JUDGING PROCESS

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 half a day in September 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.

Each judge will receive about 30 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.

Jury Members

The IMC European Awards Jury consists of around 60 senior professionals representing a variety of communications and marketing disciplines from each of the country organisations. The Jury is chaired by Renate Vogt, Director at Friends4You.

Judging Criteria

Judges will vote on 4 criteria:

Strategy

Choice of media

Creative Strategy

Effectiveness (Evidence of Results)

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.