The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring

clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.

This award is open to all those involved in advertising and marketing communications, including (but not limited to) adver-

tising agencies, media agencies, digital firms, PR agencies, client marketers, media owners, marketing research and con-

sultancy firms, managed service providers and technology companies.

There are 5 (five) main streams to Tangrams, namely: -

EFFECTIVENESS Tangrams;

DIGITAL STRATEGY Tangrams;

MEDIA STRATEGY Tangrams,

DATA & ANALYTICS Tangrams; and

E-COMMERCE Tangrams.

Each entry in Tangrams is reviewed and evaluated against stringent criteria, by a carefully selected panel of jury members

dedicated to each stream of Tangrams. Jury members are selected from client companies across various industries, as

well as agencies from across the region – composing of mainly, but not restricted to senior client marketers; marketing

practitioners; agency heads; strategists; research & analytics experts.

Tangrams Effectiveness is now open for entries submission.

FOREWORD & CONTENTS

ENTRY KIT Directional Guide

This is an interactive document. Click on any of the tabs or contents to go directly to the desired topic of interest.

Key Dates ►

Entry Fees ►

Eligibility ►

Entry Submission: Requirements & Materials ►

Entry Submission: Tips! ►

Judging Criteria & Awards ►

Rules of Entry & Cancellations ►

EFFECTIVENESS ►

DIGITAL STRATEGY ►

MEDIA STRATEGY ►

DATA & ANALYTICS ►

E-COMMERCE ►

SAVE THE DATES! ENTER NOW!

Open for Submissions 11 DECEMBER 2017, MONDAY

Entries Submission Deadline 6 APRIL 2018, FRIDAY— 2359HR SINGAPORE TIME

KEY DATES

FEES

EFFECTIVENESS SGD 800 /-

DIGITAL STRATEGY SGD 500 /-

MEDIA STRATEGY SGD 500 /-

DATA & ANALYTICS SGD 500 /-

E-COMMERCE SGD 500 /-

ENTRIES ELIGIBILITY

ELIGIBLE CAMPAIGN TIMEFRAME 1 JANUARY 2017—31 MARCH 2018

The entry campaign must have been aired / launched between 1 January 2017—31 MARCH 2018. (If a campaign ex-

ceeds this period, a minimum of two thirds must fall within this window.)

The entry campaign must have been commissioned by and created within the context of a paying contract with a cli-

ent; OR if it’s a case of self-promotion or non-profit organisation, client must have approved all the media / produc-

tion / implementation of the campaign.

The entry campaign must have been approved by the commissioning client / brand-owning company to be entered

into Tangrams Effectiveness awards.

The entry campaign cannot be speculative or conceptual advertising, and has not been banned or withdrawn from

airing in any of the Asia Pacific countries.

The entry campaign must have been either: -

1. Commissioned specifically for and to air / launch in the Asia Pacific region; OR

2. Created & designed by agencies in the Asia Pacific region to air / launch globally

-

Australia Bangladesh Bhutan Brunei Cambodia China Hong Kong India Indonesia

Japan Kazakhstan Korea Kyrgyzstan Laos Malaysia Maldives Mongolia Myanmar

Nepal New Zealand Pakistan Philippines Singapore Sri Lanka

Taiwan Thailand Turkmenistan Tajikistan Uzbekistan Vietnam

ENTRY REQUIREMENTS & MATERIALS

All entries submissions are to be submitted online at https://www.judgify.me/TangramsEffectiveness2018.

Entrants will be prompted to fill up an online form (refer to the Sample Entry Online Form for a step-by-step rundown of

the online form) and upload the entries materials (compulsory & supporting if any).

SUPPORTING MATERIALS

You are allowed up to SIX (6) support materials.

We encourage submission of case film to support your entry—in which you should summarize the brief, execution and outcome

of your entry. Other supporting materials you may consider includes but not limited to media coverage; campaign story board;

images; research reports; sales/profit figure; media evaluation; tracking studies; market share report; customer feedback etc.

Support materials not originally in English have to be translated exactly as the original version. Any specific word play or local /

social / cultural or political references and nuances should be translated in the best interest and for understanding by the jury

members.

Supporting Materials Specifications

Images: jpg / JPG, CMYK, 7063 x 5008 pixels, ≤ 5 MB.

Case film / Video specifications: .mov / .mp4; 350MB; not more than 3 mins in duration

URLs must start with “http://” and must be viewable without download, and accessible without a login or password and availa-

ble online until 31 May 2018. No file sharing sites will be accepted and be viewed by jury.

Audio: .mp3; not less than 128kbps. If audio is not in English, upload of script in English should be provided.

