ENTRY GUIDELINES 1
INTRODUCTION The MARKies Awards is back for its second edition as standalone awards show to celebrate the most innovative, creative and effective campaigns or projects spanning Singapore s entire marketing services industry. The MARKies Awards 2018 is the definitive awards programme for agencies. It evaluates individual entries by focusing on campaigns, creative ideas or the innovative use of media. Take a look over the category list and find the most appropriate categories to maximise your chances and there is no limit to the number of categories you can enter. Check out all the details on the site and get involved today! See you at the gala dinner on 27 April 2018 at Sofitel Singapore City Center! The MARKies provides agencies in Singapore a platform and an opportunity for them to showcase unique and deserving works of brilliance. Any agency can enter the MARKies. Staying true to the Awards mission, the entries will be judged by a jury comprising entirely of respected senior client-marketers in Singapore. Gold, Silver and Bronze awards will be awarded for each category and the leading performers across all will receive the highest honours of Overall Creative Ideas MARKie and Overall Media Usage MARKie on 27 April 2018 at Sofitel Singapore City Center. If you are concerned about a potential conflict of interest, rest assured that our awards committee will ensure that judges do not assess and evaluate their own work, or their competitors work, and all sensitive information will be kept strictly confidential. 2
ABOUT THE AWARDS Awards Categories Creative Ideas This area celebrates and rewards the skill of combining outstanding creative thinking with top-class execution. Working together, they should deliver ideas which are impactful, inventive and unique. And of course, results that make the investment worthwhile. The best performing agency across all categories will receive the Overall Creative Ideas MARKie award. Media Usage Here we are looking to spotlight and champion the skill of combining intimate media understanding with powerful channel presence. Working together, they should deliver experiences which are impactful, inventive and unique. And of course, results that make the investment worthwhile. The best performing agency across all categories will receive the Overall Media Usage MARKie award. 1. Best Idea Apps / Mobile (NEW) 2. Best Idea Business Events 3. Best Idea Consumer Events 4. Best Idea Consumer Insights 5. Best Idea Content Marketing 6. Best Idea Digital 7. Best Idea Direct Marketing 8. Best Idea Experiential (NEW) 9. Best Idea Female Audience 10. Best Idea Government Sector Marketing (NEW) 11. Best Idea Integrated Media 12. Best Idea Launch / Re-launch 13. Best Idea Loyalty & CRM 14. Best Idea Male Audience 15. Best Idea Out of Home 16. Best Idea Public / Media Relations 17. Best Idea Retail / Shopper 18. Best Idea Social 19. Best Idea Sports Marketing 20. Best Idea TV / Video Advertising 21. Best Idea Viral 22. Overall Creative Ideas MARKie award (Not for Entry) 1. Best Use of Analytics 2. Best Use of Apps / Mobile 3. Best Use of Content 4. Best Use of Digital 5. Best Use of Events 6. Best Use of Integrated Media 7. Best Use of OOH 8. Best Use of Print 9. Best Use of Programmatic 10. Best Use of Search 11. Best Use of Social 12. Best Use of TV / Video 13. Overall Media Usage MARKie award (Not for entry) 3
SUBMISSION OVERVIEW This document is designed to assist you with your entry submission. Please read the following instructions and specific category requirements to ensure your entries are submitted successfully. All entries, supporting documents, and required items must be submitted online at: www.marketing-interactive.com/markies/sg/ The entry submission deadline is extended until midnight, 15 February 2018 (Thursday). Eligibility The eligibility period is from 1 January 2017 to 31 December 2017. Campaigns must have launched or debuted during this period. Entries are open to any active, launched or updated marketing initiatives, campaigns or projects that are conducted within the eligibility period and in Singapore. Categories are open to any agencies based in Singapore only. Work must have been carried out in Singapore for the Singapore market. Entrants may submit the same campaign in multiple categories but should outline how each fit the specific category at hand. There is no limit to the number of entries an entrant may submit. Submissions are open to mobile agencies, advertising agencies, media agencies, digital agencies, PR firms, adnetworks, app developers and content providers. Entries carried out in partnership between organisations are welcomed too. However, entrant must designate a leading agency for each of the joint campaign as only ONE agency will be recognised in each winning campaign. Key dates Entries close: Awards ceremony: 15 February 2018, 2359 hours (Thursday) 27 April 2018 (Friday) 4
