Judging criteria for all categories EXCEPT Best Ongoing use of TV (% of total score) 
 

1) Background & Objectives (10%)

Clearly state the business, marketing and communications objectives that lay behind the communication investment.

  • What was the competitive position of the brand and its recent marketing history?
  • What were you trying to achieve and why?  Hard business objectives here are ideal.
  • Do make sure your objectives are clear and relevant; it is crucial to match your final results to these objectives.
     


2) The Solution (25%)

Tell us about your strategic solution? 

  • What was the ‘big idea’?
  • How did you get there and why?
  • What role was TV required to play and why?
     


3) The Plan (30%)

How was the strategic solution implemented?

  • How did you make the most of what today’s TV has to offer?
  • Describe how the use of TV was integrated with other marketing activity, whether media advertising or not.
  • Make sure you include enough detail about the TV plan: seasonality, flighting, weights, frequency distribution, channel and programme choices can all add depth to a broader outline.  An overview diagram of the overall comms/media plan is very useful to judges.
  • Be as clear as you can about what you did; if some facts are confidential maybe indexing them or describing them in relative and not absolute terms will help.
  • What were the main virtues of your plan?
     


4) The Results (20%)

Thinkbox is dedicated to proving effectiveness, so it’s critical that you include evidence that your plans worked against the objectives you set. Include measures such as shifts in awareness, attitudes, consideration and most importantly commercial results such as shifts in revenue, profit, sales, market share. ROI (i.e. a ratio) is by no means the only – or even ideal – metric to use. 

  • What happened as a result of the communication activity?
  • How do you know it worked?
  • What was the budget? (Note that eligibility for Best Low Budget use of TV is maximum £500k net investment)
  • Can you isolate the effect of advertising from the brand’s other marketing investment e.g. price-cutting, wider distribution, etc?
  • Was it possible to isolate the specific impact made by TV?
  • Consider the market your brand was operating within and also what competitive activity existed at the time.
  • Make sure you avoid overclaim and have considered what other causes might account for the effect you saw.
  • Can you prove that the communications activity has been a worthwhile investment for your client? To what extent has it paid back?



5) Client Involvement (5%)

An endorsement from the advertiser is important, so include comments from the client where possible. Ask yourself whether your client would believe this to have been a successful campaign before you start.

It’s a good idea to get approval from a senior client early on. This will also ensure you only work on entries that are likely to be approved and will guide you regarding confidential data.
 


6) Entry Presentation (10%)

Give your entry the best possible chance by making it read well and look good.  It won’t get you an award if the planning itself isn’t up to scratch but it could add valuable marks.  Judicious use of images or graphs can save words.  Spelling and punctuation matter.  Sometimes bullet points communicate better than dense paragraphs of text.


Maximum word count: 2,000

Judging criteria for Best Ongoing use of TV (% of total score)

1) Background (10%)

Explain the position of the brand within its competitive set at the start of the period being covered.  What were the long-term broad objectives of the business and what were its main challenges?

 

2) The brand story over time (20%)

Tell us what happened to the brand over the extended period, including any specific objectives that might have been set for any aspect or time period, if relevant.  How did its marketing strategy evolve in response to business results or competitive activity?  How did agencies work with each other?

 

3) The media story over time (30%)

Explain the contribution that media thinking played in the brand’s success, the role for TV and its specific contribution.  What were the media learnings gathered over time and how did the media plan incorporate these into subsequent plans?  Tell us about any significant media ideas along the way that supported the long-term marketing strategy. 

Feel free to blend section 2 (the brand story) with section 3 (the media story), particularly if you wish to tell the story year by year.  However, the marking will weight those two aspects as detailed.  Whatever you choose to do, concise summaries of each year’s activity are helpful and welcome.

 

4) Results (25%)

Thinkbox is dedicated to proving effectiveness, so it’s critical that you include evidence that your plans worked over time. For this category, demonstrating results at regular stages during the period covered will be appreciated.  Include measures such as shifts in awareness, attitudes, consideration and most importantly commercial results such as shifts in revenue, profit, sales, market share. ROI (i.e. a ratio) is by no means the only – or even ideal – metric to use.  What happened as a result of the communication activity?

  • How do you know it worked?
  • Can you isolate the effect of advertising from the brand’s other marketing investment e.g. price-cutting, wider distribution etc?
  • Was it possible to isolate the specific impact made by TV?
  • Consider the market your brand was operating within and also what competitive activity existed at the time.
  • Make sure you avoid overclaim and have considered what other causes might account for the effect you saw.
  • Can you prove that the communications activity has been a worthwhile investment for your client? To what extent has it paid back?

 

5) Client Involvement (5%)

An endorsement from the advertiser is important, so include comments from the client where possible. Ask yourself whether your client would believe this to have been a successful campaign before you start.

It’s a good idea to get approval from a senior client early on. This will also ensure you only work on entries that are likely to be approved and will guide you regarding confidential data.

 

6) Entry Presentation (10%)

Give your entry the best possible chance by making it read well and look good.  It won’t get you an award if the planning itself isn’t up to scratch but it could add valuable marks.  Judicious use of images or graphs can save words.  Spelling and punctuation matter.  Sometimes bullet points communicate better than dense paragraphs of text.


Maximum word count: 2,500