Other supporting contents format can include: .doc / .docx / .pdf / .pdf / .xls / .xlsx / .ppt / .pptx

COMPULSORY MATERIALS

Please use the correct submission form for the respective categories. You can download the forms here: -

Charts and graphics can be inserted in the written submission provided that they are not used excessively. Text in graphics and charts are not

included in the word count limit.

Specifications: .jpg / JPG, CMYK, 7063 x 5008 pixels, ≤ 5 MB.

These 3 images will not be shown to jury panels for judging but will be displayed on the shortlist / winners page after the Tangrams Effectiveness

@ Spikes Awards Ceremony. For any images to be seen by jury panel, please upload as support materials.

IMPORTANT!

There MUST BE NO reference to / mention of / logo of any agencies or any contributing creative companies

in any of your materials (compulsory & supporting), unless the entry is for a self-promoting campaign.

Any mention of data must be accompanied by source of reference. If your agency is the source, please reference “Agency Research”

EFFECTIVENESS

DIGITAL STRATEGY

MEDIA STRATEGY

DATA & ANALYTICS

E-COMMERCE

Uploaded media & document files in both the compulsory and supporting materials must be final at the point of entry

completion at the point of submission confirmation. No replacement / changes or additional media will be accepted

after an entry has been confirmed. Requests to changes are subject to approval at the discretion of the Tangrams

Team and may incur additional administrative cost.

Entrants must complete your entry submissions by proceeding to payment method selection through the “PROCEED TO

PAYMENT” button by the stipulated entries submission deadline.

You will receive an acknowledgement email once you have successfully submitted your entry through the online sys-

tem. A separate confirmation email will be sent once receipt of your payment for your entry has been received by our

Finance Department.

All entries will require client endorsement. The Client stated in your entry submission will receive a separate Client

Endorsement Request via email to endorse the entry directly. Entries not endorsed by client may result in disqualifica-

tion.

ENTRY PREPARATION TIPS!

CHOOSE THE RIGHT CATEGORY

Choose your category wisely depending on the strength of the campaign. It sounds simple, but the sheer breadth, depth and versatility

of the marketing industry mean that there is a potential overlap between some of the categories.

For instance, it may be clear that a campaign based around mobile marketing

creative and execution fits into Mobile category within the Digital Strategy

Tangrams, it can also form an element of a project entered into a bigger cate-

gory, such as the Integrated category in the same Tangrams. You may also

enter the same mobile marketing campaign into a Media Strategy Tangram.

CUSTOMISE YOUR ENTRY

Where entries can be appropriately entered into many different categories, judges do look for different attributes and successes against

the criteria set for the specific category within the same Tangrams awards. Always customise your written submission based on the

category being entered and showcase results and elements relevant to the category.

USE VERIFIED RESULTS

In all categories, judges look for evidence of commercial success. It is not enough to make assertions—the jury wants proof! It always

helps to explain the basis of a successful return on investment for a campaign, project or business success story. Avoid vague state-

ments such as ‘substantial improvement reported by client’ as your measure of success.

Jury look for figures that have been verified, measured or audited by a third party such as a research company, media owner and indus-

try measurement or industry body. Justified facts and figures always help to explain the basis of a successful return on investment for a

campaign.

Results must be quantifiable and any claims must

be supported by evidence and source data

Use / embed supporting evidence such as chart,

graph, diagram or tables etc within the body of your

submission

Always name your source and be clear on the link

between the campaign / projects / solution and the

results

Include footnotes linking / naming the source data. Mention the reason if If you are not able to include source data.

LESS IS BEST

Get to the point—you only have a few minutes to grab the judges’ atten-

tion! Be concise and explicit. Ensure that the submission is easy to read.

Also ensure your materials file sizes are manageable for jury’s down-

loads—long loading periods should be avoided.

CONTEXT

The jury are experts in their field but may not have intimate knowledge of the particular project or business that has been entered. It

always helps to put an entry in the context of the wider business, marketing campaign, or even specialist marketplace. State the pur-

pose of your entry clearly—what is the overriding goal of this submission? It helps to think of each entry as a submission to a member of

the board in a major Blue Chip company, i.e they will have a grasp of what makes a successful business case but do they have the nec-

essary minutiae of the international market for purple widget manufacture?

HOW ARE YOUR ENTRIES BEING JUDGED?

Jury members are selected from client companies across various industries, as well as agencies from across the region – composing

of mainly, but not restricted to senior client marketers; marketing practitioners; agency heads; strategists; research & analytics ex-

perts.

