The main part of your entry should be uploaded via our Awards Force Platform. No entry should exceed 2,000 words
Please provide high-res logos. A minimum of two will need to be uploaded to cover the Agency and the Client logo. Each entry should be accompanied by a minimum of two high-res images. These might be campaign stills, examples of other media used or other amplification activity; whatever helps visually tell the story of your entry. Each entry should be accompanied by a minimum of one video asset. This should be the TV ads or content in question and should be high quality.
We will request sign off from winning brands/agencies to feature their winning case studies on the TAM website. However please mark if any sensitive information is for judges eyes only.
JUDGING CRITERIA/MARKING FOR:
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Best Use of Innovation
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Best Tactical Use of TV
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Best Use of TV Sponsorship
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Best TV Strategy
TOTAL POSSIBLE SCORE IS 100
1) Background & Objectives (Marked out of 10)
Explain the position of the brand within its competitive set at the start of the period being covered. It should state the business, marketing and communications objectives that lay behind the communication investment.
• What was the competitive position of the brand and its recent marketing history?
• What were you trying to achieve and why? Hard business objectives here are ideal.
• Do make sure your objectives are clear and relevant; it is crucial to match your final results to these objectives.
2) The Strategic Solution (Marked out of 20)
The strategic solution/the thinking behind the plan (role of research, role of TV, competitive activity. )
• What was the ‘big idea? What research did you do and how did you get to the” big idea” and why?
• What role was TV required to play and why?
• How did agencies work with each other?
3) The Plan (Marked out of 30)
Here we want to see clearly how the strategic solution was implemented.
• How did you make the most of what today’s TV has to offer? Outline the implementation fully.
• Describe how the use of TV was integrated with other marketing activity, whether media advertising or not.
• Make sure you include enough detail about the TV plan. For example, seasonality, flighting, weights, frequency distribution, channel and programme choices can all add depth to a broader outline.
• Describe how the use of TV was integrated with other marketing activity, whether media advertising or not. Be as clear as you can about what you did; if some facts are confidential maybe indexing them or describing them in relative and not absolute terms will help
4) The Results (Marked out of 25)
It is critical that you include evidence that your plans worked against the objectives you set. Include measures such as shifts in awareness, attitudes, consideration and most importantly commercial results such as shifts in revenue, profit, sales, market share.
• What happened as a result of the communication activity? How do you know it worked?
• What was the budget?
• Can you isolate the effect of advertising from the brand’s other marketing investment e.g. price-cutting, wider distribution, etc?
• Was it possible to isolate the specific impact made by TV?
• Consider the market your brand was operating within and also what competitive activity existed at the time.
• Make sure you avoid overclaim and have considered what other causes might account for the effect you saw.
• Can you prove that the communications activity has been a worthwhile investment for your client? To what extent has it paid back?
5) Client Involvement (Marked out of 10)
An endorsement from the advertiser is important, so include comments/feedback from the client where possible. Testimonials from other parties on the project such as broadcasters or creative agencies are useful here too
6) Entry presentation (Marked out of 5)
Give your entry the best possible chance by making it read well and look good.
Some ideas:
• Judicious use of images or graphs can save words.
• Spelling and punctuation matter.
• Sometimes bullet points communicate better than dense paragraphs of text.
Maximum word count: 2,000
JUDGING CRITERIA/MARKING FOR BEST ONGOING USE OF TV
TOTAL POSSIBLE SCORE IS 100
1) Background & Objectives (Marked out of 10)
Explain the position of the brand within its competitive set at the start of the period being covered.
• What were the long-term broad objectives of the business and what were its main challenges?
2) The Media and Brand Story (Marked out of 50)
Describe how the planning and use of TV has evolved over time to produce results for the brand.
• Tell us what the brand objectives for each year or campaign period are explained
• show how the marketing strategy evolved in response to business results or competitive activity
• Explain the role for TV and how this has developed, taking the media learnings gathered and incorporating these into the subsequent plans each time.
• Tell us about any significant media ideas along the way that supported the long-term marketing strategy.
• Where relevant, explain how the brand utilised advanced TV capabilities and tactics (i.e. use of first party data and insights) in order to drive results for the brand.
3) The Results (Marked out of 25)
Our industry is dedicated to proving effectiveness, so it’s critical that you include evidence that your plans worked over time. For this category, demonstrating results at regular stages during the period covered will be appreciated. Include measures such as shifts in awareness, attitudes, consideration and most importantly commercial results such as shifts in revenue, profit, sales, market share. What happened as a result of the communication activity?
- How do you know it worked?
- Can you isolate the effect of advertising from the brand’s other marketing investment e.g. price-cutting, wider distribution etc?
- Was it possible to isolate the specific impact made by TV?
- Consider the market your brand was operating within and also what competitive activity existed at the time.
- Make sure you avoid overclaim and have considered what other causes might account for the effect you saw.
- Can you prove that the communications activity has been a worthwhile investment for your client? To what extent has it paid back?
Please mark if any sensitive information is for judges eyes only
5) Client Involvement (Marked out of 10)
An endorsement from the advertiser is important, so include comments/feedback from the client where possible. Testimonials from other parties on the project such as broadcasters or creative agencies are useful here too
6) Entry presentation (Marked out of 5)
Give your entry the best possible chance by making it read well and look good.
Some ideas:
• Judicious use of images or graphs can save words.
• Spelling and punctuation matter.
• Sometimes bullet points communicate better than dense paragraphs of text.
Maximum word count: 2,000
JUDGING CRITERIA/MARKING FOR TV TEAM OF THE YEAR
TOTAL POSSIBLE SCORE IS 100
Tell us – in 1000 words – why your agency/team deserves to win this award. include a testimonial from a client, and make sure you’ve submitted an entry into at least one other category.
How have your team collaborated with broadcasters and clients to get the most out of what TV can offer
• Details on the sophistication of your AV planning systems and the insights that drive your teams decision making
• Evidence of helping brands onto TV for the first time
• Evidence of evolving TV plans to take full advantage of advanced TV capabilities
• Your commitment to training and engagement with TAM Ireland
• An overview of the continued importance TV plays for clients/brands
Please note
You must include a testimonial from a client or clients
To be considered for this award you must have submitted an entry into at least one other category
Maximum word count: 1,000
How to enter The TAMIs-Ireland’s TV Planning Awards 2023
• Firstly, make sure you’ve read the award categories information and the hints and tips.
• Read the T&Cs
• Finally submit your entry here
• If you have any issues submitting your entry or have any questions please contact eimear@tamireland.ie