Judging criteria for all categories (% of total score)

EXCEPT 'Best ongoing use of TV', ‘Young TV Planner of the Year’ and ‘TV Planning Agency of the Year’
 

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 Strategy (25%)

Here is where we want to see your thinking behind the plan.

  • Outline the insight and strategy that led to the media solution.
  • What was the ‘big idea’?
  • Explain how you got to it. What challenges did you have to overcome?
  • What role was TV required to play and why was it the right solution for your objectives?


3) The Plan (30%)

This is where we want to see clearly how the strategic solution was implemented.

  • What were the main virtues of your plan?
  • Outline the implementation fully. 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.
  • 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.
  • 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.


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.

  • What happened as a result of the communication activity? How do you know it worked?
  • 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 was the budget? (Note that eligibility for ‘Best small budget use of TV’ is maximum £500k gross 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?

Please mark if any sensitive information is for judges eyes only


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) 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: 1,500

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) The Results (25%)

Thinkbox is dedicated to proving effectiveness, so it’s critical that you include evidence that your plans worked against the objectives you set.

  • What happened as a result of the communication activity? How do you know it worked?
  • 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 was the budget? (Note that eligibility for ‘Best small budget use of TV’ is maximum £500k gross 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?

Please mark if any sensitive information is for judges eyes only


 

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

Young TV Planner of the Year criteria

To enter:

You should be a TV champion who is 30 or under on 31st December 2020 and has established a proven track record of making an impact for agency and clients alike, all the while keeping TV at the heart of what you do.

  • Register and create a new entry
     
  • You have 500 words to answer the following question in whatever way you would like:
     

TELL US WHY YOU SHOULD BE NAMED THE YOUNG TV PLANNER OF THE YEAR?

  • Within your entry you must also include a testimonial from a member of senior leadership within your agency (this will fall within the word count).
     
  • Your entry should be on one side of A4 and uploaded as a pdf, layout may be designed as you wish. 
     
  • If you are shortlisted, you will be invited to meet the judges in May and deliver a 5-minute presentation, followed by 5 minutes of questions. A given topic will be briefed to you ahead of time.

TV Planning Agency of the Year criteria

To enter:

  • You must have submitted work into at least one other category to be considered for this award.
     
  • You have 1000 words to answer the following question in whatever way you would like:


TELL US WHY YOU SHOULD BE NAMED AGENCY OF THE YEAR?

  • Your entry should be presented on no more than two sides of A4 and uploaded as a pdf, layout may be designed as you wish.
     
  • Within your entry you must include a testimonial from a current client (this will fall within the word count).
     
  • Your submission should aim to include the following:
    • How you have collaborated with broadcasters and clients to get the most out of what TV can offer
       
    • Detail on the sophistication of your AV planning systems and the insights that drive their decisioning
       
    • Evidence of helping brands onto TV for the first time
       
    • How you have evolved TV plans to take full advantage of advanced TV capabilities
       
    • Your commitment to training and engagement with TV Masters
       
    • An overview of the continued importance TV plays for your clients