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JUDGING CRITERIA
How Your Entry Will be Judged?
Your entry will be read and judged by some of the region's most experienced (and most critical) business leaders - regional planners and creative directors, regional agency heads, client marketing directors, and media and research professionals. It's a tough audience, but these people want to reward work that demonstrates not just good results but strong creative thinking from top to bottom. Your job as an author is to make these judges want to award your campaign, by showing them the strength of your thinking.
Remember, the Asia-Pacific Effie competition is about effectiveness. How did the various campaign components - strategy, creative, media, research - come together to achieve great results?
Judges will provide a score for each of the following elements. These elements will have equal weight and total 60% of the final score:
Background/Strategy
Marketing background (including the key background on your market that the judges might not be familiar with); marketing challenge; campaign objectives; strategy; audience insights and description
Creative
The Big Idea; link to strategy; quality of execution
Media
Media strategy; link to background and marketing strategy; how the media strategy and insights influenced the media vehicles selected or created; how the media strategy relates to the creative idea.
The remaining 40% of the score is based on your Evidence of Results.
Entrants are encouraged to detail all the elements contributing to their campaign's effectiveness in their entry form and to consider other factors that could have contributed to the reported results. Judges will evaluate all these elements and factor them into their final score.
GOOD LUCK!
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