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IPM COGS Awards 2019: Categories

For this year’s IPM COGS, where relevant we have grouped and aligned the categories to our IPM Communities. Our Communities Of Gold Standards, in fact.

Unless otherwise stated in the Category descriptions below, all Categories will be judged against the following, weighted criteria…

30%) INPUT: Project challenge & approach/solution
30%) OUTPUT: Execution & delivery
40%) OUTCOME: Performance v target & exceeding expectations/adding value

 

A) PROMOTIONAL MARKETING SERVICES COMMUNITY

 1. Coupons, Vouchers, Product Samples

This COGS Award recognises outstanding work by a provider of either physical or on-line coupons or vouchers, or the provision of samples using non face-to-face means (e.g. using an online mechanic, specific location drops or sample insertion into a third-party product or service).

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

2. Print, Packaging, Point of Sale
This COGS Award recognises outstanding management and execution of work by a supplier covering printing services of all types and sizes, and includes print sourcing and buying.

Areas covered by entrants may include printing on paper, card, printed substrates, the use of specialist inks (thermochromic for example), security printing including the use of specialist techniques to create materials for a campaign e.g. latex overprints, promotional packaging.

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

3. Risk Management, Insurance Services

This COGS Award recognises outstanding work by a risk management provider related to a campaign.

Businesses that qualify will be have provided services for a campaign based on either fixed fee services, promotional risk management or promotional risk insurance services. 

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

4. Handling, Fulfilment

This COGS Award recognises outstanding work by a provider of handling and fulfilment services for a campaign.

For example, picking, packing and distribution of rewards, handling promotion responses via phone, digital, social media or online, etc.

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

5. Direct, Postal, Email, Door-To-Door

This COGS Award recognises outstanding work by providers of services for the various types of campaign direct marketing services.

Such as mailing houses, outbound and inbound telemarketing, door-to-door delivery, email campaigns, direct to mobile / device etc and may also provide other services, such as handling and fulfilment and customer relationship management (CRM).

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

B) INCENTIVE, PRIZE & LOYALTY COMMUNITY

1. Prize, Incentive, Reward

This COGS Award recognises outstanding work by a company which sources products and experiences for use as premiums, prizes, or incentives in consumer promotions, or as rewards in staff and employee motivation programmes. These include physical items, holidays, event/concert tickets, and prize activities such as hot air ballooning. 

Companies eligible to enter this category may offer a range of services, including consultancy (helping craft premiums or rewards to meet business objectives) or prize and rewards management (not just sourcing, but taking responsibility for handling the winners/recipients all through the process).

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

2. Promotional Merchandise

This COGS Award recognises outstanding work by a provider of promotional merchandise for any campaign whether in pack, on-pack, free mail in, gift with purchase, direct mail, experiential event, giveaway, sampling campaign or self-liquidating promotion for a business to business or consumer based.

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional the campaign with efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

3. Loyalty Support Services

This COGS Award recognises outstanding work by providers of services to support long term consumer or business-to-business loyalty campaigns. The services can be of any format, digital, physical, creative services, handling and fulfilment, provision of prizes or merchandise.

The campaign may be long-term or newly established, but must have been in operation for significant amount of time (more than 4 weeks) during the year 2018 and must clearly have been aimed at driving loyalty amongst its target audience.

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional the campaign with efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

C) EXPERIENTIAL EFFECTIVENESS COMMUNITY

 1. Experiential, Events

This COGS Award recognises outstanding work by a provider of services to support an event or experiential campaign, whether it is a public event, in-store, pop-up, shopping centre or away from point of purchase.

This could include build quality or innovation, complexity of implementation/multi-location, digital gamification, interaction/entertainment, promotional overlay etc.

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional the campaign with efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

2. Staffing

This COGS Award recognises outstanding work by a provider of temporary staff for a promotional campaign. 

For example, recruiting, managing and training temporary staff for experiential campaigns, compliance audits, mystery shopping, etc. 

The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional the campaign with efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

D) TECH & INNOVATION COMMUNITY

1. Digital, Social

This COGS Award recognises outstanding work by a provider of specialist digital services for promotional campaigns.  

This includes provision of online or mobile services; for example, website, mobile website or app build and development, search engine optimisation, pay-per-click, online and mobile games, video and rich media, social media-based activity, ad servers, viral marketing seeding and management, text-to-win, SMS and MMS messaging, augmented reality, NFC and GPD related systems.

  The winner in this category will have demonstrated;

  • An understanding of the commercial context of the campaign
  • An excellent working relationship with their client
  • Executional the campaign with efficiency and cost effectiveness
  • Hitting and exceeding the targets and service levels set for the campaign

 

2. Innovation

This COGS Award recognises outstanding innovation by a service provider in their input into a campaign to either an agency or directly to a promoter. 

The innovation can be of any nature; new techniques, digital, technological, promotional premium, on pack, print, sampling experiential. Entrants must be able to demonstrate why their work is innovative and why it was effective in the context of the campaign.

Entries submitted in this category will be judged against the following weighted criteria…
40%) INNOVATION: Project challenge & innovative approach/solution
40%) OUTPUT: Innovative execution & delivery
20%) OUTCOME: Performance v target & exceeding expectations/adding value

 

E) THE CHAIRMAN’S AWARDS

1. Multi-Territory

 This COGS Award recognises the outstanding work of agencies that have executed or provided services to a campaign that ran across 2 or more markets.

It will be awarded to the company who demonstrates to the judges most effectively that they successfully ran a complex campaign overcoming the specific difficulties associated with running campaigns that have to overcome barriers such as multiple languages, differing rules and regulations. The campaign must be run by a UK based company but does not have to have run in the UK as one of the markets involved.

 

2. Team of the Year **NEW CATEGORY!!**

 This COGS Award recognises the outstanding contribution of group of individuals who have worked together to deliver consistent and/or remarkable success in their field in 2018.

Entries submitted in this category will be judged against the following weighted criteria…
35%) INPUT: Context & solutions/process
35%) OUTPUT: Delivery
30%) OUTCOME: Performance v target & exceeding expectations/adding value

NOTES:

  • It can be an agency account team, a staffing team, a couple of tech wizards, a production team, a new business department…
  • You can nominate your own team or someone else’s, but you must be able to demonstrate that it has delivered results beyond the sum of its parts
  • Whether it’s been a year of sensational work and results, regularly overcoming the odds to punch above its weight, extraordinary charity initiatives, delivering a remarkable cultural contribution to a company or industry, or a combination of all of the above, our judges will want to see why what the team did was exceptional!
  • Please note that this category is not campaign based

PRICING: £100 + VAT/entry for Members and £150 + VAT/entry for non-Members

 

3. Service Agency of the Year

 This COGS Award is open to IPM Members and non-Members and will be made to the company, who in the opinion of the panel Chairmen, have done most to deliver against their client’s objectives, working in partnership and adding value.

It will be awarded on the basis of breadth of effective work across the year while demonstrating a consistent level of service and exceeding expectations. It will also consider the contribution that the company has made to the industry and the ongoing development of their staff.     

For entry, please read and answer the questions carefully. Please note that the entry for ‘Service Agency of the Year’ is a separate tab within the Entry instructions.

Entries submitted in this category will be judged against the following weighted criteria:
35%) Delivering results
35%) Exceeding expectations
30%) Driving innovation

PRICING: FREE entry for all companies who submit one or more entries to Categories in Groups A-D and/or Category E1.