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Strategic Category

The scoring in this category has increased weighting to the strategic thinking and effective planning.

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.

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. This could include case studies from the Tech and Data Sectors.

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
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 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
Submissions are invited that demonstrate marketing effectiveness and a positive impact on society whether they are cause related, charity or not for profit.

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

Awards Night

17th June 2021

Development Category Partner

Communication Category Partner

Chairman’s & Champions Category Partner

Event Partner

Creative Partner

Digital Partner

Sponsors & Supporters