ONLINE ENTRY SUBMISSION Entry submission Submission is done online. Only maximum of 10 supporting files will be allowed. Any or all information (unless specified as confidential and for use only by the awards jury) may be used during and after the MARKies Awards gala dinner, and on any and all related materials including trophies and signage. During the online submission process, you will be prompted for the information below. Please have the following prepared: Start registration Email address (you ll have to key in your email address before you can proceed with the online submission process) Contact person 1. Full Name: 2. Company Name: 3. Job Title: 4. Email: 5. Telephone Number: 6. Mobile Number: 7. Mailing Address: Entry details Category: A high-res logo of Agency Name of Agency: Name of Campaign: Name of Client: Team Credits: (Separate team members with a ; e.g. <full name>, <job title>, <organisation>; < full name>, <job title>, <organisation>; etc.) Files to upload The client organisation s logo (in hi-res) The Core Submission Document that contains the following: 1. Challenge 2. Strategy 3. Execution 4. Results 5. Appendix Please refer to the judging criteria below for details on these four items. If you are submitting more than one entry, tailor each entry to its respective category guidelines. Filename should not include any special characters like &, _, (, @,#,$% etc.) Any specific information or content intended for judging purposes only must be clearly indicated in red text, or highlighted in red. Any text in red or highlighted in red will not be used for publication, and will not be disseminated beyond the judging panel in any way. Required formats Core Submission Document:.pdf Supporting documents:.pdf,.xls,.ppt,.doc Images:.jpg,.png Max file size (all documents): 10MB Min resolution for Images: 300dpi Due to system restrictions, please upload any videos to a public or unlisted link on YouTube, and insert the link into your Core Submission Document. If you password-protect it, do include the access password in your document. Fees SGD 309 per entry (exclusive of GST) Payment modes: Credit cards (Visa, MasterCard, Amex). All entries are non-refundable. For questions regarding entry submissions and table sales, For further enquiries, please contact: 1) Dzulfiqar Rohim at phone: +65 6423 0329 / +65 9678 9958, email: dzulfiqarr@marketing-interactive.com 2) Emilia Nathasha at phone: +65 6423 0329 / +65 8782 1974, email: emilian@marketing-interactive.com Appendix (Supporting documentation (campaign images, screenshots, graphs, charts, illustrations, videos, YouTube URLs etc.)) *optional 5
JUDGING CRITERIA (CREATIVE IDEAS) Please read through the requirements below before you prepare your Core Submission documentations. In your Core Submission Document, address the following criteria for the relevant categories. Keep your answers as concise as possible, and do not exceed the respective criteria word limit. Tailor your answers based on the category you are entering for (see the Category Descriptions below). Solutions / Campaign Categories Challenge (15% - max 500 words) Describe the creative challenge you were faced with what was the brief? What was the context? What made this a real challenge? Add in any facts and figures, which bring this challenge to life. Mandatory information: Start date; end date; key objectives; target audience; key competitors; budget provided Strategy (30% - max 500 words) Outline your strategic thinking and your creative idea. What made this inventive and out-of-the-box? Explain the reasons behind this approach. Mandatory information: Media channel used; core strategic thought; creative expression; creative rationale Execution (30% - max 500 words) Describe how your creative idea was executed, the elements used, how it was brought to life. Results (25% - max 500 words) What was the outcome? What evidence/metrics do you have that this was a great creative idea? How did it deliver to your challenge? Recommended information (where applicable) start / launch date end date key objectives target audience key competitors budget provided media channel/s used strategic thought behind the type of app/campaign/programme chosen creative expression creative/media rationale evidence/metrics showing the marketing objectives 6
JUDGING CRITERIA (MEDIA USAGE) Please read through the requirements below before you prepare your Core Submission documentations. In your Core Submission Document, address the following criteria for the relevant categories. Keep your answers as concise as possible, and do not exceed the respective criteria word limit. Tailor your answers based on the category you are entering for (see the Category Descriptions below). Solutions / Campaign Categories Challenge (15% - max 500 words) Describe the media challenge you were faced with what was the brief? What was the context? What made this a real challenge? Add in any facts and figures, which bring this challenge to life. Mandatory information: Start date; end date; key objectives; target audience; key competitors; budget provided Strategy (30% - max 500 words) Outline your strategic thinking and your chosen use of media. What made this inventive and effective? Explain the reasons behind this approach. Mandatory information: Media channel used; core strategic thought; creative expression; creative rationale Execution (30% - max 500 words) Describe how your use of media was executed, the elements used, how it was brought to life. Results (25% - max 500 words) What was the outcome? What evidence/metrics do you have that this was a great use of media? How did it deliver to your challenge? Recommended information (where applicable) start/launch date end date key objectives target audience key competitors budget provided media channel/s used strategic thought behind the type of app/campaign/programme chosen creative expression creative/media rationale evidence/metrics showing the marketing objectives 7