The juries will go through three rounds of voting before arriving at the final winners list

The judging criteria and weightage for each Tangrams awards as follows: -

EFFECTIVENESS Tangrams: 20% Strategy + 20% Creativity & Innovation + 20% Execution + 40% Results

DIGITAL STRATEGY Tangrams: 20% Insights + 20% Digital Idea + 30% Digital Strategy + 10% Digital Execution + 20% Results

MEDIA STRATEGY Tangrams: 20% Insights + 20% Media Idea + 30% Media Strategy + 10% Media Execution + 20% Results

DATA & ANALYTICS Tangrams: 20% Insights + 20% Idea + 30% Strategy + 10% Execution + 20% Results

E-COMMERCE Tangrams: 20% Business Consultancy + 20% Strategy + 10% Implementation + 30% Execution + 20% Results

At all stages of judging, jury members are prevented from voting for entries submitted by their own agency in their country.

Awarding of entries are at the sole discretion of the respective jury panel. The decision of the jury on all matters relating to the award-

ing of prizes will be final and binding.

Jury will award Gold, Silver OR Bronze to the deserving entries in accordance to each category of the respective Tangrams type. It is

possible that a category may have one or more than one winner of each color award, or no winners at all.

All Gold awarded entries in the respective Tangrams type (except those in Public Services & Charities categories) will be reviewed for

elevation to the ultimate accolade—the Platinum Tangrams. Where deserving, there will only be one (1) Platinum winner in each

Tangrams type. However, it is possible that there may not be any Platinum winner in any of the Tangrams type.

THE TANGRAMS POINTS SYSTEM

Points will be awarded based on the award color for each entry . The accumulated points will be awarded to each entrant company

responsible for submissions of each of the awarded entries.

The accumulated points will then be used to determine the recipient of the Tangrams Effectiveness Awards — AGENCY OF THE YEAR.

The Agency of the Year will be only be awarded in the Effectiveness Tangrams; Digital Strategy Tangrams; and Media Strategy Tan-

grams. This award is given to only one (1) individual agency office (i.e. Winning Entrant, Melbourne; OR Winning Entrant, Mumbai)

which have received the highest number of points for its awarded and shortlisted entries in the respective Tangrams type.

The accumulated points will also be used for the next highest accolade — NETWORK OF THE YEAR. (Network is defined as 51% or

more owned by a Network parent company or satisfy network name affiliation.) This award is given to the Agency Network that has

the most accumulated points for all awarded and shortlisted entries by entrant companies listed under a single network. This will be

accumulated based on all Tangrams types - Effectiveness, Media Strategy, Digital Strategy, Data & Analytics and e-Commerce.

In the event of a tie in the total accumulated points, Tangrams officials will take into consideration the ranks of each awarded entries.

For example: -

In this example, Entrant A is awarded Network of the Year as it re-

ceived 2 Gold awards.

10pts 7pts 5pts 3pts 1pt

RULES OF ENTRY & PAYMENT TERMS

There can only be ONE (1) entrant company per entry in any category, i.e only the digital agency or the advertising agency can enter a

campaign that both parties have worked on in a single Tangrams award. The same campaign can be entered into a different catego-

ry by the other agency/company. All parties concerned should agree on the entrant company for each entry in advance. In the event

that a campaign is submitted in one category by more than one agencies/companies, only the first entry will be accepted for that

category.

Each submission is considered an individual entry, requiring its own set of compulsory & support documentation, materials and entry

fee. (i.e same campaign / work entered into 1x Product & Service category and 3x Special-ist category is considered 4x entries.)

Past entries in the Tangrams 2017 or AMES (Asia Marketing Effectiveness & Strategy Awards) cannot re-enter the same awards sec-

tion (with exception to Effectiveness Tangrams) i.e Entries entered in Media Strategy in previous years will only be eligible to be en-

tered into other Tangrams, for example Digital Strategy or Effectiveness .

Campaign must be submitted exactly as implemented and not be modified for the awards entry. Speculative or conceptual advertis-

ing is not eligible as an entry.

Entrants must make their submissions according to our entry deadlines to allow sufficient time to process and resolve any issues

before the entries are pushed forward for preliminary judging.

It is the responsibility of the entrant to inform the Awards Organiser of any infringement of voluntary or regulatory codes of practice in

the market of implementation.

Entrants who have been proven to deliberately and knowingly contravene any rules of eligibility may be barred from entering the

Tangrams for a period of time as decided by the Awards Organiser.

The entrant is responsible for payment of all entry fees and will be the default point-of-contact for any queries pertaining to the en-

try. Payment must be made and received by the Awards Organiser within 1 week after submission of entry.

Each entrant agrees to assist the Awards Organisers (at the sole cost and expense of the Awards organisers) in every reasonable way

in supporting any legal action that may be taken against the Awards in relation to the exercise of the rights set out in the paragraph

above and to supply information to the Organisers immediately should they be-come aware that an unauthorised collection or compi-

lation including their Advertisement is available for sale or distribution.

The Awards Organiser reserves the right to withdraw any entry which breaches any of the Awards Organiser’s rules. In the event of a

complaint against any winning or shortlisted entry, the Awards Organisers will conduct an investigation into each case and will re-

quest detailed documentation from all parties concerned including the complainant, the entrants and the client. If the complaint is

upheld, entries and, if applicable, awards, will be withdrawn accordingly.

