1. business and industrial
2. advertising and marketing
3. marketing

EFFECTIVENESS
MEDIA STRATEGY
03
About the Awards
04Eligibility
06
Enforcement of the rules
07Judging
08Awards
10Entry requirements
12Material requirements
15Deadline
16Mailing instructions
17
Treatment and publication of entries
19Miscellaneous
20
Tips for entering
EFFECTIVENESS
GENERAL INFORMATION
GENERAL INFORMATION
CONTENTS
22Categories
26Judging
MEDIA STRATEGY
27Categories
31Judging
DIGITAL STRATEGY
32Categories
36Judging
DIGITAL STRATEGY
37Categories
40Judging
E-COMMERCE
41Categories
44Judging
E-COMMERCE
2
DATA & ANALYTICS
DATA & ANALYTICS
The Asian Marketing Effectiveness & Strategy Awards and Conference 2015 is the region’s
must-attend event, attracting senior marketers, heads of agencies, brand pioneers,
consumer and customer insight professionals and media owners.
A selection of shortlisted work will also be on show, providing a showcase of the finest work
in Asia-Pacific and giving delegates the opportunity to learn and draw inspiration. Winners
of the Asian Marketing Effectiveness & Strategy Awards will be revealed and honoured at
the end of the programme, during the prestigious Awards Ceremony.
MEDIA STRATEGY
Delegates will be engaged by a comprehensive full-day programme of content, providing
insights and learning into effectiveness in brand marketing. A line-up of industry leaders
from across the Asia Pacific region will take to the stage to share the secret to their success
through case studies and discuss relevant issues covering effectiveness, data, media and
digital strategy.
EFFECTIVENESS
ABOUT THE AWARDS
GENERAL INFORMATION
GENERAL INFORMATION
DIGITAL STRATEGY
DATA & ANALYTICS
E-COMMERCE
3
1
The Awards is open to all those involved in advertising and marketing
communications, including advertising agencies, media agencies, digital firms, public
relations agencies, client marketers, media owners, marketing research and consultancy
firms, MSPs and even technology companies.
3
Entries will be accepted on the basis that they are designed for implementation in
Asia or are created by Asian Agencies or companies.
4
Past AMES entries cannot re-enter the same awards section, but can be entered
cross section. For example, work entered in Media Strategy section last year can re-enter
awards in Effectiveness, Digital Strategy, Data & Analytics or e-Commerce section.
5
For Effectiveness awards, however, past entries in this section can re-enter into
“Best Sustained Success” upon condition that they have not been entered in this category
in previous years.
7
The Organisers may refuse entries, which offend national or religious sentiments or
public taste.
E-COMMERCE
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DATA & ANALYTICS
6
In the event that a campaign runs over an extended period of time (with multiple
implementation dates), it is the responsibility of the entrant to provide adequate proof
of the campaign’s evolution from year to year. In light of the information provided by the
entrant, the Organisers retains the right to decide if the entry has evolved sufficiently
enough that it may be regarded as a new entry and thus be eligible.
DIGITAL STRATEGY
For the purpose of the Asian Marketing Effectiveness & Strategy Awards, those
countries are: Australia, Bangladesh, Bhutan, Brunei, Cambodia, China, Hong Kong, India,
Indonesia, Japan, Korea, Laos, Malaysia, Maldives, Mongolia, Myanmar, Nepal, New Zealand,
Pakistan, The Philippines, Singapore, Sri Lanka, Taiwan, Thailand, Vietnam, Turkmenistan,
Uzbekistan, Kyrgyzstan, Tajikistan. Thus work can be entered by agencies outside Asia if it adheres to the above criteria. Likewise, work that has run outside Asia may be entered as
long as it has been entered by Asian companies.
MEDIA STRATEGY
2
Any campaigns launched or current between 1 January to 31 December 2014 are
eligible to enter the awards.
EFFECTIVENESS
ELIGIBILITY
GENERAL INFORMATION
GENERAL INFORMATION
8
Any entry which, up to and including the final day of judging, has infringed any
of its country of origin’s voluntary or regulatory codes of practice, is not eligible. It is the
responsibility of the entrant to inform the Awards Organisers should any infringement
have arisen prior to the judging and Awards Ceremony.
10
Entry submission must be completed online at http://app.judgify.me/ames2015,
including an online entry form, an entry payment confirmation, and a client endorsement
from a senior manager authorising the entry and claims.
11
In each category, only one party may enter an entry, i.e. either the digital agency
or the advertising agency may enter a piece that both parties have worked on, but not
both. Which of the companies is going to make the entry in a specific category should
be agreed in advance between the parties concerned. In the event that the same entry
is submitted by two different entrant companies, only the first entry will be accepted for
that category.
E-COMMERCE
5
DATA & ANALYTICS
12
There can only be one entrant company per entry. The entrant company is
responsible for payment of entry fees and is the automatic point of contact for the entry.
Multiple companies can be credited for their contribution to the work entered. Please
ensure that all contributing companies are credited on your entry form before finalizing
your submission.
DIGITAL STRATEGY
Incomplete entries and entries that have not been endorsed by 20 April 2015 may
be disqualified by the Awards Organisers. Please note that entries submitted online will
not be considered complete until all the relevant entry materials, the payment and client
endorsement have been received, both online and in the Organisers’ office.
MEDIA STRATEGY
9
All entries must have been made within the context of a normal paying contract
with a client. That Client must have paid for all or the majority of the media costs. All
entries must have been produced with the full knowledge of the trademark/copyright
owner of the product or brand advertised.
EFFECTIVENESS
ELIGIBILITY
GENERAL INFORMATION
GENERAL INFORMATION
1
All entries must be submitted for judging exactly as published, aired or implemented
and may not be modified for awards entry. However, entries that are not originally in English
may be translated as long as the presentation is exactly the same as the original version.
3
The Organisers may contact the client related to any entry at the request of the jury
at any time during the voting process should any questions about the implementation or
presentation of the work arise.
4
In the event of a complaint against any winning or shortlisted entry, the Organisers
will conduct a full investigation into each case and will request detailed documentation
from all parties concerned including the complainant, the entrants and the client.
6
The Organisers, if necessary, will endeavour to move entries to more appropriate
categories with the entrant’s consent. However, the Jury will not be allowed to move entries
between categories.
7
The judges’ decisions are final and neither the Organisers nor the judges will enter
into any correspondence about them.
E-COMMERCE
6
DATA & ANALYTICS
8
Entrants who are proved to have deliberately and knowingly contravened any rules
relating to eligibility may be barred from entering the Asian Marketing Effectiveness &
Strategy Awards for a period of time as specified by the Organisers.
DIGITAL STRATEGY
5
The Organisers will have no hesitation in withdrawing an award in cases where the
complaint is upheld.
MEDIA STRATEGY
2
The Organisers reserve the right to request a full media schedule from each entrant
company to verify the authenticity of the campaign(s) in the event that entry is shortlisted
or a winner.
EFFECTIVENESS
ENFORCEMENT OF THE RULES
GENERAL INFORMATION
GENERAL INFORMATION
The award-winning entries will be selected by a panel of industry leaders, comprising senior
client marketers, marketing practitioners, agency heads, strategists, and research & analytics
experts from across the region.
EFFECTIVENESS
JUDGING
GENERAL INFORMATION
GENERAL INFORMATION
The shortlist is decided by a first round of voting. The juries will score all entries individually
online, and a computerised system selects the highest marks based on judges’ scores.
At the final judging, the panel will meet in Singapore to discuss and select winners.
Winners of the Gold awards will then compete for the ultimate accolades, the Platinum
Awards.
The decision of the jury on all matters relating to the awarding prizes will be final and
binding.
DIGITAL STRATEGY
At all voting stages, the judges do not vote for entries submitted by their own agency in
their country.
MEDIA STRATEGY
The judges will then review and re-score only the shortlisted entries. The results from this
round will form the foundation for the discussion at the final round.
DATA & ANALYTICS
E-COMMERCE
7
The awards given are as follows:
The judges will award Gold, Silver, and Bronze trophies in each awards section to entries
judged to be deserving of the honour. Trophies are awarded in each category at the
discretion of the judges.
All awards will be given to the entrant companies. Duplicate trophies can be purchased by
other participating parties after the Festival.
Only the information submitted on the original entry form in the Agency fields, or
amendments received before 12 May 2015 will be considered in the Agency of the year
calculations.
All calculations are based on information provided by the entrant company. The Organiser
cannot be held responsible for omissions or wrongful inclusions if that information has not
been provided.
E-COMMERCE
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DATA & ANALYTICS
The Award will be given to one office only – points awarded to sister companies will not
be combined. For example, the points for JWT Hong Kong and JWT Shanghai will be
considered separately.
DIGITAL STRATEGY
Agency of the Year Award
An Agency of the Year award will be given in Media Strategy, Digital Strategy and
Effectiveness to an individual agency office that obtains the highest aggregate score for its
entries in that awards section.
