judging procedure
The judging procedure is conducted in two rounds. In each round a selection of around 25-30 senior members from a variety of marketing disciplines aim to evaluate entries based on proof that commercial communications was key to the success of the campaign. The round one jury is different to that of round two.
Round 1
Each judge reviews around 15 cases across a range of categories. Only the effectiveness of each campaign is evaluated and only those campaigns which score at least 60 out of a possible 100 are eligible to go through to Round 2.
The evaluation of the cases is based 100% on effectiveness, according to each entry form and its evidence of results.
The Round 1 selection is about the cold hard facts such as the campaign background, business objectives, creative development, media strategy, and, most importantly, the proof found within the evidence of results which shows beyond any reasonable doubt the effectiveness of the choice and use of marketing communications.
Round 1 selection is handled entirely online.
Round 2
Finalists' evaluation of the case is based 80% on effectiveness and 20% on the creative work.
Round 2 takes place over one day in Brussels, during which the Round 2 Jury meets to evaluate the finalists' cases, including the creative material.
The written content is scored on Campaign Objectives, Communications Strategy, Creative Development and Evidence of Results. The jury is split into two groups with 20 finalists cases allocated to each group.
The judging process is quite lengthy (10am 5pm) therefore it is important to remember that brevity and clarity in your written case is essential in ensuring that the process runs smoothly.
Scoring criteria
- Strategic Challenge including Campaign Objectives (1-20 scale)
- Creative Strategy (1-20 scale)
- Bringing the Idea to Life (1-20 scale)
- Effectiveness/Evidence of Results (1-40 scale)
Conflict of interest
Jurors are allocated cases that do not prove a conflict of interest. Before the judging begins, they are advised to inform the moderator if they are allocated a case they shouldn't be scoring.
Confidentiality
The judging process does not permit jury members to discuss the entries in Round 1. Discussion is an important component of the judging event in Round Two but the jury votes remain anonymous and confidential. Jurors are asked to sign a confidentiality form before the judging begins.
It is important to note that not all categories produce winners and if a category has one finalist it does not mean that this campaign is a winner.