Awards categories
Business Sectors
You may submit entries executed in a single channel or multiple channels. Each submission may only be entered once into the relevant Business sectors category. For example, an automotive campaign may be entered into the Automotive category, but not into the Business to consumer category.
Your results should include average cost per response/sale/order and/or average order values. Wherever possible, you should put this in the context of known or projected lifetime customer values, and demonstrate how the campaign achieved incremental business over your targets or over normal trading conditions.
Please indicate clearly whether you were targeting customers or prospects, explain your consumer understanding and exactly how you selected your target audience, and enclose two samples of any fulfillment material if appropriate. Wherever possible, explain how the work you are submitting helps to build the customer's relationship with the brand.
Digital
Given the flexible nature of digital channels, you can enter the same work into several categories if you think that this is appropriate. An example of this could be an innovative mobile marketing campaign: it could be entered into both the Best use of mobile and Best use of social media and viral categories.
You can also enter work into the digital categories even if it has already been entered into other categories outside of digital (for example, an automotive CRM programme that contains a significant digital component could also be entered into the eCRM category).
As digital is highly measurable, a high level of detail will be expected when you present results and measure objectives. Creativity in digital could mean an innovative use of the medium or simply excellence in craft, the judges will be well briefed to weigh up these differences before choosing winners.
Where relevant, judges will also be looking for measurable evidence of a highly effective user experience.
Other Channels
You can enter work into as many Other channels categories as you wish, even if it has already been entered into another category outside of this section. Please include details of your audience understanding and the targeting techniques you employed. Please also provide specific response information regarding enquiries, sales, ROI (if available) or an uplift created for other media.
Indicate your objectives and targeting cl early, and provide results that demonstrate the cost-effectiveness of the campaign in terms of sales and/or leads. Include data on conversion where relevant so the judges can evaluate the return on investment. Include details of any follow-up activity and conversion where appropriate.
Craft Awards
You can enter work into the craft categories even if they have already been entered into other categories outside of this section.
As well as the purely creative crafts of copy, design and art direction, this category includes best data strategy, best media strategy, best brand-building or customer acquisition campaign and best use of new technology.
While entries submitted for the copy and art direction awards are judged primarily on creativity, the judges will still want to understand the strategy and results to be reassured the work was effective and reached targets. However, for entries in the strategic craft categories, strategy and results will be the key judgement criteria although judges will want to see the creative to help aid their understanding, and to reassure them that the work was of sufficiently high quality to merit an award.
For the best brand-building or customer acquisition categories you can submit up to 10 different samples representing your activity. These may be taken from activities within the last two years, but must include some work carried out between 1 August 2010 and 31st July 2011. You must indicate clearly if any of the original thinking or the creative direction was developed by another agency or source, and reference the other agency\'s (or agencies\') contribution where this is the case.
The entry may be a business or consumer campaign, or even cover both consumer and trade communications. You may enter work that was published/broadcast in any combination of media. Demonstrate in detail how the entry has contributed to the company's overall marketing objectives.
Special Awards
Most of the special awards are an opportunity for you to enter an entire campaign which you believe demonstrates excellence in all aspects of its overall evaluation. You may have entered individual elements of your campaign in other categories, for example in the Business, Digital or Other channels categories.
To help the judges understand the breadth of your work you may wish to think of interesting ways to demonstrate the scope of your task. If you choose to use video to illustrate your activity please follow the guidelines for video submissions. As always, the judges will reward the very best results, strategy and creativity.