MEDIA STRATEGY
The Platinum Award must be awarded in each awards section, and will be chosen from
all the entries awarded a Gold. Entries in the Public Service and Charities categories are
excluded from winning the Platinum Award, unless they are supported by a commercial
brand. The Platinum Award is an elevation of the Gold. Once the entry is awarded a
Platinum, it is no longer a Gold winner.
EFFECTIVENESS
AWARDS
GENERAL INFORMATION
GENERAL INFORMATION
EFFECTIVENESS
AWARDS
Points System
10 points for the Platinum Award
7 points for a Gold
5 points for a Silver
3 points for a Bronze
1 point for a shortlist entry
Calculation
For each entrant company the total number of Awards is subtracted from the total number
of shortlisted entries. From this number, a maximum of 10 shortlisted entries will be
counted towards the entrant company points total.
The entrant company total is calculated by adding the total points from prizes awarded to a
maximum of 10 remaining shortlist points.
In the case of a tie in the number of points, first the number and then the rank of the
awards will be taken into consideration. If necessary, all shortlist points will be taken into
consideration.
Although the total points are the same, entrant company A beats entrant company B based
on the number and rank of trophies awarded.
E-COMMERCE
9
DATA & ANALYTICS
Entrant Company B
1 Gold:
7 points
1 Silver:
5 points
8 Shortlist: 8 points
TOTAL: 20 points
DIGITAL STRATEGY
The total points from prizes awarded are calculated by multiplying each Award by the
relevant points as listed above.
MEDIA STRATEGY
If an entry is shortlisted and then goes on to win an award, the shortlist point is no longer
counted. The maximum number of points awarded to an entrant company for shortlisted
entries is 10.
For example:
Entrant Company A 2 Gold: 14 points 1 Silver:
5 points 1 Shortlist: 1 point TOTAL: 20 points GENERAL INFORMATION
GENERAL INFORMATION
In all categories except Data & Analytics, you may enter an entry into one product & service category and multiple specialist categories. However, for each category
you must provide separate documentation, support materials and entry fee.
4
Entry submission must be completed online at http://app.judgify.me/ames2015, including an online entry form, an entry payment confirmation, and a client
endorsement from a senior manager authorising the entry and claims. Incomplete
entries and entries that have not been endorsed by 20 May 2015 may be disqualified by the Awards Organiser.
5
Except where indicated on the entry form, agency names and logos should NOT
appear on your written submission or support materials. Materials with agency
names or logos may be disqualified.
6
Written submission must be completed in English.
7
Support materials that are not originally in English may be translated as long as the
presentation is exactly the same as the original version. It will be in your own interest to explain or translate any specific word play or local, social, cultural or political references and nuances.
8
Materials cannot be returned after judging.
9
Entrants may mark various sensitive parts of their submission as “Not for publication” and tick the “Confidentiality” box on the online entry form, provided these restrictions are not used excessively. Information marked as confidential will be treated as such.
It is essential that the entry/campaign/project/solution is appropriate to the
categories it enters for and that it meets the respective criteria of each. If a single
entry is entered in multiple categories, it is highly recommended that the
presentation of each is tailored / adapted to highlight the elements most relevant to
the chosen categories. The Organisers may reassign the entries to more relevant
categories at their discretion.
DATA & ANALYTICS
2
3
DIGITAL STRATEGY
Please ensure that each entry complies with the following rules. Failure to do so may result in your entry being disqualified at an early stage in the judging process.
MEDIA STRATEGY
E-COMMERCE
10
1
EFFECTIVENESS
ENTRY REQUIREMENTS
GENERAL INFORMATION
GENERAL INFORMATION
11
Once an entry is shown on the entry system as ‘submitted’, this denotes that the entry has been accepted by system and that the entry will be processed.
12
At this point, all entry fees are due and payable to Asian Advertising Festival (Spikes Asia) Pte Ltd. Furthermore, Asian Advertising Festival cannot accept any cancellation of entries after the system has shown that the entry is ‘submitted’ for whatever reason. Any withdrawn, cancelled, disqualified or duplicate entries are still due and payable to Asian Advertising Festival.
13
Entries cannot be withdrawn or removed from the competition in any way after 20 April 2015.
14
In addition, should entry fee remain unpaid by 20 April 2015 the entry may be disqualified and Asian Advertising Festival will retain the right to claim for unpaid entry fees.
DIGITAL STRATEGY
Please carefully check and re-check the credits you have entered. If you are shortlisted or a winner, these credits will be published on our website exactly as you have typed them here. Any amendments or additions to credits made after 30 May 2015 will incur costs.
MEDIA STRATEGY
10
EFFECTIVENESS
ENTRY REQUIREMENTS
GENERAL INFORMATION
GENERAL INFORMATION
DATA & ANALYTICS
E-COMMERCE
11
1
Entry submission must be completed online at http://app.judgify.me/ames2015, including an online entry form, an entry payment confirmation, and a client endorsement from a senior manager authorising the entry and claims. Incomplete entries and entries that have not been endorsed by 20 April 2015 may be disqualified by the Awards Organiser.
The written submission must be prepared in English (black Arial, font size 12); supporting materials that have elements in any other languages may be accompanied by a translation uploaded as one item of the support materials.
4
Please do not delete any part of the written submission form from the completed submission.
6
Charts or graphics can be inserted in the written submission provided that they are not used excessively. Texts in graphics and charts are not included in the word count.
7
Any supporting data must be accompanied by an indication of the source of reference. If your agency is the source of research, please reference “Agency
Research”.
8
Three (3) compulsory high-resolution images must be uploaded and will be used to showcase the entry, if awarded.
E-COMMERCE
12
DATA & ANALYTICS
5
The written submissions should comply with the set word limit .
EFFECTIVENESS
2000 words
MEDIA STRATEGY
1500 words
DIGITAL STRATEGY 1500 words
DATA & ANALYTICS 1500 words
E-COMMERCE1500 words
DIGITAL STRATEGY
3
MEDIA STRATEGY
2
The online entry form includes the following:
•
Basic entry information
•
Written submission
•
Three (3) compulsory high-resolution images for the awards show and post-
awards publications
•
URL of the presentation page or microsite to host the support materials
•
Or up to six (6) support materials uploaded on the entry system
EFFECTIVENESS
MATERIAL REQUIREMENTS
GENERAL INFORMATION
GENERAL INFORMATION
For all entries, we recommend that you prepare a Case Film or “video clip” to support your entry, which should summarize the brief, execution and outcome of your entry. This Case Film will be viewed by the Jury during voting, and will be used if your entry is a winner in post-awards promotions and on the Awards website. It will also be shown at the Awards ceremony should the entry wins a Gold.
11
Please indicate when you send your submission if there are reasons, such as music licensing, that mean your video cannot be shown at or after the Awards Ceremony.
12
Supporting materials can be submitted in two ways – either to be uploaded online; or via URL of a micro site that hosts the files. No file sharing site should be used. The Jury will not download any file in the judging process.
13
Please only supply one URL, and the Jury should be able to access it on-line without having to key in any password.
14
No agency branding (names, logos, etc) should appear in the entry URL, written submission or any of supporting materials. Materials with agency names or logos may be disqualified.
15
Microsites must be live from the date the entry is submitted to 30 June 2015.
16
Please do not add the category code or title in your case video as this may be subject to change during the entry process.
DATA & ANALYTICS
10
This may vary depending on the category, but can range from branded media coverage, photographs, customer research, sales or profit figures, media evaluation, tracking studies, market share, customer attitudes etc.
DIGITAL STRATEGY
No more than six (6) items of support materials should be provided on top of the hi-
res images. The support materials should show evidence of the success of your campaign/project/solution, and support the case made in your written entry.
MEDIA STRATEGY
E-COMMERCE
13
9
EFFECTIVENESS
MATERIAL REQUIREMENTS
GENERAL INFORMATION
GENERAL INFORMATION
SUPPORT MATERIAL FILE REQUIREMENTS
Documents
•
•
File size: Less than 5MB
File formats: doc, ppt, pptx, pdf
EFFECTIVENESS
MATERIAL REQUIREMENTS
GENERAL INFORMATION
GENERAL INFORMATION
Pictures/Photographs
Audio
•
•
Videos
•
•
•
File size: Less than 3MB
File formats: .jpg
File size: Less than 10MB
File formats: mp3
File size: Less than 25MB
Length: a maximum of 2 minutes
File formats: mov, mpeg2, wmv, mpeg, mp4, mpg
2
If you decide to submit a case video as support materials, it is compulsory to send in two (2) duplicate copies of CDs containing the high-resolution versions of your videos to the Organiser’s office. The specs are as follows: mov, mp4, mpeg, or mpeg2 file format in high resolution, 720 x 576, aspect ratio 4:3, encoded from the master source.
4
CDs should be labelled with the category entered and entry number assigned by the online system.
