Please find below this year’s Beacon Award categories. The Beacon Awards Executive Judges and Convenor of Awards reserve the right to re-categorise campaigns and split/redefine categories if entries received in a particular category warrant such action.
Across all categories, entries will need to demonstrate the media thinking that resolved a marketing problem by way of:
- An entry summary (no score allocated)
- The background and challenges
- The insight and strategy
- The execution
- The results
Each category also has its own specific requirements based on that category’s focus. Judges are instructed to evaluate entries against these requirements. Please ensure that your entry is tailored to address the specific requirements of the category it’s entered in and that the correct entry form is used.
- NOTE: A campaign can only be entered into one category A to E once, i.e. a campaign cannot, for example, be entered in Category C and Category D. Entries in Category F – Charity can only be entered into Category F. (Multiple category entries outside of categories A – F are welcome.)
- Social Marketing/Public Service
This category recognises uses of media that have succeeded in meeting the objectives of government or publicly-funded bodies. Typically these include campaigns from government departments, local bodies, tertiary education institutions or for a community service. The judges will be looking for proof that the media strategy and execution has had an identifiable and direct contribution in achieving set campaign objectives.
This category recognises uses of media in the area of retail/etail. This includes fashion, clothing, accessories, and fast food and also incorporates online retail. The judges are looking for proof that the media strategy and execution has had an identifiable and direct contribution in achieving set retail objectives and that success is not the result of other factors including pricing or sale activity.
- Fast Moving Consumer Goods (FMCG)
This category recognises media campaigns across the entire spectrum of FMCG. This can include food, grocery, household products, cosmetics, pharmaceuticals, toiletries, alcoholic and non-alcoholic beverages and pet. The judges will be looking for proof that the media strategy and execution has had a direct contribution in achieving set campaign objectives.
- Consumer Durables
This category recognises media campaigns that achieve success for products that are not purchased regularly or those that have high involvement decision making. This could include motor vehicles, white goods, brown goods, household furniture and electronic goods. The judges will be looking for proof that the media strategy and execution has had a direct contribution in achieving set campaign objectives.
- Consumer Services
This category recognises media campaigns that achieve success for companies whose main focus is providing a service to a consumer. This could include airlines, tourism, energy suppliers, financial services, telecommunications and entertainment (TV, music, movies or gaming). The judges will be looking for proof that the media strategy and execution has had a direct contribution in helping achieve set campaign objectives.
Entries in this category cannot be entered in other categories
This category is seeking to identify campaigns that make the greatest contribution to support charities, appeals, fundraising or various not-for-profit community programmes. The award may recognise innovation in media thinking but this is not mandatory. The judges will be looking for proof that the media strategy and execution has had a direct contribution in helping achieve set campaign objectives. This category is strictly for not-for-profit organisations only, entries from commercial brands or organisations are not eligible.
- Best Small Budget (up to $100k per annum)
This category is open to any campaign with a total combined campaign cost to client of less than $100,000. All entries must prove they are a stand-alone campaign as opposed to a single execution within a larger campaign. The judges will be looking for entries that put the perceived budget constraints behind them to develop brilliant strategic thinking and outstanding activation to deliver results that punched way above the campaign’s weight.
- Best Use of Event/Activation
This category recognises entries that deliver outstanding experiential campaigns via guerrilla marketing, live events, shows, concerts & festivals, experiential events, large and small scale stunts. The event will be physical in its core, but can have virtual elements around it. Judges will be looking for evidence that the event/activation was the central component of the campaign, rather than campaigns with an event/activation component. They will also need to understand what the brand narrative was for people present at the event/activation and how the event/activation was leveraged to deliver outstanding campaign results.
- Best Use of Content
This category is looking for campaigns that have the use of content at their heart. By going beyond traditional advertising formats to seamlessly integrate into television programming, create branded music projects, use of native advertising such as sponsored stories, featured videos and messages via social media, the content should fit with the brand values, strategy and clearly address the marketing challenge.
Entries will not be judged on the creative content itself, but on the strategic thinking that led to content being identified as the core communication vehicle. Judges will also be looking to understand how that content was leveraged and developed across paid, owned and earned channels to deliver outstanding campaign results.
