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Criteria Selections Process

Judges will assess entries based on the application of professional marketing principles to generate real measurable success for the brand. Judges reserve the right to withhold awards in any category at their discretion. The decision of the judges will be final and no correspondence will be entered into. All entries must have either case presentation or case filming. The minimum presentation format must be power-point. All other materials can be submitted as an addendum. The presentation should not be more than Ten (10) slides & case film, not more than five- minutes (5 min). Submission of word documents (alone) e.g Annual General Reports will not be accepted as presentation document   

All entries MUST be submitted on or before 15th October 2019 and should be signed -off by the Overall Head of Marketing/Marketing Communications of the Organization e.g CMO, CCO Marketing Director etc

N:B- Kindly provide relevant documents for all categories

Criteria
Categories and Judging Criteria for ADVAN Award for Marketing Excellence (West Africa) 2019

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

  • *PLEASE REQUEST FOR DETAILS

15. OUTSTANDING MARKETING PROFESSIONAL OF THE YEAR

  • *PLEASE REQUEST FOR DETAILS

16. FUTURE LEADER OF MARKETING 

Click here to submit entries for this category

17. BRAND JOURNALIST OF THE YEAR

  • *PLEASE REQUEST FOR DETAILS