Technique Categories

There are ten technique categories, each has a separate entry form, apart from Best Creative Execution Category, which is a Judges Award and is chosen from all entries.

B1 Best Long Term Campaign

The additional conditions that apply to entry to this category are:

Campaign must have run for at least two full years by 31/12/17 and may be still ongoing

Results for each of the years must be shown separately as well as cumulatively
Work presented in industry categories at previous APMC awards IS admissible as part of this category only

Score Allocation:
Selection of the most appropriate technique and communication method (20%)
Originality and innovation in the development of the promotional concept (25%)
Standard of the creative work in terms of the communication of the promotion (25%)
Achievement of the promotional objectives. Results must be quantified (30%)

APMC Entry Form B1

B2 Best Promotional Innovation

Rewards imaginative thinking and execution outside of creative work. The following conditions apply:

Must be easily evaluated as an innovation that the agency has developed.
Can be a new or innovative use of an existing medium, channel, response mechanism, technological advancement.
It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Interpretation of the brief (15%)
Restrictions (15%)
The Innovation (50%)
Results (20%)

APMC Entry Form B2

B3 Best Integrated Promotion

There are some additional conditions to entry for this category:

Campaign must involve at least 3 different media (e.g. two pieces of POS only count as one)
All integrated elements must be part of a single promotional idea.
All presented elements must be the original idea and production of the submitting agency
It is purely for integrated PROMOTIONAL campaigns that support a sales promotion
It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Selection of the most appropriate technique and communication methods (30%)
Originality and innovation in the development of the promotional concept (15%)
Standard of the creative work in terms of the communication of the promotion (25%)
Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

APMC Entry Form B3

B4 Best Use of Digital in a promotion, including App, Mobile, Website and Social Media

The key objective here is to give the award to the proposal that shows a clear understanding of the role of Digital Media in creating engagement between target consumers and brands.
Clear explanation of the rationale for selecting one or more digital platforms.
Demonstrate communication strategy and the way that this was managed.
Thought should be given to showing how the digital work complements other media / campaign work.
Emphasis on innovation within the platform e.g. seeding an application, use of advanced functionality in (for example) a Facebook fanpage, integration with eCRM, design and relavance of an app etc.

It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Originality and innovation (30%)
Standard of the creative work (20%)
Achievement of the promotional objectives. Results must be quantified. (30%)
How the Digital element integrated with the overall campaign (20%)

APMC Entry Form B4

B5 Best Use of Experiential less than €30,000

Rewards best use of experiential marketing activity to achieve promotional objectives

It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Originality and innovation in the development of the promotional concept (30%)
Standard of the creative work in terms of the communication of the promotion (20%)
The degree experiential marketing played in delivering the promotion. (20%)
Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

APMC Entry Form B5

B6 Best Use of Experiential more than €30,000

Rewards best use of experiential marketing objectives to achieve promotional objectives.

It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Originality and innovation in the development of the promotional concept (30%)
Standard of the creative work in terms of the communication of the promotion (20%)
The degree experiential Marketing played in delivering the promotion (20%)
Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

APMC Entry Form B6

B7 Best Visibility at Point of Purchase

This category is aimed at rewarding innovation, originality and eye catching promotional materials at point of purchase. It must have appeared for the first time during 2017 and have finished by 31/12/17.

Score Allocation:
Originality and innovation in the development of the promotional concept (30%)
Standard of the creative work in terms of the communication of the promotion (20%)
The degree visibility played in delivering the promotion (20%)
Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

APMC Entry Form B7

B8 Best Use of Broadcast Media

A reward to recognise the most innovative use of Broadcast Media in a promotional campaign.

It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Originality and innovation in the development of the promotional concept (30%)
Standard of the creative work in terms of the communication of the promotion (20%)
Achievement of the promotional objectives. Results must be quantified. (20%)
The degree that Broadcast Media played in delivering the promotion. (30%)

APMC Entry Form B8

B9 Best Use of a Small Budget Less than 25K

An award to recognise the best use of a small budget to execute a successful promotional campaign. The €25K budget is to include all agency fees. It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Originality and innovation. (30%)
Standard of the creative work. (20%)
Achievement of the promotional objectives. (20%)
How the budget of EUR25K or less was allocated to the promotional concept to achieve the objectives. (30%)

APMC Entry Form B9

B10 Best International Campaign

An award to recognise excellence where an Irish based agency creates a campaign that runs in non-Irish markets. The campaign can have run in Ireland aswell as in another market or markets. It must have appeared for the first time during 2017 and have finished by 31/12/17

Score Allocation:
Originality and innovation. (30%)
Standard of the creative work. (20%)
Achievement of the promotional objectives. (20%)
How the agency adapted and created work in foreign markets to achieve the objectives. (30%)

APMC Entry Form B10

B11 Best Sponsorship Activation

Rewards the campaigns that do the most to leverage and engage with consumers through a brand sponsorship. Entry must clearly state the property being sponsored and how the brand was able to leverage this sponsorship to enhance the brand’s key objectives with its target consumers.

The campaign must have been activated between 01.01.2017 and 31.12.17.

  • There are some additional conditions to entry for this category:
  • The entry should be the marketing activation of a brand sponsorship within Ireland.
  • All presented elements must be the original idea and production of the submitting agency
    The entry should include materials specific to the agency’s activation of the campaign.
    Please highlight the challenges overcome and the successes of the sponsorship activation. 

Score Allocation:
Selection of the most appropriate activation method for the sponsorship of the property (30%)
Originality and innovation in the development of the activation concept (25%)
Standard of the creative work in terms of the communication of the campaign (25%)
Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (20%)

APMC Entry Form B11

B12 Shopper Marketing Campaign

Rewards in store activities that demonstrate an understanding of shoppers and uses that understanding to develop a promotion or campaign which influences shopper behaviour to positively impact consumption of the brand.

It must have appeared for the first time during 2017 and have finished by 31.12.17.

Score Allocation:
Originality, innovation and creativity in the development of the promotional concept (30%)
Differentiation by creating standout and relevant point of difference including shopper engagement (30%)
The degree opportunity maximisation played in delivering the promotion (20%)
Achievement of the promotional objectives and a change in consumer behaviour. Results must be quantified. Vague results may lead to poor marks (20%)

APMC Entry Form B12