
Strategic Category
The Strategic Category is sponsored by
Your Brain brings all the Strategies to the Yard
Impeccable planner? Sucker for the details? Always several moves ahead? This award is for you. 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 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
2.3 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.
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
This award is supported by Jump Research – The Marketing Society Scotland Research Partner.
2.6 Marketing in Society
Submissions are invited that demonstrate marketing effectiveness and a positive impact on society, including the environment and health, 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
Strategic Partners



Sponsors & Supporters
Event Partner

Creative Partner

Website Partner

Print Partner

