5
Deadline for the CDs arrive no later than 20 April 2015.
6
Once shortlisted, the entrants will be asked to supply a shortened/edited version case film of 30-45 seconds which would be shown at the awards ceremony in the event that the entry is a Gold winner (any short version over 60 seconds will be refused). This should also contain some key visuals and a simple clear commentary in English summarising the entry.
E-COMMERCE
CDs are not necessary if no videos were submitted online.
DATA & ANALYTICS
14
3
DIGITAL STRATEGY
1
For video submission, the file should have Audio and Video synched in one, encoded as NTSC 29.97 fps, Frame Size 720 x 576. The Data Rate must not exceed more than 8 megabyte/s.
MEDIA STRATEGY
•
•
All materials, documentation and payment must be received in the Awards office in
Singapore no later than 6 March 2015. Please note that there is a price difference between
entries completed before and after 6 March 2015. Please refer to “Enter” on our website for
further details.
MEDIA STRATEGY
Entrants should submit their entries according to our deadline to allow sufficient amount of
time for entries to be throughly reviewed and processed. This will also allow the Organisers
to provide relevant feedback when necessary.
EFFECTIVENESS
DEADLINE
GENERAL INFORMATION
GENERAL INFORMATION
DIGITAL STRATEGY
DATA & ANALYTICS
E-COMMERCE
15
If you are submitting a case study video to support your entry, please send in CDs by courier
or registered mail to:
Please ensure that your CDs are clearly labelled, including the entry number.
It is the entrant’s responsibility to ensure and confirm safe delivery of his/her shipment at
the Organisers’ office and to cover fully ALL courier, mailing and insurance costs and any
import duties in advance, up to and including arrival at the Organisers’ office.
A customs invoice should be included in the consignment which should be clearly marked:
“Contest material – No commercial value.” If your courier requires a value to be indicated,
this should be purely nominal – for example $1 per CD.
DIGITAL STRATEGY
The Organisers cannot accept responsibility for presentation of entries which arrive after 20
April 2015.
MEDIA STRATEGY
Asian Marketing Effectiveness & Strategy Awards 2015
Asian Advertising Festival (Spikes Asia) Pte Ltd
Attention: Melody Liu
21 Media Circle, #05-05, Infinite Studios, Singapore 138562
Tel: +65 6579 0549
EFFECTIVENESS
MAILING INSTRUCTIONS
GENERAL INFORMATION
GENERAL INFORMATION
DATA & ANALYTICS
E-COMMERCE
16
For the purpose of this paragraph, ‘entry/campaign’ means the work you enter into the
Awards. With effect from your submission of an entry, the following terms apply:
By submitting any campaign in the course of entering the awards, the entrant acknowledges that such material will be used for the Awards Purposes (as defined below), on the terms set out herein.
2
Entrants may be required to supply additional material of any shortlisted or winning work for the winners book and any promotional publications and exhibitions held after the event.
DATA & ANALYTICS
E-COMMERCE
17
DIGITAL STRATEGY
3
In order to promote the Awards, the organisers may :
•
Screen or publish all materials submitted to the organisers for purposes of conducting and promoting the Awards, including all entry/campaign, with or without charge at public or private presentations, in such manner and form as the Organisers reasonably think fit;
•
Reproduce all materials submitted to the Organisers - including all entry/ campaign in the Awards Winner Archive and offline for the purpose of conducting and promoting the Awards;
•
Permit the material to be used directly or indirectly for the purpose of promoting the Awards;
•
Reproduce any entry/campaign into a collection of advertisements which may be offered for sale anywhere in the world. Such a collection may not, nor may any extracts of it, be copied, marketed or sold by any organisation other than the Awards organisation or any organisation authorised to do so by the Awards. This may include adaptation/ translation by a third party; (together, the “Awards Purposes”); provided, however, that Awards Purpose shall exclude any action that may violate (a) any applicable law, or (b) any restriction placed on the use of that material by its legal owner, permitted licensee or third party whose property is included within such material as disclosed to the organisers by the entrant and notified to the Organiser as detailed below (each of (a), and (b), a “Restriction”).
MEDIA STRATEGY
1
EFFECTIVENESS
TREATMENT AND PUBLICATION OF ENTRIES
GENERAL INFORMATION
GENERAL INFORMATION
For the avoidance of doubt, “commercially reasonable endeavours” shall include the entrant using its commercially reasonable efforts to attempt to cause the applicable third parties to agree to permit the Organiser to exercise the Awards Purposes, but shall not require the entrant to retrospectively amend or agree new terms of engagement for any Campaign already commissioned.
5
Each entrant agrees to assist the Awards organisers (at the sole cost and expense of the Awards organisers) in every reasonable way in supporting any legal action that may be taken against the Awards in relation to the exercise of the rights set out in the paragraph above and to supply information to the Organisers immediately should they become aware that an unauthorised collection or compilation including their Advertisement is available for sale or distribution.
6
Each entrant confirms to the Organisers that they have the legal right to enter the campaign into the Awards on the terms of these entry rules, subject to any Restrictions.”
DIGITAL STRATEGY
To the extent that the entrant is not the owner of the material comprising the campaign, the organiser’s exercise of the Awards Purposes shall be subject to any Restrictions. The entrant shall use commercially reasonable endeavours to ensure that the organiser may exercise the Awards Purposes, but shall not, in any event, be required to spend any money in order to permit the organiser to do so, and entrant’s failure to obtain sufficient rights in order to enable the organiser to do so
shall not give rise to any liability on entrant’s part; and the entrant shall notify the organiser in writing (including by e-mail) of any Restriction as soon as reasonably practical on becoming aware of the same.
MEDIA STRATEGY
4
EFFECTIVENESS
TREATMENT AND PUBLICATION OF ENTRIES
GENERAL INFORMATION
GENERAL INFORMATION
DATA & ANALYTICS
E-COMMERCE
18
2
All entrants will strictly observe the Entry Rules. Completion and sending of the entry payment will imply full acceptance by each entrant of the Entry Rules.
Non-compliance with any of the Entry Rules will result in automatic disqualification of the entry.
3
The decisions of the Organisers in all matters relating to the Asian Marketing Effectiveness & Strategy Awards shall be final and binding.
4
In the event of a win, any duties, fees and charges accrued from the transporting of the trophy, will be covered by the recipient, not the Organisers.
5
The Asian Marketing Effectiveness & Strategy Awards trophy is the intellectual property, including copyright, design rights and trademark rights, of Asian Advertising Festival (Spikes Asia) Pte Ltd. Asian Advertising Festival (Spikes Asia) Pte Ltd have the exclusive right to and not limited to, reproduce, manufacture, copy, and sell the Asian Marketing Effectiveness and Strategy Awards trophy in any size or medium, and to distribute by gift, sale, re-sale or licence. No reproduction, replica or other copy of the trophy may be made or used by any manufacturer, advertiser, organisation or individual except in accordance with these terms unless you have the prior express written consent or license from Asian Advertising Festival (Spikes Asia) Pte Ltd.
DIGITAL STRATEGY
Each entrant accepts full responsibility for the quality of entries and discharges the Organisers from any responsibility in respect of third parties.
MEDIA STRATEGY
1
EFFECTIVENESS
MISCELLANEOUS
GENERAL INFORMATION
GENERAL INFORMATION
DATA & ANALYTICS
E-COMMERCE
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A. Choose the right category
It sounds simple, but the sheer breadth, depth and versatility of the marketing industry
mean that there is potential overlap between some of the categories in the Asian Marketing
Effectiveness & Strategy Awards.
Please choose your categories wisely depending on the strength of the campaign.
C. Use verified results
In all categories, judges look for evidence of commercial success. This can be demonstrated
in a number of ways but justified facts and figures often tell the story best. It always helps
to explain the basis of a successful return on investment for a campaign, project or business
success story.
If your campaign runs over a very short period, beware of attributing the results across an
entire year (you can quantify them).
Always avoid vague statements such as ‘substantial improvement reported by client’ as your
measure of success.
E-COMMERCE
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DATA & ANALYTICS
Results must be quantifiable. Always name your source and be clear on the link between
the campaign/projects/solution and the results. The judges look for figures that have been
verified, measured or audited by a third party such as a research company, media owner,
industry measurement tool or industry body.
DIGITAL STRATEGY
B. Customise your entry
Where projects/campaigns/solutions can be appropriately entered into many different
categories, judges do look for different attributes and successes against the criteria set for
the specific category. Always customise your written submission based on the category
being entered for and showcase results and elements relevant to the category.
MEDIA STRATEGY
For instance, it is clear that, say, a campaign based around mobile marketing creative and
execution fits into Mobile category in Digital Strategy; it can also form an element of a
project entered into a bigger category, such as Integrated category in Digital. You may in
the meantime enter the same campaign into a Media Strategy category with a focus on the
media planning execution of the campaign.
