Judging Criteria

1. CAMPAIGN OF THE YEAR

Entrants should clearly demonstrate:

• ·  Big Idea (Communication Concept)
• ·  Insight driving the Idea (Evidence)
• ·  Integration of the Communication across different platforms
• ·  KPI and Impact
• ·  Evidence of Execution

2. NEW BRAND/ BRAND EXTENSION

Entrants should clearly demonstrate:

• ·  Type of Product or Service
• ·  Evidence and information or data on relevance and need for such product or service
• ·  Research report to justify product or service to target market
• ·  Evidence of strategy used in the new product brand or service launch

3. BRAND OF THE YEAR

Entrants should clearly demonstrate:

• ·  Category Innovation
• ·  Consumer Perception on the Brand
• ·  Record on Brand Building Activities or initiatives in the year of review
• ·  Presentation of marketing communication materials deployed in the year of review
• ·  Category leadership rated by a reputable 3rd Party

4. CONSUMER PROMOTION

Entrants should clearly demonstrate:

• ·  Type of Consumer Promotion and Mechanics
• ·  Evidence of research report justifies the need for such a programme to business/brand strategy from a consumer perspective
• ·  Relevance of such promotions to business/brand overall objectives
• ·  Proof of how such promotions have increased both market share and sales volume

5. DIGITAL AND SOCIAL MEDIA MARKETING

Entrants should clearly demonstrate:

• ·  Identification of Digital Marketing in promoting brand
• ·  Information and data on relevance to brands overall objective
• ·  Evidence and relevance as well as demographics
• ·  Evidence of measurability of the success or otherwise of the digital effort
• ·  The data story engagement

6. CSR

Entrants should clearly demonstrate:

• ·  CSR Initiative
• ·  Evidence of impact on brands overall image
• ·  Research report or data to verify the relevance authenticity or appropriateness of the initiative
• ·  Evidence and information on the sustainability or otherwise of the CSR lifespan
• ·  Acknowledgement of company’s CSR activities/contributions by reputable 3rd party CSR Organization.

7. EXPERIENTIAL MARKETING

Entrants should clearly demonstrate:

• ·  Identification of type of Experiential
• ·  Evidence on how to measure success of project
• ·  Evidence of data/research to determine relevance and appropriateness of such activity to brand
• ·  Evidence of activity has increased bottom-line
• ·  Creative engagement

8. INNOVATION

Entrants should clearly demonstrate:

• ·  Evidence of solid customer understanding with clear strategies
• ·  Clear vision and strategy delivered with effective communication, including but not limited to innovation and creativity
• ·  Measurable results reflecting innovation

9. MARKETING ON A SHOESTRING (SMEs)

This category is about demonstrating the proven effect on the business success of a brand with a total brand yearly  marketing budget of less than N2 million. The budget may have been spent using any communication channel. Entrants should clearly demonstrate:

• –  Creativity in the development and execution of the marketing plan
• ·  Originality of approach in achieving business objectives
• ·  Maximisation of limited budget in achieving impact and measurable results with the given year
• ·  Return on marketing expenditure to meet ROI and growth KPIs

10. MARKETING ON A SHOESTRING

This category is about demonstrating the proven effect on the business success of a brand with a total brand yearly marketing budget of less than N12 million. The budget may have been spent on any communication channel. Entrants should clearly demonstrate:

• ·  Creativity in the development and execution of the marketing plan
• ·  Originality of approach in achieving business objectives
• ·  Maximisation of limited budget in achieving impact and measurable results
• ·  Return on marketing expenditure to meet ROI and growth KPIs

11. PUBLIC SECTOR MARKETING (GOVT. AGENCIES ONLY)

Entrants should clearly demonstrate:

• ·  Effective use of marketing elements including community insights, brand development, communications, campaign, planning and measurement
• ·  Demonstrated design thinking creativity in developing and implementing product or service marketing programs
• ·  Delivery of the marketing strategy and communications programs executed for public sector institutions
• ·  Return on marketing expenditure

12. PRODUCT PACKAGING AWARD OF THE YEAR

In evaluating entries, judges will consider excellence based on these criteria:

• • ·  Technological Advancement
  • ·  New or clever use of materials
  • ·  New Technology Integration
  • ·  Creative configuration and / or assembly
  • ·  Increased Production and /or distribution efficiency
  • ·  Adaption to local conditions (Production, materials, market etc)
  • ·  Responsible Packaging
  • ·  Responsible Use of Materials
  • ·  Protection and preservation of content
  • ·  Reduction in Production and Package waste
  • ·  Clean and efficient energy consumption
  • ·  Enhanced User Experience
  • ·  Fulfills User need and/ or Provides and enhanced experience
  • ·  Aids products merchandising and motivates purchase
  • ·  Establishes a preferred price/value equation
  • ·  Ingenuity of construction
  • ·  Graphic Design
  • ·  Adequacy of Information

NB: Please provide supporting documents to show

• Third Party research to justify use of specific packaging materials/components
• Consumer perception of product’s packaging
• Evidence that Packaging has Increased Production and /or distribution efficiency

13. PUBLIC RELATIONS/CORPORATE COMMUNICATIONS CAMPAIGN OF THE YEAR (PUBLIC RELATION OFFICIALS)

In evaluating entries, judges will consider the following campaign objectives:

• ·  To promote comsumer awarness
• ·  To affect policy
• ·  In support of organisational values on community, social environment or ethical issues
• ·  Stakeholder egagement
• ·  Promote products or services

Submission can be in Video or PowerPoint Format:

• ·  Description of Campaign: To be used should the project be a winner. 50-word limit
• ·  Background to the Campaign: An overview of the issues and/or opportunities addressed in the brief should be clearly identified and the overall entry must show how these were addressed in the execution of the campaign.
• ·  Statement of Objectives: Definition of objectives and goals. The judges expect to see a clear and concise set of objectives established at the outset of the campaign and entries will be judged on the clarity of objectives set.
• ·  Programme Planning and Strategy: A description of the techniques and approaches used to achieve the objectives and goals. Audience definition and profiling; creativity and skill in execution; and the appropriateness of the techniques used to achieve the stated objectives will be key criteria assessed by judges.
• ·  Measurement: Evidence that the stated objectives have been achieved. Entries should outline quantifiable and measurable results achieved from the campaign executed.

14. BRAND MANAGER OF THE YEAR

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15. OUTSTANDING MARKETING PROFESSIONAL OF THE YEAR

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16. FUTURE LEADER OF MARKETING 

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17. BRAND JOURNALIST OF THE YEAR

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