The Awards Organiser reserves the right to disqualify any unpaid entries and seek legal actions to claim for any unpaid entry fees.

All payments for submissions must be made or advised at the point of submission confirmation. Once an entry is submitted & ac-

cepted (Compulsory & Optional Materials are submitted, confirmed and payment terms finalised online) in the system, entry will be

processed and from this point forth, no cancellation or withdrawal of entries will be accepted regardless of any reason(s). Entrant will

be liable for payment of all entries accepted by the system

Should entry fee remain unpaid by 26 April 2018, Friday, TANGRAMS / Asian Advertising Festival (Spikes Asia) Pte Ltd reserves the

right to disqualify, exclude the unpaid entry (-ies) from judging and the right to claim for the un-paid entry fees.

All entry fees are due and payable to Asian Advertising Festival (Spikes Asia) Pte Ltd. Please quote your company name and invoice

number on the remittance notice. Payment must be NETT of Business Tax & withholding tax where applicable. The Awards Organiser

reserve the right to demand any short payment if any.

Available payment methods include: -

By Cheque (available only for Singapore registered entrant companies) made payable to:

ASIAN ADVERTISING FESTIVAL (SPIKES ASIA) PTE LTD

By Credit Card (AMEX; Mastercard or VISA — subject to the respective additional card charges)

By Telegraphic Bank Transfer (subject to additional SGD10 bank charges)

Bank Account Name : ASIAN ADVERTISING FESTIVAL (SPIKES ASIA) PTE LTD

Account Currency : Singapore Dollar

Bank Account No. : 0-852000-007

Bank : Citibank N.A., Singapore Branch

Bank Address : 8 Marina View #16-01 Asia Square Tower 1 Singapore 018960

Swift Code : CITISGSG

All bank charges must be borne by the payer.

EFFECTIVENESS TANGRAMS

This category awards outstanding examples of strategic and imaginative solutions that have delivered a measurable and proven impact

on businesses. Detailed quantitative methods have been developed for the jury to fairly and accurately benchmark and analyse each

entry on its merits.

The same campaign may only be entered one (1) time into the Product & Service categories.

There is no overall limit to how many times the same piece of work can be entered into Effectiveness: Specialist categories.

Eligible entries for Effectiveness Specialist category - EFS08. Sustained Success must have at least 3 years and above of campaign

activities and/or if your campaign had been entered into Effectiveness Tangrams 2017 OR previous years of AMES (on provision that

the previous submission was not in the Sustained Success category).

DIGITAL STRATEGY TANGRAMS

This category awards campaigns that clearly demonstrate how business goals were achieved through innovative digital strategies. Cam-

paigns entered should demonstrate how the digital form was utilised to enhance a brand's message and delivered strong strategy and

results for the client.

The same campaign may only be entered one (1) time into the Product & Service categories.

There is no overall limit to how many times the same piece of work can be entered into Specialist categories. However, cam-

paign entered into either of the Specialist categories DSS01 through to DSS07 CANNOT BE REPEATED in DSS08. Other Digital So-

lution and vice versa.

MEDIA STRATEGY TANGRAMS

This category awards campaigns that demonstrate an inspiring and innovative implementation of ideas; that is work which is enhanced

and amplified by a game-changing channel strategy.

The same campaign may only be entered one (1) time into the Product & Service categories.

There is no overall limit to how many times the same piece of work can be entered into Specialist categories.

DATA & ANALYTICS TANGRAMS

The Data & Analytics Tangrams looks to award the most compelling, relevant strategy led by insights founded in and driven by the strate-

gic application of data/analytics and associated targeting methods. Jury will look out for great strategy founded on insights gained

through the acquisition, analysis and interpretation of data in order to target, drive engagement, or develop a meaningful relationship

with a specific consumer audience.

The jury will award compelling, relevant strategy led by insights founded in and driven by the strategic application of data/analytics and

associated targeting methods.

There is no overall limit to how many times the same piece of work can be entered into Data & Analytics as long as the categories cho-

sen are relevant. Campaigns/work can be entered into multiple categories as long as it is in the relevant categories. It is essential that

the entry/campaign/project/solution is appropriate to the categories it enters for and that it meets the respective criteria of each cate-

gory.

E-COMMERCE TANGRAMS

The e-Commerce Tangrams recognises innovative e-commerce solutions that have created a demonstrable positive business impact.

Entrants must clearly demonstrate how business goals were achieved by taking an analogue process and making it digital / mobile.

The same campaign may only be entered one (1) time into the Product & Service categories.

There is no overall limit to how many times the same piece of work can be entered into Specialist categories.