Communication Category

Judging criteria in this category has a greater emphasis on creative execution and implementation.

3.1 Advertising
Submissions are invited for campaigns or projects that demonstrates strategic and creative excellence and advertising effectiveness.

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

3.2 Brand Experience – including Sponsorship and Event Marketing
Submissions are invited from campaigns or projects which demonstrate strategic and communication excellence in creating an effective brand experience, which may include the use of sponsorship and or event marketing.

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

3.3 Design
Submissions are invited for any project that demonstrates strategic and creative excellence and design effectiveness.

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 of writing – 10 points

3.4 Digital Communication
Submissions are invited that demonstrate creative and communication excellence as well as digital and e-commerce effectiveness including mobile marketing and social media.

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 of writing – 10 points

3.5 Media
Submissions are invited from any campaign or project that demonstrates strategic and creative and effective use of media strategy, planning and channels.

This award is sponsored by The Scotsman.

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 of writing – 10 points

3.6 PR
Submissions are invited from any campaign or project that demonstrates strategic and creative excellence and PR effectiveness.

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