations, or platform IP leverage evaluated on overall campaign ROI.
11. IMC / Multiple Platforms Awards
11.1: 3+ Mediums or 11.2: 3+ Online Platforms. Must demonstrate unique cross-media synergy across contrasting landscape boundaries.
12. Media Vendor Awards
Recognizes innovative structural partnerships and custom collaborative campaign strategies driven directly by media platform vendors.
13. Best Media Strategy
Honors superior master planning frameworks that map brand goals tightly against audience consumption patterns.
14 - 22: Advanced & Specialty Strategy Arenas
14. Best Full-Funnel Strategy: Evaluates complete full-lifecycle marketing strategies tracking seamless seamless navigation from awareness down to performance conversions.
15. Effectiveness Awards: Prioritizes dense commercial business impact data. Points metrics: Gold 12pts | Silver 8pts | Bronze 5pts.
16. Best use of Data: Sophisticated application of audience intelligence, machine learning, predictive segment analytics, or clean room environments.
17. Media Innovation Awards: Celebrates tactics that challenge standard mainstream placement metrics to create breakthroughs.
18. Best use of Technology: New structural optimizations via AI engines, programmatic automations, AR/VR ecosystems, or custom tech stacks.
19. Best use of Small Budget: Exceptional ROI output scaling past micro budgets with tactical guerrilla media placements.
20. Best Commerce: Innovative shoppable media, live social-commerce formats, instant checkouts, or retail media network (RMN) parameters.
21. Best use of Media for Good: Campaigns driving corporate social responsibility (CSR), cultural sustainability, or social causes.
22. Best Use of Media for Market Disruption: Disruptive Launch / Relaunch (22.3) honors breakthrough implementations altering local audience dynamic benchmarks.
Special Score & Valuation Metric Matrix
• Bronze: 3 Points | Silver: 5 Points
• Gold: 7 Points | Grand Prix: 12 Points
• Bronze: 5 Points
• Silver: 8 Points | Gold: 12 Points
* Note: Gold that has been selected as Grand Prix will only count points once as Grand Prix. Agency of the year is given to the company obtaining the absolute highest score combined.