It’s the 35th NZ Marketing Awards this year – time to celebrate! But first, a look at how the event has grown from a boardroom gathering to the best night on the calendar.
35 years ago, marketing was very different: no social feeds, no real-time analytics, no dashboards and no martech software humming in the background. But then – as now – there was the belief that marketing should be judged on its business impact.
As the YouTube NZ Marketing Awards turn 35 this year, they are one of the local industry’s most enduring traditions. But they didn’t start out as a Spark Arena spectacular with global judges and big musical acts to close the night. The early days were a lot humbler.
How it all started
Although there were versions in the 1980s, the NZ Marketing Awards proper began in the early 90s, emerging from a partnership between TVNZ and NZ Marketing magazine.
Creative awards dominated the industry conversation, and there was growing appetite for something different. Marketers wanted a platform that recognised strategy, leadership, innovation and – of course – results.
So, the Awards focused on rewarding work that could demonstrate clear business outcomes, not just creative flair and clever execution.
The early years
In the beginning, entries to the Awards were a little lighter on the gloss, but marketers still had to clearly articulate the problem they were solving, the strategy behind their work and the results delivered.
Like a school maths test, ‘showing your working’ was key. This emphasis on substance over style quickly became a defining feature.
Before the NZ Marketing Association came on board as a partner, Awards ceremonies were fairly intimate affairs. They were often held in hotel boardrooms with an audience mostly of senior marketers and agency leaders. The spotlight was on peer recognition and credibility among people who really understood the craft.
MA joins the party
In 2007, Vincent Heeringa at HB Media acquired NZ Marketing magazine, along with the Awards – which were about 12 years into their history.
There was room for improvement. The Awards’ previous owners had gone into receivership and sponsorship money had been pulled.
Heeringa says it was like starting from scratch. “It was already mid-year and we really needed to put on a show, but had no money, no venue, no date and no events team.”
Enter, the Marketing Association.
“It seemed mad to me that over the years the Marketing Association had nothing to do with the NZ Marketing Awards. They were both trying to achieve the same thing. So, I rang up Sue McCarty, CEO of MA back then, and over coffee we did a great deal to partner on the Awards.”
It was the beginning of a beautiful partnership. The MA brought their events chutzpah, and NZ Marketing brought the audience and the brand.
“On the smell of an oily rag and with lots of hard selling, we put on a great show for about 250 people,” says Heeringa.
The night was a big success, but it wasn’t all smooth sailing.
“The band blew the power circuit in the Crowne Plaza. For about seven minutes we were in complete darkness, and then we got hammered and danced all night like absolute idiots. It was a memorable night.”
A few years later, SCG took over ownership of the magazine and the Awards continued.
Marketing grows up
As the marketing discipline expanded, the Awards evolved. By the 2010s, the industry had grown to incorporate more data, digital platforms, customer experience and technology.
“We had the critical mass to really invest in it and help it grow,” says David Atkins, joint managing director of SCG. “There was now a strong team to design all of the multimedia, and a better budget for production.”
A refreshed Awards programme appeared in 2012, under a new Everything Marketing banner. New categories reflected the complexity of modern marketing, from sector-specific awards to sustainability and long-term strategy. The aim was to make the Awards more inclusive while retaining the focus on success and leadership.
By the mid 2010s, the Awards were outgrowing hotel venues. Attendance steadily grew and the event became a genuine highlight on the industry calendar. MCs became part of the experience, with comedian Te Radar returning year after year to guide proceedings.
Other well-known faces have hosted over the years, including broadcaster Hilary Barry, reinforcing the Awards’ place in the wider media and business landscape.
“I remember one time we were asked what we wanted this year. I said, ‘Fireworks,’ as kind of joke,” says Heeringa. “As Sue and I announced the winner on the night, two canons blew up beside the stage, sending confetti everywhere. I got a huge fright!”
Arena time
The awards evolved to include campaign categories. This allowed companies to enter tactical work, as long as it aligned with an overall marketing strategy. The change fuelled interest in the Awards – and growth in the number of entrants.
In turn, the event eventually made a move to larger venues – most recently Spark Arena – becoming a full-scale production.
Atkins says: “Things grew steadily – the audience has almost doubled. And once John Miles from the Marketing Association got involved, we moved into a joint venture rather than the MA just sponsoring the Awards. This is when they really went to the next level.”
Credibility and celebration
Now, with close to 1000 guests, the Awards balance industry credibility with a sense of celebration.
“At the Marketing Association we love helping marketers be brilliant, and the Awards really are a highlight of the year for us – because we get to see marketers showcase that brilliance,” says Miles.
“Each year the YouTube NZ Marketing Awards celebrate the work that is setting the standard for marketing in Aotearoa – winning one is incredibly prestigious.
“Meanwhile, Awards night itself goes from strength to strength. I’d say it’s now the premier event on the marketing calendar in Australasia.”
Roll on 2024. This was the year YouTube came on board as premier sponsor and the event kicked up another gear. “The partnership with YouTube has helped propel the Awards to being a true international-class event,” says Miles.
The global streaming giant secured top afterparty acts who are absolutely at home playing arenas. After Synthony wowed the crowd in 2024, DJ Cyril brought the beats in 2025.
While this year’s artist or artists have yet to be revealed, one thing is certain: YouTube is keen to come to the party.
“I’m so pleased that YouTube has signed on as premier sponsor of the YouTube NZ Marketing Awards for the next three years,” says Caroline Rainsford, country director for Google NZ.
“YouTube is the heart of culture, with music, sports and entertainment, and your brand at the centre of it all. No matter your objective, YouTube puts the most trusted creators alongside AI solutions that deliver the results.
“I can’t wait to see what the entries of the 2026 Awards bring to the table!”
Evolution, with marketing at the heart
The Awards continue to evolve, reflecting how marketing has changed. This year, for example, a new category cover AI has been introduced – recognising how marketers are using this tech to supercharge their work.
What hasn’t changed though is the point of it all: celebrating the work that delivers real impact and reminding us why marketing matters to business.
“We know marketing really shifts the dial for businesses and we know that the campaigns and strategy coming out of Aotearoa hold their own against the best in the world,” says NZ Marketing editor Penny Murray.
“The Awards have such a proud history and it’s been an honour to pick up the baton.
“It seems like every year the bar is raised a little higher, and I do believe that the YouTube NZ Marketing Awards – with their emphasis on strategy and real-world results – spur our industry on to greater achievements each year.”
A great partnership
The NZ Marketing Awards are delivered through a close partnership between NZ Marketing magazine and the NZ Marketing Association.
NZ Marketing – the magazine the Awards are named after – is now published by SCG. As well as write-ups on all winners in print and online, the NZ Marketing and SCG team are deeply involved organising the event. Areas of expertise include sponsorship, comms, branding and producing video and physical materials for the big night. The giant NZ Marketing magazine cover is a favourite backdrop for Awards night photos.
The MA brings their passion for making marketers be brilliant, access to top marketers and skill in staging events. The association co-ordinates the two rounds of judging, appointing judges from their membership base as well as overseas and ensuring entries are assessed against clear and consistent criteria.
Together, the two organisations review the categories and judging rubrics each year – the rigorous process is a big part of why the awards carry weight within the industry.
This story comes from NZ Marketing magazine issue 86, March-May 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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