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.
Pharma, OTC drugs, wellness.
A04. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
Vehicles, other automotive.
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.
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.
Work created to launch a product or service.
Rebrand / refresh of an existing brand identity for any product, service or organisation.
Work which effectively attracts new customers or drives new engagement. Entries should show an increase in new business or customer activity.
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.
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.