EFFECTIVENESS
TIPS FOR ENTERING
GENERAL INFORMATION
GENERAL INFORMATION
D. Less is best
Be concise and relevant in your written entry – you have only a few minutes to grab the
judges’ attention. Also, please ensure file sizes are manageable for the judges’ downloads –
long loading and downloading periods should be avoided at all costs.
MEDIA STRATEGY
E. Context
The judges are experts in their field, but may not have intimate knowledge of the particular
project or business that has been entered. It always helps to put an entry in the context of
the wider business, marketing campaign or, even, specialist marketplace. It can help to think
of each entry as a submission to a member of the board in a major Blue Chip company:
they will have a grasp of what makes a successful business case, but not necessarily of the
absolute minutiae of the international market for purple widget manufacture.
EFFECTIVENESS
TIPS FOR ENTERING
GENERAL INFORMATION
GENERAL INFORMATION
DIGITAL STRATEGY
DATA & ANALYTICS
E-COMMERCE
21
In the Effectiveness section, campaigns can be entered into one product & service category,
and multiple specialist categories.
PRODUCT & SERVICES CATEGORIES
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
EFFECTIVENESS
EFP01. Non-Alcoholic Beverages
EFP02. Alcoholic Beverages & Tobacco
Beer, wine, spirits, liqueurs, cocktails, tobacco & associated products
EFP03. Food Products
EFP04. Home Furnishing, Appliances, Maintenance & Household Products
House & garden furniture, washing machines, dryers, dishwashers, fridges, freezers, cookers, microwaves,
kitchen utensils, appliances & crockery, glassware, bed & table linen, baths, showers & toilets, home decorating
& building products, wall & floor coverings, heaters, air conditioners, lamps, clocks, home security products,
smoke detectors, tools, garden tools, machinery & products. Detergents, cleaning products, shoe polish, air
fresheners, insecticides, foil, cling film & food packaging, light bulbs, batteries (not car batteries), paint, varnish
& wood protectors, adhesives
DIGITAL STRATEGY
Meats, fish, seafood, soups, delicatessen, fruits & vegetables, rice, pasta, pizza, sauces, mayonnaise, vinegar,
oils, spices, herbs, pre-cooked & prepared meals, frozen, canned, dried foods, baby foods & baby milk, cream,
butter, cheese, eggs, milk, margarine & spreads, diet & health foods, chocolate, candy, chewing gum, potato
crisps, snacks, nuts & dried fruit, sweet & savoury bars, cakes, biscuits, desserts, sugar, jam, honey, peanut
butter, syrup, bread, crispbread, flour, baking ingredients, breakfast cereals, yoghurt & yoghurt drinks, milk
desserts, ice cream, flavoured milk
MEDIA STRATEGY
Coffee, tea, still & carbonated drinks, juices, mineral waters
EFP05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
DATA & ANALYTICS
Make-up, skin & nail care products, perfumes, eau de toilette & aftershaves, deodorants & body sprays,
shampoos & conditioners, hair dye, hairspray, gel, mousse, dyes, soap, shower & bath products, sun block
& tanning products, hair dryers, hair straighteners, hair curlers, OTC medicines & tablets, vitamins & herbal
remedies, diet supplements & products, insect repellents, adhesive plasters, skin remedies, anti-hair loss
lotions, condoms, pregnancy tests, other pharmaceutical products, hairbrushes, combs, wigs, toothpastes,
toothbrushes, mouthwashes, oral hygiene, toilet paper, tampons & sanitary towels, tissues, diapers, razors
& shaving products, hair removal products, contact lenses, hearing aids, prescription drugs, contact lenses,
alternative therapies & medicines, virility drugs
EFP06. Other Consumer Products (Including Durable Goods)
22
E-COMMERCE
Televisions, video players, blank audio & video tapes, cameras, video cameras, film, hi-fi, personal stereos,
CD players, minidisks & MP3 players, DVD players, personal phone equipment inc. mobile phones & pagers,
musical instruments, sports equipment, bicycles, boats & caravans, toys, games consoles, clothing, footwear
and accessories, sportswear, luggage, jewellery, watches, sunglasses, computer hardware and software,
computer peripherals, gifts & greetings cards, pens and personal stationery
EFP07. Cars & Automotive Services
Cars, jeeps and 4-wheel drives, pick-up trucks, vans, lorries, motorbikes, tyres, auto products and services, spare
parts, accessories incl. in-car hi-fi, petrol stations, petrol, oil, breakdown & servicing companies, car dealerships,
car finance & leasing
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
EFFECTIVENESS
EFP08. Lifestyle
EFP09. Financial Services, Commercial Public Services, Business Products & Services
EFP10. Publications & Media
Online newspapers, magazines, TV & radio stations, networks, books, records, CDs, DVDs, TV & radio stations,
networks & programmes, encyclopaedias & correspondence courses
DIGITAL STRATEGY
Banks, building societies, credit cards, current & savings accounts, mortgages & loans, investment
companies, personal, health insurance, building insurance, car insurance, pension & retirement plans, real
estate investment; apartments and housing; Consumer telecommunications services, internet service
providers, directories, yellow pages, postal services, electricity, gas, power & water companies, schools and
colleges. Business phone & computer equipment, office furniture & stationery, telecommunication services,
accountancy, conference & events services, business postal services, courier services, employment agencies,
website development & agricultural & manufacturing equipment; hospitals, private healthcare & clinics,
medical & dental services, psychiatrists, sex therapists, plastic surgeons, prescription drugs
MEDIA STRATEGY
Transport, travel and tourism, airlines, train & bus companies, ferry & cruise lines, travel agencies, tourist
boards, hotels, resorts, city & country promotion, car hire, travel passes, leisure & theme parks, gyms, health &
diet clubs, sporting events, music festivals, orchestras, exhibitions & shows, nightclubs, bars, etc. museums, art
galleries, cinemas & theatres, golf & country clubs, lotteries, gambling, sex toys, dating sites, social networking
sites; Stores, including home shopping, restaurants, fast food, department & specialist stores, supermarkets,
DIY stores, drugstores, opticians, hairdressers, beauty salons, laundry service, estate agents, photo-processors,
TV, video & other rental stores, mail-order companies, online shopping & auctions, pet food & pet care
products
EFP11. Corporate Image & Information
EFP12. Charities, Public Health & Safety & Public Awareness Messages
Anti-smoking, anti-drugs, anti-drink-driving, road safety, health, hygiene, Aids awareness, political & religious
messages, unions, associations, environmental awareness, government & forces recruitment, state education,
racial, ethnic & disability awareness, sex equality, charities, funds, volunteers, Red Cross, blood & organ
donation
E-COMMERCE
23
DATA & ANALYTICS
Non-product-based company image, competition & event sponsorship, Christmas messages, company
mergers, flotations & relocation, TV programme sponsorship, press releases, press conferences,
announcements, PR, employee schemes, internal communication & statements, marketing, website design,
advertising agencies & production companies, award competitions & Image libraries.
SPECIALIST CATEGORIES
EFS01. Innovative Use of Media
Awarded to the marketing campaign that demonstrates the most innovative and effective use of media to
achieve consumer engagement, deliver marketing objectives and generate business growth. The marketing
strategy could be executed through new media or traditional forms of advertising & communications. Media
types include Press, Outdoor, Radio, Screens, and Digital Media etc.
Awarded to the most innovative and effective branded media programme featuring content creation, product
placement or product association. Entries should illustrate the costs from all aspects of the marketing activity,
as well as the results and return on investment.
For the purposes of Asian Marketing Effectiveness & Strategy, Branded Content is the creation of, or natural integration into original content by
a brand. The purpose of branded content is to deliver marketing messages by engaging consumers via relevant content platforms rather than
traditional advertising methods.
MEDIA STRATEGY
EFS02. Branded Content
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
EFFECTIVENESS
EFS03. Sponsorship and Event Marketing
EFS04. Insights / Strategic Thinking
Awarded to the campaign that most effectively used insights/strategic thinking which led to the
communication idea and achieved the set marketing objectives. Entries must be supported by business
results.
DIGITAL STRATEGY
Awarded to the campaign that most effectively uses sponsorship and/or event marketing to provide an
engaging brand experience to the target audience. Entries must demonstrate how the campaign connected
with the target consumer and met the business objectives of the brand. Entries can include organisation of or
sponsorship of one-off promotions, product launches, exhibitions, shows, brand experiences, music concerts,
sports events, charity walks, fashion shows, tie-ins with television programmes etc.
EFS05. Small Budget Marketing Campaign
EFS06. Marketing Campaign for Regional Brand Development
Awarded to the campaign that most effectively builds a brand presence across at least 3 countries in Asia
Pacific. This category is open to all brands whether Asian, or global, that are establishing themselves in the Asia
Pacific marketplace.
EFS07. Marketing Campaign for National Brand Development
Awarded to the campaign that most effectively builds a brand presence in a single country within Asia Pacific.
