JUDGING PROCESS & CRITERIA

 

judges

 

A two-tier system

There will be two levels of success – “Winner” and “High Commendation”.
Results will be decided by a unique mix of judges, meeting twice – first to decide the shortlist – and on a second occasion on the eve of the Festival to select the final roster of winners. This is part of the unique “two-tier” appraisal system.

As part of the unique “two-tier” system, shortlisted campaigns will be announced and the successful entering companies will be re-contacted. The shortlisted company will then have the opportunity to submit more information – including a reel or a video highlighting the campaign’s successes. They will have at least six weeks’ notice before the judging team reconvenes.

This two-tier system has the added advantage of judging the work on its core merits and allowing full and proper reflection from the judges. It also means that agencies can manage their internal costs – only creating videos or taking the time to harness more information for work that is guaranteed to be considered and thus more likely to achieve an Award.

 

Criteria

There will be no more than five shortlisted campaigns for each category. Although the emphasis will change by category, as a general priniciple campaign categories will be scored according to the following eight criteria:

     1. Understanding the clients’ brand and marketing challenge: 10%
     2. Brand insight: 10%
     3. Consumer insight: 10%
     4. Communications strategy: 10%
     5. Creativity: 15%
     6. Activation and/or delivery: 5%
     7. Results by media coverage and frequency (or alternative proxies 
         of reach): 15%
     8. Business results (or alternative proxies of effectiveness): 25% 
 

Media Owner categories will be scored as follows:

     1. Understanding of consumer behaviour: 10%
     2. Understanding of your clients needs: 10%
     3. Innovation in adapting to a changing media market and in meeting 
         customer need: 40%
     4. Change in perception of brand within the media market: 10%
     5. Results delivered for the business: 30%