The IPM Awards 2018 Categories
| IPM Awards 2018 | Enter Here | Handbook | Awards Masterclass | T&Cs |
The IPM Awards celebrate and honour the achievements of those
leading the industry in creative and effective promotional marketing campaigns.
There are 32 categories covering client industry sectors, media channels,
objectives and techniques, plus three special categories, our outstanding winners
from 2017 can be viewed here. This year we have revised
the categories to simplify the overall experience so take a look, get fired up
and raring to go. Your winning campaign could be just a few clicks away!
The Awards Categories
- The IPM Awards programme aims to recognise and reward great promotional
marketing created in the UK. Campaigns or activity can be entered provided they
were created and managed from the UK.
- We expect most of our
entries will have been run in the UK, however campaigns which ran outside of the UK are
still eligible if they were created or managed by a UK based agency or
marketing service provider.
- Detailed descriptions of each of the categories can be found below.
Please read the descriptions carefully before making your entry.
- 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.
- If you have any questions
about your eligibility to enter please talk to the Awards team on 020 3848 0444
or email us firstname.lastname@example.org
How to Enter
campaign must be entered into either Category A or B before it is entered into
any other category.
enter the same campaign into as many categories as you want, so long as you
have first entered it into either Category A or B.
campaigns are to be judged against the following criteria unless specific criteria
are provided in the relevant category description.
A: The IPM Consumer Industry Awards
Utilities & Technology
Campaigns eligible for this category include ones for: products and services
provided by public and private utilities, providers of technology and telecom
equipment and applications for the home or office; also, IT hardware, software
and AV equipment.
A2. Consumer Durables: Auto, Appliances & Home Electronics
Campaigns eligible for this category include ones for: motor vehicles, services,
repairs, fuels, lubricants and driver training. The category also includes
domestic appliances, furniture, furnishings and home entertainment equipment.
It does NOT include financing of the above products; see category A4.
A3. Consumer Services: Travel & Tourism, Leisure, Recreation & Media
Campaigns eligible for this category include ones for: theatres, cinemas, sport
venues, hotels, fare-paying passenger transportation, tour operators, travel
agencies, online booking services, attractions, resorts, home entertainment
software/games, books, toys, hobbies, gardening and DIY equipment,
health/fitness clubs and sports clothing/equipment. Also includes newspapers,
magazines, TV, internet service providers, search engines/portals, radio, film
producers/distributors, music publishers, recording companies including music
and content streaming services.
A4. Financial & Professional
Campaigns eligible for this category include ones for: banking, mortgages,
loans, credit cards, insurance (personal, home, motor vehicles, health, and pet),
pensions, savings, investments, equipment leasing and financing, currency
exchange, money transfer, accountants, legal, business and other professional
A5. Consumer Products: Food
Campaigns eligible for this category include ones for: foodstuffs, biscuits,
cereals, snacks, confectionery, condiments, sauces, food preparation materials,
culinary additives, cooking oils, dairy products, yogurt/yogurt-based drinks
and "smart foods".
A6. Consumer Products: Household
Campaigns eligible for this category include ones for: cleaning products,
decorating products, kitchen/bathroom paper products, pet foods, pet grooming,
pet OTC healthcare and pet medical equipment.
A7. Consumer Products: Health, Beauty
Campaigns eligible for this category
include ones for: personal hygiene products, beauty products/equipment,
footwear, fashion, jewellery, cosmetics, hair products, sanitary protection,
ethical pharmaceuticals, OTC medicines and vitamins/supplements.
A8. Non-Alcoholic Beverages
Campaigns eligible for this category include ones for: tea, coffee, milk/milk
substitutes, still and carbonated drinks, bottled water, fruit juices and
A9. Alcoholic Beverages
Campaigns eligible for this category include ones for alcoholic drinks consumed
at home or on licensed premises. Please note that all promotions including
alcohol are vetted for adherence to current laws and regulations in force.