CATEGORY DESCRIPTIONS (CREATIVE IDEAS) 1. BEST IDEA APPS / MOBILE (NEW) Entries should illustrate the creative idea in marketing campaign which was specifically designed for mobile platforms and/or creative app to leverage the capabilities of a mobile device in achieving a positive marketing outcome and enhancing user experience, be it branding, a prompted consumer behavior or simply increased consumption. 2. BEST IDEA BUSINESS EVENTS Judges will be looking at how the strategic, creative and effective the business event is performed, how it captivated its audience, strength of the idea and whether the event supported the business profiles and values. 3. BEST IDEA CONSUMER EVENTS Judges will be looking at how the strategic, creative and effective the event is performed, how it captivated its audience, strength of the idea and whether the event supported the brand s profiles and values. Events which span multiple platforms, that is, events and social media, can also be considered. 4. BEST IDEA CONSUMER INSIGHTS 7. BEST IDEA DIRECT MARKETING Entries should illustrate how they use creativity of direct marketing in a marketing campaign to connect with consumers through a variety of media, enhancing the customer proposition that resulted in positive business outcomes. 8. BEST IDEA EXPERIENTIAL (NEW) Judges will be looking at innovative or creative idea of experiential programme that allows consumers to get involved in, feel, or share in the brand experience. This should translate into a positive perception of the brand for consumers. 9. BEST IDEA FEMALE AUDIENCE Entries need not be targeted exclusively at a female audience, but the majority of the target audience should have been female. Judging will be looking at how the idea and content stands out and how the female audiences responded well. 10. BEST IDEA GOVERNMENT SECTOR MARKETING (NEW) Judges will be looking at the most effective use of database development that gain insights which were pivotal in the success of a marketing campaign, initiative or communication. 5. BEST IDEA CONTENT MARKETING Judges will be looking at the work from the agency that works with any content producer or independently to create content in a marketing campaign which leads to significant growth in brand awareness as well as commercial success. 6. BEST IDEA DIGITAL Judges will be looking at how the idea and content stands out in the competitive digital space such as web, mobile and online retail to achieve a specific marketing outcome and delivering an engaging consumer experience. Judges will be looking at the work from the agency that works with any government sector to create government sector campaign, initiative or programme which provides utility or information, leading to significant growth in economy, commerce & industry, employment, the environment, social welfare, education, culture & recreation, infrastructure development or government, community services. 11. BEST IDEA INTEGRATED MEDIA Judges will be looking at how the idea successfully leveraged the marketing objectives of a brand through originality and authenticity of an idea which employs a suite of marketing tools and executes across multiple media channels (at least 3 channels). 12. BEST IDEA LAUNCH / RE-LAUNCH Judges will be looking at the creativity idea in marketing campaign which help to achieve the marketing objectives for a new launch/re-launch of a product or brand. 8
CATEGORY DESCRIPTIONS (CREATIVE IDEAS) 13. BEST IDEA LOYALTY & CRM Judges will be looking at the creative idea in a marketing campaign which demonstrates a cohesive customer loyalty strategy and effective CRM programme to grow and retain existing customers through incentives, whilst enhancing the customer proposition. 14. BEST IDEA MALE AUDIENCE Entries need not be targeted exclusively at a male audience, but the majority of the target audience should have been male. Judges will be looking at how the idea and content stands out and how the male audiences responded well. 15. BEST IDEA OUT OF HOME Entrants should illustrate how the creative idea attracted attention of the consumers and successfully raises brand awareness. OOH can include media such as billboards, transit media or any other media traditionally classified as OOH. 16. BEST IDEA PUBLIC / MEDIA RELATIONS 18. BEST IDEA SOCIAL Entries should illustrate the creativity idea in a marketing campaign that uses different social media channels. It can be part of a one-off campaign or a longer term marketing strategy. Judges will be looking at how the content placed on social media channels helps customer acquisition and engage existing customers. 19. BEST IDEA SPORTS MARKETING Judges will be looking at the creative idea in a marketing campaign which successfully leveraged the marketing objectives of the sport brands that uses multiple media channels. 20. BEST IDEA TV / VIDEO ADVERTISING Online videos and TV advertising are accepted. Judges will be looking at how the idea of television advertising/ the originality and creativity of video impacts and resonates with audiences. It must have stood out among the competitors and achieved a specific marketing outcome, be it branding, a prompted consumer behaviour or simply increased consumption. 21. BEST IDEA VIRAL Judges will be looking at the creative idea that best enhanced the branding, image or identity with the consumer public. Entries should demonstrate how a public/media relations strategy succeeded in promoting a product/ service to a mass or targeted audience, businesses or internal stakeholders. 17. BEST IDEA RETAIL / SHOPPER Entries should demonstrate the innovative strategy by a brand designed to reach shoppers via traditional or digital media, sampling, couponing, POS displays, use of new technology or retail spaces. Judges will be looking at how the creative idea is executed to drive footprint to stores and result in a positive business outcome. Entries should be able to demonstrate the creative idea in marketing campaign that captures its target audience and subsequently turns into a self-replicating viral process. 22. OVERALL CREATIVE IDEAS MARKIE AWARD (NOT FOR ENTRY) This will be awarded to leading performer who has performed best in creative ideas at the MARKies awards. The highest honour, this award is not open for entry. It is awarded to the agency with the highest number of winning entries. 9
