Judging & Rules
Judging Process & Rules
Judging Procedure
Judging of the IMPACT Awards takes place online on the Awards Platform during the month of November. The selection of up to 60 senior jury members from a variety of marketing disciplines (up to 6 from each country organisation) aims to evaluate entries based on proof that integrated marketing communications was key to the success of the campaign. A judge is not allowed to review and provide a score for any entry from their own country.
Judging Criteria
a) Are the objectives outlined clear, concise, measurable and achievable?
b) Are they clearly explained?
c) Do business objectives state sales, share or profit targets?
d) Has the entrant detailed why these objectives are significant in the context of their situation?
a) Is the choice of media channel(s) the correct one(s)?
b) Do they support the creative execution in achieving the objectives?
a) Needs to clearly demonstrate that the choice and use of marketing communications were the reason for the campaign’s success.
b) Is the competitive environment clearly defined?
c) Is the target audience outlined and is a rational explanation given as to why this target group was chosen?
d) Examine the insight about the target audience that led to this strategy. Is it clear?
a) Does the evidence of results clearly demonstrate success in meeting the stated objectives and the degree of challenge represented by the objectives?
b) The visuals or supporting information provided, have they effectively demonstrated the attained growth? Are the graphs readable?
c) Does the evidence show results from all markets the campaign was launched in?
d) Has all data been referenced? As a jury member, you have the right to verify information and sources.
Score
The entry briefs are scored on a 1-25 scale per criterion (1 = not effective, 25 = excellent). 100 is the maximum score. Scoring is based on each campaign’s success in achieving its specific objectives and demonstrating a strong strategy and use of marketing communications. Each entry is reviewed by a minimum of 7 jury members. The Jury Chair may review a jury member’s scoring which is consistently high, low, or deviates significantly from the average for a specific entry.
Once all entries have been scored, the Jury Chair then recommends winners to the IMPACT Council who determines which entries are winners. No entry scoring less than an average of 70 can be considered as a winning entry. The minimum score for a campaign to be eligible for a Bronze Award is 70, 77 for Silver, and 85 for Gold.
Setting a minimum score level to be eligible for a Gold, Silver and a Bronze award is important to maintain the value of the award. By establishing a minimum score level, clients and agencies alike are aware that when they receive a Gold, Silver or Bronze award, the effectiveness of their work has truly been outstanding. Gold winners are aware that their campaigns have truly met the highest standards. If two campaigns receive the same score, and their score is high enough to receive an award in that category, they receive the same level of award.
The Grand Prix Award can only be awarded by the Chairperson and IMPACT Council for a campaign which has stood out and provided the ‘WOW’ factor. The Jury Chair and the IMPACT Council may choose not to award a Grand Prix.
Rules
1) All national winners can enter (Bronze, Silver & Gold) the competition. In case there are no awards in your country, you can enter without the pre-requirement of winning a national competition. If you are not part of the IMPACT Council, you can enter upon invite. The campaign must initially be entered into the same European category as it was in the national competition and only in case there is no equivalent, is allowed to enter in the closest related category. The campaign may also be entered in multiple categories. Each entry must be written appropriately to reflect category definitions.
2) Agencies are responsible for registering and submitting their case(s) but must have the approval of the country organisation.
3) Advertising companies and agencies may enter more than one campaign. Campaigns that are not submitted by 3 November 2024 won’t be considered.
4) Campaigns must have run in one IMPACT member country between 1 January 2023 and 31 March 2024.
5) An ‘entry’ means one case with one choice of category. The discount applies when you enter the same case in different categories. Discount is valid when you enter the same case in up to 3 different categories.
6) Every entry is liable to pay an entry fee. Should the entry fee not be paid within 30 days from the submission date, the case will be automatically disqualified. Entries can be paid online by credit card or by bank transfer.
7) Case description is split into:
a. Campaign Background & Summary (200 words)
b. Description of National Context (200 words)
c. Objectives (100 words)
d. Strategy (300 words)
e. Creative Strategy (300 words)
f. Evidence of Results (1000 words)
Please provide as much information as possible so that the judges can understand your market situation and the campaign’s national context.
8) Each entry should be submitted in English. All creative material must be translated into English.
9) Any campaign can be submitted and all disciplines are welcome
10) The length of the submission is limited by the entry form format. This includes charts, statistics, tables and illustrations of the campaign itself.
11) Any agency failing to complete evidence of results for its entered campaign(s) will be scored 0 points in the Effectiveness section.
12) Evidence of Results data must be referenced. Failing to comply with item 12 can result in disqualification.
13) You must submit a max. 3-minute case video to showcase the idea behind your campaign.