A10. Retail: Traditional Retailers,
e-Commerce, Bars & Restaurants
Campaigns eligible for this category
include ones for: traditional "bricks & mortar" high street and
shopping centre outlets, catalogues/mail order, e-Commerce sites,
wholesale/distribution outlets, betting and gaming premises or casinos, pubs,
clubs, restaurants and fast food outlets.
A11. Not for Profit, Charities & Public Sector
Campaigns eligible for this category include ones for: national, regional and
local government, emergency services, military, registered charities, NGOs,
education, trusts/foundations and cause-related marketing.
B: The IPM Business to Business Awards: Incentive & Motivation
B12. Most Effective Incentive Programme
This category is designed to reward the
most effective use of incentives in a B2B environment. While additional sales
are important, objectives can also focus on other areas such as increased
distribution, profitability, trial or loyalty. Any type of incentive can be
included: for example, gift cards, travel rewards and cash prizes. The
important thing is that the entry is clearly able to demonstrate the objective
of the activity, the issue that was being addressed and how the resulting
incentive programme overcame this issue and hit targets.
B13. Most Effective Reward, Recognition
or Motivation Programme
This award is aimed
at activity that, in a B2B environment, uses promotional techniques to reward,
recognise, engage or motivate staff, individuals, and 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.
C: The IPM Shopper Marketing Awards
to insight and a burning ambition to drive a brilliant result, the Shopper
Awards will demonstrate the best work in the industry.
Best Insight-Led Shopper Marketing Campaign
award will be given to the campaign that best demonstrates the use of insight
to drive an exceptional shopper marketing campaign. Your entry will set out the
scope and ambition of the project, with the insight clearly detailed. Your
objectives for the campaign will be explained fully in the strategic execution.
Your results will show how shoppers were engaged in the campaign through
increased sales, market share or clear evidence in changed shopper behaviour on
the path to purchase.
Best Shopper Marketing Campaign: Indirect
This award will be given to the best
shopper campaign by brands who need to use indirect channels to reach shoppers
effectively through third party retail partners for example, grocery multiples,
high street chains. Results for this category will show the best use of
indirect channels to deliver against objectives. Insight will have played a
part in how results were delivered, playing to the strengths of these channels
to access consumers. Results may take the form of sales data; market share
increases and consumer evidence.
Best Shopper Marketing Campaign: Direct
This award will be given to the best
shopper campaign that most effectively engages shoppers directly through a
brand’s own distribution channels such as bricks and mortar stores or online. In the winning entry, the insight and strategy
will be well defined and the results (such as uplifts in sales or market share)
will be quantified and reflect the campaign’s objectives.
Best Use of Creative Design in a Shopper Campaign
This award will reward the best creative
execution and design in a shopper campaign. The creative execution will show
how the creative drove the campaign objectives, giving results that demonstrate
the creative execution drove exceptional consumer engagement and results for
Category D: The IPM Experiential Awards
The most effective experiential work may
take many forms from in-store and pop up activations through to large scale
live events. In all of these, the consumer will have been engaged, driving
trial, awareness and amplification.
D18. Experiential Activation at or near
Point of Purchase
award is designed to reward experiential campaigns that delivered the most effective promotion of a brand experience at or
near the normal point of sale and which was intended to drive immediate
purchase. The judges will expect to see clear incremental sales and engagement
targets and how they have been reached or exceeded, the obstacles that were
overcome to execute the activity and the creative solutions to the brief that
the agency was given. Context should be given for why your campaign was a
success. This includes in-store and retail location activity, pop-up shops,
demonstrations, events, sampling and merchandising and dealership-based test
Experiential Activation away from Point of Purchase
award is designed to reward experiential campaigns that delivered the most effective promotion of a brand experience away
from the normal point of sale. For these events, immediate sales may not be the
primary objective, so the judges will expect to see targets focused on trial,
awareness and brand engagement and how they have been reached or exceeded, the
obstacles that were overcome to execute the activity and the creative solutions
to the brief that the agency was given. It is also important to show how the
event was amplified through communication such as social media, PR and word of
mouth. All of the targets should be clear and context should be given for the
results. This includes exhibitions, shopping mall events, road shows and multi
venue events experienced remotely from the normal point of sale.
