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Judges' tips


Do

  • Read the category criteria thoroughly and write each entry accordingly
  • Take time to write your entry. First round scores depend on the quality of your written submission
  • Make sure your written entry is strong enough to stand on its own at the first stage of judging
  • Include all ‘killer facts’, make sure the entry is interesting and compelling
  • Make your point quickly and clearly
  • Write each entry specifically for the category entered
  • Follow the entry format provided. You must use the entry submission form supplied – otherwise your entry may be disqualified
  • Show a clear link between strategy, objectives, tactics and outcomes
    • Outline the problem clearly and succinctly
    • Explain what you wanted to achieve and why
    • Demonstrate the rationale (based on insight) for your positioning/strategy
    • Describe any difficult circumstances you had to overcome
    • Provide evidence of effectiveness of outcomes vs objectives using benchmark data
    • Make sure that outcomes marry up with your objectives – otherwise it’s not a winner!
  • Check word count: 200 words for executive summary and no more than 2,000 for the rest of your submission.

Don’t

  • Make assumptions about what the judges know
  • Construct your objectives retrospectively – they are too easy to spot
  • Confuse objectives with tactics
  • Post-rationalise
  • Overuse jargon
  • Forget that decisions are based solely on the content of the entry at the first round of judging.

And finally…

Get a second opinion!
Once you have written your entry, show it to at least one colleague who knows nothing about the campaign/activity. If he or she doesn’t understand something, neither will the judges!

Sponsors

Key dates

Entry deadline 4 August 2017
Extended entry deadline 11 August 2017*
*additional fee applies
Judging 21 September 2017
Company/Team Interviews 11 October 2017
PMEA Event 15 November 2017, Sheraton Grand Park Lane