Judging and Scoring 2017

How the Scoring works

At the end of the judging of each category the scores are reviewed.

Gold awards will be made in each category to the outright winner providing the entry achieves 75% or more of the marks.

The minimum rating for silver is between 65% – 75%
The minimum rating for bronze is between 55% – 65%

In the event of more than one campaign achieving the required score to merit a gold, silver or bronze award, the judges will review all the campaigns and determine the number and nature of the awards.

– In many cases, particularly the more competitive categories, campaigns will achieve a higher score than the minimum requirement.

(A) Industry Categories

All entries to the Industry specific categories are judged using the same scoring criteria:
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. Vague results may lead to poor marks (30%)
The total score represents the campaign score.

(B) Technique Categories

Given the results focus of the industry categories, it was felt that technical excellence in the following areas merited specific awards.

B1: Best Long Term Campaign

B2: Best Promotional Innovation

B3: Best Integrated Campaign

B4: Best use of Digital in a promotion – including App, Mobile, Website and Social Media

B5: Best use of Experiential Marketing ‹ €30,000

B6: Best use of Experiential Marketing › €30,000

B7: Best Visibility at the point of Purchase

B8: Best use of Broadcast Media

B9: Best use of a small budget less than €25,000

B10: Best International Campaign – NEW in 2017

 

B(1) 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 31/12/16 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%)

B(2) 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 2016 and have finished by 31.12.16.

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

B(3) Best Integrated Campaign
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 2016 and have finished by 31.12.16.

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%)

B(4) 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 2016 and have finished by 31.12.16.

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%)

B(5) Best Use of Experiential Marketing ‹ €30,000

Rewards best use of experiential marketing activity to achieve promotional objectives

It must have appeared for the first time during 2016 and have finished by 31.12.16.

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%)

B(6) Best Use of Experiential › €30,000

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

It must have appeared for the first time during 2016 and have finished by 31.12.16.

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%)

B(7) Best Visibility at the 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 2016 and have finished by 31.12.16.

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%)

B(8) 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 2016 and have finished by 31.12.16.
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%)

B(9) Best Use of a small budget <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 2016 and have finished by 31.12.16.

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%)

B(10) 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 2016 and have finished by 31.12.16.
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%)

 

 

 

SECTION C: JUDGES ‘AWARDS

Best Creative Execution

The Award for Best Creative Execution is a Judges’ Award based on the judges’ view of what they consider to be the best creative work out of all of the entries in any of the other categories.

The judges will however, be guided by the following:

The submitted work must be the work of or commissioned by the entering agency. E.g. simply implementing either international work or a campaign theme developed by another agency is not admissible.
It must have appeared for the first time during 2016
Award relates purely to the creative ‘look & feel’. Creative mechanics, or POS systems will be taken into account in the Innovation award category.

GRAND PRIX

Awarded solely at the Judges’ discretion to the campaign which stands out among all the entries as being the best of the best.