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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:

  • 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

 

2.5 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.

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

 

2.6 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:

  • 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

Enter Now

deadline of 5pm on February 14, 2022

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