Awarded to the best campaign idea. These awards recognise one agency, which, through qualified client testimonial, demonstrates that it has generated a massively impactful and intuitive concept that has been rolled out through either one or multiple channels. It is possible that some channel execution will have been via multiple agencies, and their individual contributions must be clearly specified on the entry submission. Joint entries, with the exception of category 2, Best Collaborative Campaign, are not allowed. Judges will be looking for evidence of the best insight and thinking which has evolved an appropriate media mix, demonstrating outstanding creativity, consistency of brand message and achievement of key objectives.
The focus on the individual categories 1-17 celebrates the diversity of disciplines embraced within a broad cross-media landscape. Some entries will reflect that this is the 'home' media of the entering agency, but in all cases, the insights, quality of the idea and client qualification of the results achieved are paramount. All best communication campaign entries must contain measured customer response elements demonstrating behavioural change and must provide client qualified results. Please index results as appropriate where there is particularly sensitive data. Judges will use their discretion according to the market environment specific to each submission. Please also refer to individual category descriptors.
This award seeks to reward a killer campaign idea that utilises a variety of at least two marketing disciplines (e.g. direct marketing, advertising, sales promotion). One key agency, through qualified client testimonial must demonstrate that it has acted as the lead agency in generating a massively impactful and intuitive concept that has been rolled out through various channels. Judges are looking for evidence of media neutral planning, where the best insight and thinking has evolved a media mix demonstrating outstanding creativity, consistency of brand message and achievement of key objectives. Joint entries are not allowed. Please specify any third party contributions on the entry submissions.
This award seeks to reward a seamless partnership spanning multiple agencies, which has enabled a very impactful concept to be developed and rolled out through an integrated channel mix. At least two marketing disciplines and two marketing agencies will have collaborated and the concept will have been jointly developed. Judges are looking for evidence of media neutral planning, where the best insight and thinking, from more than one agency source, has evolved a media mix demonstrating outstanding creativity, consistency of brand message and significant achievement of key objectives. This is the only Best Award which recognises multiple agencies for a winning campaign. The submission should detail how the collaboration worked successfully for the client in terms of accountability and internal communications with the client. The award should be entered by the lead agency for the overall campaign as defined by the client and will automatically become the principal entry applicant, responsible for all aspects of entry to the Best Awards.
Awarded to the campaign that most successfully utilises digital media to promote a brand for a target audience. It could include a website, microsite, blog, mobile/app, a viral campaign, digital media campaign, a game, an interactive communication piece or anything that usually relates directly to the brand’s owned or paid for communications assets. Judges will be looking for strong innovation and high quality execution, back up by powerful results.
Awarded to the campaign that most successfully utilises social media. For example, this could either take the form of a social media platform or application, an online initiative using existing or a new social networks, or finally, a campaign where an initial idea or experience and message is actively distributed and/or adapted by a participating key audience to positive brand effect using social channels. Judges will be looking for innovative thinking backed up by substantive metrics that prove success of the campaign.
Awarded to the campaign demonstrating that creative use of technology has led to the campaigns overall success. For example, It could be a campaign using cutting edge technology such as HTML 5.0, Augmented Reality, Google +1, or it could be through innovating a piece of technology or a platform: as a result it will have transformed the way a Brand fundamentally now communicates or operates using digital, either within a campaign or in its communication strategy. Judges will be looking for technology driven innovation, creatively exploited with high quality execution, backed up by outstanding potential or results.
Awarded to the campaign that best utilises direct marketing as the major communication strategy. Demonstration of successful targeting to achieve set objectives is key.
Awarded to the best data led campaign where data is at the heart of a longer term, consistent, customer interaction strategy. The processes, software support and on/off-line channels should evidence a consistent client interface and brand experience. Demonstration of customer development and engagement, with deepening brand involvement, must be supported by qualified results from the client.
Awarded to the campaign that best utilises sales promotion as the major communication strategy. Qualified evidence from the client must be supplied to enable performance evaluation. The judges will also be looking for innovative thinking and high quality execution.
Awarded to the campaign that best utilises any paid-for media be it TV, radio or press advertising, as the major communication channel. The judges will be looking for creative use of media and outstanding results. Clarity of message, strong calls to action and high quality execution will also be considered.
Awarded to the campaign that best utilises sponsorship as the major communication strategy. The judges will be looking for the part of the campaign owned by the agency that contributed most to the success of the sponsorship, whether that was the deal-breaking aspect or the creativity. They will consider the quality and value of the partnership brand fit as well as how the partnership has been activated. At the judges’ discretion, it is possible this award may split into two variants. For example, it might be considered whether the sponsorship uses and extends an existing client property or is an original property activated for the client.
Awarded to the campaign that best utilises experiential marketing activity as the major communication strategy. Demonstration of brand involvement and strong calls to action will be considered. Qualified evidence from the client must be supplied to enable performance evaluation. At the judges’ discretion, it is possible this award may split into two variants. For example, it might be considered whether the experiential activity is an inherent part of the sales activity or is seen as brand awareness.
Awarded to the best campaign where PR has driven an innovative idea at the heart of the communication focus and strategy. Demonstration of brand involvement and strong calls to action will be considered alongside qualified evidence from the client. Judges will also consider whether an existing client idea/asset has been amplified through PR activity or the idea has been self-generated by the PR agency. PR specific results should be split out from larger integrated campaigns.
Awarded to the campaign which most innovatively targets the ‘gatekeeper to purchase’ in order to drive sales. Evidence of shopper insights combined with a demonstration of a thorough knowledge of the relevant trading environment(s) should be backed up with compelling results. Qualified client results from the campaign should focus on the sales transaction.
Awarded to the best campaign that has generated a huge result from a relatively modest investment. The judges will also be looking for innovative thinking and high quality execution. Proportional budgets relative to each kind of channel activity spend will be considered and also the market relative to each entry. As a guideline, budgets of around £50,000 are suggested for entry. NB. Isolated small-run activities trading off an established big brand with high levels of marketing spend elsewhere are not appropriate for this category.
Awarded to the best campaign in any marketing discipline that has demonstrated a significant qualified brand impact on an overseas audience. This is aimed exclusively at UK owned agencies that have developed successful overseas activities. Campaigns could include international adaptations of UK campaigns or unique initiatives for a local overseas audience. The judges will be looking for great insight and thinking that has evolved an appropriate media channel response. Demonstration of high quality execution, outstanding creativity, clarity of brand message and achievement of key objectives will also be considered. UK translations of any pertinent radio scripts or key messages etc. should be included as extra material if appropriate, to facilitate judging.
Awarded to the campaign that has best focussed on developing business customers and/or developed trade channels in activities which have elicited the most effective response. Qualified evidence from the client must be supplied.
Awarded to the campaign where a significant aspect of the work has been delivered by a young agency team. They will be recent graduates or people aged under 25 years. The judges will be looking for innovative thinking and high quality execution, backed up by excellent results with qualified evidence from the client supplied.