Effectiveness is what every client and agency wants - so we’ve added a category dedicated to it in the AdNews Agency of the Year.
While a portion of the scores for our work-based categories and our agency categories has long asked for demonstration of results, the scores for The AdNews Effectiveness Award will be flipped with 70% of the score based on the results and effectiveness.
So what does effectiveness mean?
Effectiveness is what you can measure - and what a campaign delivered to the business.
In our category criteria, we’re asking for evidence of “a material business impact” against a stated objective, as well as a demonstration of creativity, originality and insight.
While the rest of the awards in our programme have a 12 month eligibility period, for The AdNews Effectiveness Award, entries are eligible over a period of three years.
This is to recognise the importance of longer-term effectiveness and ideas that were developed to deliver results beyond a quarter-by-quarter sales spike - and have done so.
They must have launched since 1 January 2015 and the launch date and time period being discussed should be clearly stated.
The criteria states:
Judges will be looking for real measures of effectiveness and how this campaign, or activation, delivered a material business impact. Entries should outline investment in the campaign, the business objectives, and how they were delivered with a focus on effectiveness, proven results and ROI. Entries that do not prove results will not be considered. Judges will be looking for work that has delivered commercial growth, sales and hard business outcomes in line with the stated objectives and timeframes.
Likes and retweets are not irrelevant, but we’re looking for business driving results.
As Ogilvy CEO David Fox said in a column for AdNews earlier this year, having judged creative effectiveness at both Cannes Lions and Spikes: "Donald Trump gets likes and he’s not effective.”
We've also added two other new categories this year: Media Campaign of the Year - small budget, and The Best Use of Technology. More details on those can be found in the entry kit.
Join us to celebrate the best in the creative and media business at The AdNews Agency of the Year Awards. The 2017 awards are now open for entry and will be held on 15 March.
We’d like to thank our sponsors Nova Entertainment, MCN, Facebook, Outdoor Media Association, Val Morgan, Adstream, NewsMediaWorks, founding People & Culture sponsor iknowho, and Royal Auto and Bluestar Web.
We've also strengthened our criteria this year, because as the industry gets more complex, so does judging. We look at our categories and criteria every year to make sure they reflect the industry and this year we paid particular attention to a few areas and added a few more T&Cs.
As there is a shift towards more project work, and as agencies offer more diversified services, the scope of work an agency does for clients can be unclear.
This year, we require agencies to be more specific on the type of work they do for clients, and if they work with those clients on a project or a retainer basis. We’re asking for more clarity on the nature of the work, its value and the scope of work. Read more here.
You can read the full entry kit, guidelines and criteria here, with full details of the criteria on page six of the Entry Kit PDF.
We’ll also be giving judges a few more guidelines this year. Think you’ve got what it takes to be a judge or want to nominate a client-side marketer? Email AdNews editor Rosie Baker at Rosiebaker@yaffa.com.au
Dates to remember:
- The awards are open from 27 November. All entries need to go through the online portal https://adnews.awardsplatform.com/
- The deadline for entries is 4pm 19 January 2018 - there are no extensions
- The eligibility period is 1 January 2017 - 31 December 2017 (except the AdNews Effectiveness Award)
- The awards will be held on 15 March 2018
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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