“First of all, as judges, we need to know about the strategy behind any entry. What was happening in the category or in society? What business objectives were put in place? The best award entries have a clear narrative that tells the story of the campaign, connecting objectives with results and outlining what the entrant did that made it so effective.”
He adds: “I want to know what makes it special. What made it so effective? How was it distinctive for the brand and in the category? What made the audience care enough to do something?”
For Dr Kimberley Hardcastle, assistant professor in marketing at Northumbria University, she’s looking for entries that showcase the power of creativity while demonstrating marketing effectiveness.
“My research interests focus on mission-led brands, therefore this year I am really excited to see how innovative agencies of all sizes showcase exceptional campaigns that combine a creative mission-led approach with demonstrated marketing effectiveness.
“I would love to see where/how agencies have harnessed the power of creativity and marketing talent to make a meaningful difference while achieving exceptional results. I’m a huge advocate of brands that empower and educate, doing this while making a profit isn’t easy, so I’m looking forward to seeing examples of the tangible impact brands are making through mission-driven marketing efforts”.
As the former head of brand and marketing at Into Games and now marketing manager at Sheffield social enterprise Gradcore, Molly Johnston says impact and results are crucial to that winning entry.
“Results and data are integral to your entry! We love hearing about the impact of your campaigns – the nitty gritty details that involve real data, ROI and insights are what help us sort an effective campaign from an award winning one.”
With the early bird deadline on 14th July – you can find out all you need to know about the judges and independent judging process, categories and entry requirements here. Good luck!
