IPM © 2018

2IPM Awards 2018

Contents

Key Dates

• Key Dates

• Welcome

• Entry Fees

• IPM Award Categories

IPM Awards 2018: Headline Sponsor

IPM Awards Masterclass

Webinars

Closing Date for Entries

Judging Panels

Shortlist Announced

Awards Gala Dinner

8th January 2018

18th January 2018

28th February 2018

April 2018

April 2018

8th June 2018

• Special Awards

• Judging

• Judges’ Tips

• What Makes a Winning IPM Entry?

• Your Steps to Entry

• IPM Awards 2017 Model Entry

• FAQs

• IPM Awards 2018: Terms & Conditions

• Need a Hand?

A: The IPM Consumer Industry Awards

B: The IPM Business to Business Awards:

Incentive & Motivation

C: The IPM Shopper Marketing Awards

D: The IPM Experiential Awards

E: The IPM Promotional Engagement Awards

F: The IPM Promotional Execution Awards

IPM © 2018

3IPM Awards 2018

Welcome

Your work is outstanding and it’s time to celebrate the achievements of the past year. The

IPM Awards are designed to reward those exceptional campaigns that have displayed

effectiveness, creativity and innovation in their field. With 32 categories to choose from,

covering a broad range of industry sectors, media channels, objectives and techniques,

you’ll find categories to suit your campaigns.

Coveted titles Brand of the Year, Agency of the Year and the Grand Prix are awarded in

June 2018 – celebrating the pinnacle of excellence across our industry. Look out for our

Grand Prix Winner 2017 Sense’s entry for inspiration.

This year we are delighted to welcome back Sodexo as our headline sponsor. We would like

to thank Sodexo and all of our Awards sponsors for their on-going commitment and support.

The IPM Awards are simple to enter and are open to anyone involved in promotional

marketing whether you’re an IPM Member or Non-Member. These guidelines form the

building blocks for your entry and are here to help you understand what is required when

entering your chosen categories.

Your Awards experience matters to us. Use the Handbook to help take you through the

expectations of the categories you’re entering. With the new Awards platform, the Handbook

helps you at every step to make sure you can create your Award entry. We are here to help

at every stage so if you have any questions about your eligibility to enter, which category to

enter or how to start your entry, please talk to the Awards Team today.

Good luck!

The IPM Awards Team

020 3848 0444

awards@theipm.org.uk

Entry Fees

The Awards are open to IPM Members and Non-Members.

Our entry fees are split into four pricing bands for IPM Members. If you are not a Member of

the IPM and would like to be considered for Membership, please contact us to discuss the

benefits of Membership.

Deadline for all entries: 28th February 2018*

IPM Member Entry Fees

IPM Non-Member Entry Fees

£500 +VAT

*The IPM may accept entries after the closing date, provided your entry was started before this date. Late submission of entries will incur an

administration charge of £100.00 +VAT per entry in addition to any entry fee incurred. This fee is not subject to negotiation and will be charged to

any entry submitted late. All arrangements for late submission must be agreed with the IPM. No entries will be accepted after 9th March 2018.

Please refer to our full T&Cs in this Handbook or on our website for further information www.theipm.org.uk.

£385 +VAT

1 Entry

5% Discount

2-5 Entries

10% Discount

6-10 Entries

15% Discount

11+ Entries

Results

30%

Creative

20%

Scope and ambition

20%

Use of budget

20%

Objectives and strategy

10%

4IPM Awards 2018

IPM Award Categories

How to Enter

Judging Criteria

All campaigns are to be judged against the following criteria unless specific criteria are

provided in the relevant category description.

• The IPM Awards programme aims to recognise and reward great promotional

marketing created in the UK. Campaigns or activity can be entered provided they

were created and managed from the UK.

• We expect most of our entries will have been run in the UK, however campaigns

which ran outside of the UK are still eligible if they were created or managed by a

UK based agency or marketing service provider.

• Detailed descriptions of each of the categories can be found below. Please read the

descriptions carefully before making your entry.

• All campaigns must be compliant with the CAP Code. Each campaign will be vetted

by the IPM’s Legal and Compliance Team and the ASA.

Each campaign must be entered into either Category A or B before it is entered

into any other category.

You can enter the same campaign into as many categories as you want so long as you have

first entered into either Category A or B.

Category A The IPM Consumer Industry Awards

Category B The IPM Business to Business Awards: Incentive & Motivation

Category C The IPM Shopper Marketing Awards

Category D The IPM Experiential Awards

Category E The IPM Promotional Engagement Awards

Category F The IPM Promotional Execution Awards

Special

Awards

Brand Owner of the Year

Agency of the Year

Grand Prix

IPM © 2018

5IPM Awards 2018

Category A: The IPM Consumer Industry Awards

A1. Telecom, Utilities & Technology

Campaigns eligible for this category include ones for: products and services provided by

public and private utilities, providers of technology and telecom equipment and applications

for the home or office; also, IT hardware, software and AV equipment.

