McDonald's SG defends crown at the Marketing Excellence Awards 2025

For the third consecutive year, McDonald’s Singapore has taken home the coveted ‘Marketer of the Year’ title at the 13th annual Marketing Excellence Awards, reaffirming its leadership in the local marketing landscape. The brand emerged as the evening’s biggest winner, walking away with six Gold, six Silver, and five Bronze trophies.

Standout campaigns included “My happy place”, “Garlic chilli. It’s a Singapore thing.”, “The McGriddles® close friends list”, “Sweet paprika chicken McCrispy – The crispiest takeover”, “Breaking fast this Ramadan, the McDonald’s way”, “Collect quest”, and “The McGriddles® breakfast icon collection.”

Brought to life in collaboration with Leo Singapore, OMD Singapore, BandwagonLabs, and Distilleri, these campaigns triumphed across categories such as ‘Excellence in Customer Engagement’, ‘Excellence in Digital Marketing’, ‘Excellence in Loyalty Marketing’, and ‘Excellence in Marketing to a Specific Audience’, highlighting McDonald’s knack for connecting with diverse audiences through creativity and cultural relevance.

HSBC Singapore also impressed with six Gold, two Silver, and one Bronze trophy, winning accolades for campaigns like “HSBC mind athletes tournament” (with VML Singapore) and “Play it forward” (with Ogilvy Singapore).

Pan Pacific Hotels Group followed closely, taking home five Gold and one Silver, thanks to campaigns such as “Analyse, architect and activate: Next phase of channel-first to audience-first approach and strategy” and “Beyond the booking: Personalisation online to onsite”, delivered with Digitas Singapore and Mezzo Labs.

Other notable winners included Mandai Wildlife Group, Samsung Electronics Singapore, Ministry of Digital Development and Information, Mastercard, Sentosa Development Corporation, Singtel, and Victory Hill Exhibitions.

Check out the full list of winners here.

The Marketing Excellence Awards 2025 culminated on 19 September with a gala at The Ritz-Carlton Millenia Singapore, celebrating the industry’s finest in marketing innovation.

Evaluated by an independent jury of senior client-side marketers—including leaders from Children’s Cancer Foundation, DMK, Endowus, GIC, Mandai Wildlife Group, Pan Pacific Hotels Group, The Coca-Cola Company, and Thomson Medical—the awards reflect true peer recognition.

Congratulations to all finalists and winners whose bold ideas and creativity have set new benchmarks in marketing. We look forward to the next wave of groundbreaking campaigns at #MarketingExcellenceAwards 2026.