- Best Use of Technology
This category celebrates the role of technology in driving media innovation. Specifically, where technology has enhanced the development, implementation or outcome of a media campaign or activity. The technology could be applied across all elements of the campaign, or to a particular component but there will need to be evidence of it being either: a proprietary or first to NZ market technology OR using existing technology/platforms in an innovative or distinctive way.
- Best use of Data
This category recognises media approaches that have been led by a sharp data strategy. Judges will be looking to understand how this leading data strategy drove the media approach, directly impacting on behavioural or business outcomes. Results are worth 35% as this data strategy should be able to attribute its success with proof points such as targeted response, increased engagement, incremental leads, reduction in CPA and/or improved ROI. Judges will also be looking to understand how the use of data was an agency led initiative. This category is not reliant on a specific marketing campaign (it could be a subset or always on) but will still need to contextualise for judges why this approach is award-worthy.
If your data source is proprietary research leading to an insight you may want to consider entering the Best Use of Insight category instead.
- Best Use of Search Engine Marketing
This category recognises exceptional practice in the use of Search Engine Marketing to drive positive business or behavioural outcomes. This category is open to entries for paid search and search engine optimisation initiatives. Judges will be looking for a clear set of objectives, a strong strategic approach, excellent execution and demonstrable outcomes. This category is open to both short-term campaigns and ongoing programmes. Judges will consider creative and innovative approaches, as well as campaigns with excellent application of fundamentals and best practices. You’ll need to contextualise for judges why your approach is award-worthy. The search engine marketing initiative may be part of a wider campaign, however, a demonstration of the specific role and effectiveness of the search channel will be required.
- Best Use of Social
This category celebrates socially led thinking - campaigns that use existing or emerging social platforms and/or social activity including blogs, social networking sites and applications. Entries in this category should use social as a key channel, demonstrating creative use of social platforms as well as a sound understanding of digital consumer behaviour. Judges will be looking for campaigns that have put consumers at the heart, through conversational strategies that have built powerful communities or other outstanding engagement strategies. There will be a clear rationale as to why social media was the right response to the client’s brief, moving beyond metrics of likes or shares to offer a compelling argument of the contributing effect social media had on delivering campaign results.
- Creative Media Idea
This category recognises invention or innovation within a channel or property that was driven by consumer, data or brand insight and creative thinking. Judges are looking for ideas that drive tangible benefits to the consumer or to the client’s communications objectives.
- Best Use of Insight
This category recognises how the use of insight, analytics or market intelligence has resulted in media campaigns and business success. Judges will look for entries that demonstrate how an agency has uncovered an insight, how this insight has shaped the media strategy development and execution and the business success that this has delivered. Sources of insight could vary from proprietary research to social listening through to quantitative or qualitative studies. The insight section of the entry will account for 40% of the judge's score.
- Best Communications Strategy (Note word limit 1,800)
This category celebrates strategic excellence. Judges are looking for a cohesive communications strategy with a central idea at its heart. It should show a carefully researched and well thought out action plan designed to meet a clearly defined challenge. This should include novel ways in which media channels have been used, each with a clear link to the strategic idea. The winning entry will also have clearly articulated the insights used to inspire the communications strategy. The strategy section of the entry will account for 40% of the judges’ scores.
- Most Effective
This category recognises meeting a challenge and succeeding. Judges are looking for evidence that the communication drove a positive outcome or exceeded objectives. This could include generating positive business results (e.g. market share, sales value, profit), shifting brand health measures (e.g. consideration, preference, perceptions), or changing people’s behaviour (e.g. buying patterns or social habits). It will focus on the effectiveness of a campaign above all other considerations – the results section of the entry will account for 40% of the judge’s score. All entries must include figures showing the campaign’s direct impact on stated objectives (indexes will suffice).
- Best Launch
This category recognises brand, service or product launches or re-launches. To be eligible for a re-launch there must have been no significant activity for at least 36 months prior to re-launch. Judges will be looking to understand how the media thinking and launch media activity were key contributors to the campaign’s results and that those results are indeed outstanding within the entrant’s category.
