AIM HIGHER Call for Entries Deadline: Friday 19 February 2016

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AIM

HIGHER

2016 Call for Entries

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HAS YOUR WORK HAD

REAL IMPACT,

ENOUGH TO

INFLUENCE THE DECISION

OF OUR JUDGES?

At the Marketing Society Star Awards 2016 we’re celebrating work that makes a real difference. Work that doesn’t get results is a waste of paper and pixels.

These awards are no shiny trinket for a pretty picture or a witty line. No, they show that your work gets under the skin and into the mind, changing attitudes, perceptions and directly affecting your brand, business or clients’ successes.

Creating great work isn’t easy, it takes innovation, leadership and drive. Fortune does indeed favour the brave.

So join us in a campaign to champion the real stars of our industry – those bold enough to be different.

It’s time to sharpen your pencils, minds and prose and show that your great work can influence one more very discerning target audience. Our judges.

The Marketing Society Star Awards. Aim Higher.

Paul Condron

Star Awards Chair & Marketing Director, Tennent Caledonian Breweries

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AWARDS

Development

1.1 Star School Award in association with Young Enterprise Scotland 1.2 Star Creative Student 1.3 Star Marketing Student 1.4 Rising Agency Star 1.5 Rising Creative Star 1.6 Rising Marketing Star

Strategic

2.1 Brand Development 2.2 International Marketing 2.3 Integrated Marketing 2.4 Marketing Planning – Resources, Research and Insights

1

2

3

4

5

Communication 3.1 Advertising 3.2 Design 3.3 Digital 3.4 Direct Marketing 3.5 Event Marketing 3.6 Media 3.7 PR 3.8 Sponsorship Sector

4.1 Cause Related and Charity 4.2 Financial and Professional Services 4.3 Food and Drink

4.4 Public Sector

4.5 Tourism, Leisure and Sport 4.6 Retail

Champions

5.1 Chairman’s Award for First Time Entrants (Client and Agency) 5.2 Chairman’s Award for a Small to Medium Sized Company (Client and Agency)

5.3 Star Agency of the Year 5.4 Star Marketing Team of the Year 5.5 Agency Star of the Year 5.6 Marketing Star of the Year

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Refer to the scoring criteria for each category.

The maximum word count for all entries is 1500.

The case study should relate to work that was planned, developed or evaluated in 2015.

Entries should be from or on behalf of Scottish based organisations but can relate to activity anywhere in the world. You do not have to be a member of the Marketing Society to enter.

Each case study can be entered in a maximum of two categories. Ensure all details on the entry form are completed.

Entries should be submitted in the form of a PDF document.

URL links may be included but not additional materials.

The PDF should be a maximum of 5MB. For tips from previous winners and for access to case study materials from shortlisted entries from the last 3 years, please visit the website.

The deadline for entries is 5pm Friday 19 February 2016.

ENTRY

The judging process is open to all Marketing Society members. Please email elise@ luxevents.co.uk if you would like to take part. Judges are allocated to categories where there is no conflict of interest.

The online scoring will influence the judging but may not determine the winners. The final decisions remain with the panels of Business Leader member judges and Judging Chairs.

The Judging Chairs also reserves the right to review entries in other categories. Entrants will be provided with their average scores on request.

An invitation to judge the Awards will be sent out in December.

JUDGING

PROCESS

GUIDELINES

Book your tickets for the Star Awards Gala

Dinner at the

Edinburgh Corn Exchange

on

Wednesday 15 June 2016

.

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There is no cost to enter the Development Awards. The Rising Marketing Star, Rising Agency Star and Rising Creative Star categories are nominations only. If you know someone or work with a young rising star that you would like to nominate please visit the website to submit your nomination which should be 100 words or less. Candidates will be contacted, asked to complete a questionnaire and if shortlisted, will be invited for interview.

1.1 Star School Award in association with Young Enterprise Scotland

An award will be presented to the school that produces the best marketing strategy as part of their business plan for a new product or service.

This award has been developed with Young Enterprise Scotland and is sponsored by SQA and supported by Ignition, Stripe and DigitasLBi.

1.2 Star Creative Student

Submissions are invited from students studying a variety of creative subjects at universities and colleges across Scotland

working on a real client brief. This year’s brief focuses on gender equality and is supplied by The Scottish Government.

This award is sponsored by Union Direct.

1.3 Star Marketing Student

Star marketing students are nominated by universities and are assessed at an Apprentice day event working on a brief supplied by Maxxium.

This award is sponsored by Maxxium and supported by Golley Slater.

