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The IPM Awards 2017 Categories

The Award Categories

  • Detailed descriptions of each of the categories can be found below. Please read the descriptions carefully before making your entry.
  • All campaigns worldwide are eligible regardless of whether they happened in the UK or Cross Border internationally, however the company responsible for running the campaign must be UK based.
  • All campaigns must be compliant with the CAP Code. Each campaign will be vetted by the IPM’s Legal and Compliance team and the ASA.

How to Enter

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. 

Judging Criteria

Your entry will be judged on a number of criteria. Unless stated, your entries will be awarded scores by our Judges based on: 

20% - Campaign scope & ambition

10% - Clarity of objectives

30% - Results & effectiveness

20% - Use of budget

20% - Creativity

Category A: Industry Awards

A1. Telecom, Utilities & Technology

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include theatres, cinemas, sport venues, hotels, farepaying 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

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include tea, coffee, milk and milk substitutes, still and carbonated drinks, bottled water, fruit juices and "smart beverages".

A9. Alcoholic Beverages - Beer, Wine & Spirits

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include 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

In this category we will be looking for entries that include national, regional and local government, emergency services, military, registered charities, NGO's, education, trusts and foundations, cause-related marketing. 

Category B: Business to Business

B12. The most effective Incentive programme

This award is designed to reward 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

This award is aimed at campaigns that, in a business to business environment, use 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. 

Category C: Experiential Awards

C14. Experiential Activation - Instore & Standalone

This award is designed to reward the most effective brand activation at or away from the normal point of sale intended to drive purchase (it excludes public events of festivals). This includes in-store and retail location activity, demonstrations, sampling, merchandising, car dealership-based events, test drives and pop-up stores and also includes Shopping Centre campaigns.  

C15. Experiential activation at a public event or festival

This award is designed to reward 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. 

C16. Experiential Creative Execution

While results are important in a promotional campaign, it is equally important that the boundaries are pushed and creativity is recognized. This 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.

Criteria for C16

10% - Campaign scope & ambition

10% - Clarity of objectives

20% - Results & effectiveness

10% - Use of budget

50% - Creativity 

Category D: Promotional Techniques & Activation

D17. Use of Interactive Technology in Promotions

The growth of technology as part of promotional landscape is growing year on year .We are looking for winning 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. 

D18. Use of Innovation

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

Criteria for D18

10% - Campaign scope & ambition

10% - Clarity of objectives

20% - Results & effectiveness

10% - Use of budgets

50% - Innovation

D19. Use of Social Media Channels

This category recognizes and rewards 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 is 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. 

D20. Creative Execution

In this category we are looking for the winning 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, copywriting 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 have delivered exceptional results due to the creative execution. 

Criteria for D20

10% - Campaign scope & ambition

10% - Clarity of objectives

20% - Results & effectiveness 

10% - Use of budget

50% - Creativity 

D21. 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 collateral (including a short video if you would like to) that will clearly demonstrate the packaging to the judges. 

D22. 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. 

D23. 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 are clearly measurable and demonstrated. This can include campaigns delivered via direct mail, email, SMS, telephone or door drops. 

D24. 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. 

Category E: Promotional Objectives

E25. 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

E26. Consumer Loyalty & Retention

This award will be given to the campaign that most effectively targets consumer retention or loyalty. Objectives should be measurable, clearly defined and demonstrate how the brand, product or service has retained consumers, maintained their loyalty or driven additional consumption from an existing consumer base. This can be either a new campaign aimed at existing consumers or a new execution of an existing relationship marketing programme where the effect on existing consumers behaviour can be measured. 

E27. 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. 

E28. 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. 

E29. 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. Not for Profit campaigns where significant prizes have been donated that take the value above £30,000 should not be entered.

IPM Special Awards 

IPM Brand Owner of the Year

Awarded to the brand who demonstrates the most effective promotional activity during 2016.

IPM Agency of the Year

Awarded to agency that shows the greatest breadth of creative and effective work during 2016.

The IPM Grand Prix

Awarded to the promotional campaign that in the opinion of the panel Chairmen most effectively delivered against its objectives in 2016 – truly the best in class. 

Need help or advice? Call the Awards team now on 020 3848 0444 or get in touch on awards@theipm.org.uk


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