Energize Brands

1

Best Brand Awareness Campaign

Campaigns used to enhance and shape the media company's brand or image across media platforms.

Tips

BEST BRAND AWARENESS CAMPAIGN


What Judges Look For:

Strong creative across media tend to stand out in this category, yet a critical tie-breaker will be concrete research pre- and post-campaign. Single-medium campaigns are eligible, yet judges tend to look at execution across media platforms.


Typical Media:

Television, radio, newspaper, direct mail, Web, outdoor.

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2

Best Public Relations or Community Service Campaign

Public relations, sponsorship, community service events, fundraisers, literacy programmes, and volunteerism campaigns presented by the news media company for the benefit of the company or community.

Tips

Best Public Relations or Community Service Campaign


What Judges Look For:

Campaign's effectiveness versus objectives, its merit, and its marketing will be crucial.


Typical Media:

Printed materials, newspaper, direct mail, video.

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3

Best Use of an Event to Build a News Brand

The creative selection and execution of an event tied to and enhancing a news brand or key segments of a news brand and/or generating revenue.

Tips

Best Use of an Event to Build a News Brand


What Judges Look For:

How to communicate to judges the totality of the event, the creativity behind the event, how the event connected to objectives, and how the event built on the news brand. A big bonus in judges' eyes: how the event generated profitability.


Typical Media:

Because of the complexity of communication, suggest bringing all visuals and media together in a PDF overview of the event.

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Create New Products

4

Best New Print Product

New print newspapers, magazines, supplements, or niche products that creatively augment or connect with audiences or advertisers.

Tips

Best New Print Product


What Judges Look For:

Objectives, target markets, creativity of the print product, reader or advertiser revenue tied to the print product, and engagement metrics with targets.


Typical Media:

Visuals of the print product and what makes the print product unique and different, television, media used at launch.

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5

Best Use of Mobile

New smartphone or tablet apps, Web sites, or services (i.e., m-commerce, QR codes, BeeTags, Augmented Reality, SMS campaigns, location-based advertising and couponing) that creatively and successfully connect with audiences or advertisers.

Tips

Best Use of Mobile


What Judges Look For:

Creativity of mobile product vs. objectives, ability to create/grow target audience, usability and engagement metrics, revenue potential. How to communicate to judges new concepts in mobile services, objectives of the new mobile service, connection to the news brand, and what the results of the new mobile service are. Combination of creativity, objectives, and results.


Typical Media:

Because you must demonstrate the mobile product itself, best to bring imagery together into a PDF. Also, media used to launch and explain product (TV, newspaper, visual media).

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6

Best Use of Video

Creative use of video in a digital environment that improves the customer experience and engagement with the news brand. The video initiative may have appeared on social media platforms, digital platforms of media companies, or any other platform.

Tips

Best Use of Video


What Judges Look For:

Show how video supports your news brand, while explaining concrete, achieved results. Your video initiative may refer to a product, a story, or a marketing campaign. The combination of creativity, visual storytelling, and viral impact in your community will be specially rewarded.


Typical Media:

Digital environment includes social platforms, Web, mobile. Please provide a link to your video initiative (i.e., YouTube ) for more convenient judging reviews.

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7

Best Launch of a Brand or Product to Create An Audience Segment

Efforts to launch new products and brands that create audiences separate from the core product.

Tips

Best Launch of a Brand or Product to Create a New Audience Segment


What Judges Look For:

Market-oriented finished products, creative concepts that involve marketing, and market-opening results will be important. Remember, this category is about the launch of a new product or brand and the degree to which the new product/brand created a new audience segment. So, focus on the marketing behind the launch and the creativity of the launch — more than the product/brand itself.


Typical Media:

Direct mail, e-mail, web, television, radio, Web, mobile, outdoor, newspaper.


Examples:

Launch collateral, marketing materials, examples of the new newspaper, new Web site, new mobile service, new magazine, and more.

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8

Best Use of New Technology to Generate Revenue and Engage

The use of new technologies related to virtual reality (VR), augmented reality (AR), programmatic, electronic ink, and more to generate revenue and engage with audiences and advertisers.

Tips

Best Use of New Technology to Generate Revenue and Engage


What Judges Look For:

Judges are looking for a "wow" factor in the use of new technologies, including any tangible results or return on investment. Be visual with your entries.


Typical Media:

Newspaper, outdoor, television, radio, direct mail.

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Grow, Engage, and Monetise Audiences

9

Best Idea to Encourage Print Readership or Engagement

Encouragement of print readership, usage, or engagement in general, or marketing of print publication features such as sections, journalists, news stories, redesigns, and others.

Tips

Best Idea To Encourage Print Readership or Engagement


What Judges Look For:

Concept and creativity are important in this category since results are sometimes difficult to measure. Research would make your entry stand out.


Typical Media:

Newspaper, outdoor, television, radio, direct mail.

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10

Best Idea to Grow Digital Readership or Engagement

Encouragement of the use of a media company's Web site, mobile site, tablets, apps, text alert service, video, rich media, or social network, or the marketing of features related to these digital assets.

Tips

Best Idea To Grow Digital Audience or Engagement


What Judges Look For:

Results, concept, and creativity are on equal footing as page impressions and click-throughs over time can be measured.


Typical Media:

Newspaper, outdoor, television, radio, direct mail, Web, mobile.

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11

Best Use of Social Media

Creative use of social media to grow or engage news brand audiences.

Tips

Best Use of Social Media


What Judges Look For:

Creativity of concept, creativity of execution, results vs. objectives, audience segments created, monetisation possibilities.


