Strategic
Category/

The Strategic Category is sponsored by

The scoring in this category has increased weighting to the strategic thinking, effective planning as well as the scale and evidence of results.

The following areas will be scored:

• Ambition and clarity of objectives - 15 points
• Strategic thinking and innovative planning - 25 points
• Effective execution and implementation of plans - 15 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.

2.1 Brand Development

Submissions can cover all aspects of brand development from a new product, service or innovation to a brand extension or brand revitalisation.

This award is sponsored by VisitScotland.

2.2 INTERNATIONAL MARKETING

Submissions can cover any aspect of marketing used to develop business and brands in an international market or markets.

2.3 INTEGRATED MARKETING

Submissions are invited from anyproject or campaign that demonstrates integrated strategic and creativeexcellence as the well as effectiveness across all communications includingsales promotion and direct marketing.

2.4 MARKETING PLANNING, RESEARCH AND INSIGHTS

Submissions can cover all aspects of marketing planning and strategy from the development of resources and capabilities to market research leading to clear and useful insights.

This award is supported by Jump Research – The Marketing Society Scotland Research Partner.

2.5 MARKETING IN SOCIETY

This category recognises campaigns that demonstrate both marketing effectiveness and a meaningful, positive contribution to society. Submissions are welcomed from cause related, charitable, or not-for-profit initiatives, and may address areas such as environmental sustainability, public health, and social inclusion. This includes (but is not limited to) work focused on diversity, equity, and inclusion across gender, race, LGBTQIA+ communities, disability, and mental health.

This award is supported by The Scottish Government.

2.6 SMALL BUDGET, BIG IMPACT

Recognises marketing campaigns that achieve exceptional results on limited budgets, demonstrating strategic creativity, efficiency, and measurable impact while maximising resources to deliver meaningful business and audience outcomes. (Eligible campaigns should have a total budget of £25,000 or less, including all creative, media, production, and associated costs.)