Judging Criteria

The judges will be looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign award categories. They will also consider the structure, presentation and clarity of each entry.

Each entry must include information under the following headings:

• Objectives & Budget (1-10 points)
Judges will be looking for what you were looking to achieve from the campaign and any targets that were set. We recommend showing targets as quantifiable metrics e.g., ‘Increase conversions from 150 to 300 a month’ rather than ‘Increase conversions by 10%’. Please include a breakdown of implementation costs, staffing costs, agency fees etc. All elements of the entry form are confidential and judges will not share this information. If you are unable to provide a detailed budget breakdown, please include the financial band your budget is within along with the percentage budget allocated for staffing costs, agency fees and media spend etc.

• Target audience & strategy (1-10 points)
Judges will be looking for details about the audience you were targeting and your overall strategy to reach them, as well as the strategy to meet the overall objectives.

• Implementation & creativity (1-10 points)
Provide a detailed explanation of your implementation for the campaign. Include screenshots to help visualise campaigns. Provide information on the creativity of the campaign.

• Details of any challenges faced and how these were overcome (1-10 points)
Tell the judges what challenges were unique to you and how have you overcome them. What was the end result of overcoming these challenges?

• Results & evaluation (1-10 points)
Relate your results to the objectives and targets. Provide actual numbers rather than percentages wherever possible and show tangible results.

• Why should your campaign win? (1-10 points)
What do you think sets your campaign apart from the other campaigns being judged? Judges will in particular be looking for the thing that makes this campaign different to the others, what is unique?

Any entries that do not include information under all of these headings will be marked down. If appropriate you may include up to three pieces of supporting materials.

Culture Awards

The judges will be looking for a clear description of the agency’s culture and how this contributes to its growth. They will be expecting to hear how training and development are used to help support the agency team in securing new business and growing existing accounts.

Each entry must include information under the following headings:

• Overview of the Agency / Team
Give details of the number of employees, structure etc. Judges will be looking for clarity and context to help understand more about your agency or team.

• Details of company culture initiatives & budget allocated (1-10 points)
e.g., flexible working, holiday schemes, training and development, incentive schemes, rewards packages, CSR and volunteering initiatives

• Evidence of positive impact/results of any initiatives (1-10 points)
e.g., increased productivity, staff retention, staff promotion and development

• Why you think you should win (1-10 points)
What do you think sets your culture apart from other agencies/teams being judges? Judges will be looking for the thing that makes your culture different to the others, what is unique?

Any entries that do not include information under all of these headings will be marked down. If appropriate you may include up to three pieces of supporting materials.

Agency Awards

Judges will be looking for agencies that can demonstrate an ongoing and sustained commitment to delivering best practices while showing a creative and innovative approach to search. Judges will also consider the structure, presentation and clarity of each entry.

Each entry must include information under the following headings:

• Overview of the Agency / Team nominee
Provide an overview of the nominee. Include numbers, staff turnover, roles etc for agency and team nominations.

• Agency / Team objectives (1-10 points)
Tell the Judges what you were looking to achieve and any targets that have been set within the agency or team to help achieve your goals. What were your individual goals? We recommend showing targets as quantifiable metrics e.g., ‘Increase conversions from 150 to 300 a month’ rather than ‘Increase conversions by 10%’.

• Recent work example(s) (1-10 points)
Provide details of recent client or campaign work. How does your recent work display creativity and make your agency, team or rising star stand out amongst others?

• Details of any recent achievements (1-10 points)
What makes your team or agency stand out? Please include details of any achievements you feel make your agency or team award worthy. What are you proud of?

• Details of any challenges faced and how these were overcome (1-10 points)
What challenges were unique to you and how have you overcome them. What was the end result of overcoming these challenges? Tell a story.

• Why should your Agency / Team win? (1-10 points)
Show the Judges what you feel makes you stand out amongst others and why you feel your entry is award winning. What makes you unique? What gives you the competitive edge?

Any entries that do not include information under all of these headings will be marked down. If appropriate you may include up to three pieces of supporting materials.