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Strategic Category

2.1 Brand Development
Submissions can cover all aspects of brand development from a new product or service to a brand extension or brand 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 Digital Strategy
Submissions are invited that demonstrate effective development of digital strategy including efficient use of appropriate channels and platforms.

The following areas will be covered.

  • 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

2.3 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:

  • 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

2.4 Integrated Marketing – including Direct Marketing
Submissions are invited from any project that demonstrates strategic and creative excellence as well as the effectiveness from a fully integrated or direct marketing campaign.

The following areas will be scored:

  • 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

2.5 Marketing Planning – including 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 Research – The Marketing Society Scotland Research Partner – and the Market Research Society.

The following areas will be scored:

  • Scale of ambition and clarity of objectives – 15 points
  • Effective use of marketing planning resources and capabilities – 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

2.6 Marketing in Society – including Cause Related, Charity and Not For Profit
Submissions are invited that demonstrate marketing effectiveness and a positive impact on society.

The following areas will be scored:

  • 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
Gold star tip
Tailor your entry. If you’re entering more than one category, don’t just do a cut and paste job. Tailor your story to suit the category and how it will be scored.

Entry Deadline

 The entry deadline for awards is 5pm on February 19th!

Strategic Partner

Creative Partner

Print Partner

Digital Partner

Event Partner

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