Typical Media:

Because of the complexity of communication, consider bringing visuals and narrative together into a PDF. Important to show/demonstrate social media execution. Clearly label Facebook, Twitter, LinkedIn, Pinterest, Instagram, or other social media used.

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12

Best New Paid Content or Subscription Initiative

Activities to acquire and retain paid subscribers or members of a news brand or product in print, digital, and/or across platforms.

Tips

Best New Paid Content or Subscription Initiative


What Judges Look For:

Creative approaches and results in gaining or retaining paid readers — regardless of platform — is the focus of this category. This can include clever ways to gain subscriptions for print newspapers and magazines, cross-platform packages, paywalls, paid apps, and more.


Typical Media:

Direct mail, e-mail, television, Web, mobile, outdoor, newspaper, print products.

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Grow Advertising Revenue

13

Best Idea to Grow Advertising Sales or Retain Advertising Clients

Activities used to support the sales or retention of display advertising and classified advertising in the print publication, advertising in digital media such as Web sites, mobile, or social networks, or integrated advertising buys across platforms.

Tips

Best Idea to Grow Advertising Sales or Retain Advertising Clients


What Judges Look For:

Bottom-line sales results in the short-term will likely be paramount since most campaigns tend to motivate sales over a day or week. For this reason, single medium or multi-media campaigns with strong creative and concept can succeed.


Typical Media:

Rack cards, posters, spot radio, spot television, mobile.

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14

Best Marketing Solution for an Advertising Client

Campaigns that provide added value to advertising clients through incremental audience delivery, new sales/service channels, and interactive/direct response services. These programmes generate new revenue from existing advertising clients and/or were used to develop relationships with non-traditional advertising clients.

Tips

Best Marketing Solution for an Advertising Client


What Judges Look For:

Bottom-line sales or retention results will be paramount. For this reason, single medium or multi-media campaigns with strong creative and concept can succeed.


Typical Media:

Direct mail, e-mail, television, radio, web, mobile, outdoor, newspaper.


Examples:

Advertiser reward programmes, special advertiser events, advertiser promotions and incentives, planning calendars and brochures, trade journal advertising, media packets, advertising sales presentations, research findings, and more.

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15

Best Execution of Print Advertising

Seeking the most creative and effective use of a media company's print platform by an advertiser.

Tips

Best Execution of Print Advertising


What Judges Look For:

Present your most creative, impactful, fashionable and effective print advertisements. What advertisers are using your print platform in the most creative ways? Creativity, concept and design are key aspects to evaluate. Research showing effectiveness will be helpful.


Typical Media:

Advertisement pieces announced in whichever print platform your news organisation publishes: magazine, newspaper, supplement, special edition, inserts.


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16

Best Execution of Native Advertising

Seeking the most creative and effective use of native advertising, branded content, or sponsored content in a media company’s platform. Digital campaigns should match the form and function of the user experience that drives and delivers against a core marketing objective.

Tips

Best Execution of Native Advertising


What Judges Look For:

Call it “native advertising,” “branded content,” “sponsored content,” or “advertorial,” this category seeks creative use of the genre in digital or print formats. Judges seek a rich visual and editorial experience with clear labelling and placement.


Typical Media:

Web sites, mobile platforms, print newspapers along with supporting marketing platforms such as social media and e-mail.


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Develop Customer Insights

17

Best Use of Data Analytics

The correct use of data and analytics is important for delivering effective media planning, developing strategies to engage audiences, guiding the creation of products, and communicating with stakeholders. Entrants should show how data and analytics led to a demonstrable business outcome.

Tips

Best Use of Data Analytics


What Judges Look For:

What do you do with advanced data analytics once the numbers are crunched and creatively segmented? Judges are seeking clever examples to regularly communicate data analytics to employees, boards, readers, and/or advertisers through simplification, visualisation, and presentation. Judges also seek how insights gleaned from advanced data analytics led to better business outcomes.


Typical Media:

PowerPoint presentations, dashboards, signage, and visualisation tool that is real-time in nature.

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18

Best Use of Consumer Research

Smart use of proprietary or syndicated research that results in an impactful business outcome, ranging from a media strategy to new market understanding.

Tips

Best Use of Consumer Research


What Judges Look For:

Effective and clever ways to present internal or external consumer research to stakeholders. This category is not rewarding the research itself, but the clever application or communication of the research.


Typical Media:

Data books, printed materials, PowerPoint presentations, advertiser presentations.


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Instill Innovation

19

Best New Corporate Innovation Initiative

Structured programmes designed to develop innovation mindsets, stimulate ideation, inject entrepreneurialism, change corporate culture, or change work processes within the media company.

Tips

Best New Corporate Innovation Initiative


What Judges Look For:

Structured programmes designed to develop innovation mindsets, stimulate ideation, inject entrepreneurialism, change corporate culture, encourage start-ups or outside communities, or change work processes.


Typical Media:

A PDF or PowerPoint that tells the story of internal innovation days or initiatives aimed at achieving and integrating corporate culture change.

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20

Best Idea or Innovation to Create New Profit Centers

Breakthrough ideas with impact on revenue and profitability and measurable returns on investment.

Tips

Best Idea or Innovation to Create New Profit Centers


What Judges Look For:

Breakthrough concepts, innovative ideas, tangible and measurable results associated with audience growth and/or revenue growth.


Typical Media:

Because you are aiming to communicate a concept or idea, this category may be best illustrated in a PDF. Despite it being an “idea category,” aim to visualize if at all possible.


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