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Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 2/7
MESSAGE FROM US
Thank you for joining us as one of the judges for Marketing Excellence Awards 2017. We appreciate your time and
effort in the judging process.
This awards event serves as a platform to recognise excellence across the marketing communications services
industry. It is one of the Hong Kong’s largest award shows dedicated to celebrating the work of the country’s top
marketers.
This document aims to guide you through the judging process. Kindly take some time to read through this before you
come for judging.
CONFIDENTIALITY
Please consider all entries and information shared as private and confidential. Some entries might contain
information that is not for circulation in any means. Kindly use them only for judging purpose, and do not use or
circulate them for any other purposes.
HOW TO FIND OUT…
Your judging sessions and venue Page 3
The category descriptions Page 4
The judging criteria Page 5
Scores giving procedure Page 6
Who to contact when you have enquiries Call / Whatsapp Francis at +852 2861 1882 / 9656 5367
Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 3/7
JUDGING KEY DATES
Date
14 – 20 Sep - AM session (0900-1300)
- PM session (1400-1800)
Please refer to the email for the confirmation of your sessions.
9 Nov Gala dinner/awards ceremony
Starts at 6.30pm at The Mira Hong Kong
JUDGING VENUE
2/F, Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong (Map)
Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 4/7
CATEGORIES
The awards has a total of 32 categories in 2017.
1. Excellence in Advertising
2. Excellence in Branded Content
3. Excellence in Content Marketing
4. Excellence in Corporate Social Responsibility
5. Excellence in Customer Engagement
6. Excellence in Data-Driven Marketing
7. Excellence in Design
8. Excellence in Digital Marketing
9. Excellence in Event Marketing
10. Excellence in Experiential Marketing
11. Excellence in Financial Advertising
12. Excellence in Gaming
13. Excellence in Innovation
14. Excellence in Integrated Marketing
15. Excellence in Launch/Relaunch Marketing
16. Excellence in Marketing – NGO
17. Excellence in Mass Event
18. Excellence in Media Strategy
19. Excellence in Mobile Marketing
20. Excellence in Online Video
21. Excellence in Out-of-Home Marketing
22. Excellence in Partnership
23. Excellence in Print Marketing
24. Excellence in Programmatic
25. Excellence in Public Relations
26. Excellence in Retail Marketing
27. Excellence in Search Marketing
28. Excellence in Social Media
29. Excellence in Targeted Event
30. Excellence in Travel and Hospitality Marketing
31. Excellence in TV Advertising
32. Excellence in Use of Technology
Details of each category: https://www.marketing-interactive.com/mea-awards/hk/categories/
Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 5/7
JUDGING CRITERIA
Please consider the criteria below when assessing each of the four areas:
1. Challenge – 25% of total score.
2. Strategy – 25% of total score.
3. Execution – 25% of total score.
4. Results – 25% of total score.
Judges have the right to deduct scores for missing/incomplete information, as well as exceeding words/slides.
Note: Each video is limited to 3 minutes maximum.
A penalty of 30% marks deduction should be enforced if submission template is being altered (eg. instruction
words are being deleted from the slides).
1. CHALLENGE (max 1 slide) – 25%
The judges will be looking for: - The market situation the brand was operating in.
- A clear description of the business/brand consumer challenge the
advertising/project/work was asked to address.
- Key statistics which help illustrate the scale of this challenge in detail.
Mandatory information: Start & end dates, key objectives, target audience, key competitions, budget.
Reminder: Eligibility period – 1 September 2016 to 31 August 2017
Campaigns out of this period will be disqualified.
2. STRATEGY (max 2 slides, visuals included) – 25%
The judges will be looking for:
- An introduction of the campaign/project/work.
- The rationale of launching the campaign/project/work to address the marketing
challenge.
- The core insight the campaign/project/work was built on.
- An outline of your creative thinking and media strategy.
- A description on its distinctiveness and eff ectiveness.
3. EXECUTION (max 3 slides, visual included) – 25%
The judges will be looking for:
- The implementation of your creative thinking and media strategy.
- The tactics/elements used within the campaign/project/work.
- The role of these tactics/elements.
4. RESULTS (max 2 slides) – 25%
The judges will be looking for:
- Clear evidence/metrics demonstrating the performance of the campaign.
- A description of how it solved the marketing challenge.
- The rationale as to why you believe this qualifies for a Marketing Excellence Award.
Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 6/7
SCORING
Example:
When you are evaluating each entry, give them a score out of 10 in each of the four key areas. We will do the
conversions of score based on weightings afterwards.
Assigning up to ONE decimal point (e.g. 8.8/10) is acceptable.
USEFUL REMINDERS
When you are going through each entry, do keep the following things in mind:
1. Entrants might try to make themselves stand out much as possible. Use your experience and discretion to
separate as much of the truth from the fluff.
2. A penalty of 30% marks deduction should be enforced if submission template is being altered (eg. instruction
words are being deleted from the slides).
3. Each entrant will interpret the questions slightly differently. Likewise, each of you will interpret their responses
slightly differently. Use your experience as a professional marketer to evaluate them, based on what they have
submitted.
4. Should the entrants exceed the word limit specified, you may use your own discretion to continue reading or
otherwise.
Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 7/7
Contact
Francis Lee
Events Producer
Marketing magazine
+852 9656 5367
francisl@marketing-interactive.com
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