Communication
Category/

The Communication Category is sponsored by

Judging criteria in this category has a greater emphasis on creative execution and implementation as well as scale and evidence of results.

The following areas will be scored:

• Ambition and clarity of objectives - 15 points
• Strategic thinking and effective planning - 15 points
• Originality, creativity, execution, and implementation  - 25 points
• Scale and evidence of results - 25 points
• Presentation of entry - 10 points
• Quality and craft of writing - 10 points

Projects or campaigns can be Business to Business or Business to Consumer and to an internal or external audience.

3.1 Advertising

Recognises campaigns that combine strategic insight, creative excellence, and measurable effectiveness across all media and channels, delivering impactful, engaging advertising that drives results, resonates with audiences, and achieves clear business objectives.

3.2 Brand Experience

Recognises campaigns creating immersive, experiential, event-driven or sponsorship led brand experiences that engage audiences, showcase creativity, and deliver measurable impact, leaving lasting impressions through strategic, innovative, and multi-sensory execution.

3.3 DESIGN, CREATIVITY AND CRAFT

Celebrating work where creativity and skill meet precision, showcasing exceptional execution in design, copy, content, or production that brings ideas to life and delivers meaningful impact.

3.4 Digital FIRST

Recognises campaigns that combine creative excellence with digital innovation, including AI, ecommerce, social media, influencer, and mobile marketing, delivering measurable impact, audience engagement, and transformative digital experiences.

3.5 Media

Recognises campaigns that demonstrate strategic, creative, and effective use of media, from traditional to digital channels, delivering measurable impact, audience engagement, and results through insight-driven planning and innovative execution.

This award is sponsored by The Scotsman.

3.6 PR

Celebrates campaigns that combine strategic PR, influencer partnerships, and creator collaborations to deliver authentic engagement, creative storytelling, and measurable impact, strengthening brand reputation and achieving meaningful outcomes.