D20. 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. The
judges will expect to see details of clear objectives and results, the creative
solution outlined and any particular difficulties that had to be overcome to
make the activity a success.
D21. Experiential Creative Execution
This category rewards
experiential activity that delivered results, but in a way that broke new
ground in creative thinking and innovation. Enter this if you think that your
activity had a great idea that was executed brilliantly. Support your entry
with results to demonstrate the effectiveness of the creative execution through
E: The IPM Promotional Engagement
Consumer & Shopper Retention
It is significantly more cost-effective
to retain existing consumers and shoppers than to try to deliver new ones. This
award will recognise the best strategic consumer or shopper promotional campaign
that delivers consumer or shopper engagement and which was designed to drive
retention or loyalty. The entry should show clear objectives and a
corresponding strategy that addresses the retention challenge and the results
achieved. Criteria for this category will focus on the strategic plan in action
with its corresponding results.
New Consumer Trial & Acquisition
In this category, the objective will be
focused on trial and acquisition with a clear implementable strategy to acquire
new customers. This could be for a new or existing product. Your entry should
show the strategy used to obtain new customers and provide evidence demonstrating
the acquisition target was achieved. Results may show sales, market share and
other forms of evidence to prove successful outcomes.
Best Consumer Engagement in Social & Direct
This category recognises and rewards the
use of social and direct methods to engage consumers actively in any
promotional campaign. Channels used can be any social channel or direct method
where engagement is evidenced through consumer interaction, for example
shareable content, social media, direct message or direct mail. The judges are
looking for clear understanding of why social and direct channels were used and
what objectives were intended to achieve with clear definable measures, and
results that demonstrate those objectives were met.
Category F: The IPM Promotional Execution Awards
F25. Best Creative
In this category we are looking for the
work that delivered results and looked and sounded fantastic. This award
recognises brilliant 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. Please note that entries into this category can
also be entered into other creative-led categories.
F26. Best On-Pack Communication
We are looking for creative on-pack
promotions that delivered results – on-pack includes packs, bottles and
anything inside or attached to these. In short, anything that was included as
part of the product itself but not point of sale material. Ensure that you
provide solid supporting collateral to support your entry (including a short
video if you would like to) that will clearly demonstrate how the promotion
featured on the pack to the judges.
F27. Most Effective Partnership
Marketing is the discipline of brands working together to co-create ideas that
are collectively more effective for your business and more compelling for your
This can be any type of promotion where
more than one party was involved. Parties involved can be either a commercial
partner, a Government department or a charity. It must be clear that there was
a demonstrable benefit for all partners who participated in the campaign. 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 there are no commercial objectives. 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
F28. Most Effective Sponsorship
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 submission makes it clear who the
sponsor is and also what the promotional element is; that objectives are
measurable; and that results are provided. 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.
F29. Best Product Launch
This award will go to the most effective
promotional marketing campaign that supports a product launch. 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.
F30. Best Use of Technology
We are looking for winning promotional 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 be achieved?
It might be smartphone, text, AI, QR codes, NFC, Augmented Reality, Virtual
Reality, beacons, Bluetooth, wireless, interactive media, integrated into
packaging or using in-store technology.
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 is innovative.
F32. Small Budget
This is for the most effective promotional
campaign in any industry sector where the total budget for the campaign was
£30,000 or less. The expenditure must have covered all relevant costs,
including agency fees, media, merchandise and fulfilment. It is very important
that the objectives and results relevant to activity in the submission are
clearly outlined. Not for Profit campaigns where significant prizes have been
donated that take the value above £30,000 should not be entered.
Agency of the Year
Awarded to agency that shows the greatest breadth of creative and effective work during 2017.
Brand Owner of the Year
Awarded to the brand who demonstrates the most effective promotional activity during 2017.
Awarded to the promotional campaign that in the opinion of the panel Chairmen most effectively delivered against its objectives in 2017 – truly the best in class.
Need help or advice? Call the Awards team now on 020 3848 0444 or get in touch on email@example.com.
| IPM Awards 2018 | Enter Here | Handbook | Awards Masterclass | T&Cs |