Advertisers Pick ‘The Manager’ and ‘Manager Kim’ as Programs of the Year at 2026 KAA Awards on Nov. 22

Leaders driving innovation in media and marketing take center stage

The Korea Advertisers Association (KAA) on the 13th officially announced the winners of the “2026 KAA Awards”, honoring those who led innovation across the media and marketing ecosystem this year. Outstanding programs, news coverage and marketers that helped maximize corporate brand value and foster a healthy advertising culture were recognized, drawing wide industry attention.

The entertainment category of the “Program of the Year Award”, which drew the most attention, went to MBC’s “The Manager” and KBS2’s “Boss in the Mirror.” In the drama category, SBS’ “Manager Kim” won for its vivid portrayal of the everyday struggles of office workers and its strong public buzz. The programs earned praise for providing advertisers with ideal marketing platforms backed by broad appeal.

Four reports won the “Newspaper Planning Award” for using in-depth reporting to put major social issues on the agenda. The projects included Dong-A Ilbo’s “AI Robots Transforming K-Manufacturing,” Maeil Business Newspaper’s “Visiting Advanced Countries With Zero-Accident 2.0,” Chosun Ilbo’s “Electricity Bill Shock Brings Industry to a Halt” and Korea Economic Daily’s “The Power Struggle for Dominance in the Electric Nation.” The projects won high marks for sharply analyzing urgent challenges facing industry.

In the broadcast category of the “Feature Reporting Award,” SBS’ “The Fourth Wave: AI in My Life” won for its multidimensional examination of the sweeping changes brought by the AI era. In the online category, Seoul Economic Daily’s “Korea Company Atlas (Corporate Landscape)” was selected for its in-depth look at the country’s corporate ecosystem.

The “Marketer Award,” honoring practitioners who delivered outstanding results amid fierce market competition, was presented in three categories: brand, marketing strategy and marketing impact.

In the brand category, the winners were Hyundai Motor Group’s PR Planning Team for “Gift Car PLAY ON,” Yoo Ji-yeon, team leader of LG CNS’ Brand Experience Strategy Team, for “When Technology Meets People: Connection Leads to the Heart,” the CE Division of Samsung Electronics Korea’s IMC Group for “2026 CE Integrated Samsung AI Newlywed Home Appliances Campaign,” and Dongwon Group’s Communications Office for “Answering Needs.” They were recognized for their outstanding contributions to strengthening brand value.

In the marketing strategy category, LG Uplus’ Brand Marketing Team won for the “Simple. Lab Campaign,” while Kyungdong Navien’s Brand Communications Team won for the “Lifestyle Air Solution Campaign 〈The Air in Our Home Is Kyungdong Navien〉,” demonstrating differentiated strategies. In the marketing impact category, Dong-A Pharmaceutical advertising team manager Go Min-ji won for “Eolbaksa 〈Dream Combination〉,” which demonstrated tangible gains in brand awareness and sales.

The “Lifetime Achievement Award,” given to an individual who has devoted many years to advancing the domestic advertising industry, went to Kim Seung-il, former vice president of Kolon and former chairman of the Korea Advertisers Association’s operating committee.

The awards ceremony will be held on the 22nd as part of the main “2026 Korea Advertisers Conference” at The Westin Josun Seoul in Jung-gu, Seoul.