A2. Consumer Durables: Auto, Appliances & Home Electronics

Campaigns eligible for this category include ones for: motor vehicles, services, repairs, fuels,

lubricants and driver training. The category also includes domestic appliances, furniture,

furnishings and home entertainment equipment. It does NOT include financing of the above

products; see category A4.

A3. Consumer Services: Travel & Tourism, Leisure, Recreation & Media

Campaigns eligible for this category include ones for: theatres, cinemas, sport venues,

hotels, fare-paying passenger transportation, tour operators, travel agencies, online booking

services, attractions, resorts, home entertainment software/games, books, toys, hobbies,

gardening and DIY equipment, health/fitness clubs and sports clothing/equipment. Also

includes newspapers, magazines, TV, internet service providers, search engines/portals,

radio, film producers/distributors, music publishers, recording companies including music

and content streaming services.

A4. Financial & Professional Services

Campaigns eligible for this category include ones for: banking, mortgages, loans, credit

cards, insurance (personal, home, motor vehicles, health, and pet), pensions, savings,

investments, equipment leasing and financing, currency exchange, money transfer,

accountants, legal, business and other professional advisors.

A5. Consumer Products: Food

Campaigns eligible for this category include ones for: foodstuffs, biscuits, cereals, snacks,

confectionery, condiments, sauces, food preparation materials, culinary additives, cooking

oils, dairy products, yogurt/yogurt-based drinks and "smart foods".

A6. Consumer Products: Household

Campaigns eligible for this category include ones for: cleaning products, decorating

products, kitchen/bathroom paper products, pet foods, pet grooming, pet OTC healthcare

and pet medical equipment.

A7. Consumer Products: Health, Beauty and Fashion

Campaigns eligible for this category include ones for: personal hygiene products, beauty

products/equipment, footwear, fashion, jewellery, cosmetics, hair products, sanitary

protection, ethical pharmaceuticals, OTC medicines and vitamins/supplements.

A8. Non-Alcoholic Beverages

Campaigns eligible for this category include ones for: tea, coffee, milk/milk substitutes, still

and carbonated drinks, bottled water, fruit juices and "smart beverages".

A9. Alcoholic Beverages

Campaigns eligible for this category include ones for alcoholic drinks consumed at home or

on licensed premises. Please note that all promotions including alcohol are vetted for

adherence to current laws and regulations in force.

IPM © 2018

Insight

40%

Scope and ambition

20%

Objectives and strategy

20%

Results

20%

6IPM Awards 2018

Category A: The IPM Consumer Industry Awards

A10. Retail: Traditional Retailers, e-Commerce, Bars & Restaurants

Campaigns eligible for this category include ones for: traditional "bricks & mortar" high street

and shopping centre outlets, catalogues/mail order, e-Commerce sites,

wholesale/distribution outlets, betting and gaming premises or casinos, pubs, clubs,

restaurants and fast food outlets.

A11. Not for Profit, Charities & Public Sector

Campaigns eligible for this category include ones for: national, regional and local

government, emergency services, military, registered charities, NGOs, education,

trusts/foundations and cause-related marketing.

Category B: The IPM B2B Awards: Incentive & Motivation

B12. Most Effective Incentive Programme

This category is designed to reward the most effective use of incentives in a B2B

environment. While additional sales are important, objectives can also focus on other areas

such as increased distribution, profitability, trial or loyalty. Any type of incentive can be

included: for example, gift cards, travel rewards and cash prizes. The important thing is that

the entry is clearly able to demonstrate the objective of the activity, the issue that was being

addressed and how the resulting incentive programme overcame this issue and hit targets.

B13. Most Effective Reward, Recognition or Motivation Programme

This award is aimed at activity that, in a B2B environment, uses promotional techniques to

reward, recognise, engage or motivate staff, individuals, and third party or employee sales

forces. While the ultimate outcome might be additional sales, entries into this category may

also look at driving cultural change and other initiatives through an organisation.

Category C: The IPM Shopper Marketing Awards

Linked to insight and a burning ambition to drive a brilliant result, the Shopper

Awards will demonstrate the best work in the industry.

C14. Best Insight-Led Shopper Marketing Campaign

This award will be given to the campaign that best demonstrates the use of insight to drive

an exceptional shopper marketing campaign. Your entry will set out the scope and ambition

of the project, with the insight clearly detailed. Your objectives for the campaign will be

explained fully in the strategic execution. Your results will show how shoppers were engaged

in the campaign through increased sales, market share or clear evidence in changed

shopper behaviour on the path to purchase.

