Diageo, Allianz and Bank of Ireland top the list of finalists for the 2025 All-Ireland Marketing Awards (AIM), organised by Marketing Institute Ireland (MII).

Diageo has seven nominations, Allianz six, Bank of Ireland five and six further companies each have three entries shortlisted, including AIM newcomer Lakeland Dairies.

ExtraG.ie, dmg media Ireland's Irish-language news, sport and entertainment site, has been nominated in the Gradam Margaíochta le Gaeilge category.

BusinessPlus.ie will sponsor the B2B Marketing Award, which will this year will be contested by EY, Pinergy, Kerry, Ergo and Lakeland Dairies.

There are 22 awards categories overall, each representing the many different disciplines within the marketing profession, including pricing, digital marketing, innovation, sustainability and international marketing.

“2025 is the 19th year of the MII AIMs and this year we have seen significant progress by marketers in measuring and reporting on the commercial impact of their marketing programmes to drive competitiveness and improve business outcomes,” commented Shane McGonigle, CEO of Marketing Institute Ireland.

The shortlisted entries will now go forward to the in-person judging stage with the eventual winners being crowned on 22 May at a black-tie gala ceremony hosted by Kathryn Thomas.

The in-person judging involves coordinating over 250 people, across 22 award categories, over 11 working days and 100+ judging sessions.

The MII AIM Awards judging process is extremely rigorous from a judging point of view.

Every one of the 108 in-person presentations are chaired by the same chairperson, ensuring a robust and consistent judging process that guarantees the highest standard.

The full list of nominees can be viewed below

Advertising Campaign Award

• Laya Healthcare Fast Access
• Allianz Stop the Drop
• Department of Foreign Affairs Check Your Passports
• Flogas Gas Man Campaign
• National Lottery EuroDreams

B2B Marketing Award, sponsored by Business Plus

• EY Future Won't Wait
• Pinergy Powering Energy Transition
• Kerry Kerry Ready Set Refresh!
• Ergo B2B Strategy
• Lakeland Dairies Elevating Our Millac Brand

Brand Campaign Award

• Diageo Lovely Day for a Guinness
• WaterWipes When Life Plays Dirty
• Irish League of Credit Unions For You, Not Profit
• Tirlán Super Milk Brand
• Allianz Courage Under Fire

Client Agency Collaboration Award

• Bank of Ireland & OMD Culture for Effectiveness
• Diageo & PHD Media/Verve/The Tenth Man/VML/WH PR/Born Social Cross-Agency & Client Taskforce
• Sport Ireland, Titan & Ringers Her Moves
• McDonald's & Zenith Power of a Golden Partnership
• Irish League of Credit Unions & Core Building Trust & Uniting a Sector

Corporate Social Responsibility Award

• Allianz Stop the Drop
• Just Eat Takeaway Celebrating Dublin Pride
• Aldi Partnering with Barnardos
• Kelianov Pringles Movember
• Dublin Port Dublin Port Greenway

Customer Experience Award

• PTSB Altogether More Human
• Allianz Insight into Customer Experience
• ESB National Smart Metering
• Energia Energy Insights Transforming CX
• Musgrave Next Generation Wholesale

Digital Marketing Campaign Award

• Waterways Ireland Reel Life
• Diageo Serving the Right Message
• Level Health Disrupting the Digital Landscape
• Bank of Ireland Aer Credit Card
• Pinergy Growing in a Competitive Sector

eCommerce Marketing Channel

• Diageo Revolutionising B2B Engagement
• SuperValu Online Shopping
• Irish Life Health New to Market Opportunity
• Just Eat Takeaway Fuel for Growth
• Bank of Ireland Elevating the Journey

Emerging Talent Award

• Kellanova Hannah Judge
• Irish Distillers Nathan Clinton
• Allianz Lauren Condon
• Allianz Hannah McNulty
• Diageo Liam El Sibai

Entertainment Sponsorship Award

• Diageo Guinness Lovely Summer for a Guinness
• Diageo Smirnoff Smirnoff x Electric Picnic
• Boots Boots & Electric Picnic
• Londis Londis & Ireland’s Fittest Family
• Pernod Ricard Jameson Jameson - The Year of Music

Gradam Margaíochta le Gaeilge

• dmg media ExtraG.ie
• Sport Ireland A Gluaiseachtai ”Tá sé Casta”
• Energia Seachtain na Gaeilge
• Just Eat Takeaway An Ndúirt Duine Éigen
• An Post Seol Grá

Insights & Market Research Award

• Tourism Northern Ireland When Fun Beats Fear
• Allianz Real Lives, Real Change
• Irish League of Credit Unions Research to Drive Relevance
• Glanbia Performance Nutrition / Opinions Global Nutri-Needs
• Flogas Gas Man Campaign

Integrated Marketing Award

• Keelings Love That Keelings Feeling
• Flogas Gas Man Campaign
• IRS+ From Underdog to Innovator
• Glanbia Performance Nutrition Optimum Nutrition’s Game-Changer
• Heineken Ignite the Magic

International Marketing Award

• Lakeland Dairies Innovating Dairy Alternative
• WaterWipes When Life Plays Dirty
• Payslip Payslip
• Tourism Ireland Home of Halloween
• Ergo International Expansion

Marketing Innovation Award

• Diageo Baileys Baileys Sound Scales
• Cairn Cairn Community Games
• AIB Transforming Digital Discovery with AI
• Bank of Ireland EcoSaver Mortgage
• Dept. Further & Higher Education Building Heroes

Marketing Team of the Year Award

• WaterWipes Purely Driving Success
• Allianz From Outsider to Frontrunner
• Laya Healthcare Laya Healthcare team
• PTSB PTSB Team
• Pinergy Building a Brand

New Product Development Award

• Energia Use Your Smarts
• Tayto Snacks Tayto Cornados
• Lakeland Dairies Innovating Dairy Alternative
• WaterWipes Hydrating Clean & Soothing Clean
• O'Brien Fine Foods Green Farm Snacking

Public Relations Campaign Award

• Boots/Wilson Hartnell The No7 Future Renew Story
• Lidl Ireland/LGFA #GetBehindtheFight
• Fáilte Ireland Winter in Dublin
• Bank of Ireland Fraud Campaign
• Outsurance OUTsurance Market Entry

Small Business Marketing Award

• Menopause Hub Empowering Women
• Keogh's Crisps Keogh’s Crisps
• Marie Keating Foundation Cancer Campaign
• Guaranteed Irish Guaranteed Irish

Sports Sponsorship Award

• Flogas The Energy Behind Team Ireland
• Cairn Cairn Community Games
• John West Ireland John West GAA Féile
• Lidl/LGFA Get Behind the Fight
• Sky Ireland Bound by Belief

Strategy Pricing Award

• Diageo Rockshore That Long Weekend Feeling
• Sky Ireland Sky Mobile Expect More
• Allianz No Haggle, No Hassle
• Tesco Mobile Tesco Mobile

Sustainability Award

• Electric Ireland Electric Ireland
• AIB AIB Sustainability
• Cairn Homes Passive House
• Bewley's Sustainability for Growth
• Regional Waste Management Take a Minute Before You Bin It

Photo: (l-r) Greta Hammel, CMO, Promise Gluten Free; Colin Gordon, Chair of Judging Panel for MII AIM Awards; Shane McGonigle, CEO MII; Gareth Kelly, Head of Marketing, Salesforce. (Pic: File)