CATEGORY DESCRIPTIONS (MEDIA USAGE) 23. BEST USE OF ANALYTICS Entries should be able to demonstrate the innovative and effective use of an analytics to drive customer engagement and to enhance a brand experience. 24. BEST USE OF APPS / MOBILE Judges will be looking at the innovative use of an app and/or the use of mobile platforms to drive customer engagement,enhance a brand experience and effectively leveraged to assist the brand in achieving its marketing objectives. Entries should be able to demonstrate the role of the app in reaching the marketing objectives, be it branding, a prompted consumer behavior or to increase consumption. 25. BEST USE OF CONTENT Entries should demonstrate the innovative and effective use of content in a marketing campaign and/or original content created for the benefits of the clients and/or the brands. Judges will be looking at how the content/ branded content was used effectively across different platforms and helped support the marketing objectives and enhance a brand experience/awareness. 26. BEST USE OF DIGITAL 30. BEST USE OF PRINT Entries should demonstrate how the selected print platforms are strategically used to activate or enhance the creative idea and to bring a positive business outcome. This includes ads placed in newspapers, magazines and other media considered traditional print media. 31. BEST USE OF PROGRAMMATIC Judges will be looking at the effective use of programmatic solution which successfully leveraged the marketing objectives and to bring positive business outcome. 32. BEST USE OF SEARCH Entries should be able to illustrate the innovative and effective use of search and how search was used to assist the brand in achieving its marketing objectives. 33. BEST USE OF SOCIAL Judges will be looking at the innovative and effective use of social platforms and how the selected social platforms are strategically used to activate or enhance a marketing strategy that results in positive outcome. Entries should demonstrate how the brand leverages the digital platforms to achieve its business objective, be it branding, a prompted consumer behaviour or to increased consumption on competitive digital platforms. 27. BEST USE OF EVENTS Judges will be looking at how the event was organised effectively and how strongly the brand values and concepts relate directly to attendee s journey at the event. 28. BEST USE OF INTEGRATED MEDIA Judges will be looking at the effective use of media channels and how the selected media channels (at least three channels) are skillfully deployed to stand out from the competitors and to reach the brand s marketing objectives. 29. BEST USE OF OOH 34. BEST USE OF TV/VIDEO Judges will be looking at the effective use of TV and/or videos as a platform to drive customer engagement. Entries should demonstrate how the brand leverages videos to achieve its marketing objectives, be it branding, a prompted consumer behaviour or engagement. 35. OVERALL MEDIA USAGE MARKIE AWARD (NOT FOR ENTRY) This will be awarded to leading performer who has performed best in media usage at the MARKies awards. The highest honour, this award is not open for entry. It is awarded to the agency with the highest number of winning entries. Judges will be looking at the effective use of OOH include media such as billboards, transit media or any other media traditionally classified as OOH which strategically used to present the brand message and successfully raises brand awareness. 10
TERMS & CONDITIONS Entry fees are non-refundable. Should your entry be shortlisted, your entry details found on the online registration site will be reflected on the website and trophy (presented on the awards night). The reflected text will be case-sensitive. The judges decisions are final. * The overall winner is decided based the following weightage. The entrant who gets the highest point will be crowned overall winner. GOLD SILVER BRONZE 4 points 2 points 1 point Without prior notice, Marketing magazine reserves the right to merge categories or dissolve any categories should it be deemed necessary. Should a category or categories be dissolved, entries in that category/categories will not be refunded. The entrant agrees that Marketing magazine or Lighthouse Independent Media Pte Ltd will not accept responsibility for errors or omissions reproduced in the presentation of Marketing magazine or for work lost or damaged under any circumstances. Any specific information or content intended for judging purposes only must be clearly indicated in red text or highlighted in red and will not be used for publication, and will not be disseminated beyond the judging panel in any way. The entrant grants Marketing magazine permission to show material from the entries at the awards presentation, in the magazine and at any time as deemed appropriate. 11