IPM © 2018

7IPM Awards 2018

Category C: The IPM Shopper Marketing Awards

C15. Best Shopper Marketing Campaign: Indirect

This award will be given to the best shopper campaign by brands who need to use indirect

channels to reach shoppers effectively through third party retail partners for example,

grocery multiples, high street chains. Results for this category will show the best use of

indirect channels to deliver against objectives. Insight will have played a part in how results

were delivered, playing to the strengths of these channels to access consumers. Results

may take the form of sales data; market share increases and consumer evidence.

Results

30%

Insight

20%

Scope and ambition

20%

Use of budget

20%

Objectives and strategy

10%

C16. Best Shopper Marketing Campaign: Direct

This award will be given to the best shopper campaign that most effectively engages

shoppers directly through a brand’s own distribution channels such as bricks and mortar

stores or online. In the winning entry, the insight and strategy will be well defined and the

results (such as uplifts in sales or market share) will be quantified and reflect the campaign’s

objectives.

Results

30%

Insight

20%

Scope and ambition

20%

Use of budget

20%

Objectives and strategy

10%

C17. Best Use of Creative Design in a Shopper Campaign

This award will reward the best creative execution and design in a shopper campaign. The

creative execution will show how the creative drove the campaign objectives, giving results

that demonstrate the creative execution drove exceptional consumer engagement and

results for the campaign.

Creative

60%

Objectives and strategy

20%

Results

20%

Category D: The IPM Experiential Awards

The most effective experiential work may take many forms from in-store and pop up

activations through to large scale live events. In all of these, the consumer will have

been engaged, driving trial, awareness and amplification.

D18. Experiential Activation at or near Point of Purchase

This award is designed to reward experiential campaigns that delivered the most effective

promotion of a brand experience at or near the normal point of sale and which was intended

to drive immediate purchase. The judges will expect to see clear incremental sales and

engagement targets and how they have been reached or exceeded, the obstacles that were

overcome to execute the activity and the creative solutions to the brief that the agency was

given. Context should be given for why your campaign was a success. This includes in-store

and retail location activity, pop-up shops, demonstrations, events, sampling and

merchandising and dealership-based test drives. IPM © 2018

8IPM Awards 2018

Category D: The IPM Experiential Awards

D19. Experiential Activation away from Point of Purchase

This award is designed to reward experiential campaigns that delivered the most effective

promotion of a brand experience away from the normal point of sale. For these events,

immediate sales may not be the primary objective, so the judges will expect to see targets

focused on trial, awareness and brand engagement and how they have been reached or

exceeded, the obstacles that were overcome to execute the activity and the creative

solutions to the brief that the agency was given. It is also important to show how the event

was amplified through communication such as social media, PR and word of mouth. All of

the targets should be clear and context should be given for the results. This includes

exhibitions, shopping mall events, road shows and multi venue events experienced remotely

from the normal point of sale.

D20. Experiential Activation at a Public Event or Festival

This award is designed to reward the most effective brand activation of a product or service

away from the normal point of purchase and at an arranged public event. This includes

public exhibitions and events (for example sporting or music) or festivals. The judges will

expect to see details of clear objectives and results, the creative solution outlined and any

particular difficulties that had to be overcome to make the activity a success.

D21. Experiential Creative Execution

This category rewards experiential activity that delivered results, but in a way that broke new

ground in creative thinking and innovation. Enter this if you think that your activity had a

great idea that was executed brilliantly. Support your entry with results to demonstrate the

effectiveness of the creative execution through engagement.

Creative

60%

Objectives and strategy

20%

Results

20%

Category E: The IPM Promotional Engagement Awards

E22. Consumer & Shopper Retention

It is significantly more cost-effective to retain existing consumers and shoppers than to try to

deliver new ones. This award will recognise the best strategic consumer or shopper

promotional campaign that delivers consumer or shopper engagement and which was

designed to drive retention or loyalty. The entry should show clear objectives and a

corresponding strategy that addresses the retention challenge and the results achieved.

Criteria for this category will focus on the strategic plan in action with its corresponding

results.

E23. New Consumer Trial & Acquisition

In this category, the objective will be focused on trial and acquisition with a clear

implementable strategy to acquire new customers. This could be for a new or existing

product. Your entry should show the strategy used to obtain new customers and provide

evidence demonstrating the acquisition target was achieved. Results may show sales,

market share and other forms of evidence to prove successful outcomes.

