Creative Effectiveness Categories

A. Creative Effectiveness: Sectors

Work in this section should focus on effectiveness achieved in a particular sector, and whether the strategy achieved or exceeded its objectives and goals. The same entry can be submitted only once in this section.

A01. Food & Drink

All food & drinks.

A02. Other FMCG

Beauty, cleaning products, other household goods, other FMCG.

A03. Healthcare

Pharma, OTC drugs, wellness.

A04. Consumer Durables

Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

A05. Automotive

Vehicles, other automotive.

A06. Retail

Retail, eCommerce, restaurants, fast food.

A07. Travel / Leisure

Travel, tourism, transport, live events, museums & galleries, gambling, sports, gaming, other recreation.

A08. Media / Entertainment

Music, film, television, publications & media, books, news, digital platforms, other media.

A09. Consumer Services / Business to Business

All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.

A10. Not-for-profit / Charity / Government

Government, public information, NGOs, military, charities, non-profit organisations.

B. Market

Work in this section should demonstrate how the work enabled the brand to effectively achieve their objectives in a chosen market.

B01. Single Market

Work which has been implemented in a single market with a single target market at its core. Entries should describe how the work was creatively designed for the target market and the tangible business and/or awareness results achieved.

B02. Multi Market

Work which has been implemented across multiple markets. Entries should describe how the work was creatively designed for multiple markets and the tangible business and/or awareness results achieved

B03. Global Market

Work which has been implemented globally. Entries should describe how the work was creatively designed to run globally and the tangible business and/or awareness results achieved.

B04. Creative Effectiveness for Good

Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. Entries should illustrate how the campaign drove tangible results, was instrumental to cultural change or integral to achieving a brand's purpose.

C. Brand Challenges & Opportunities

Work in these categories should focus on the brand challenge or opportunity identified. Entries should explain their strategic response, as well as specific channels and touchpoints chosen and why.

C01. Launch

Work created to launch a product or service.

C02. Re-Brand

Rebrand / refresh of an existing brand identity for any product, service or organisation.

C03. Acquisition

Work which effectively attracts new customers or drives new engagement. Entries should show an increase in new business or customer activity.

C04. Retention

Work which enhances or strengthens existing customer relationships. Entries should show an increase in new business or customer activity.

C05. Real-Time Response

Effective targeted work which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.

C06. Sustained Success

Celebrating the long-term impact of creative work. Entries should demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. Entries in this category must show results over several years.

C07. Collaboration

Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies or partner agencies, production companies, consultancies etc to achieve a business goal. Entries should demonstrate how the collaborative effort drove tangible business results.

C08. Breakthrough on a Budget

Work which has been executed with limited resources. Entries should provide details on the total budget spent and provide a detailed account of the innovative and creative tactics used to deliver the work.

C09. Challenger Brand

Work which uses an innovative approach and creativity to challenge conventions and the status quo. Entries should demonstrate the strategy behind their work and any specific tactics used to achieve tangible business and/or awareness results.

C10. Market Disruption

Brands that have creatively embraced an ‘adapt & adopt’ approach to their work in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

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