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The IPM Awards 2018 Categories


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 awards@theipm.org.uk

How to Enter

Each campaign must be entered into either Category A or B before it is entered into any other category.

You can 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.

All campaigns are to be judged against the following criteria unless specific criteria are provided in the relevant category description. ​

30% Results
20% Creative
20% Scope and ambition
20% Use of budget
10% Objectives and strategy

Category A: The IPM Consumer Industry Awards  

A1. Telecom, 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 Services
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 advisors.

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 and Fashion
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 "smart beverages".

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.

Category 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.

Category C: The IPM Shopper Marketing Awards  

Linked to insight and a burning ambition to drive a brilliant result, the Shopper Awards will demonstrate the best work in the industry.  

C14. Best Insight-Led Shopper Marketing Campaign
This 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.​

40% Insight 20% Scope and ambition
20% Objectives and strategy
20% Results 

C15. 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.

30% Results
20% Insight
20% Scope and ambition
20% Use of budget
10% Objectives and strategy

C16. 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.  

30% Results
20% Insight
20% Scope and ambition
20% Use of budget
10% Objectives and strategy ​

C17. 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 the campaign.  

60% Creative
20% Objectives and strategy
20% Results

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
This 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 drives.

D19. Experiential Activation away from Point of Purchase
This 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 engagement.

60% Creative 20% Objectives and strategy 
20% Results

Category E: The IPM Promotional Engagement Awards  

E22. 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.  

E23. 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.  

E24. 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.  

60% Creative
20% Objectives and strategy
20% Results   

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
“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 consumers.”   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 the campaign.  

F28. Most Effective Sponsorship
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 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.   

F31. 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 is innovative.

60% Innovation
20% Objectives and strategy
20% Results 

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.

30% Results
30% Scope and ambition 
30% Use of budget
10% Objectives and strategy 

Special Awards

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.​

Grand Prix
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 awards@theipm.org.uk. 


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