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 with hold 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. 

CATEGORIES AND JUDGING CRITERIA FOR ADVAN AWARDS FOR MARKETING EXCELLENCE WEST AFRICA 2021

DURATION-CAMPAIGNS MUST HAVE RUN FROM JANUARY 2020-SEPTEMBER 2021

SUBMISSION FORMAT- Maximum of a 4 page power point/pdf presentation or 3 mins Video

NOTE: All entries that do not adhere to the stipulated requirement will be disqualified

YOU MAY ENTER CAMPAIGNS IN MULTIPLE CATEGORIES WHERE APPLICABLE

Criteria
Categories and Judging Criteria for ADVAN Award for Marketing Excellence (West Africa) 2021

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/REVITALIZATION OF THE YEAR

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 Growth or Leadership rated by 3rd Party
  • Category Innovation
  • Consumer Perception of 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

4. CONSUMER PROMOTION OF THE YEAR

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 OF THE YEAR

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 of the digital effort
  • The data story engagement

6. CSR/SOCIAL IMPACT CAMPAIGN OF THE YEAR

Entrants should clearly demonstrate:

  • Type of 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 initiative

7. EXPERIENTIAL MARKETING/EVENTS

Marketing campaign that was organized as an on-ground event or virtual event that showcased measurable impact. The event can be a product launch, conferences, seminars, award ceremonies, concerts, press conferences, gaming events, etc.

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. INDIGENOUS BRAND OF THE YEAR

This category is open only to organisations and their brands and that were established in Nigeria.

Note: Organisation and their brands may have presence in other countries but must have been established first as a Nigerian organisation

  • Category Growth or Leadership rated by 3rd Party
  • Category Innovation
  • Consumer Perception of 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

10. PUBLIC RELATIONS/CORPORATE COMMUNICATIONS CAMPAIGN OF THE YEAR

Entrants should clearly demonstrate:

  • 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.

11. PUBLIC SECTOR MARKETING

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. Consumer Brand of the year – This will be decided by open voting

13. LEGACY BRAND AWARD OF THE YEAR

This award is for organisations or brands that a minimum of twenty years or older

 Consistent Category Growth or Leadership over the period under review

 Must show Category Innovation/Creativity /Define and Lead Category trends

 Consumer Perception of the Brand

14. OUTSTANDING MARKETING PROFESSIONAL OF THE YEAR

Who can nominate:

Any member of the Nigerian marketing community can nominate an inspiring marketing leader.

Who should be nominated?

This award is open to any client-side marketer in a senior position, who has worked for their company for a minimum of two years.

Nominees should show evidence of:

Evolving their organisation to be more people-centric, better able to respond to consumer needs and building happier, more engaged teams internally.

Working smarter with partners, be their agencies or vendors, and ensuring that the whole team is aligned to the same goals.

Delivering inspiring work that genuinely makes a difference, be that culturally, for the business, the marketing industry or society as a whole.

All nominations should demonstrate outstanding leadership in two or more of these areas, with particular reference to their activities in the last 12 months.

15. BRAND MANAGER OF THE YEAR- Brand Manager in charge of Brand that wins Brand of the year, is crowned Brand Manager of the Year.

16. FUTURE LEADER OF MARKETING – Category is open to University Students who will be given a task to perform rated by their performance on the task and a one on one interview with the Judges

17. BRAND JOURNALIST OF THE YEAR- Brand Journalists can submit a maximum of four top stories over a twelve month period as submission for the award. There will also be a one on one interview with the Judges

All material will remain confidential to the judges. All judging discussions are confidential and will not be shared or discussed with anyone outside of the judging panel ahead of the ceremony or thereafter. Judges will not share confidential material, judging papers or entries with anyone. Judges will securely delete all judging materials immediately after the judging period or give materials to The Awards Team who will manage this. Judges can only access entries that they have been provided to score.

Winning case studies may be used in post-event materials to promote best practice. Permission will be sought from entrants before publishing these.