IPM © 2018

9IPM Awards 2018

Category E: The IPM Promotional Engagement Awards

E24. Best Consumer Engagement in Social & Direct

This category recognises and rewards the use of social and direct methods to engage

consumers actively in any promotional campaign. Channels used can be any social channel

or direct method where engagement is evidenced through consumer interaction, for example

shareable content, social media, direct message or direct mail. The judges are looking for

clear understanding of why social and direct channels were used and what objectives were

intended to achieve with clear definable measures, and results that demonstrate those

objectives were met.

Category F: The IPM Promotional Execution Awards

F25. Best Creative

In this category we are looking for the work that delivered results and looked and sounded

fantastic. This award recognises brilliant creative thought, design and execution that is an

integral part of the promotional campaign. This could be art, design, copywriting or a

combination of all of these elements that is greater than the sum of its parts. The judges will

be looking for something that grabbed the target consumer’s attention. Your campaign will,

of course, have delivered exceptional results due to the creative execution. Please note that

entries into this category can also be entered into other creative-led categories.

Creative

60%

Objectives and strategy

20%

Results

20%

F26. Best On-Pack Communication

We are looking for creative on-pack promotions that delivered results – on-pack includes

packs, bottles and anything inside or attached to these. In short, anything that was included

as part of the product itself but not point of sale material. Ensure that you provide solid

supporting collateral to support your entry (including a short video if you would like to) that

will clearly demonstrate how the promotion featured on the pack to the judges.

F27. Most Effective Partnership

“Partnership Marketing is the discipline of brands working together to co-create ideas that

are collectively more effective for your business and more compelling for your consumers.”

This can be any type of promotion where more than one party was involved. Parties involved

can be either a commercial partner, a Government department or a charity. It must be clear

that there was a demonstrable benefit for all partners who participated in the campaign. The

judges will be looking here at how the partners worked together to produce an effective

campaign. It is important that the objectives are well defined and the results clear,

particularly if there are no commercial objectives. The activity can be through any method –

mobile, on-pack, experiential, social media or any other channel. A short video might help

the judges in assessing the campaign.

F28. Most Effective Sponsorship

Sponsorship is becoming an increasingly important part of the media landscape – this award

will be given to the campaign that activated a sponsorship most effectively using promotion.

IPM © 2018

10IPM Awards 2018

Category F: The IPM Promotional Execution Awards

It is important that the submission makes it clear who the sponsor is and also what the

promotional element is; that objectives are measurable; and that results are provided. The

activity can be through any method – mobile, on-pack, experiential, social media or any other

channel. A short video might help the judges in assessing the campaign.

F29. Best Product Launch

This award will go to the most effective promotional marketing campaign that supports a

product launch. This can be a completely new product, or a substantially different variation of

an existing product. The objectives and results must be measurable and clearly outlined.

F30. Best Use of Technology

We are looking for winning promotional campaigns that have harnessed technology either as

a part of a larger campaign, or even where the technology has been the main driver. How

has it been used effectively, how has the technology been adapted to fit its target audience

and how has it helped drive results in a way that could not otherwise be achieved? It might

be smartphone, text, AI, QR codes, NFC, Augmented Reality, Virtual Reality, beacons,

Bluetooth, wireless, interactive media, integrated into packaging or using in-store

technology.

F31. Innovation

This category will be awarded to the campaign that thought outside the box, broke the mould

and still delivered results. Any kind of innovation will be considered – design, copywriting,

packaging, creative thinking, direct mail, social media or technology. It can be the whole

campaign or just an element, as long as it is innovative.

Innovation

60%

Objectives and strategy

20%

Results

20%

F32. Small Budget

This is for the most effective promotional campaign in any industry sector where the total

budget for the campaign was £30,000 or less. The expenditure must have covered all

relevant costs, including agency fees, media, merchandise and fulfilment. It is very important

that the objectives and results relevant to activity in the submission are clearly outlined. Not

for Profit campaigns where significant prizes have been donated that take the value above

£30,000 should not be entered.

Results

30%

Scope and ambition

30%

Use of budget

30%

Objectives and strategy

10%

Special Awards

Agency of the Year

Brand Owner of the Year

Grand Prix

IPM © 2018

11IPM Awards 2018

Judging

What Makes a Winning IPM Entry?

First stage judging: Each category will be initially judged online by a panel of senior

personnel selected from the promotions industry.

Second stage judging: The best campaigns from the first round of judging will be classed

as ‘Nominations’ and will progress to the second stage of judging, where the judges for each

category will meet face to face, guided by a panel chair to assess each nomination.

Each category will have a Bronze, Silver and Gold Award allocated based on the judging

criteria outlined in this brochure and on the website.

Special Awards: The Grand Prix is decided by the Panel Chairs. Agency of the Year and

Brand Owner of the Year are determined by how many awards an Agency or Brand Owner

wins. Please refer to our Terms and Conditions for full details.

Note: Judges will not take part in voting for campaigns where they have a vested

interest.

