Why do special awards exist?

GBWA team wanted to provide the opportunity to any company, who considers any of its products or product categories so special that they do not fit any of the classic nomination categories to be able to participate in the GBWA. Also, Award Management Team is aware that there are specialized niche products targeting a special circle of consumers, which cannot be part of a standardized award system. However, these companies are worth the acknowledgment as well and GBWA offers a flexible alternative for them. Also, these awards are excellent tools to support marketing objectives while considering prestige is important as well at the same time.