News 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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4

Best Use of Data Analytics or Research

The correct uses of data analytics and research are 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 analytics or proprietary/syndicated research led to a demonstrable business or communications outcome.

Tips

Best Use of Data Analytics or Research


What Judges Look For:

What do you do with advanced data analytics or research once the numbers are crunched and creatively segmented? Judges are seeking clever examples to regularly communicate data analytics or research 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. This category is not rewarding analytics or research, but the clever application or communication of the analytics or research.


Typical Media:

PowerPoint presentations, dashboards, signage, real-time visualisation tools, data books, printed materials, advertiser presentations.

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Platform Excellence

5

Best Use of Print

Print is a vibrant platform that conveys emotion for readers and advertisers. This category rewards the creative use of print newspapers, magazines, supplements, or niche products for editorial or advertising purposes.

Tips

Best Use of Print


What Judges Look For:

Outside-the-box creativity in print as well as any tangible results from the use of print such as: a) consumer uptake (metric: sales), profit margin, content engagement/response (from embedded calls to action); or b) contribution to sales uplift (measurable as percentage for client) generated from the print vehicle, value of publicity generated, consumer engagement levels from other embedded calls to action. Bonus if extension of/integrated with one or more non-print platform/channel such as digital, video, television.


Typical Media:

Visuals of the print product and what makes them unique and different as an editorial, commercial, or branded content product.

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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 Use of Audio

Creative use of audio in a digital environment that engages customers such as podcasts via the brand's Web site, smart speakers, or similar digital platforms. This traditionally would be an editorial product, yet could also be for marketing or advertising purposes.

Tips

Best Use of Audio


What Judges Look For:

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


Typical Media:

Digital environment includes Web, mobile, smart speakers, social platforms. Please provide a link to your audio initiative for more convenient judging reviews.


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8

Best New Technology or Digital Product

Creative new or updated mobile or desktop apps, Web sites, and digital products as well as clever application of Augmented Reality (AR) and Virtual Reality (VR) are the main focuses of this category, but not only. Further technology solutions will be also considered. Special emphasis is on what makes the new app or digital technology or product unique and different, including the concept, the target audience, usability, or results.

Tips

Best New Technology or Digital Product


What Judges Look For:

Overall quality of the app or digital product or digital technology, the concept, and the execution. Bottom-line results, including engagement, will bolster the entry in the eyes of judges. This category is for new apps, products, and technologies as well as significantly updated apps, products, and technologies.


Typical Media:

Screen shots or video of the app or digital product/technology will work, yet having direct access could prove a tie-breaker for judges.

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Audience Development

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, newsletters, 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 New Digital Subscription Initiative or Concept

Activities to acquire and retain paid digital subscribers or members of a news brand or product. Special emphasis is on new concepts introduced to existing digital subscription initiatives or new subscription initiatives with creative twists.

Tips

Best New Digital Subscription Initiative or Concept


What Judges Look For:

Creative approaches and results in gaining or retaining paid subscribers or members is the focus of this category. This can include clever ways to gain subscriptions for paywalls, paid apps, or cross-platform packages. Initiatives could include marketing campaigns that drive sales or new packs, paywalls, pricing, and access models.


Typical Media:

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

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Advertising Sales

12

Best Idea to Acquire or Retain Advertising Customers

Innovative, impactful, and creative activities used to support the sales or retention of advertising customers across platforms: digital, mobile, print, social, marketing services, and more. This category focuses on how media companies acquire or retain advertising.

Tips

Best Idea to Acquire or Retain Advertising Customers


What Judges Look For:

Judges are looking for bottom-line results by advertising customers. While great creative is important, often it’s the smart strategy behind it backed by research and analytics. Single-medium or multi-media campaigns can succeed.

Typical Media:

Mobile, digital display, social PPC, e-mail, radio, TV, newspaper, direct mail, e-mail, outdoor, rack cards, posters.

Examples:

Print advertisements, digital advertisements, 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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13

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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Innovation

14

Best New Initiative to Enhance Corporate Culture

Structured initiatives designed to enhance the corporate culture, develop innovation mindsets, stimulate ideation, or inject entrepreneurialism. Such initiatives typically encourage collaboration, break down silos, and focus on new business objectives.

Tips

Best New Initiative to Enhance Corporate Culture


What Judges Look For:

Creativity and uniqueness of the concept, the execution of the idea or initiative, and any tangible results. These initiatives often emanate from human resources or for emerging “people initiatives.” Efforts in speeding up collaboration with start-ups also can be an area of focus.


Typical Media:

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

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15

Best New Initiative to Empower and Retain Talent

Retaining today’s modern workforce, especially Millennials and digitally focused employees, requires great creativity beyond the paycheck and benefits package. This category rewards clever ideas or structured initiatives designed to motivate, engage, empower, and retain that modern employee.

Tips

Best New Initiative to Empower and Retain Talent


What Judges Look For:

Cleverness in the idea or initiative, the execution, and ultimately any tangible results. Data that shows changes in retention as a result of the idea will be helpful.


Typical Media:

A PDF or PowerPoint that tells the story of the idea or initiative to empower and retain talent.


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