Assume none of the judges are experts in your field

Explain everything – make no assumptions

Give the judges a clear indication as to why this campaign was so

good – use context

Leave nothing to interpretation

Don’t be a slave to the word count – if you can say it in less

words do so. Be the judges’ friend!

Proofread your entry like it’s a pitch – this is your chance to

show your best work!

It’s the question we are asked most of all, and obviously it’s what everyone wants to know. So here are a few things to consider when you sit down to write your entry that will make it stand out.

Look at the criteria: pay attention to the focus on objectives and results. Be specific if you can and if you can’t, because of confidentiality, try and give the judges a really good understanding, not only of how good the results were but also why they were so good.

Don’t make assumptions about how much the judges know! They are all senior and experienced people, but they may not specialise in the area of your campaign. Avoid jargon and explain to them in plain English why your campaign is so good.

Look out for judges’ top tips online at theipm.org.uk where judges share their views and stories about the do’s and don’ts of brilliant award entry writing.

Our industry deserves the creativity and skill lavished on your entries to shine through so make sure you proofread your submission before you press send. Nothing like a misplaced comma to change the tone!

This year, we’ve provided you with a ‘model answer’ entry to give you some ideas of how to present your entry, in the style you will submit online. Talk to the Awards team about ways of crafting your entries beautifully.

Judges’ Tips

IPM © 2018

12IPM Awards 2018

Your Steps to Entry

IPM © 2018

13IPM Awards 2018

Your Steps to Entry

IPM © 2018

14IPM Awards 2018

Your Steps to Entry

IPM © 2018

15IPM Awards 2018

Your Steps to Entry

IPM © 2018

Rather than shy away from the fact that The Economist is a dense and challenging read, we decided to

embrace it as our main selling point. Much of The Economist’s most challenging content revolves

around the future of our planet. We decided to bring this content to life and challenge the comfortable

status-quo. This brand strategy is called “discomfort future.”

Our belief was that the kind of person who would like The Economist would be open-minded and react

positively to unusual situations. We weren’t afraid to create deliberately divisive activations that made

some people uncomfortable. We knew that one person’s discomfort would be another person’s intrigue.

This benefited The Economist in two ways. Firstly, it increased their interactions with the correct target

audience. Secondly, it subtly flattered this audience, making them feel more worthy of the challenging

concepts of The Economist.

“Discomfort future” was activated in a number of different ways, in multiple locations ranging from busy

streets to train stations and events. All of our activations were inspired by articles from The Economist.

We offered free ice-cream and crepes enriched with insects, a sustainable source of protein for an

overcrowded future planet. We created free smoothies out of fruit rejected by supermarkets, to highlight

the damaging wastefulness of some companies. We distributed free coffee made with water fed

directly from a portaloo, referencing the new technology that can be used to turn raw sewage into safe

drinking water. Not grossed out yet? Then you might be the kind of person who can handle The

Economist!

We also supported each of our campaigns with a press release. The campaign was featured in

publications such as The Guardian, The Drum and Event Magazine. The Economist connected with a

new generation of subscribers by challenging people with a glimpse of the future -

https://www.youtube.com/watch?v=Ei2wVqMJD5Q&t=7s

16IPM Awards 2018

IPM 2017 Model Entry: The Grand Prix Winner 2017

This campaign won this category because it was brave and unafraid to make people uncomfortable in

order to intrigue its true target audience. Most brands try to create activations that speak to everyone,

but we knew a bit of discomfort would be far more effective in reaching our target audience.

Winners Speech (50 words)

Section A: Campaign Background and Market Conditions (300 words)

We live in a time where long form journalism is increasingly being marginalised. Many people now

consume breaking news in less than 140 characters, share stories from Buzzfeed rather than

newspapers and prefer flicking through their Instagram feed rather than dedicating time to read a piece

of writing. The Economist is not only competing with other similar publications, but also with the

plethora of modern channels where people spend their time. However, within this landscape there are

still those that want to challenge themselves, and could find a place in their lives for the world class

journalism that The Economist offers.

In order to ensure the future growth of their subscribers, The Economist had to find a way to attract

new readers in search for a challenge. The problem is that many of those people had the

misconception that The Economist is a set of dry, financial articles. It is more than that and our aim was

to get people to re-evaluate everything they thought they knew.

To help incentivise new readers to sign-up, The Economist runs a 12 issues for £12 introductory offer.

The problem with this is that, too often, people who sign-up to this cancel at the end of the 12 weeks.

Our challenge therefore wasn’t just to increase subscriptions, it was to find those who would want a

long term relationship with The Economist. Our challenge wasn’t a case of quantity over quality. We

had to deliver both.

