Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 2/7

MESSAGE FROM US

Thank you for joining us as one of the judges for Marketing Excellence Awards 2017. We appreciate your time and

effort in the judging process.

This awards event serves as a platform to recognise excellence across the marketing communications services

industry. It is one of the Hong Kong’s largest award shows dedicated to celebrating the work of the country’s top

marketers.

This document aims to guide you through the judging process. Kindly take some time to read through this before you

come for judging.

CONFIDENTIALITY

Please consider all entries and information shared as private and confidential. Some entries might contain

information that is not for circulation in any means. Kindly use them only for judging purpose, and do not use or

circulate them for any other purposes.

HOW TO FIND OUT…

Your judging sessions and venue Page 3

The category descriptions Page 4

The judging criteria Page 5

Scores giving procedure Page 6

Who to contact when you have enquiries Call / Whatsapp Francis at +852 2861 1882 / 9656 5367

Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 3/7

JUDGING KEY DATES

Date

14 – 20 Sep - AM session (0900-1300)

- PM session (1400-1800)

Please refer to the email for the confirmation of your sessions.

9 Nov Gala dinner/awards ceremony

Starts at 6.30pm at The Mira Hong Kong

JUDGING VENUE

2/F, Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong (Map)

Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 4/7

CATEGORIES

The awards has a total of 32 categories in 2017.

1. Excellence in Advertising

2. Excellence in Branded Content

3. Excellence in Content Marketing

4. Excellence in Corporate Social Responsibility

5. Excellence in Customer Engagement

6. Excellence in Data-Driven Marketing

7. Excellence in Design

8. Excellence in Digital Marketing

9. Excellence in Event Marketing

10. Excellence in Experiential Marketing

11. Excellence in Financial Advertising

12. Excellence in Gaming

13. Excellence in Innovation

14. Excellence in Integrated Marketing

15. Excellence in Launch/Relaunch Marketing

16. Excellence in Marketing – NGO

17. Excellence in Mass Event

18. Excellence in Media Strategy

19. Excellence in Mobile Marketing

20. Excellence in Online Video

21. Excellence in Out-of-Home Marketing

22. Excellence in Partnership

23. Excellence in Print Marketing

24. Excellence in Programmatic

25. Excellence in Public Relations

26. Excellence in Retail Marketing

27. Excellence in Search Marketing

28. Excellence in Social Media

29. Excellence in Targeted Event

30. Excellence in Travel and Hospitality Marketing

31. Excellence in TV Advertising

32. Excellence in Use of Technology

Details of each category: https://www.marketing-interactive.com/mea-awards/hk/categories/

Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 5/7

JUDGING CRITERIA

Please consider the criteria below when assessing each of the four areas:

1. Challenge – 25% of total score.

2. Strategy – 25% of total score.

3. Execution – 25% of total score.

4. Results – 25% of total score.

Judges have the right to deduct scores for missing/incomplete information, as well as exceeding words/slides.

Note: Each video is limited to 3 minutes maximum.

A penalty of 30% marks deduction should be enforced if submission template is being altered (eg. instruction

words are being deleted from the slides).

1. CHALLENGE (max 1 slide) – 25%

The judges will be looking for: - The market situation the brand was operating in.

- A clear description of the business/brand consumer challenge the

advertising/project/work was asked to address.

- Key statistics which help illustrate the scale of this challenge in detail.

Mandatory information: Start & end dates, key objectives, target audience, key competitions, budget.

Reminder: Eligibility period – 1 September 2016 to 31 August 2017

Campaigns out of this period will be disqualified.

2. STRATEGY (max 2 slides, visuals included) – 25%

The judges will be looking for:

- An introduction of the campaign/project/work.

- The rationale of launching the campaign/project/work to address the marketing

challenge.

- The core insight the campaign/project/work was built on.

- An outline of your creative thinking and media strategy.

- A description on its distinctiveness and eff ectiveness.

3. EXECUTION (max 3 slides, visual included) – 25%

The judges will be looking for:

- The implementation of your creative thinking and media strategy.

- The tactics/elements used within the campaign/project/work.

- The role of these tactics/elements.

4. RESULTS (max 2 slides) – 25%

The judges will be looking for:

- Clear evidence/metrics demonstrating the performance of the campaign.

- A description of how it solved the marketing challenge.

- The rationale as to why you believe this qualifies for a Marketing Excellence Award.

Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 6/7

SCORING

Example:

When you are evaluating each entry, give them a score out of 10 in each of the four key areas. We will do the

conversions of score based on weightings afterwards.

Assigning up to ONE decimal point (e.g. 8.8/10) is acceptable.

USEFUL REMINDERS

When you are going through each entry, do keep the following things in mind:

1. Entrants might try to make themselves stand out much as possible. Use your experience and discretion to

separate as much of the truth from the fluff.

2. A penalty of 30% marks deduction should be enforced if submission template is being altered (eg. instruction

words are being deleted from the slides).

3. Each entrant will interpret the questions slightly differently. Likewise, each of you will interpret their responses

slightly differently. Use your experience as a professional marketer to evaluate them, based on what they have

submitted.

4. Should the entrants exceed the word limit specified, you may use your own discretion to continue reading or

otherwise.

Marketing Excellence Awards 2017 Judge’s Brief Marketing Excellence Awards 2017 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 P 7/7

Contact

Francis Lee

Events Producer

Marketing magazine

+852 9656 5367

francisl@marketing-interactive.com