MARKies 2026: 3 Wins, 2 Clients, 1 Team

Construct Digital had a golden night at MARKies 2026 with three wins for two of our key clients. Prudential took Gold and Silver in two of the most commercially demanding categories on the night, Most Effective Use: Marketing Automation and Customer Retention & Loyalty, while Singapore Green Building Council took Silver for Most Effective Use: Govt/Non-Profit Marketing. Here's what was behind these wins.

Build smart. Build once.

For the Marketing Automation Gold, Prudential made a counterintuitive bet: stop renting attention in overcrowded paid feeds, and scale what it already owned. We helped the team build a Customer Engagement Platform, an always-on automation engine that detects intent, personalises the next best message, and routes leads to Financial Representatives while interest is still live.

Cross-sell newsletters, birthday moments, milestone triggers, a 10-stage nurture for dormant customers, all governed by shared decisioning logic that learned and improved with every send. Category-beating engagement, significant APE generated, and an operating model that compounds.

Moments that matter

For the Silver, Prudential's Customer Retention & Loyalty challenge wasn't churn. It was silent drift. Customers who bought once, then gradually disengaged without complaint, until they were gone. The solution wasn't more messages. It was better timing: a moment-based loyalty engine mapped to three lifecycle moments where customers either lean in or pull away.

A propensity model decided who to reach and when. A closed-loop system activated Financial Representatives at the point of highest readiness. The result was a significant year-on-year improvement in retention, protecting substantial APE and lifetime premium value within a historically high-risk segment.

Make Comfort Sustainable

For Singapore Green Building Council, the brief was behavioural change, and the hardest kind. The 25°C indoor temperature standard was scientifically sound and nationally endorsed, but largely ignored. Facility managers feared backlash. Cold was the safe default. So instead of pushing the message harder, the team turned occupants into the proof.

A quiz captured how people actually felt at work. The finding: they weren't comfortable. They were coping. That data became the campaign's central proof point, and organisations were only invited to pledge once the evidence had done its work. Pledges exceeded target. Quiz participation exceeded it by a significant margin.

The through-line

Two clients. Three completely different briefs. One through-line: outcomes you can take to the board.

That's the work we're here to do.

Charanjit Singh is the CEO of Construct Digital, a B2B digital consulting agency with offices in Singapore and clients across Southeast Asia. He has over 20 years of experience building digital strategy and marketing infrastructure for enterprise brands.