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