This year, we’re shaking things up. For 20 years, the Performance Marketing Awards (PMAs) have been the gold standard for performance marketing in the UK market. In 2027, we’re going global.
Impact, not scale
For the first time, the PMAs are opening up to all markets, with a focus on impact, not scale. That means whether you're a boutique agency in Singapore or a major network player in California, you’ve got a chance to spotlight your work on the global stage.
Alongside 29 new categories that zone in on the breadth and complexity of the industry, we’re also introducing a brand new award that recognises teams punching above their weight: Best Performance Campaign on a Limited Budget. This is for challenger brands, independent agencies and lean in-house teams — awarding the small but mighty.
Plus, we’ll be shining a light on the Market Champion of each region, and in our Grand Prix, awarding the crème de la crème: Campaign of the Year and Programme of the Year, all celebrated in London on 12th May 2027 with a legendary guest host.
Judged by an international panel of experts from brands, agencies, publishers and platforms, this new edition of the awards recognises the collaboration at the heart of the industry.
You have until the 18th of February 2027 to be in the running for a chance to win.
But that’s not all.
The GPMAs & USPAs become one international programme
The Global Performance Marketing Awards are merging with the US Partnerships Awards to become the Global Partnership Awards (GPAs). Taking place in London in October 2027 as part of the Festival of Partnerships, we're combining these two iconic awards into one international programme.
And how do our two global awards come together? The PMAs will judge the work: Did it deliver exceptional commercial performance? While the GPAs will judge the relationship: Did the partnership create lasting value for everyone involved?
This means you can enter both global programmes to share different aspects of your team’s work. So, submit a single client campaign to highlight how you took ROI to the next level, and tailor the same entry to the GPAs to spotlight your partnership’s strength.
Reflecting on the global transformation, Matthew Wood, Founder and CEO at Hello Partner, said: “When I launched the PMAs nearly 20 years ago, it was in a pub near ExCeL with a Ricky Gervais lookalike hosting. Last year we had record entries and Jimmy Carr on stage.”
“What hasn’t changed is why we do it, to celebrate those behind the scenes driving real results for their clients. Going global is about benchmarking the best work worldwide and recognising the creativity, collaboration and optimisation happening in every market. I can’t wait to see what comes in,” he added.
Where to go to be in the know
You can find out more about all the exciting updates for the 2027 edition of the PMAs here. And if you’re eager to get the digest on what it takes to write a winning entry, check out the entry kit; it contains all 34 categories, our judging criteria and all the key dates you don’t want to miss.
Entering for the first time? We’ve got your back. Get in touch with the awards team at awards@hellopartner.com with your burning questions.
For those looking to steal the crown, get your entries in early. Early-bird pricing runs until 19 November, and prices rise at each deadline after that, so the earlier you enter, the more you save.
Plus, the GPAs will be launching soon, so register your interest to be the first in the know.
