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Judges are from Quebec and English Canada. They come from the highest levels of Marketing and Advertising. There will be approximately fifteen, from all or most of these disciplines:
- Client Management
- Agency Management, Creative, Media
- Interactive, Direct Marketing, PR
- Research/Planning
- Academia (e.g. a Business School Professor)
Judges score the case using a 6 point scale. The total mark is made up as follows:
Situation Analysis, Strategy & Execution
Is there good strategic thinking and insight. Does the advertising follow through on this. | 20% |
Results.
Taking into account (a) what success looks like in the category, and (b) the difficulty of the challenge, how good are the results. | 20% |
Cause and Effect.
How convincingly did advertising lead to the business results? [Allow for the fact that some brands can't afford a lot of research.] | 20% |
The Argument.
Is the case well-argued. Not the cosmetics, but the clarity, flow, accuracy, and rigour. | 10% |
The Advertising Itself.
Does it set an impressive and high standard? | 30% |
Example: Suppose a judge rates a case as '4' in the first three areas, '5' for case writing, and '6' for the advertising. That case would receive 4 x 20% + 4 x 20% + 4 x 20% + 5 x 10% + 6 x 30% = 470 (out of a possible 600) from that judge. Other judges would arrive at their own scores, and the final score would be arrived at by averaging.
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Judging Criteria