MARKETING ACHIEVEMENT AWARDS 2026 – DOUBLE DISTINCTION FOR COMMA

At COMMA, we believe that creativity and high aesthetics achieve their true potential only when they serve a clear commercial objective. This philosophy, marrying data-driven marketing with holistic brand systems, was recently recognized at the Marketing Achievement Awards 2026, where COMMA secured two Bronze distinctions for our work with Parex and Maison Minrelle.

Celebrating 16 years in strategic communication, these awards are a proud moment for our team and a testament to the shared vision we build daily with our clients. For us, every campaign is an opportunity to deliver real, measurable growth where it matters most.

1. Case Study: Parex – Evolving from Product to Experience-Led Brand

Category: Best Marketing Strategy for Brand Building

The Challenge: Parex, a legacy manufacturer with a 46-year heritage, needed to shift its brand perception from a traditional comfort shoe into a modern, lifestyle fashion destination, without alienating its existing customer base.

The Strategy: COMMA engineered a comprehensive 360° repositioning blueprint rooted in qualitative and quantitative market research. This insight led to the creation of the brand platform Lightsteps, transitioning Parex into a fully integrated Omnichannel brand.

• Omnichannel Alignment: We overhauled the entire visual asset system, cross-channel art direction, and premium packaging architecture to establish an immediate premium position.
• Sensory Retail Experience: We brought the brand identity into the physical stores by creating a custom signature scent and curated music playlists across all 18 retail locations, significantly increasing brand recall and customer dwell time.
• Performance & Content: Deployed cinematic storytelling coupled with an aggressive short-form video strategy on TikTok, successfully engaging a younger, style-conscious audience.

The Impact: This alignment drove a considerable revenue increase across both e-commerce and physical retail channels. Crucially, the campaign achieved substantial growth in Customer Retention (Returning Users), proving that sustainable brand equity is built on long-term loyalty.

2. Case Study: Maison Minrelle – Building a Complete Brand System From Scratch

Category: Best Implementation of Branding Elements (Voice, Identity, Promise, Values, Targeting, Positioning)

The Challenge: Launching a new fashion brand in a hyper-saturated market requires absolute consistency. The goal was to build a brand with a distinct voice and unwavering aesthetic consistency that embodies a modern European approach to women’s footwear, functioning seamlessly across all touchpoints.

The Strategy: COMMA developed Maison Minrelle as a fully controlled, synchronous brand system from day one. We translated the core values of minimal design, modern femininity and everyday elegance into a functional branding ecosystem.

• Naming & Identity: Formulated the name Maison Minrelle to set the baseline for its premium positioning, supported by a minimal and editorial visual identity system applied meticulously across digital, retail, and custom packaging.
• Physical Retail Footprint: Successfully launched two flagship boutiques in Nea Smyrni and Piraeus. COMMA directed the entire retail experience framework, spanning spatial interior design, storefront window choreography, signage, and custom operational uniforms for the staff.
• Sensory & Creative: We extended the brand’s aesthetic into a multi-sensory retail experience using a signature fragrance and curated music playlists. At the same time, we aligned the fashion design team on seasonal creative directions to ensure the product line perfectly matched the outward marketing narrative.

The Impact: The execution successfully transformed a design concept into a high-performing retail asset. Despite being in its early launch phase, the unified execution generated immediate market validation, rapid consumer trust, and optimized retail flow, proving that a structured brand system is the single most effective vehicle for scalable growth.

Looking forward: These distinctions belong equally to our internal team of strategists and creatives, and to our partners at Parex and Maison Minrelle who challenge us to re-engineer retail benchmarks. We continue our journey with an aggressive retail mindset, ready to rapidly adapt our frameworks to new industries and provide our clients with a distinct competitive advantage.

Want to see how we can transform your brand? Connect with our team today to discuss your next project.