Categories and Criteria

Specific Criteria

The categories cover all the disciplines that are essential in the digital marketing process.

They are split into three distinct areas:

1) Vertical Sectors

2) Digital Disciplines

3) Multi-sector/Multi-discipline

Additionally, the Top Flight Awards, the most highly prized of all, recognise the greatest achievements during the year.

1) Vertical Sectors
Digital marketing campaigns can be entered for the vertical sector in which the brand-owner operates. Judges will look for entries that demonstrate the effectiveness with which the project or campaign met the objectives of the advertiser. All awards in this category will recognise the best use of digital marketing by a brand operating in this sector. Entries will be judged according to innovation, creativity, ability to meet the client brief and the overall effectiveness of the campaign.

A. Technology & Telecoms

B. Leisure/Travel

C. Financial Services

D. Retail

E. Consumer Electronics

F. FMCG

G. Not-for-profit/Charity/Public Service

H. Automotive

I. B2B

J. Media & Entertainment

 

2) Digital Disciplines
Campaigns for brand-owners can also be entered according to the dominant digital discipline used. Judges will look for entries that demonstrate the effectiveness with which the project or campaign met the objectives of the advertiser. All awards in this category will recognise the best use of digital marketing by a brand operating in this sector. Entries will be judged according to innovation, creativity, ability to meet the client brief and the overall effectiveness of the campaign. To be considered for the Best integrated marketing campaign award, campaigns must show that they used a range of media, including offline channels, in the best way possible to promote a product or service or bring a ‘big idea’ to life online. This means that the creative and media elements of the campaign were designed to ensure that the combination of different channels produced an effect greater than the sum of its parts.

K. Best use of email

L. Best use of search

M. Best use of mobile

N. Best use of affiliate marketing

O. Best website

P. Best use of online advertising

Q. Best viral

R. Best use of video

S. Best integrated marketing campaign

T. Best use of social media

U. Best use of online PR

V. Best use of data visualisation

W. Best location-based campaign

X. Best mashup 

  

3) Multi-Sector/Multi-Discipline Awards                

In addition to submitting campaigns into Vertical Sector categories and Digital Discipline categories, entrants can also put their work forward to be considered for the Multi-Sector/Multi-Discipline Awards. Judges will look for entries that demonstrate the effectiveness with which the project or campaign met the objectives of the advertiser. All awards in this category will recognise the best use of digital marketing regardless of vertical sector or digital discipline. Entries will be judged according to innovation, creativity, ability to meet the client brief and the overall effectiveness of the campaign.

Y. Best use of consumer engagement
Entries will demonstrate how a particular digital channel has improved a brand’s relationship with its target audience and led to a measurable increase in  brand performance. Judges will look for evidence of consumer insight; creativity of approach; and proof of commercial success.

Z. Marketing on a shoestring
Entrants will demonstrate the proven effect of a digital marketing budget of less than £20,000 on the commercial success of a brand. The budget may have been spent through any digital communication channel. Judges will evaluate the creativity of the marketing plan; the originality of the approach; and the scale of the achievement.

 

 

Top Flight Awards

 Please note the submission template does not apply to the Top Flight categories. You must adhere to the category specific requirements in each category when writing your submission.

The Revolution Award for Innovation (not open for entry)
This award will be presented by the chairman of the judges to a piece of digital work seen as outstanding in terms of innovation alone. The judges will look for a campaign or project that has demonstrated outstanding ability to push the boundaries of digital marketing without necessarily being able to demonstrate evidence of its commercial effectiveness. Entrants will be expected to explain what makes their campaign or project truly unique. A shortlist of relevant campaigns will be drawn up from judges' nominations. The judges will then be asked to vote.

Digital Marketer of the Year (email nominations) 
This award will be given to the marketer (client side) that is considered to have made the most effective use of digital channels in the previous 12 months to meet their marketing objectives. Agencies are invited to submit their own nominations for those that should be considered by the judges for this award. This award is open to individuals, who may nominate themselves or be nominated. The judges will look for a person who has consistently championed digital marketing, through investment, creativity and innovation. A shortlist of relevant professionals will be drawn up. The judges will then be asked to vote. If you would like to be considered for the shortlist please email your details along with a brief biography and a 200-word statement explaining why you should be considered for this award to chantal.kerr-sheppard@haymarket.com  by the closing date of 1 December 2011.

Best Start-Up
This award will be given to the best new brand, agency or technology company in the digital space. The winner will be ranked according to the innovation of the new business. Evidence of early success must also be included in the entry. Judges will look at disruptive business models that have challenged the norm and created a new type of offering that has resonated with customers. It could be a new model agency, a brand that has filled a gap in the market in the new digital age or a marketing services provider that has seen an opportunity in new technology and built a propelling proposition around it. Companies entering this category must have been set up in the past 18 months.

Agency of the Year
This award will be given to the agency that, in the opinion of the judges, has delivered the most effective work for its client advertisers in the previous 12 months. Judges will looks for agencies that can demonstrate how their work has directly helped their clients meet their business objectives. Open to any digital agency. Include: date of incorporation, numbers employed (split executive and support staff); key clients; two years fees and profits data. Judges will look for evidence of financial growth, client list growth, client retention, staff retention and digital innovation. Emphasis should be placed on the agency’s achievements within the period covered by this year's awards.