The category shines a spotlight on work that truly pushes the boundaries of the marketing mix — whether it's daring product design, innovative packaging, inventive media strategies, or disruptive promotions, says the awards. 

OLIVER, part of the Brandtech Group, has been confirmed as the Innovation category sponsor for the 2025 awards season. "The Mark Awards encourages the industry to look beyond the ordinary, recognising that innovation isn't about rewarding ideas that fit neatly into existing categories," says Paul van den Berg, MD, EMEA Emergent Markets at OLIVER.

"The marketing industry often mistakes novelty for innovation — chasing new tools or the title of 'first to market.' But true innovation isn't about who gets there first; it's about reshaping the landscape through new thinking. Challenging the status quo is essential to an environment that fosters meaningful progress. It's the simplest solution, the unexpected perspective, or the bold move that redefines how our local brands show up in our markets and on the global stage. The Mark Awards stands as a testament to the fact that courage should be rewarded and that progress is driven by bold, intentional decisions — not just the passage of time," van den Berg says.

The Innovation jury brings together leading international and local experts in strategic thinking, marketing effectiveness and brand transformation, says the awards. Genevieve van Vuuren, Innovation Partner at RAPT Creative, will lead the panel, alongside Texas-based Valarie Vacante, VP of Solutions Innovation at Dentsu.

The Mark Awards says the jury panel includes: 

• Musa Kalenga (CEO, Brave Group)
• Erna George (Head of Data and Analytics, PepsiCo)
• Yuvisti Ramgulam (Director of Client Service, OLIVER MEA)
• Tanja De Korte (MD of Rainmaker Media), and
• Dan Marcus (Founder and CEO, Kohort).

"To us, innovation represents the mindset shifts, structural changes and creative leaps that make brands more relevant, agile and impactful," says Yuvisti Ramgulam, Director of Client Service at OLIVER MEA.

"Innovation in the age of GenAI is not just about adopting the latest technology but about the transformation that results from it. The most effective brands don't merely react to change — they anticipate, craft and channel it. This category represents the kind of thinking that moves industries forward, and that's exactly what OLIVER stands for," adds Ramgulam. 

The Mark Awards concludes that entry submissions open on Saturday, 1 March. 

For more information, visit www.themarkawards.com. You can also follow MarkLives on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor