Upcoming Courses


Upcoming Events


Entry Categories 2016


Download a copy of the Call for Entries here

These are detailed descriptions of each of the categories – if you are unsure which category your campaign should be entered into please email us at awards@theipm.org.uk

All campaigns are vetted by IPM Legal and the ASA for compliance to the CAP Code and other laws in force.

Compulsory entry in Category A or B You must enter in Category A or B – you can enter in other categories but you must enter your campaign in one of these areas before other entries will be considered.

All campaigns to be judged against the following criteria unless a separate criteria is listed.

Judging Criteria  

20% - Promotional effectiveness

20% - Clarity of objectives

20% - Results versus objectives

20% - Use of budget

20% - Creativity  

Category A – Industry Awards

A1 Telecom, Utilities & Technology

This includes products and services provided by public & private utilities and providers of technology and telecom equipment and applications for the home and office; also includes IT hardware, software and AV equipment.  

A2 Consumer Durables - Auto, Appliances, Home Electronics

This includes all types of motor vehicles, service & repair, fuels and lubricants and driver training. The category also includes domestic appliances, furniture and furnishings and home entertainment equipment. It does NOT include financing of the above products; see category A4.  

A3 Consumer Services - Travel & Tourism, Leisure, Recreation and Media

This includes theaters, cinemas, sport venues, hotels, fare-paying passenger transportation, tour operators and travel agencies, online booking services, attractions and resorts, home entertainment software and games, books, toys and hobbies, gardening and DIY equipment, health and fitness clubs, sports equipment and clothing. Also includes newspapers and magazines, TV, internet service providers, search engines and portals, radio, film producers and distributors, music publishers and recording companies.  

A4 Financial & Professional Services

This includes banking, mortgage and personal lending, credit cards, insurance (personal, motor vehicles, health, pet), pensions, savings and investments, equipment leasing and financing, currency exchange, money, transfer, accountants, legal, business and other professional advisors.  

A5 Consumer Products – Food

This includes all foodstuffs, biscuits, cereals, snacks & confectionery, condiments & sauces, food preparation materials and culinary additives, cooking oils, dairy products, yogurt and yogurt-based drinks and "smart foods".  

A6 Consumer Products - Household & Pet Care

This includes all household cleaning and decorating products, kitchen and bathroom paper products, pet foods, pet grooming and pet OTC healthcare.  

A7 Consumer Products – Healthcare, Beauty & Fashion

This includes personal hygiene products, grooming products and equipment, clothing, footwear, jewellery, cosmetics, hair and skincare products, sanitary protection, ethical pharmaceuticals, OTC medicines, vitamins and supplements, medical equipment.  

A8 Non-Alcoholic Beverages

This includes tea, coffee, milk and milk substitutes, still and carbonated drinks, bottled water, fruit juices and "smart beverages".  

A9 Alcoholic Beverages - Beer, Wine & Spirits

This includes all forms of alcoholic drinks consumed at home or on licensed premises. Please note that all promotions including alcohol are vetted for adherence to current laws in force.  

A10 Retail - Traditional Retailers, e-Commerce, Catalogue, Bars & Restaurants

This includes traditional "bricks & mortar", high street and mall outlets, catalogues and mail order, online purchasing, wholesale and distribution outlets, betting, gaming and casinos, pubs and clubs, restaurants and fast food outlets.  

A11. Not For Profit, Charities and Public Sector

This includes national, regional and local government, emergency services, military, registered charities, NGO's, education, trusts and foundations, cause-related marketing.

Business to Business Awards  

B12 The most effective Incentive Programme

For the most effective use of incentives to drive results in a business to business environment. While additional sales are important in this category the objectives in any of these campaigns might also focus on other areas such as increased distribution, profitability, trial or loyalty. Any type of incentive can be included, gift cards, travel rewards, cash prizes. The important thing is that the entry is clearly able to demonstrate the objective of the campaign, the issue that was being addressed and how the resulting incentives programme was able to overcome this issue and hit the targets that were set for the campaign.      

B13 The most effective Reward, Recognition or Motivation Programme

For the campaign that, in a business to business environment, uses promotional techniques to reward, recognize, engage or motivate staff, individuals, third party or employee sales forces. While the ultimate outcome might be additional sales, entries into this category may also look at driving cultural change and other initiatives through an organisation. 

Experiential Awards  

C14 In-store Experiential Campaign (includes pop-up stores and car dealerships)

For the most effective brand activation at the normal point of sale intended to drive purchase This includes in-store and retail location activity, demonstrations, events, sampling, merchandising, car dealership-based events, test drives and pop- up stores.

C15 Experiential Activation at a Public Event or Festival 

For the most effective brand activation of a product or service away from the normal point of purchase and at an arranged public event this includes public exhibitions and events (for example sporting or music) or festivals.

NB Experiential activity in a Shopping Centre environment should be entered into C16.

C16 Stand-alone Experiential Activation

Any experiential activation that is not part of a schedule public event and does not take place at normal point of purchase. This includes events of any size including Shopping Centre campaigns provided they are not retailer specific. 

C17 Experiential Creative Execution  

While results are important in a promotional campaign it is equally important that the boundaries are push and creativity is recognised. This brand new category does just that – we want to see a campaign that delivered results, but more importantly that did it in a way that broke new ground in creative thinking and innovation – enter this if you think that your campaign had a great idea that was executed brilliantly.


20% - Promotional effectiveness

10% - Clarity of objectives

10% - Results versus objectives

10% - Use of budget

50% - Creativity 

Promotional Techniques and Activation  

D18 Use of Interactive Technology in Promotions

The growth of technology as part of promotional landscape is growing year on year .We are looking for the campaigns that have harnessed technology either as a part of a larger campaign, or even where the technology has been the main driver. How has it been used effectively, how has the technology been adapted to fit its target audience and how has it helped drive results in a way that could not otherwise been achieved. It might be smartphone, text, QR codes, NFC, augmented reality, Bluetooth, wireless, interactive media, it might even be packaging or in-store technology.  

D19 Use of Innovation

This will be given to the campaign that thought outside the box, broke the mold and still delivered results. Any kind of innovation will be considered - design, copy writing, packaging, creative thinking, direct mail, social media or technology. It can be the whole campaign, or just an element, as long as the innovation, why it was thought necessary and why it was effective.  


20% - Promotional effectiveness

10% - Clarity of objectives

10% - Results versus objectives

10% - Use of budget

50% - Innovation

D20 Use of Social Media Channels

The use of social media to amplify a campaign is a given in the modern promotional world. For this campaign it doesn’t matter how large a part of the campaign social media was - what does matter was that social media had a defined role and objectives and that it delivered against those objectives. The judges are looking for clear understanding of what social media channels were intended to achieve with clear definable measures, and then results that demonstrate those objectives were met and exceeded.

D21 Creative Execution

In this category we are looking for the campaign that delivered results, and looked and sounded fantastic. While results are important, more important is the creative thought, design and execution that is an integral part of the promotional campaign. This could be art, design, copy writing or a combination of all of these elements that is greater than the sum of its parts – the judges will be looking for something that grabbed the target consumer’s attention. Your campaign will of course delivered exceptional results due to the creative execution.  


20% - Promotional effectiveness

10% - Clarity of objectives

10% - Results versus objectives

10% - Use of budget

50% - Creativity 

D22 On-Pack Promotion

We are looking for creative on-pack promotions that delivered results – packs, bottles (including anything attached to these). Anything that was included as part of the product itself but not point of sale material. Ensure that you provide very good co-lateral (including a short video if you would like to) that will clearly demonstrate the packaging to the judges.  

D23 Partnership Marketing Campaign

This can be any type of promotion where more than one party was involved – this can be either a commercial partner, a Government department or a charity. The judges will be looking here at how the partners worked together to produce an effective campaign. It is important that the objectives are well defined and the results clear, particularly if they are no commercial objectives. Sponsorship may be included here but it must be clear that there was a demonstrable benefit for all partners who participated in the campaign.    

D24 Direct Marketing Campaign

This award will be made for the most effective direct marketing campaign that included a promotional call to action designed to influence behaviour. Creativity and innovation is important – but this is primarily about results that clearly measurable and demonstrated. This can include campaigns delivered via direct mail, email, SMS, telephone or door drops.  

D25 Best Sponsorship Activation

Sponsorship is becoming an increasingly important part of the media landscape – this award will be given to the campaign that activated a Sponsorship most effectively using promotion. It is important that the Sponsor is clearly demonstrated and promotional element is clear in the submission; that its objectives are measurable and the results demonstrated. The activity can be through any method – mobile, on-pack, experiential, social media or any other channel. A short video might help the judges in assessing the campaign. 

Promotional Objectives

E26 Shopper Marketing Campaign

This award will be given to the campaign that most clearly demonstrates how the shopper was targeted along the path to purchase. The submission should clearly identify why this campaign was considered a ‘Shopper marketing campaign’ It is very important that the objectives for the campaign are clearly demonstrated and that they are measurable and that the results bear out the campaigns objectives.  

E27 Loyalty or Relationship Campaign

This award will be given to the campaign that most effectively promotes to consumers who have an ongoing relationship with an existing brand, product or service. Objectives should be measurable (whether this is increased usage or purchase or another measure that should be defined clearly). This can be either a new campaign aimed at loyal customers or a derivation of an existing relationship marketing programmes where results can be demonstrated to have improved during calendar year.

E28 Trial and Awareness Campaign

This award will go to the most effective promotion of a product or service, which leads to awareness and demonstrable trial during the campaign or up to 9 months after the campaign has finished. New or existing products or product re-launches may be entered into this category – however the measurement criteria must be clearly defined along with the relevant results

E29 Product Launch Campaign

This award will go to the most effective product launch of the year – this can be a completely new product, or a substantially different variation of an existing product. The objectives and results must be measurable and clearly outlined  

E30 Small Budget Campaign

This is for the most effective promotion by any industry sector involving a total budget of less than £30,000. The expenditure must have covered all relevant costs, including agency fees, media, merchandise and fulfillment. It is very important that the objectives and results relevant to activity in the submission are clearly outlined. The judges will only take into account the elements of the campaign submitted and any influence on the results by additional activity outside of the promotional budget (e.g. an outdoor or TV campaign) should be omitted or explained

Cross Border Campaigns  

F31 Multi-territory Promotions

There are particular issues associated in running campaigns across multiples territories including language barriers, local regulations, differing levels of technology availability and very different retail structures. This award will be given to the campaign that most successfully overcame these difficulties to deliver results. The campaign can be from anywhere in the world, it does not have to include the UK, but must have be run by a UK based company.  



Awarded to the promotional campaign that in the opinion of the judges is the most effectively delivered against its objectives in 2015, a campaign that truly stands out against the rest. It will be awarded to a Gold winner in one of the categories and will be judged and voted for by the Chairman of the judging panels.


This award will go the brand owner who has had most success across a number of campaigns and is measured on the number of awards that the brand has received on the night of the awards.


This will be awarded to the Agency that shows the greatest breadth of creative and effective work during 2015, and will go the agency that has had most success in picking up IPM awards trophies on the night of the awards.

Full details of the judging criteria can be found in the terms and conditions.