Section B: The Campaign (300 words)

IPM © 2018

17IPM Awards 2018

IPM 2017 Model Entry: The Grand Prix Winner 2017

Our campaign objectives were:

• An average of X subscriptions per day

• ROI: 100%

• Retention rate of subscribers after the promotional offer* had ended: X%

• Measurable positive shifts against chosen brand perception statements

• To be able to export the campaign globally and have the marketing activity always on

*12 issues for £12

Section C: Campaign Objectives (100 words)

Subscriptions: X over two and a half years

• Average of X subscriptions per day achieved ROI. X% with a customer life time value of £X

• Xx greater than the target of 100%. Retention rate: X% after the expiry of the promotional offer

• Xx greater than the target of X%

Strong shifts in the following brand perception statements:

• +X% for “The Economist is a brand I find interesting”

• -X% for “The Economist is a brand that produces boring and dry content”

With a simple change of approach, the average daily subscriptions to The Economist have increased from X to X with no additional cost.

This, combined with the high lifetime value of a subscriber, has turned the campaign into a direct money spinner for the brand, resulting in it running for X days since its inception with no signs of stopping. This is amazing progress seeing as “discomfort future” began life as a two day trial.

What started as a 1 day test activity in 2014, quickly spread across London with multiple teams working in different locations with an always-on approach. Within less than one year the campaign landed in Europe touching Denmark, Germany, Ireland and Holland. A few months later it went global reaching Brazil, USA, Australia, South Africa, Singapore and China.

Section D: Results and Effectiveness (300 words)

Section E: Use of Budget (200 words)

We can’t disclose any details of the budget. However we can reveal that with an almost identical budget to previous experiential marketing campaigns, “discomfort future” has yielded excellent results, increasing the average daily subscriptions from X to X.

We also ensured that we ran our campaign as efficiently as possible to maximise cost-effectiveness. Initially we ran the campaign on a mixture of guerrilla and paid site spaces. We now only use paid site spaces, and have negotiated good terms with suppliers due to the regularity of our activity. We also have good deals with our specialist suppliers, such as those for insects, ice cream and crepe batter.

To maximise our subscription rate, we run certain campaign activations seasonally. For instance, insect ice cream runs in the summer and insect crepes runs in the winter.

To save on staff training costs and to maximise daily subscriptions, we have developed a specialist Economist brand ambassador team who are brand experts and know the campaign inside out.

Finally, we make sure we use the kit carefully to maximise its longevity; this also helps to keep costs down due to the economies of scale.

IPM © 2018

18IPM Awards 2018

IPM 2017 Model Entry: The Grand Prix Winner 2017

The real creativity behind our “discomfort future” campaign was not in our ability to attract our target

audience, but our ability to repel those who weren’t part of our target audience.

On the surface, our campaign couldn’t be simpler. A mass audience are attracted to our stand by the

offer of a free treat, an ice cream, crepe, smoothie or coffee. However, on closer inspection, it becomes

apparent that there is more to the treat than meets the eye. There are insects in the ice cream and

sewage in the coffee!

Our creative execution deliberately didn’t dilute what The Economist is about. The brand ambassadors

were trained to take visitors through the idea and handed out leaflets that contained segments of the

original article it was based on. People had to prove that they were worthy of The Economist and by

doing this, they were starting their relationship with the brand with a completely different mind-set:

challenged, engaged, committed and willing to stay for longer.

This approach led to a wide range of executions and because the ideas were grounded in a human, not

cultural, insight, they could travel across markets and be rolled out internationally.

Section F: Creativity or Innovation (200 words)

We were challenged to increase the quality and quantity of The Economist’s subscribers.

“Discomfort future” showed bravery by turning away some people in order to effectively attract and reach our true target audience. We intrigued and flattered those who we really wanted to reach.

The results speak for themselves. We have seen our budgets quadruple and have recently opened a new office in New York to begin activating the campaign in the US.

This has also helped The Economist change their internal culture: they have now set up a “real world” marketing department since working with us.

Section G: Why Should this Campaign Win? (100 words)

IPM © 2018

19IPM Awards 2018

FAQs

We've prepared some answers to questions you may have about entering the IPM

Awards. These are the questions we are asked most frequently. If you can't find the

answer to what you were looking for, please don't hesitate to get in touch with our

helpful Awards team or visit the IPM website.

1. Can only Members of the IPM enter the IPM Awards?

You don't have to be an IPM Member to enter. However, IPM Members receive a Member

discount with their entries. There is a set fee for entry for non-Members. Please see the

section relating to entry fees for more information.

If you would like to talk to us about Membership, please get in touch to discuss the

advantages of IPM Membership.

2. Who can enter the IPM Awards?

The IPM Awards programme aims to recognise and reward great promotional marketing

created in the UK. Anyone can enter a campaign as long as it was either created, managed

or delivered in the UK. Campaigns can be entered by agencies, service partners or brands.

