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Excellence in Content Management/Curation

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Judging criteria:

The judges will be focusing on the following areas when scoring your entry. Write your entries accordingly.

  • Who was your communication aimed at and why? Please state information relating to specific groups and how and why this audience was chosen (10)
  • Is there a strategic approach for curating the chosen content and how does it relate back to the brand or company strategy? (10)
  • How was the vehicle of communication chosen/selected over others and why was this the best channel for the audience? (Explain any innovation in production and management of the content) (10)
  • Is the source content appropriate for the audience/fit for purpose and was there a clear rationale for its development/selection? (10)
  • Is there a robust methodology for developing/selecting the content and what measures were put in place to approve content and why? (10)
  • What feedback mechanisms are in place to ensure the selected content and communication channels remain relevant, current and engaging? (10)
  • Have appropriate metrics/KPIs been identified and defined? Have they been achieved and positive outcomes demonstrated? (10)

Remember: anonymise your entry. Only one set of supporting materials required.

For avoidance of doubt, listed below are the explanations for this category:

  • Content curation is the gathering, organisation and online presentation of original content related to a particular theme or topic over a period of time (no less than 2 months)
  • Content development and management is a human or computer application that allows publishing, editing, modifying, organising, deleting and maintaining original content from a central interface over a period of time (no less than 2 months).

This category covers work content/curation that could be included in any of the circumstances listed below:

  • Online outputs from internal or external meetings (marketing conference, rep training, congress, advisory boards, stand-alone meetings etc)
  • Original content for filming – presented either on- or off-line
  • Original content and curation of website, blog, Twitter, Instagram or any relevant social media.
  • Drawing existing and/or original topic-specific content together and adding value for a particular audience.

It is essential that you quote the names of those who created the original
content/curated content (to enable complete transparency of all involved) -
whether within your organisation or employed specifically for this task - and
reference and sources of existing content that has been repurposed or reused.

IT IS ESSENTIAL TO PROVIDE BUDGET BAND INFORMATION, failure to do so will incur a penalty from the judges. If your client has declined to allow this, you must state this within your submission.

Band A under £10,000
Band B £10,001-£25,000
Band C £25,001-£50,000
Band D £50,001-£100,000
Band E £100,001-£200,000
Band F over £200,001.

Work conducted during the 18-month period between July 2016 and December 2017 will be eligible to allow for the demonstration of real change brought about over time. The entry must provide benchmarks to clearly demonstrate how the programme was evaluated and how it has developed over time.

Entry Format

Executive Summary (max 200 words) 

Must be supplied separately from the two-page A4 submission.
If your submission is nominated for an award, only extracts from executive summaries will be published, allowing you to ensure it contains no confidential information. No other part of your entry will be reproduced. Please note that the judges will not see the executive summary and it does not need to be anonymised.


(unless otherwise indicated in the category description).

1. Situation/Market Analysis

A description of the situation/environment before you undertook the work. For example:

  • What information, research, analysis etc that led you to identify the problem, issue or opportunity
  • What insights that helped you work towards a plan or solution
  • Provide benchmark data* (if available) so that the judges can see what the metrics/trends were before the programme began. They can then see changes from baseline metrics brought about by your programme or initiative
  • What challenge(s) had to be overcome.

2. Objectives

Provide clearly defined SMART objectives 

The judges recommend no more than five.

  • Make sure you clearly identify key audiences and define benefits to them and to stakeholders and the organisation

3. Strategy

Describe your strategy

  • What was the plan/approach adopted to meet your objectives?
  • Who was involved in the delivery team (both internal and external)?
  • What was the rationale for any collaboration with external stakeholders?
  • Was there a part of the strategy that was truly innovative/groundbreaking?

4. Tactics

  • How was the strategy implemented in line with yourobjectives?
  • What channels/tactics did you employ to implement the strategy and why did you select these channels?

5. Effectiveness: Outcomes vs Objectives

Demonstrate how outcomes were delivered/achieved against your stated objectives. Show clear evaluation of:

  • Outtakes (knowledge, attitudes, opinions, levels of confidence, number of people who heard about the campaign etc.)
  • Outputs (volume of coverage, number of leaflets, hits to websites etc.)
  • Outcomes (quantifiable changes in behaviour or action taken as a result of the campaign).

What did success look like for the campaign? Show the real benefit that the work delivered for stakeholders, patients and the organisation.

*This is where you should refer to the benchmarks you identified earlier.

6. Stakeholder Testimonials and Client Verdicts

You must provide a minimum of one (maximum three) independent, third-party stakeholder testimonials. These will be scored by the judges in terms of their quality and relevance and can significantly influence your overall score.

You will also need to provide a minimum of one (maximum three) client testimonials.

  • Approved quotes may be submitted as a letter, fax or email supporting the overall effectiveness of the programme or activity, but the quotes themselves must be included in the two-page submission.
  • Include contact details for the stakeholder(s) (email address and telephone number) for verification purposes
  • If the stakeholder(s) references are confidential, please highlight this on the entry form.

7. Lessons Learned 

What lessons did you learn that would help with future work?

8. Supporting Materials (not included in submission length limit)

  • ESSENTIAL: A summary sheet must be supplied with supporting materials, detailing each of the supporting materials and clearly referencing where evidence can be found to support claims made in the entry about outcomes, such as shifts in awareness, attitude and reported behaviour, eg info on sample size, method of data collection etc. Entries will not be accepted without this document.
  • Where possible, provide a copy of the original brief from the client
  • If you have submitted the same campaign/work previously, provide a copy of the previous submission(s).
  • Supporting Materials do not need to be submitted until Thursday 29 March 2018.


Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.