Who’s in the running? Loyalty & Engagement Awards 2025 finalists unveiled

The wait is over. The finalists for the Loyalty & Engagement Awards 2025 have officially been unveiled.

Now in its 13th year, the Loyalty & Engagement Awards shines a spotlight on the region’s most innovative and impactful campaigns in loyalty, engagement and relationship marketing.

The 2025 edition features 51 open categories, welcoming back fan favourites while adding a wave of fresh and timely additions. Among the standout new categories are ‘Best Loyalty Strategy – Health & Wellness’, ‘Best Loyalty Strategy – Multi-Generational’, ‘Best Engagement Strategy – Metaverse Marketing’ and ‘Best Use of Events’.

Beyond individual category wins, agencies will also battle it out for the coveted Agency of the Year titles under three pillars: Loyalty, Engagement and Relationship Marketing. Meanwhile, the brand that tops the charts across the board will be crowned L&E Brand of the Year.

Judged by an esteemed panel of 21 senior marketing leaders from across the region, the evaluation process for the Loyalty & Engagement Awards 2025 was rigorous and discerning. With sharp insights and diverse expertise, these industry leaders carefully assessed every entry to spotlight only the most compelling, creative and results-driven work of the year.

From the jury panel, Siew Lai Wong, chief marketing officer of BIG Caring Group, noted a meaningful shift in how brands are approaching loyalty and engagement.

“This year’s entries clearly reflect more purposeful and customer centric strategies. Many brands are moving beyond transactional loyalty to build meaningful long-term relationship by blending creativity, data, and impact,” she said.

Echoing the same sentiment is Joanne Wang, group head of marketing at The Entertainment and Education Group (TEEG), who said that the submissions this year sparked fresh thinking.

“The entries this year were solid. Several submissions offered valuable insights and best practices that sparked new ways of thinking for my own work. It was also interesting to see how different industries tackle similar challenges,” said Wang.

Meanwhile, Libai Zhuo, head of customer happiness digitalisation at Circles, said she was inspired by the fusion of technology, emotion and business results.

“I’m truly impressed and inspired by this year’s entries, especially those that combined advanced tech innovation, deep emotional resonance, and strong business impact,” Zhuo said.

Sharing a similar perspective, Hayley Yew, head of customer development at Coca-Cola Refreshments Malaysia, appreciated the thoughtful approach behind some of the strongest campaigns.

“What stood out to me was the subtle shift in how some brands are choosing to engage i.e. leaning into depth over noise, real human stories over one-off stunts, and meaningful service over surface gestures,” she said.

“Not every campaign hit the mark, but the stronger ones showed clear intent and a long-game mindset… it’s encouraging to see the bar steadily rising and where it’s heading is exciting,” Yew added.

Lolitta Suffian, vice president, group customer experience at TM Technology Services, highlighted the genuine effort brands are putting into building authentic connections.

“The calibre of entries shows just how far brands are willing to go to truly understand, engage, and reward their customers. It’s heartening to see so much creativity and care put into building genuine relationships,” said Suffian. “It reminds me why loyalty is more than just points; it’s about people.”

The winners of the 13th annual Loyalty & Engagement Awards will be crowned at a live gala dinner and celebration on 21 August at Shangri-La Hotels & Resorts in Singapore.

Curious to see who’s in the running? View this year’s finalists here.

For gala packages, speak to our project managers:

Mohanesh Kumar
Senior Regional Project Manager
Tel: +65 6423 0329 Ext 230
Mobile: +65 9895 3365 / +6016907693
mohaneshk@marketing-interactive.com

Cariza Ratin
Senior Regional Project Manager
Tel: +65 6692 9031 Ext 815
Mobile: +63 9773992585
carizar@marketing-interactive.com

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