INNOVATION and achievement in marketing campaigns are symbolised in a new design created for Hong Kong's Award for Marketing Excellence. The award, presented by the Hong Kong Management Association (HKMA) and sponsored by TVB, marks its 10th anniversary in September. Designer David Hillman from Pentagram created the design to celebrate the award's milestone. Mr Hillman selected a classic image as the symbol of the marketing award. 'I used the image of a light bulb for an idea,' he said. Inside the light bulb is a five-pointed star on which the names of the winners will be etched. The star denotes excellence. 'It was the ideal symbol on which to inscribe the winner's name,' he said. The award-winning designer has created corporate identities for many companies, including Swiss engineering firm ABB, Swedish paper, pulp and forestry group SCA, insurance group Skandia, the Oriental Plaza Beijing and the Tate Gallery. Pentagram, once described by the Financial Times as the 'Rolls Royce of design', created the logo for last year's soccer World Cup as well as logos for Reuters, Mandarin Oriental, Lloyd's, Clarks, Arthur Andersen, Nissan, and King's College London among others. HKMA public relations manager Wing Leung said a panel headed by Angela Bassage, managing partner of marketing development at McDonald's, agreed on the award's final design, which was moulded out of clear acrylic. The panel also included S. K. Cheong, marketing and sales controller of TVB, and Mary Chiang, director of Mary Chiang Associates. Mr Cheong said the new design exemplified outstanding campaigns. 'The trophy is full of impact, in this case visually, as all award-winning campaigns must be. It is innovative and yet purposeful. Excellent marketing campaigns too must also be innovative, but with a clear purpose in mind,' Mr Cheong said. 'And it is attractive and up to date in its styling.' The HKMA/TVB award was introduced 10 years ago and retained the original design until it was decided to introduce a new one to mark the anniversary. The HKMA evaluates nominated campaigns on the basis of rationale of a marketing effort, strategy, pricing, distribution, target audience, results, research and creativity.