This category is open to all brands whether Asian, or global, that are establishing themselves in the Asia Pacific
marketplace.
E-COMMERCE
24
DATA & ANALYTICS
Awarded to the campaign that achieved its marketing and business objectives while adhering to a limited
production and media budget of under US$100,000. This category can include retail, sales promotion and
point of purchase.
EFP08. Sustained Success
Awarded to the campaign that demonstrates how a single vision and strategic platform have had the most
effective long-term impact on the development and growth of a brand. The campaign strategies must span at
least 3 years.
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
EFFECTIVENESS
EFS09. Integrated Marketing Campaign
SPECIAL AWARDS
Platinum Award (Non Enterable)
The best effectiveness campaign from all of the gold winning entries in Effectiveness categories (entries in
the Public Service and Charities categories are no eligible for consideration unless they are supported by a
commercial brand).
The award is given to the agency with the highest number of points from the awards received in all the
Effectiveness categories.
DIGITAL STRATEGY
AME Agency of the Year (Non Enterable)
MEDIA STRATEGY
Awarded to a campaign that most effectively integrates a range of marketing disciplines to meet set
objectives. Campaigns must exhibit a minimum use of 3 marketing disciplines such as direct marketing, event
marketing and advertising.
DATA & ANALYTICS
E-COMMERCE
25
CATEGORY DEFINITION
This category awards outstanding examples of strategic and imaginative solutions that have
delivered a measurable and proven impact on businesses.
Detailed quantitative methods have been developed for the jury to fairly and accurately
benchmark and analyse each entry on its merits. The voting will be based on 4 criteria:
Strategy 20%
Creativity & Innovation 20%
Execution 20%
Results 40%
The decision of the Juries in all matters relating to the awarding of prizes will be final and
binding.
Duplicate trophies can be purchased by other participating parties after the Awards and
Conference.
E-COMMERCE
26
DATA & ANALYTICS
Awards credit and the associated trophies and certificates will be given to the entrant
company.
DIGITAL STRATEGY
The shortlist is decided by a first round of voting. The juries will score all entries individually
online, and a computerised system selects the highest marks based on judges’ scores. The
judges will then review and re-score only the shortlisted entries. The results from this round
will form the foundation for the discussion at the final round. At the final judging, the panel
will meet in Singapore to discuss and select winners.
MEDIA STRATEGY
JUDGING
The award-winning entries will be selected by a panel of industry leaders, comprising senior
client marketers, marketing practitioners, agency heads, strategists, and research & analytics
experts from across the region.
EFFECTIVENESS
JUDGING
GENERAL INFORMATION
EFFECTIVENESS
In the Media Strategy section, campaigns can be entered into one product & service
category, and multiple specialist categories.
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
MEDIA STRATEGY
PRODUCT & SERVICES CATEGORIES
Coffee, tea, still & carbonated drinks, juices, mineral waters
MSP02. Alcoholic Beverages & Tobacco
Beer, wine, spirits, liqueurs, cocktails, tobacco & associated products
MSP03. Food Products
MSP04. Home Furnishing, Appliances, Maintenance & Household Products
House & garden furniture, washing machines, dryers, dishwashers, fridges, freezers, cookers, microwaves,
kitchen utensils, appliances & crockery, glassware, bed & table linen, baths, showers & toilets, home decorating
& building products, wall & floor coverings, heaters, air conditioners, lamps, clocks, home security products,
smoke detectors, tools, garden tools, machinery & products. Detergents, cleaning products, shoe polish, air
fresheners, insecticides, foil, cling film & food packaging, light bulbs, batteries (not car batteries), paint, varnish
& wood protectors, adhesives
DIGITAL STRATEGY
Meats, fish, seafood, soups, delicatessen, fruits & vegetables, rice, pasta, pizza, sauces, mayonnaise, vinegar,
oils, spices, herbs, pre-cooked & prepared meals, frozen, canned, dried foods, baby foods & baby milk, cream,
butter, cheese, eggs, milk, margarine & spreads, diet & health foods, chocolate, candy, chewing gum, potato
crisps, snacks, nuts & dried fruit, sweet & savoury bars, cakes, biscuits, desserts, sugar, jam, honey, peanut
butter, syrup, bread, crispbread, flour, baking ingredients, breakfast cereals, yoghurt & yoghurt drinks, milk
desserts, ice cream, flavoured milk
MEDIA STRATEGY
MSP01. Non-Alcoholic Beverages
MSP05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
MSP06. Other Consumer Products (Including Durable Goods)
27
E-COMMERCE
Televisions, video players, blank audio & video tapes, cameras, video cameras, film, hi-fi, personal stereos,
CD players, minidisks & MP3 players, DVD players, personal phone equipment inc. mobile phones & pagers,
musical instruments, sports equipment, bicycles, boats & caravans, toys, games consoles, clothing, footwear
and accessories, sportswear, luggage, jewellery, watches, sunglasses, computer hardware and software,
computer peripherals, gifts & greetings cards, pens and personal stationery
DATA & ANALYTICS
Make-up, skin & nail care products, perfumes, eau de toilette & aftershaves, deodorants & body sprays,
shampoos & conditioners, hair dye, hairspray, gel, mousse, dyes, soap, shower & bath products, sun block
& tanning products, hair dryers, hair straighteners, hair curlers, OTC medicines & tablets, vitamins & herbal
remedies, diet supplements & products, insect repellents, adhesive plasters, skin remedies, anti-hair loss
lotions, condoms, pregnancy tests, other pharmaceutical products, hairbrushes, combs, wigs, toothpastes,
toothbrushes, mouthwashes, oral hygiene, toilet paper, tampons & sanitary towels, tissues, diapers, razors
& shaving products, hair removal products, contact lenses, hearing aids, prescription drugs, contact lenses,
alternative therapies & medicines, virility drugs
MSP07. Cars & Automotive Services
Cars, jeeps and 4-wheel drives, pick-up trucks, vans, lorries, motorbikes, tyres, auto products and services, spare
parts, accessories incl. in-car hi-fi, petrol stations, petrol, oil, breakdown & servicing companies, car dealerships,
car finance & leasing
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
MEDIA STRATEGY
MSP08. Lifestyle
MSP09. Financial Services, Commercial Public Services, Business Products & Services
MSP10. Publications & Media
Online newspapers, magazines, TV & radio stations, networks, books, records, CDs, DVDs, TV & radio stations,
networks & programmes, encyclopaedias & correspondence courses
DIGITAL STRATEGY
Banks, building societies, credit cards, current & savings accounts, mortgages & loans, investment
companies, personal, health insurance, building insurance, car insurance, pension & retirement plans, real
estate investment; apartments and housing; Consumer telecommunications services, internet service
providers, directories, yellow pages, postal services, electricity, gas, power & water companies, schools and
colleges. Business phone & computer equipment, office furniture & stationery, telecommunication services,
accountancy, conference & events services, business postal services, courier services, employment agencies,
website development & agricultural & manufacturing equipment; hospitals, private healthcare & clinics,
medical & dental services, psychiatrists, sex therapists, plastic surgeons, prescription drugs
MEDIA STRATEGY
Transport, travel and tourism, airlines, train & bus companies, ferry & cruise lines, travel agencies, tourist
boards, hotels, resorts, city & country promotion, car hire, travel passes, leisure & theme parks, gyms, health &
diet clubs, sporting events, music festivals, orchestras, exhibitions & shows, nightclubs, bars, etc. museums, art
galleries, cinemas & theatres, golf & country clubs, lotteries, gambling, sex toys, dating sites, social networking
sites; Stores, including home shopping, restaurants, fast food, department & specialist stores, supermarkets,
DIY stores, drugstores, opticians, hairdressers, beauty salons, laundry service, estate agents, photo-processors,
TV, video & other rental stores, mail-order companies, online shopping & auctions, pet food & pet care
products
MSP11. Corporate Image & Information
MSP12. Charities, Public Health & Safety & Public Awareness Messages
Anti-smoking, anti-drugs, anti-drink-driving, road safety, health, hygiene, Aids awareness, political & religious
messages, unions, associations, environmental awareness, government & forces recruitment, state education,
racial, ethnic & disability awareness, sex equality, charities, funds, volunteers, Red Cross, blood & organ
donation
E-COMMERCE
28
DATA & ANALYTICS
Non-product-based company image, competition & event sponsorship, Christmas messages, company
mergers, flotations & relocation, TV programme sponsorship, press releases, press conferences,
announcements, PR, employee schemes, internal communication & statements, marketing, website design,
advertising agencies & production companies, award competitions & Image libraries.
SPECIALIST CATEGORIES
MSS01. Branded Content
MSS02. Sponsorship and Event Marketing
Awarded to the campaign that most strategically and successfully uses sponsorship and/or event marketing to
provide an engaging brand experience to the target audience. Entries must demonstrate how the campaign
connected with the target consumers and met the marketing and business objectives of the brand. Entries
can include organisation of or sponsorship of one-off promotions, product launches, exhibitions, shows, brand
experiences, music concerts, sports events, charity walks, fashion shows, tie-ins with television programmes,
etc.
