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The main part of your entry should be uploaded as a PDF. No entry should exceed 2,000 words (except those entering for Best Ongoing use of TV who have a word limit of 2,500).
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.
TOTAL POSSIBLE SCORE IS 100
1)Background & Objectives (out of 10)
This is the Executive Summary of your document. Clearly 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 Strategy (out of 25)
Here we want to see your thinking behind the plan. Tell us about your strategic solution.
• 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 (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 (out of 20)
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?
• For the “Best Ongoing Use of TV” 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.
• 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 (out of 5)
An endorsement from the advertiser is important, so include comments from the client where possible.
6) Entry presentation (out of 10)
Give your entry the best possible chance by making it read well and look good.
• Judicious use of images or graphs can save words.
• Spelling and punctuation matter.
• Sometimes bullet points communicate better than dense paragraphs of text.
1) Background & Objectives (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 Brand Story Over Time (out of 20)
•Tell us what happened to the brand over the extended period, including any specific objectives that might have been set for any aspect or time period, if relevant. How did its marketing strategy evolve in response to business results or competitive activity? How did agencies work with each other?
3) The Media Story Over Time (out of 30)
•Explain the contribution that media thinking played in the brand’s success, the role for TV and its specific contribution.
•What were the media learnings gathered over time and how did the media plan incorporate these into subsequent plans? Tell us about any significant media ideas along the way that supported the long-term marketing strategy.
Feel free to blend section 2 (the brand story) with section 3 (the media story), particularly if you wish to tell the story year by year. However, the marking will weight those two aspects as detailed. Whatever you choose to do, concise summaries of each year’s activity are helpful and welcome.
4) Results(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. ROI (i.e. a ratio) is by no means the only – or even ideal – metric to use. So what happened as a result of the communication activity?
Please mark if any sensitive information is for judges eyes only
5) Client Involvement (out of 5)
•An endorsement from the advertiser is important, so include comments from the client where possible. Ask yourself whether your client would believe this to have been a successful campaign before you start.
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