There are eight categories that you can enter this year:
- Best use of content
- Best use of sponsorship
- Best integrated campaign
- Best TV newcomer
- Best small budget use of TV
- Best ongoing use of TV
- Young TV Planner of the Year
- TV Planning Agency of the Year
This year the judges will be awarding some additional prizes on the night and all shortlisted entries will be eligible for these. Please ensure you keep these in mind when writing your entries:
Advanced TV planning
From cross-broadcaster audience mapping and customer data-matching to their rapidly expanding addressable capabilities, the multitude of technological and data-driven business solutions now offered by TV broadcasters is vast. We will be looking for entries that have taken full advantage of the new opportunities opened by technology.
Best use of TV in a crisis
This has been an exceptional and challenging year. It has demanded rapid solutions, agile campaign ideas and phenomenal flexibility from agencies, advertisers and broadcasters alike. Whether it was an inventive change in strategy, an innovative collaboration, or an instance of using TV for social good during this extraordinary time, this special award recognises those who adapted with excellence in unparalleled times.
As always, judges will select a Grand Prix winner from the winners of each category.
Other special awards for particularly deserving papers may be presented at the ceremony.
Please note: for all entries, referenced TV activity must have taken place largely within the calendar year January to December 2020. For the 'Best ongoing use of TV' category, the period is a minimum of three consecutive calendar years, one of which must be 2020.
Best use of content
Developing your own content can be a more rewarding solution than sponsoring an existing programme. This might take the form of a commissioned ad-funded programme (AFP), an advertorial within the ad break, contextual advertising (that references the programme it appears within), short-form content made for broadcaster players, product placement or even a televised branded event. This can form the base for integrated amplification.*
Best use of sponsorship
TV programmes are the reason TV advertising works so well. Aligning a brand to existing programmes - or even to seasons, dayparts and channels - is an excellent way to deliver many brand objectives. Tell us why you have chosen this particular TV property to sponsor and how you have amplified the relationship through TV and other marketing.*
Best integrated campaign
Evidence shows that TV works best as part of an integrated communications plan. This category requires the use of linear TV and/or broadcaster VOD (BVOD) in combination with other paid-for advertising media or additional marketing disciplines (e.g. PR, point-of-sale).
The entry should explain the role of each chosen element and how they worked with each other, not just list the number of media used. There are no extra points for having the longest media ‘shopping list’, only for combining the right choices well.
Best TV newcomer
This is for brands who are new to TV, or that are returning after not using broadcast TV to advertise for a period of five years. For returning brands to qualify, they must have been absent from broadcast TV between January 2015 and December 2019, returning to TV in the calendar year 2020.
New product innovations under an existing brand, e.g. a new car model under the same marque/brand do not qualify. But, existing brands entering new markets, e.g. a retailer entering the finance market, are more than welcome.
Please note: we will accept launch campaigns that started before the end of 2019 where most of the activity took place in 2020. If in doubt about any aspect of this category, please get in touch.
Best small budget use of TV
TV budgets are often many millions of pounds, because TV advertising continues to deliver excellent ROI at high spend before diminishing returns set in. But TV is often the best media choice when your budgets are more modest too. This category is for 2020 campaigns which spent less than £500k (gross) total media spend on all forms of TV, from linear and VOD spots to sponsorship or product placement. Previous short-listed low budget campaigns have spent as little as £15k. The planning choices you make within a limited budget can be more critical to success; those decisions and your ingenuity will be rewarded.
Best ongoing use of TV
TV keeps delivering value years after campaigns have aired, so consistent TV advertising can produce exponential returns. Entrants need to tell us how they have used TV over three or more years for their advertiser; how the activity has evolved to produce the best results, and what learnings from each year were taken forward. Entries must feature broadcast TV in every calendar year over the period featured (including January-December 2020).**
Young TV Planner of the Year
We want to find the future industry stars and to celebrate all the great work being done by TV planners aged 30 years and under. With TV advertising proven to deliver the majority of a brand’s marketing-generated profit, being a TV planner is a role which carries enormous responsibility for a brand’s success. TV advertising opportunities are also being transformed by technology, so this is a hugely exciting and inspiring space to work in, demanding creativity, curiosity and collaboration in addition to the rigorous craft skills that TV planning has always required.
To enter, you just need to tell us - in 500 words - why you deserve to win this award and recruit a director from your agency to champion your cause.
View the criteria for full details. Entrants must be 30 years or younger on December 31st, 2020.**
TV Planning Agency of the Year
This brilliant agency will have demonstrated that they are committed to innovative TV planning and to exploring and exploiting the world of opportunities that TV in all its forms now offers. Their pioneering approaches to TV planning will have achieved impressive results for their clients. From helping brands on to TV for the first time to developing sophisticated AV planning systems, from clever uses of advanced TV to creative collaborations with broadcasters, this agency has consistently got the best out of today’s TV.
To enter, you just need to tell us - in 1000 words - why your agency deserves to win this award, include a testimonial from a client, and make sure you’ve submitted an entry into at least one other category.
View the criteria for full details.
*For both the Sponsorship and Content categories, we would expect to see amplification techniques such as product placement, licensing, promotions or other similar additional components.
**Please note that ‘Best ongoing use of TV’, ‘Young TV Planner of the Year’ and ‘TV Planning Agency of the Year’ have different entry criteria to the remaining categories.