3. Does the activity have to have taken place in the UK?

No – activity could have taken place anywhere! The IPM Awards recognise great work by

UK companies regardless of where the activity took place. Campaigns could have been

executed in any country or group of countries globally, provided they were executed and

managed by the UK based company.

4. How much does it cost to enter the IPM Awards if you are Member?

Non-Members Entries:

Each entry will be charged at £500 + VAT

Late Fees (per entry):

£100 +VAT. Applied after 28th February to 9th March 2018 to all entries submitted. Please

see our terms and conditions of entry.

5. When do entries need to be received by?

The entry deadline is 23.59pm on Wednesday 28th February 2018. All entries must be

fully submitted and complete to be eligible for judging. At its discretion the IPM may allow

entries after this date up until 5:00pm on the 9th March 2018 – however any entries made

after the official closing date will be subject to an administration fee of £100.

6. How can we enter?

All entries must be made via the online entry submission (www.theipm.awardsplatform.com).

No paper entries will be considered. Please register (free of charge) to complete your

entries. To register, you will need to provide your full name, email and create a password.

Non-Members must register to enter the Awards.

£385 +VAT

1 Entry

5% Discount

2-5 Entries

10% Discount

6-10 Entries

15% Discount

11+ Entries

IPM © 2018

20IPM Awards 2018

FAQs

7. What approvals, if any, are required?

At the time and date of entry the entrant agrees that the information provided is truthful,

accurate and adheres to the CAP Code. It is the responsibility of the entrant to have the

written permission of all third parties involved in the project and the brand owner, prior to

submitting the entry. Failure to do so will lead to disqualification. Please note that the IPM

Legal Team vets all entries after submission.

8. What is the IPM Awards confidentiality policy?

All judges are required to sign a Non-Disclosure Agreement before they have sight of any

entries. All information contained in the entries remains confidential up to the point the

winning entry is added to the IPM website and thereby available for download. The entry

may also be used in future marketing of the IPM Awards. If an entry is shortlisted, the entrant

will be given the option to provide an amended version that does not contain confidential

client information in the event the entry is published online once the Awards ceremony has

concluded.

9. Is there an advised format/structure for the written entry to adhere to?

Yes. Each IPM Awards category criteria clearly states the headings relating to the

information the judges want to see. If information is not provided in relation to one of these

headings then the entry will score zero points for that area which will make it difficult for the

entry to reach the minimum standard required for being shortlisted. All entries are to be

submitted using our online entry form. You will be asked to upload relevant images and a

company information where appropriate.

10. Is feedback given on entries?

No. The judges’ decision is final and no correspondence or discussion will be entered into, or

feedback given, regarding the selection of the shortlist, awards, or winners.

11. What happens when an entry is shortlisted?

The contact, as listed on the entry form, will receive an email when the IPM Awards 2018

Shortlist is announced in April 2018, the exact date will be published after the entry deadline.

12. How are the results of the IPM Awards publicised?

At a minimum, each shortlisted company is tweeted about (using the Twitter name provided

on the entry form). This is repeated on the day of the Awards ceremony as each winner is

announced. Hashtags will be adopted. The winners will feature on the IPM website and in

IPM media activity.

IPM © 2018

1. THE AWARDS 2018 are open to any promotional marketing campaign that has run in any market worldwide, has been created

and executed by an agency based in the UK, during the calendar year 2017. Campaigns that started in 2016 are eligible as long

as the activity continued into 2017. Campaigns that have not concluded at the time of entry are also eligible, but entrants should

ensure they have enough robust data to support the entry.

2. Campaigns that have been entered in a previous year’s IPM Awards and won an award are prohibited from entry into THE

AWARDS 2018. An exception will be made if a previously successful campaign has been run again with significant changes.

3. A promotional marketing campaign is defined as “any marketing initiative, the purpose of which is to create a call to action that

has a direct and positive impact on the behaviour of a targeted audience by offering a demonstrable, though not necessarily

tangible, incentive or benefit.”

4. IPM Membership is not a requirement of entry, although Members receive significant reductions in entry fees.

5. Campaigns can be entered by brand owners, agencies, consultants or service providers, provided that all necessary

permissions have been obtained in writing from the brand owner.

6. The deadline for entries is 23:59 on Wednesday 28th February 2018 (the “Closing Date”). The IPM, at its discretion will allow

entries to be submitted after this date until 17:00 on Friday March 9th 2018. These entries must have been started before the

Closing Date and each entry submitted will be subject to a £100 +VAT administration charge in addition to any entry fee

incurred. The charge is non-negotiable. All arrangements for late submission must be agreed with the IPM. No entries will be

accepted after 9th March 2018.