MEDIA STRATEGY
Awarded to the most innovative and successful branded media programme featuring content creation,
product placement or product association.
For the purposes of the Asian Marketing Effectiveness & Strategy awards, Branded Content is the creation of,
or natural integration into original content by a brand. The purpose of branded content is to deliver marketing
messages by engaging consumers via relevant content platforms rather than traditional advertising methods.
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
MEDIA STRATEGY
MSS03. Digital Media
MSS04. Mobile
Awarded to the campaign that most strategically and successfully uses the mobile channel(s) to reach and
engage consumers and achieve set objectives. Mobile channels include smartphones, tablet computers,
bluetooth, SMS, MMS, WAP, mobile applications, etc.
DIGITAL STRATEGY
Awarded to the campaign that most strategically and successfully uses digital media to reach and engage
target audience and achieve set objectives. Digital media include websites, microsites, search engines, banner
ads, instant messaging, email marketing, digital POS, new technology, games, virtual worlds, downloadable
applications including screensavers, widgets etc.
MSS05. Social
MSS06. Media Innovation
Awarded to the campaign that demonstrates the most innovative and strategic use of media to obtain
consumer insights, reach target audience, influence consumer behaviour, and deliver results against the set
marketing and business objectives. Innovative media strategy could be executed through new media or
traditional forms of advertising & communications. Media types include Press, Outdoor, Radio, Screens, and
Digital Media etc.
DATA & ANALYTICS
Awarded to the most creative and strategic use of social platforms backed by a sound understanding of online
consumer behaviour to effectively reach and engage target audience and achieve set objectives. Entries
can include consumer driven campaigns, community building, targeting, engagement and conversational
marketing strategies.
MSS07. Integrated Use of Media
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E-COMMERCE
Awarded to the campaign that most strategically and effectively integrates a range of media to meet set
objectives. Entries must exhibit a minimum use of 3 media channels such as digital, event marketing and
screens.
MSS08. Small Budget Media Campaign
Awarded to the campaign that achieved its marketing and business objectives while adhering to a limited
media budget of under US$100,000. This category can include retail, sales promotion and point of purchase.
MSS09. Media Strategy for Regional Brand Development
*This category and Media Strategy for National Brand Development category are mutually exclusive. Entries cannot
be duplicated between these 2 categories unless the work stands strong in both scenarios, in which case the case
study has to focus only on the regional strategy.
MSS10. Media Strategy for National Brand Development
Awarded to the most strategic and effective use of media in building a brand presence in a single country
within Asia Pacific. This category is open to all brands whether Asian, or global, that are establishing
themselves in the Asia Pacific marketplace.
SPECIAL AWARDS
Platinum Award (Non Enterable)
The best media campaign from all of the gold winning entries in Media Strategy categories (entries in the
Public Service and Charities categories are not eligible for consideration unless they are supported by a
commercial brand)
The award is given to the agency with the highest number of points from the awards received in all the Media
Strategy categories.
E-COMMERCE
30
DATA & ANALYTICS
Media Strategy Agency of the Year (Non Enterable)
DIGITAL STRATEGY
* This category and Media Strategy for Regional Brand Development category are mutually exclusive. Entries cannot
be duplicated between these 2 categories unless the work stands strong in both scenarios, in which case the case
study has to focus only on the strategy for the specific market.
MEDIA STRATEGY
Awarded to the most strategic and effective use of media in building a brand presence across at least 3
countries in Asia Pacific. This category is open to all brands whether Asian, or global, that are establishing
themselves in this part of the world.
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
MEDIA STRATEGY
CATEGORY DEFINITION
This category awards entries that have demonstrated media strategy was at the heart of
driving successful business results.
Detailed quantitative methods have been developed for the jury to fairly and accurately
benchmark and analyse each entry on its merits. The voting will be based on 5 criteria:
Insights 20%
Media Idea 20%
Media Strategy 30%
Media Execution 10%
Results 20%
The decision of the Juries in all matters relating to the awarding of prizes will be final and
binding.
Duplicate trophies can be purchased by other participating parties after the Awards and
Conference.
E-COMMERCE
31
DATA & ANALYTICS
Awards credit and the associated trophies and certificates will be given to the entrant
company.
DIGITAL STRATEGY
The shortlist is decided by a first round of voting. The juries will score all entries individually
online, and a computerised system selects the highest marks based on judges’ scores. The
judges will then review and re-score only the shortlisted entries. The results from this round
will form the foundation for the discussion at the final round. At the final judging, the panel
will meet in Singapore to discuss and select winners.
MEDIA STRATEGY
JUDGING
The award-winning entries will be selected by a panel of industry leaders, comprising senior
client marketers, marketing practitioners, agency heads, strategists, and research & analytics
experts from across the region.
EFFECTIVENESS
JUDGING
GENERAL INFORMATION
MEDIA STRATEGY
In the Digital Strategy section, campaigns can be entered into one product & service
category, and multiple specialist categories.
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DIGITAL STRATEGY
PRODUCT & SERVICES CATEGORIES
DSP02. Alcoholic Beverages & Tobacco
Beer, wine, spirits, liqueurs, cocktails, tobacco & associated products
DSP03. Food Products
DSP04. Home Furnishing, Appliances, Maintenance & Household Products
House & garden furniture, washing machines, dryers, dishwashers, fridges, freezers, cookers, microwaves,
kitchen utensils, appliances & crockery, glassware, bed & table linen, baths, showers & toilets, home decorating
& building products, wall & floor coverings, heaters, air conditioners, lamps, clocks, home security products,
smoke detectors, tools, garden tools, machinery & products. Detergents, cleaning products, shoe polish, air
fresheners, insecticides, foil, cling film & food packaging, light bulbs, batteries (not car batteries), paint, varnish
& wood protectors, adhesives
DIGITAL STRATEGY
Meats, fish, seafood, soups, delicatessen, fruits & vegetables, rice, pasta, pizza, sauces, mayonnaise, vinegar,
oils, spices, herbs, pre-cooked & prepared meals, frozen, canned, dried foods, baby foods & baby milk, cream,
butter, cheese, eggs, milk, margarine & spreads, diet & health foods, chocolate, candy, chewing gum, potato
crisps, snacks, nuts & dried fruit, sweet & savoury bars, cakes, biscuits, desserts, sugar, jam, honey, peanut
butter, syrup, bread, crispbread, flour, baking ingredients, breakfast cereals, yoghurt & yoghurt drinks, milk
desserts, ice cream, flavoured milk
MEDIA STRATEGY
DSP01. Non-Alcoholic Beverages
Coffee, tea, still & carbonated drinks, juices, mineral waters
DSP05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
DSP06. Other Consumer Products (Including Durable Goods)
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E-COMMERCE
Televisions, video players, blank audio & video tapes, cameras, video cameras, film, hi-fi, personal stereos,
CD players, minidisks & MP3 players, DVD players, personal phone equipment inc. mobile phones & pagers,
musical instruments, sports equipment, bicycles, boats & caravans, toys, games consoles, clothing, footwear
and accessories, sportswear, luggage, jewellery, watches, sunglasses, computer hardware and software,
computer peripherals, gifts & greetings cards, pens and personal stationery
DATA & ANALYTICS
Make-up, skin & nail care products, perfumes, eau de toilette & aftershaves, deodorants & body sprays,
shampoos & conditioners, hair dye, hairspray, gel, mousse, dyes, soap, shower & bath products, sun block
& tanning products, hair dryers, hair straighteners, hair curlers, OTC medicines & tablets, vitamins & herbal
remedies, diet supplements & products, insect repellents, adhesive plasters, skin remedies, anti-hair loss
lotions, condoms, pregnancy tests, other pharmaceutical products, hairbrushes, combs, wigs, toothpastes,
toothbrushes, mouthwashes, oral hygiene, toilet paper, tampons & sanitary towels, tissues, diapers, razors
& shaving products, hair removal products, contact lenses, hearing aids, prescription drugs, contact lenses,
alternative therapies & medicines, virility drugs
DSP07. Cars & Automotive Services
Cars, jeeps and 4-wheel drives, pick-up trucks, vans, lorries, motorbikes, tyres, auto products and services, spare
parts, accessories incl. in-car hi-fi, petrol stations, petrol, oil, breakdown & servicing companies, car dealerships,
car finance & leasing
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DIGITAL STRATEGY
DSP08. Lifestyle
DSP09. Financial Services, Commercial Public Services, Business Products & Services
DSP10. Publications & Media
Online newspapers, magazines, TV & radio stations, networks, books, records, CDs, DVDs, TV & radio stations,
networks & programmes, encyclopaedias & correspondence courses
DIGITAL STRATEGY
Banks, building societies, credit cards, current & savings accounts, mortgages & loans, investment
companies, personal, health insurance, building insurance, car insurance, pension & retirement plans, real
estate investment; apartments and housing; Consumer telecommunications services, internet service
providers, directories, yellow pages, postal services, electricity, gas, power & water companies, schools and
colleges. Business phone & computer equipment, office furniture & stationery, telecommunication services,
accountancy, conference & events services, business postal services, courier services, employment agencies,
website development & agricultural & manufacturing equipment; hospitals, private healthcare & clinics,
medical & dental services, psychiatrists, sex therapists, plastic surgeons, prescription drugs
MEDIA STRATEGY
Transport, travel and tourism, airlines, train & bus companies, ferry & cruise lines, travel agencies, tourist
boards, hotels, resorts, city & country promotion, car hire, travel passes, leisure & theme parks, gyms, health &
diet clubs, sporting events, music festivals, orchestras, exhibitions & shows, nightclubs, bars, etc. museums, art
galleries, cinemas & theatres, golf & country clubs, lotteries, gambling, sex toys, dating sites, social networking
sites; Stores, including home shopping, restaurants, fast food, department & specialist stores, supermarkets,
DIY stores, drugstores, opticians, hairdressers, beauty salons, laundry service, estate agents, photo-processors,
TV, video & other rental stores, mail-order companies, online shopping & auctions, pet food & pet care
products
DSP11. Corporate Image & Information
DSP12. Charities, Public Health & Safety & Public Awareness Messages
Anti-smoking, anti-drugs, anti-drink-driving, road safety, health, hygiene, Aids awareness, political & religious
messages, unions, associations, environmental awareness, government & forces recruitment, state education,
racial, ethnic & disability awareness, sex equality, charities, funds, volunteers, Red Cross, blood & organ
donation
E-COMMERCE
33
DATA & ANALYTICS
Non-product-based company image, competition & event sponsorship, Christmas messages, company
mergers, flotations & relocation, TV programme sponsorship, press releases, press conferences,
announcements, PR, employee schemes, internal communication & statements, marketing, website design,
advertising agencies & production companies, award competitions & Image libraries.
