Judging

An independent jury consisting of leading client marketers, digital media practitioners, agency strategists and other experts will judge the entries.

Great care is taken in selecting a judging panel comprising the right balance of specialist knowledge, experience and objectivity. Strict guidelines, designed to eliminate vested interest or breaches of rules of entry, will be followed. In all categories, judges will look primarily for projects that have delivered against the client advertiser’s objectives. Winning projects will be able to offer demonstrable success in this regard. However, judges will also take into account the ‘level of difficulty’ of those objectives and the degree to which they have been met using innovative and creative treatments.

Judging criteria

A detailed quantitative methodology has been developed to fairly and accurately benchmark and analyse each entry on its merits. This includes the following:

Strategy (20%)

Concise and proven evidence of an insightful approach to the overall issue and target audience while being true to this strategy throughout each of the campaign elements.

Creativity and innovation (25%)

Judges will look for originality of idea or concept, creative selection of communications channels and innovation in measurement of results.

Execution (25%)

Judges will look for a convincing argument made establishing a cause and effect between the objectives, strategy and results of the campaign. They will also consider other factors such as the effective use of resources, and technical excellence in implementing integrated campaigns.

Results (30%)

Judges will consider the difficulty of the task at hand, the scale of the results, how well the strategies and communications methods chosen met the objectives set. Judges will be looking for quantification of results from a credible source (and seek third party verification of awards winners).

In addition, judges will qualitatively be looking for clear definitions in the written submission of the campaign overview, challenges and constraints, objectives, strategy and results.

Wherever possible, provide facts and figures substantiating claims to give judges the most comprehensive and informed view of your campaign.

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