7. Pricing:

Member Entries

1 Entry: £385 +VAT | 2-5 Entries: a 5% discount on all entries | 6-10 Entries: a 10% discount on all entries | 11 + Entries:

a 15% discount on all entries

All Non-Member Entries will be charged each £500 +VAT.

A £100 administration charge will be applied to each entry submitted after the Closing Date as detailed in point 6 above.

8. All entries must be paid for by Wednesday 25th April 2018. Unpaid entries will be disqualified.

9. All campaigns entered must be legal and comply with the UK Code of Non-broadcast 10 Advertising, Sales Promotion & Direct

marketing (The CAP Code), and the Experiential Marketing Code.

10. Full Terms and Conditions (as provided to the consumer) must be submitted for all campaigns. Failure to do so will result in

disqualification. If no Terms and Conditions were considered necessary (for example, for certain experiential activity), this must

be clearly explained in the appropriate place on the entry form.

11. All entries will remain the property of the Institute of Promotional Marketing, 4th Floor 193-197 High Holborn, London WC1V

7BD, and we may wish to use information in them in PR activity, cases studies or educational content. Please make sure

information which is for the judges’ eyes only is clearly marked as such in your submissions.

12. Panel Judging

There are normally 16 panels of judges comprising a chair and not less than 4 members. Each panel is allocated a minimum of

one category to judge. Panel members are all senior members of the promotional marketing industry of account director or

marketing manager status or higher. Where possible panel members will be specialists in the fields that they are judging.

Chairmen of the panels are senior industry members and specialists in fields relevant to the categories they are judging.

Chairmen are unbiased and do not vote, their function is to moderate the panel session. If any judge feels that a Chairman has

shown any bias they can report this in confidence to the Head of Awards. Judges receive electronic copies of the entry and

submission forms. They will study and mark these entries and place them in an order of preference following the guidelines

given to them. The judging criteria and weightings given to these criteria will vary according to each category and this is

published in the Handbook brochure for guidance. In each category a minimum of six entries will be selected to go through to

the panel judging sessions based on the combined scores given by the judges during the on-line marking. These entries will be

identified as the ‘nominations’ and they will be published in a shortlist. The panels then meet to discuss the nominations in each

category and select the Gold, Silver and Bronze award winners in each category. In each category, a Gold, Silver and Bronze

award will be made (unless there are less than three valid entries). The decision of the attending members of the panel is final.

If a panel feels that none of the entries in a category reach the standard outlined to them in guidance notes, they may (under

exceptional circumstances) recommend an alternative award to Gold, Silver and Bronze. If it is felt that no entries meet the

standard necessary for awarding a trophy then the IPM may cancel the category and refund the entry fees of any entrants.

13. Moderation and Vetting

All the judging is moderated to ensure fairness and equality between panels. Vested interests are monitored and removed from

the process. The Moderator attends all panel sessions and reviews the results before panels depart. All nominations are vetted

for compliance with THE AWARDS 2018 Terms and Conditions as well as for CAP Code and legal compliance. Entries may be

downgraded or disqualified at this stage.

14. The Judges’ decision is final on all matters and no correspondence will be entered into.

15. Final Judging Panel

A final panel considers all the entries that won Golds to select the Grand Prix winner. Final members will be the Chairmen of

each of the panels. All judging will be done online and anonymously. Each Chairman will select their ‘top three’ campaigns in

order of preference and allocate 3, 2, and 1 mark accordingly. The Grand prix winner will be the campaign that collects most

points from the Chairmen. In the event of a draw, the remaining campaigns will be subject to a second vote by the Chairmen. If

any Chairman has not voted by the deadline outlined by the Head of Awards, their votes will be discarded.

16. Brand of the Year and Agency of the Year

Both of these awards will be awarded based on the number of Gold, Silver and Bronze awards. In this instance a Gold will be

worth 3 pts, a Silver 2 pts and a Bronze 1pt. An additional point will be allocated for the agency that runs the Grand Prix

campaign. In the event of a draw at this stage the winner will be identified as the brand or agency with most Golds. If there is

still a draw at this stage then the brand or agency with most nominations will win. Where more than one agency or brand has

been identified as the entrant, the points outlined above will be divided between the agencies.

21IPM Awards 2018

IPM Awards 2018: Terms & Conditions

IPM © 2018

Need a Hand?

We’re here to help and support you with your entries. Our team is on hand all the way through to make sure your entry reaches us safely!

Get in touch with the Awards Team today with any questions you may have.

Contact us on: 020 3848 0444 | Awards@theipm.org.uk

Follow us on Twitter: @IPMUpdates #IPMAwards

IPM Awards 2018: Headline Sponsor