We’re excited to reveal a refreshed and streamlined set of categories for the 2025 CMA Awards.
Following a comprehensive review, we’ve reduced the number of CMA Award categories from 28 to 20. This change reflects the evolving nature of marketing in the built environment and is designed to make entering the awards simpler, more relevant, and more rewarding.
Why we’ve made these changes
Marketing in construction has changed. Digital transformation, AI, sustainability, and social value are now central to how brands operate and communicate. At the same time, the boundaries between disciplines—like PR, content, and digital—have become increasingly blurred.
Today, most campaigns combine a mix of approaches rather than relying on a single tactic. Thought leadership, for example, often includes PR, media coverage, original content, and social media — all working together to build credibility and influence.
PR itself is also increasingly delivered as part of a broader content strategy. Instead of separating these elements into narrow categories, the updated structure reflects how they work together in practice, focusing on the effectiveness and impact of the overall campaign.
The review was led by a dedicated Category Working Group, made up of senior industry professionals who brought deep insight and a range of perspectives:
- Kate Perrin, Marketing Director, Barbour ABI
- Alex Aldous, Director of Marketing and Communications, Gleeds and Chair of CIMCIG
- Charmaine Dean, Marketing Manager, Catnic
- David Pead, Director, Construction and Built Environment Marketing Network
The group reviewed past entries, consulted with previous entrants and judges, and mapped category performance against emerging industry trends. Their goal: to remove duplication, modernise the framework, and create clearer, more inclusive categories.
“Our aim was to simplify the structure and better reflect the modern marketing landscape,” said David Pead, Director at Construction and Built Environment Marketing Network, the organisers of the CMA Awards. “We’ve retained what works and introduced new categories that shine a light on where marketers are really driving value—from social impact to data, integration and sustainability.”
What’s new for 2025
Campaign categories that reflect real-world strategy
To reduce overlap and focus on outcomes, we’ve introduced broader, impact-driven categories such as:
- Best Integrated Campaign
- Best Go-To-Market Campaign
- Best Internal Comms Campaign
These reflect how comms and marketing now work together across multi-channel, multi-stakeholder campaigns.
New focus areas for a changing world
- Best Sustainable Marketing Initiative
- Best Social Value Campaign
- Best Use of AI
These categories recognise the growing strategic importance of environmental, social, and technological transformation.
Recalibrated budget bands
To ensure fair comparison and encourage broader participation, campaign budget categories have been rebalanced:
- Low Budget Campaign (under £50k)
- Mid-Range Budget Campaign (£50k–£150k)
- Big Budget Campaign (£150k+)
People and agency recognition remains key
- Agency of the Year
- Team of the Year
- Emerging Talent of the Year – Agency / Client Side
These awards continue to celebrate individual and team excellence across all types of organisations.
Keeping the CMA Awards relevant, credible and inspiring
These changes make it easier for entrants to find the right category, and for judges to assess work fairly and consistently. More importantly, they reflect how construction marketing is actually being practised today—blended, strategic, and increasingly aligned with organisational purpose.
“We’re incredibly grateful to the working group for their time and expertise,” added Kate Perrin of Barbour ABI, the Headline Sponsors of the CMA Awards. “These changes ensure that the CMAs remain relevant, credible, and inspiring for marketers at every stage of their career.”
Entries Open 1 May 2025
Entries for the 2025 CMA Awards open on 1 May, with winners announced at our Gala Dinner at a new venue in London on 3 December 2025.
View the new categories and entry guidelines
If you have any questions about the changes or choosing the right category, contact us at david@cbemarketing.org.
Alternatively, find out more at our free webinar on Friday, 16 March. Register here