SPECIALIST CATEGORIES
DSS01. Search
Awarded to the best use of search marketing to create a measurable impact. Tactics could include search
engine optimisation and/or paid search.
Awarded to the campaign that best uses a destination site built as a storefront for a company’s long-term
business to create a measurable impact as part of an overall marketing communications strategy. You may
enter a website and a microsite that is part of the same website as long as that microsite has a separate URL
that is accessible independently of the main website URL.
DSS03. Mobile (including Apps)
Awarded to the best use of the mobile platform, which includes advertising campaigns and applications, to
create a measurable impact. Mobile use could refer to all types of advertising that can be accessed on mobile
phones, tablets, PDAs, Blackberries, etc., including SMS, MMS, and in-app campaigns.
MEDIA STRATEGY
DSS02. Website & Microsites
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DIGITAL STRATEGY
DSS04. Gaming
DSS05. Video
Awarded to the video campaign, online or on mobile, that combines creativity and engaging & targeted
content or leverages consumer created content to build viral buzz and achieve proven results in relation to the
objectives set. Entries can include interactive videos.
DSS06. Social
DSS07. Online Content (excluding Video Content)
Awarded to the strategic creation, curation, and distribution of engaging, relevant and consistent online
content to attract the target audience, and eventually drive profitable customer action.
DSS08. Other Digital Solutions
Other digital advertising that doesn’t fit in any of the categories above, e.g. digital OOH campaigns, display,
banners, and loyalty campaigns, etc.
Work entered in any of the 8 categories above CANNOT also appear in Other Digital Solution category and vice
versa. They are mutually exclusive.
E-COMMERCE
34
DATA & ANALYTICS
Awarded to the campaign that uses social networking and community sites most effectively and creatively to
reach target customers to build or maintain their brand and market share while attaining marketing objectives
set during the review period. Entries should truly make use of social media platforms beyond simply the viral
reach of a campaign.
DIGITAL STRATEGY
Awarded to the strategic development of a game that effectively and creatively reached target customers to
build or maintain their brand and market share while attaining marketing objectives.
DSS09. Digital Innovation
Awarded to the campaign that uses newly created digital media or existing digital media in fresh and
innovative ways to explore new channels of communication and achieve marketing success.
DSS10. Digitally Integrated Campaign
SPECIAL AWARDS
MEDIA STRATEGY
To be considered for this award, entries must show how they used a range of digital solutions in the best
possible way to promote a product or service. Entries must have run across a minimum of 3 digital channels
(for example banners, viral videos, landing sites, etc.), and must build a complete picture by showing how the
campaign played across these digital elements/channels. This means that the elements of the campaign were
designed to ensure that the combination of different channels produced an effect greater than the sum of its
parts.
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DIGITAL STRATEGY
Platinum Award (Non Enterable)
Digital Strategy Agency of the Year (Non Enterable)
The award is given to the agency with the highest number of points from the awards received in all the Digital
Strategy categories.
DIGITAL STRATEGY
The best digital campaign from all of the gold winning entries in Digital Strategy categories (entries in the
Public Service and Charities categories are not eligible for consideration unless they are supported by a
commercial brand).
DATA & ANALYTICS
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CATEGORY DEFINITION
This category awards entries that demonstrate clearly how business goals were achieved
through innovative digital strategies.
Detailed quantitative methods have been developed for the jury to fairly and accurately
benchmark and analyse each entry on its merits. The voting will be based on 5 criteria:
Insights 20%
Digital Idea 20%
Digital Strategy 30%
Digital Execution 10%
Results 20%
The decision of the Juries in all matters relating to the awarding of prizes will be final and
binding.
Duplicate trophies can be purchased by other participating parties after the Awards and
Conference.
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DATA & ANALYTICS
Awards credit and the associated trophies and certificates will be given to the entrant
company.
DIGITAL STRATEGY
The shortlist is decided by a first round of voting. The juries will score all entries individually
online, and a computerised system selects the highest marks based on judges’ scores. The
judges will then review and re-score only the shortlisted entries. The results from this round
will form the foundation for the discussion at the final round. At the final judging, the panel
will meet in Singapore to discuss and select winners.
MEDIA STRATEGY
JUDGING
The award-winning entries will be selected by a panel of industry leaders, comprising senior
client marketers, marketing practitioners, agency heads, strategists, and research & analytics
experts from across the region.
EFFECTIVENESS
JUDGING
GENERAL INFORMATION
DIGITAL STRATEGY
The Data & Analytics awards will reward great strategy founded on insights gained through
the acquisition, analysis and interpretation of data in order to target, drive engagement,
or develop a meaningful relationship with a specific consumer audience. The jury will
award compelling, relevant strategy led by insights founded in and driven by the strategic
application of data/analytics and associated targeting methods.
DAA01. Web Analytics
Strategic analysis of online consumer activity and web traffic. Entries in this category should demonstrate how
the measurement, collection and analysis of web data have provided, contributed to, or enhanced an insight
or understanding of the audience.
DAA02. Social Analytics
MEDIA STRATEGY
ANALYTICS & INSIGHTS CATEGORIES
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DATA & ANALYTICS
Strategic analysis of online social platforms, activity and behaviours. Entries in this category should
demonstrate how the measurement, collection and analysis of social platform or social user data have
provided, contributed to, or enhanced an insight or understanding of the audience.
Strategic analysis of audiences. Insight may be gained through the collective and shared decisions and
preferences of several different categories of consumer. Entries in this category should demonstrate how
the measurement, collection and analysis of audience clustering data have contributed to, or enhanced the
understanding of the audience and related insights.
STRATEGY & TECHNIQUE CATEGORIES
DIGITAL STRATEGY
DAA03. Data Mining – Audience Association and Clustering Analysis
DAS01. Audience Segmentation
DAS02. Response/Real Time Data
Strategy that drives consumer engagement by utilising real-time data in order to effectively respond to world
shifts, news, crises and other significant events.
DAS03. Data Storytelling
DATA & ANALYTICS
Strategic use of data concerned with identifying and appropriately dividing the audience into specific
consumer groups in order to better understand who makes up the market. Entries must illustrate how testing
and targeting phases were implemented in order to fulfil the strategy.
Strategy that harnesses consumer data in order to build a comprehensive view of customer preferences.
Entries should illustrate how the strategy drove the delivery of appropriate brand stories.
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DAS04. Personalisation
Strategic use of data concerned with individual consumers’ behaviour (e.g. transactions, websites visited,
content viewed) resulting in direct sales and acquisitions.
DAS05. Single Customer View at Scale
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DATA & ANALYTICS
Entries in this category should demonstrate how appropriate techniques were used in order to gain a single
customer view founded in the analysis of data.
Entries in this category should demonstrate how the strategic use of multiple data sourcing or the merging of
data was carried out in order to produce original consumer insight or to better engage with the market.