1.4 Rising Agency Star

A shortlist for interview will be created from nominations received. Candidates should be under 30 years of age on 31 December 2015. The judges will score the following areas; • Achievements and projects in 2015

– 50 points

• Experience – 10 points • Expertise – 10 points • Ambition – 10 points • Interview – 20 points

1.5 Rising Creative Star

A shortlist for interview will be created from nominations received. Candidates should be under 30 years of age on 31 December 2015. This award is sponsored by Material_UK. The judges will score the following areas; • Achievements and projects in 2015

– 50 points • Portfolio – 10 points • Experience – 10 points • Ambition – 10 points • Interview – 20 points

1.6 Rising Marketing Star

A shortlist for interview will be created from nominations received. Candidates should be under 30 years of age on 31 December 2015. The judges will score the following areas; • Achievements and projects in 2015

– 50 points • Experience – 10 points • Expertise – 10 points • Ambition – 10 points • Interview – 20 points

1. DEVELOPMENT

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2. STRATEGIC

2.1 Brand Development

Submissions can cover all aspects of brand development from a new product or service to an extension or revitalisation.

The following areas will be scored;

• Scale of ambition and clarity of objectives – 15 points

• Strategic thinking and effective planning – 25 points

• Effective execution and implementation of plans – 15 points

• Scale and evidence of results – 25 points • Structure and presentation of entry

– 10 points

• Quality and craft of writing – 10 points

2.2 International Marketing

Submissions can cover any aspect of marketing used to develop business and brands in an international market or markets. The following areas will be scored;

– 10 points

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2.3 Integrated Marketing

Submissions are invited from any project that demonstrates strategic and creative excellence as well as the effectiveness of a fully integrated campaign.

• Ambition and clarity of objectives – 15 points • Strategic thinking and effective planning

– 25 points

• Originality, creativity, execution and implementation – 15 points

• Scale and evidence of results – 25 points • Presentation of entry – 10 points • Quality of writing – 10 points

2.4 Marketing Planning

– Resources, Research and Insights Submissions can cover all aspects of marketing planning from the development of capabilities and resources to research leading to customer and consumer insights. This award is supported by Jump – The Marketing Society Scotland Research Partner. The following areas will be scored;

• Effective use of resources and capabilities – 25 points

– 10 points

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3. COMMUNICATION

Entries in this category have a greater

emphasis on creative execution and implementation.

3.1 Advertising

Submissions are invited for any campaign or project that demonstrates strategic and creative excellence and advertising effectiveness.

– 15 points

3.2 Design

Submissions are invited for any project that demonstrates strategic and creative excellence and design effectiveness. The following areas will be scored;

– 15 points

3.3 Digital

Submissions are invited that demonstrate strategic and creative excellence and digital and e-commerce effectiveness including mobile marketing and social media. The following areas will be scored;

– 15 points

3.4 Direct Marketing

Submissions are invited that demonstrate strategic and creative excellence and effectiveness of a direct marketing campaign. The following areas will be scored;

– 15 points

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3.5 Event Marketing

Submissions are invited from any project that demonstrates strategic and creative excellence and event marketing effectiveness.

– 15 points

3.6 Media

Submissions are invited from any campaign or project that demonstrates strategic and creative and effective use of media strategy, planning and channels.

This award is sponsored by The Scotsman. The following areas will be scored;

– 15 points

• Scale and evidence of results – 25 points • Presentation of entry – 10 points • Quality of writing – 10 points 3.7 PR

Submissions are invited from any campaign or project that demonstrates strategic and creative excellence and PR effectiveness. This award is supported by the CIPR. The following areas will be scored;

• Ambition and clarity of objectives – 15 points

• Scale and evidence of results – 25 points • Presentation of entry – 10 points • Quality of writing – 10 points 3.8 Sponsorship

Submissions are invited from any campaign or project that demonstrates strategic and creative excellence and sponsorship effectiveness.

– 15 points

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4. SECTOR

4.1 Cause Related and Charity

Submissions are invited that demonstrate marketing effectiveness from a charity or where there are cause related benefits. The following areas will be scored; • Ambition and clarity of objectives

– 20 points

4.2 Financial and Professional Services

Submissions are invited for any campaign or project that demonstrates marketing effectiveness from the financial sector and other organisations providing professional services including law, accountancy, health, architecture or education.

This award is sponsored by Hudson. The following areas will be scored; • Ambition and clarity of objectives

– 20 points

4.3 Food and Drink

Submissions are invited from any campaign or project that demonstrates marketing effectiveness from food and drink organisations.

The following areas will be scored; • Ambition and clarity of objectives

– 20 points

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4.4 Public Sector

Submissions are invited for any campaign or project that demonstrates marketing effectiveness from any public sector organisation based in Scotland.

This award is supported by Shaw Marketing & Design.

– 20 points

4.5 Tourism, Leisure and Sport

Submissions are invited for any campaign or project that demonstrates marketing effectiveness by an organisation in the leisure industry including tourism, sports,

arts and culture.

This award is sponsored by GCMB. The following areas will be scored; • Ambition and clarity of objectives

– 20 points

4.6 Retail

Submissions are invited from any organisation involved in the retail sector.

– 20 points

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Awards in this category cannot be entered directly.

5.1 Chairman’s Award for First Time Entrants (Client and Agency)

The Star Awards Judging Chairman will select entries for this award.

