JUDGING
An independent jury consisting of leading client marketers, digital media practitioners, agency strategists and other experts will judge the entries.
 
At all voting stages, the judges are prevented from voting for entries submitted by their own agency in their country.   The decision of the jury on all matters relating to the awarding prizes will be final and binding 
 
Judging criteria
A detailed quantitative methodology has been developed to fairly and accurately benchmark and analyse each entry on its merits. This includes the following:

  • Strategy (20%)

Concise and proven evidence of an insightful approach to the overall issue and target audience while being true to this strategy throughout each of the campaign elements.

  • Creativity and innovation (25%)

Originality of idea or concept, creative selection of communications channels and innovation in measurement of results.

  • Execution (25%)

Judges will look for a convincing argument made establishing a cause and effect between the objectives, strategy and results of the campaign. They will also consider other factors such as the effective use of resources, and technical excellence in implementing integrated campaigns.

  • Results (30%)

Judges will consider the difficulty of the task at hand, the scale of the results, how well the strategies and communications methods chosen met the objectives set. Judges will be looking for quantification of results from a credible source (and seek third party verification of awards winners).
In addition to quantified results, judges will be looking for clearly defined strategic objectives with a link to business performance. Insights into campaign overview, major challenges, constraints and execution will support a contextual consideration.