USE OF DATA TECHNOLOGIES & TOOLS
MEDIA STRATEGY
DAS06. Multiple Data Sourcing/Merging
DAU01. Analytics Innovation
Online newspapers, magazines, TV & radio stations, networks, books, records, CDs, DVDs, TV & radio stations,
networks & programmes, encyclopaedias & correspondence courses
Strategic use of database technologies. Entries in this category should demonstrate how technology was
harnessed in order to appropriately build a customer database or target an existing consumer set.
DAU03. Customer Intelligence (CI)
Strategic use of technologies that aid the interpretation of raw, consumer related data into meaningful
information. Entries in this category should be able to demonstrate how the creative use of technology had a
direct impact on the overall engagement strategy.
DIGITAL STRATEGY
DAU02. Database Application
DAU04. Business Intelligence (BI)
DAU05. Data Visualisation
Strategic use of schematic data technologies in order to physically and/or graphically interpret or represent
data.
DAU06. Innovative use of Data Technology
Entries in this category must demonstrate how progressive methods or data technologies were harnessed for
the purposes of gathering and/or interpreting data. Strategic collaborations with technology providers will be
considered.
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DATA & ANALYTICS
Strategic use of technologies that aid the interpretation of raw, business related data into meaningful
information. Entries in this category should be able to demonstrate how the creative use of technology had a
direct impact on business strategy.
SPECIAL AWARD
Platinum Award (Non Enterable)
The best data & analytics campaign from all of the gold winning entries in Data & Analytics categories (entries
in the Public Service and Charities categories are not eligible for consideration unless they are supported by a
commercial brand).
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
DATA & ANALYTICS
MEDIA STRATEGY
DIGITAL STRATEGY
DATA & ANALYTICS
E-COMMERCE
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CATEGORY DEFINITION
This category awards the best examples of great strategy led by insights founded in and
driven by the strategic application and analysis of data with proven results.
Detailed quantitative methods have been developed for the jury to fairly and accurately
benchmark and analyse each entry on its merits. The voting will be based on 5 criteria:
Insights
20%
Idea
20%
Strategy 30%
Execution 10%
Results
20%
The decision of the Juries in all matters relating to the awarding of prizes will be final and
binding.
Duplicate trophies can be purchased by other participating parties after the Awards and
Conference.
E-COMMERCE
40
DATA & ANALYTICS
Awards credit and the associated trophies and certificates will be given to the entrant
company.
DIGITAL STRATEGY
The shortlist is decided by a first round of voting. The juries will score all entries individually
online, and a computerised system selects the highest marks based on judges’ scores. The
judges will then review and re-score only the shortlisted entries. The results from this round
will form the foundation for the discussion at the final round. At the final judging, the panel
will meet in Singapore to discuss and select winners.
MEDIA STRATEGY
JUDGING
The award-winning entries will be selected by a panel of industry leaders, comprising senior
client marketers, marketing practitioners, agency heads, strategists, and research & analytics
experts from across the region.
EFFECTIVENESS
JUDGING
GENERAL INFORMATION
DATA & ANALYTICS
E-commerce Solution: Taking an analogue process and making it digital/mobile
PRODUCT & SERVICES CATEGORIES
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
E-COMMERCE
ECP01. Retail (Including Fashion, Food and Beverage, Consumable Products and
Durable Goods)
ECP02. Finance (Including Financial Services, Commercial Public Services Business
Products and Services)
Banks, building societies, credit cards, current & savings accounts, mortgages & loans, investment companies,
insurance, pensions & real estate investment, mergers and acquisitions, privatizations, financial services
marketing.
MEDIA STRATEGY
Stores, including home shopping, restaurants, fast food, department & specialist stores, supermarkets, DIY
stores, drugstores, opticians, hairdressers, beauty salons, laundry service, estate agents, photo-processors, TV,
video & other rental stores, mail-order companies, online shopping & auctions.
ECP03. Electronics (Including Games/Music/Computing)
ECP04. Pharmaceutical, Health and Beauty (Including Cosmetics and Toiletries)
E-COMMERCE
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DATA & ANALYTICS
OTC medicines & tablets, prescription drugs, vitamins & herbal remedies, diet supplements &
products, insect repellents, adhesive plasters, skin remedies, anti-hair loss lotions, condoms,
pregnancy tests, other pharmaceutical products, contact lenses, hearing aids, make-up, skin & nail care
products, perfumes, eau de toilette & aftershaves, deodorants & body sprays, shampoos & conditioners,
hairspray, gel, mousse, hair-dyes, soap, shower & bath products, sun block & tanning products, hair dryers, hair
straighteners, hair curlers, toothpastes, toothbrushes, mouthwashes, toilet paper, tampons & sanitary towels,
tissues, nappies, razors & shaving products, hairbrushes, combs, wigs, hair removal products.
DIGITAL STRATEGY
Washing machines, dryers, dishwashers, fridges, freezers, cookers, microwaves, kitchen appliances, heaters, air
conditioners, lamps, torches, clocks, home security products, smoke detectors, tools, garden tools, machinery
& products, televisions, video players, blank audio & video tapes, cameras, binoculars, video cameras, film, hi-fi,
personal stereos, CD players & minidiscs, mp3 players, home computers, DVD players, personal phone
equipment incl. mobile phones, PDA’s, pagers, personal gps systems, personal alarms.
ECP05. Travel, Entertainment and Leisure
Airlines, train & bus companies, ferry & cruise lines, travel agencies, tourist boards, hotels, resorts,
city & country promotion, car hire, travel passes, leisure & theme parks, gyms, health & diet clubs, sporting
events, music festivals, orchestras & instruments, exhibitions & shows, nightclubs, bars, museums, art galleries,
cinemas & theatres, sports and outdoor equipment, bicycles, boats & caravans, toys, board games, computer
games & consoles, lotteries, gambling, golf & country clubs, sex toys, dating services, social networking sites.
Consumer telecommunications services, internet service providers, cable & satellite TV providers, directories,
Yellow Pages.
ECP07. Other e-Commerce
Including Mining, Forestry, Agriculture, Building Supplies, Hardware, Government, Infrastructure, Utilities,
Manufacturing, Warehousing and Supply Chain.
MEDIA STRATEGY
ECP06. Telecommunications
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
E-COMMERCE
DIGITAL STRATEGY
DATA & ANALYTICS
E-COMMERCE
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SPECIALIST CATEGORIES
ECS01. User Experience
Awarded to the e-commerce solution that demonstrates a clear customer-centric approach and
understanding of that user’s journey that delivers superior business results through the online user experience
and/or interface.
Awarded to a newly created e-commerce solution or existing solution repurposed in a fresh and innovative
way that demonstrates enhanced engagement and delivers business objectives together with business
growth.
ECS03. Payment System
Awarded to the e-commerce solution that has created an as frictionless-as-possible payment process for
customers, including mobile payments, payment platform integration and order online/pay offline methods.
MEDIA STRATEGY
ECS02. Innovation
EFFECTIVENESS
CATEGORIES
GENERAL INFORMATION
E-COMMERCE
ECS04. Mobile and Apps
ECS05. Data
Awarded to the e-commerce solution that collects and leverages customer data to bring the right offer to
the right customer at the right time, and to connect it as seamlessly as possible to the brand’s other channels,
potentially including offline.
SPECIAL AWARD
DIGITAL STRATEGY
Awarded to the e-commerce solution specifically developed for handheld devices that achieves business
objectives and results or the integration of ecommerce functionality in existing or new native apps
Platinum Award (Non Enterable)
E-COMMERCE
43
DATA & ANALYTICS
The best digital campaign from all of the gold winning entries in e-Commerce categories (entries for Public
Service and Charities are not eligible for consideration unless they are supported by a commercial brand).
CATEGORY DEFINITION
This category recognises innovative e-commerce solutions that have created a
demonstrable positive business impact.
Detailed quantitative methods have been developed for the jury to fairly and accurately
benchmark and analyse each entry on its merits. The voting will be based on 5 criteria:
Business Consultancy
20%
Strategy 20%
Implementation 10%
Execution 30%
Results 20%
The decision of the Juries in all matters relating to the awarding of prizes will be final and
binding.
Duplicate trophies can be purchased by other participating parties after the Awards and
Conference.
E-COMMERCE
44
DATA & ANALYTICS
Awards credit and the associated trophies and certificates will be given to the entrant
company.
DIGITAL STRATEGY
The shortlist is decided by a first round of voting. The juries will score all entries individually
online, and a computerised system selects the highest marks based on judges’ scores. The
judges will then review and re-score only the shortlisted entries. The results from this round
will form the foundation for the discussion at the final round. At the final judging, the panel
will meet in Singapore to discuss and select winners.
MEDIA STRATEGY
JUDGING
The award-winning entries will be selected by a panel of industry leaders, comprising senior
client marketers, marketing practitioners, agency heads, strategists, and research & analytics
experts from across the region.
EFFECTIVENESS
JUDGING
GENERAL INFORMATION
E-COMMERCE