Jury and judging criteria


Judging: round one

Judging: round two

Judging: round three

Who: 60 jurors (20 academics, 20 agency professionals and 20 client representatives)

Where: online (each juror judges up to 10 campaigns each)

How: based on all scores, the best ten campaigns go through to the second round

Who: 6 jurors (2 academics, 2 agency professionals and 2 client representatives)

Where: online and a conference call (each juror judges each campaign)

How: the jurors score the campaigns online and discuss them in a conference call afterwards. The best three campaigns are selected

Who: a jury chair and 6 jurors (2 academics, 2 agency professionals and 2 client representatives)

Where: edcom May meeting

How: the three finalists present their will give a 20 minute presentation to a jury chair and the panel of 6 jurors, followed by 10 minutes of questions. The jury deliberates and selects the winning team

Judging criteria

At each stage of the competition, campaigns will be scored based on the following criteria with the following point distribution:

Research (10 points)

  • Conducted Research (max. 400 words)
  • Key consumer insight (max. 100 words)

Strategy (10 points)

  • Prioritized objectives (max. 100 words)
  • Proposed strategy & tactics (max. 300 words)
  • Campaign Evaluation (max. 100 words)

Creativity and Media (10 points)

  • Creative materials (to be uploaded to the platform)
  • Creative brief (max. 200 words)
  • Creative execution (max. 100 words)
  • Media plan (max. 200 words)

For the PDF with detailed judging criteria click here.

The jury may also decide not to choose three finalists if it believes the level to be below the standard. All decisions made by the jury are final and cannot be subject to any appeal.