IMC Awards Judging Process

JUDGING PROCESS & RULES

Judging Procedure

Judging of the IMC European Awards takes place in two rounds. Round 1 is conducted purely online and round two takes place over one day online among the IMCC members.

The selection of up to 60 senior 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. The Jury is chaired by Renate Vogt, Director at Friends4You.

Each judge will receive about 20 cases and is not allowed to review and provide a score for any entry from their own country. Each case takes up to 20 minutes to evaluate.

Judges will be given information for each member country on the economic, political and environmental climate. This will enable them to better understand the different markets and marketing/communication context.

Judging Criteria

Judges will vote on 4 criteria:

Strategy

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?

Choice of media

a) Is the choice of media channel(s) the correct one(s)?
b) Do they support the creative execution in achieving the objectives?

Creative Strategy

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?

Effectiveness (Evidence of Results)

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 10 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 IMCC Europe 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 IMCC Europe for a campaign which has stood out and provided the ‘WOW’ factor. The Chair of the Jury and IMCC Europe Board may choose not to award a Grand Prix. The Grand Prix Award is sponsored by WARC.

Rules

1) Campaigns entered into the IMC European Awards should be the highest winning campaign in any national category in a 2020 and 2021 competition. If there is no Gold winner, then the Silver winner should be considered and if no Silver, then the selection passes to Bronze. The eligible judged 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 then also be entered in multiple categories but must be written appropriately each time to reflect the category’s particular emphasis (see ‘emphasis note’ below each category description’). Member countries are: Belgium, Czech Republic, France, Germany, Greece, Ireland, Italy, Spain, and United Kingdom.

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.

4) Campaigns must have run in one IMCC member country between 1 January 2019 and 31 December 2020.

5) An ‘entry’ means one case with one choice of category. Should you enter the same case in three categories, this represents three entries and therefore three entry fees.

6) Every entry is liable to pay an entry fee. Should the entry fee not be paid by 5 January 2022 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)

In order for the judges to understand your market situation and the national context of the campaign please make sure you give as much information as possible.

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 receive 0 points for Effectiveness by the judges.

12) Evidence of Results data must be referenced and entries can be disqualified if the data source is not cited.

13) You must submit a max. 3-minute case video to showcase the idea behind your campaign.

14) Entrants are required to complete & submit their entry by the closing date.

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