5.2 Chairman’s Award for a Small to Medium Sized Company (Client and Agency) The Star Awards Chairman will select SME client entries for this award. To be considered for this category, Clients must have less than 100 staff and Agencies must have less than 10 staff.

5.3 Star Agency of the Year

Agencies are shortlisted based on the performance of their Star Awards entries and will be invited to complete a questionnaire detailing the overall agency performance in 2015.

The judges will score the following areas; • Performance of their Star Award papers

– 40 points

• Overall achievements in 2015 – 30 points • Commitment to training and development

– 20 points

• Involvement in and support of the industry – 10 points

5.4 Star Marketing Team of the Year

Marketing teams are shortlisted based on the performance of their Star Awards entries and will be invited to complete a questionnaire detailing their overall team and organisation performance in 2015.

This award is sponsored by The Big Partnership. The judges will score the following areas; • Quality of Star Award papers – 40 points • Overall achievements in 2015 – 30 points • Commitment to training and development

– 20 points

5. CHAMPIONS

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5.5 Agency Star of the Year

Candidates are selected on the basis of involvement with Star Awards entries and will be required to complete a questionnaire detailing their overall performance in 2015. The judges will score the following areas; • Involvement in the Star Award entries

– 40 points

– 20 points

5.6 Marketing Star of the Year

Candidates are selected on the basis of their involvement with Star Award entries and will be required to complete a questionnaire detailing their overall performance in 2015. This award is sponsored by

Denholm Associates.

The judges will score the following areas; • Involvement in the Star Award entries

– 40 points

– 20 points

• Involvement and support of the industry – 10 points

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For full entry details and judging criteria visit http://starawards.marketingsociety.com

Entry Fees

Marketing Society Member – £190 + VAT per entry.

Association of Marketing Membership Organisation Partners (AMMO) – £210 + VAT per entry.

Non Member – £230 + VAT per entry. Not for Profit Organisations – £160 + VAT per entry.

There is no cost for the schools, students and individual nominations in the Development Category.

Promotions

First Time Free

If the organisation has never entered the Star Awards their first entry is free of charge.

Members Benefits

The Marketing Society is a not for profit organisation which operates for the benefit of its members. Any surplus made with these awards is reinvested to the benefit of the members in Scotland.

Members also benefit from access to the shortlisted papers which are made available on The Marketing Society website. Join now to benefit from members entry and ticket rates.

Questions and Sponsorship Opportunities

If you are interested in getting involved as a sponsor or if you have any questions, please get in touch with Elise MacDonald [email protected] or by calling 0131 466 7199.

ENTRY FEES

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Star Awards 2015 Judges

Jon Appleton

Kirsty Atkinson – Wire Media Katy Air – Atlas Knowledge Paul Bartlett – C&C Lisa Baruffati – STV Petra Cameron – RBS Richard Carlaw – Frame Gus Chalmers – Union Direct Cara Chambers – Sainsbury’s Bank Charlotte Chapman – Velux Paul Condron – Tennent’s Bruce Cook – Cook Consulting Jo Coomber – Dobbies Cathy Craig – Calmac Stephen Crawley – Crawcraft Simon Crunden – Republic of Media Gaelle de la Grave – Mobbus Louie Dennett – Heineken Rhona Dub – Search Consultancy Katie Dykes – SMG Insight Gerry Farrell – Farrell Ink Louise Fraser – JUMP Research Mark Fowlstone – Multiple David Guy – Guy & Co Laura Haggarty – iProspect Janette Harrison – Carat

Steve Hill – Multiply Vicki Hope – Standard Life Nick Hudson – Apex Hotels

Justin Hutton-Penman – Flock Creative Jim Kelly – Story UK

Neen Kelly – Bluebell Scotland Campbell Laird – threebrand Alison Lang – SO Creative Ruth Lees – Golley Slater Joanne Lynn – Lux Events Elise MacDonald – Lux Events Lyndsey MacIntosh

Carrie Maggin – DigitasLBi

Richard Marsham – The Leith Agency Naomi McCann – Tesco Bank Jackie McColl – 3x1

Ewan McCowen – Float Cashflow Forecasting Gerry McCusker – Dog Digital

Greg McEwan – Material UK Julie McGarvey – 3x1

Heather McKinlay – Fraoch Marketing Jen Medcalf – Tall Poppies

Sheena Muncie – Scotinform Angela Patton – Mobbus Gill Petrie – STV

Pauline Platt – Pauline Platt Consultancy Loral Quinn – Aberdeen Asset Management

David Roberts – Multiply Olivia Robertson

Juliet Simpson – Stripe Communications Sally Stanley

Ali Tuck – Edrington Iain Valentine – Whitespace David Wallace – Wallace Marketing Kim Wallace – The Scottish Government Laura Williamson – Tesco Bank

Jessica Wilson – Tayburn Vicki Wright – The Dalmore

THE JUDGES

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