The Strategy & Effectiveness Spikes celebrate how an effective strategy can redefine a brand, reinvent its business, drive results, and influence consumers or wider culture.
Entries should demonstrate exceptional interpretation of the business / brand challenge, breakthrough thinking and transformational problem-solving that led to commercial success.
A number of criteria will be considered during judging and weighted as follows: 20% interpretation of business/brand challenge, 30% insight/breakthrough thinking, 20% creative idea, 30% outcome/results.
The same piece of work can be entered up to three times in Strategy & Effectiveness.
For Strategy & Effectiveness Spikes the eligibility dates are 1 December 2019 - 30 January 2023. The strategy must have first been implemented within this eligibility period.
Work in this section should focus on effectiveness achieved in a particular sector, and whether the work achieved or exceeded its objectives and goals.
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics, cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
Pharma, OTC drugs, wellness.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, other not-for-profit, military, charities, non-profit.
* All CSR work should be entered in the relevant sector and/or C07. Corporate Purpose & Social Responsibility category in section C. Challenges & Breakthroughs
The use of technology and multiple touchpoints across a brand strategy.
B01 Use of Insights & Analytics.
Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem / opportunity in order to drive tangible business results. Including, but not limited to, the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data etc.
B02 Use of Mobile & Devices.
The strategic execution of mobile first work to create a measurable impact. This may include, but is not limited to all mobile platforms, devices and wearables.
B03 Use of Social & Digital Platforms.
Work with strategic social thinking at its core. Effective use of social & digital platforms and communities to target and engage consumers in order to maintain market share and achieve tangible business results.
B04 Live Brand Experience.
Work with strategic brand experience at the core that enables a brand to provide message amplification and engage with a public/audience, driving clear business results. Including, but not limited to, live shows, festivals, concerts, sporting events, guerrilla marketing, large and small scale stunts, one off experiential events, etc.
B05 Partnerships & Sponsorship.
Strategic partnerships and / or sponsorships that create immediate and long term business results. Entries will be judged on how effective the partnership / sponsorship was.
B06 Tech-led Strategy.
The strategic use of new or existing technology, including but not limited to, models, tools, platforms, apps and algorithms.
B07 360 Integrated Brand Strategy.
The strategic and effective integration of multiple channels to achieve tangible business results. Entries should demonstrate the use of at least 3 different channels.
Work that is brought to life through cultural insights and regional context.
C01 Brave Brands.
Outstanding brand bravery including progressive thinking relating to a brand challenge. Entries should demonstrate risk-taking that produced tangible results for the brand.
C02 Strategic Transformation.
Innovative strategic, scalable solutions to business challenges that have a tangible impact on the business model, structure and operations, culture, customer / employee experience etc.
C03 Challenger Brand Strategy.
Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative strategy to challenge the status quo. Entries should demonstrate how the core strategic thought and its positive effect on brand value have challenged the dominant narrative conventions in their category.
C04 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C05 Multi-market Strategy.
Successful translation and integration of strategy across multiple markets. Entries should demonstrate how a global or regional strategy was applied to specific markets in order to drive tangible business results, or achieve a brand's purpose.
* Entries should identify a minimum of three countries / regions the strategy was applied to.
C06 Long-term Strategy.
Work which demonstrates how a single vision and strategic platform have had the most effective long term impact on the development and growth of a brand. Entries in this category must show results over several years.
* Entries in this category must demonstrate strategic planning over three or more years.
C07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. Entries should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
C08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.