- Best Collaboration
This category is open to media owners/partners, clients, and agencies, and is designed to celebrate work that is only made possible by the close collaboration of two or more partner(s). This category can be entered by either the media owner/partner, client, or agency. The judges will be looking to understand multiple layers as to why this collaboration was not just good, but great. How was strong collaboration, or indeed a new way of collaborating, critical in delivering a better overall result? How did the parties involved break through the norm? How did each party play a distinct individual role that made the whole greater than the sum of its parts? How complex was this collaboration? What hurdles did you face along the way? Ultimately the judges need to understand how this collaboration delivered results for the client beyond what could have been achieved with a single partner. Entries can be proactive sales proposals or responses to briefs, as long as the partners have worked together to execute and enhance.
- Media Business of the Year (Note word limit 1,200)
This category recognises the year's outstanding Media Business. The judges (Comms Council Media Committee) will be looking for a business that has set a clear vision and strategy and then implemented that strategy with success. In this case, success will be assessed from a range of perspectives including financial, industry engagement and reputation, audience growth and/or engagement. The Comms Council Media Committee reserves the right to not award in this category if no entry meets the judging standard. The closing date for entries in this category is Tuesday 12 April 2022 at 4pm.
- Sales Person or Team of the Year
This category recognises excellence within the crucial media owners’ sales function. Open to both individual or team entries. The Judges (Comms Council Media Committee) will be looking for evidence of a clear strategic roadmap that allowed for the delivery of outstanding business performance against well-defined KPIs. Examples of innovative campaign case studies and a solution-based approach to selling are more likely to resonate with the judges. The closing date for entries in this category is Tuesday 12 April 2022 at 4pm.
- Media Owner Innovation of the Year
This category recognises the importance of media owner innovation in supporting the ongoing growth of the media industry and its impact on the achievement of clients’ communications objectives. Judges will be looking for innovation that brings a mix of audience insight, product development, technology/platforms, data access and media owner business strategy to market in a manner that creates new opportunities to reach, engage and influence consumers. Judges will also be looking to understand how it has impacted the media owner’s business outcomes.
- Rising Star Media Owner
The Rising Star award (media owner) recognises an individual who has achieved incredible feats in the past 18 months and is making a serious mark on the New Zealand media industry. We are looking for individuals on the rise who are already being acknowledged for their contribution today, and importantly are likely to be significant change makers and leaders for our industry in the future. Nominees must be under the age of 30 and have less than five years of total industry experience at the time of the entry deadline. For example, if they have worked at a combination of either client, agency, or media owner sides, the
combined experience must be less than 5 years.
- Rising Star Media Agency
The Rising Star award (media agency) recognises an individual who has achieved incredible feats in the past 18 months and is making a serious mark on the New Zealand media industry. We are looking for individuals on the rise who are already being acknowledged for their contribution today, and importantly are likely to be significant change makers and leaders for our industry in the future.
Nominees must be under the age of 30 and have less than five years of total industry experience at the time of the entry deadline. For example, if they have worked at a combination of either client, agency or media owner sides, the combined experience must be less than 5 years.
Sustained Success (Note word limit 1,800)
This category recognises communications and media thinking that has significantly contributed to the overall success of a campaign that has been consistently in the market across three years from 1st January 2018. Judges will be looking for a demonstration of strategic thinking and how it has ensured the media campaign has remained consistent but also up-to-date and relevant. The effectiveness and results achieved should accurately reflect the objectives and media strategy. The judges want to see the clarity of thinking, identification and application of insights and innovation. It’s important to remember that a campaign founded on a sound, solid and evolving strategy can be as effective as one containing significant innovation.
Advertiser of the Year
The award will be given to the Advertiser that is the most outstanding performer on the night of the Beacon Awards Ceremony. The award is based on the weighted value of the Gold and Silver Beacon Awards won by the Advertiser. 10 points are awarded for Gold and 5 for Silver. A finalist earns 2 points. Points are calculated and the winner is identified.
Please note: Points will only be awarded for the highest award received. Therefore points for a gold or silver award will not also receive finalist points. Best in Show does not earn points and is not included in the count.
Media Agency of the Year
The award will be given to the Comms Council Agency whose business has made the greatest overall improvements to their business over the past year. It is open to Comms Council member media agencies of any size.
Entries will be open from Tuesday 8 March 2022 with a closing date for entries of 4pm Tuesday 12 April 2022.
The winner will be chosen by a panel of independent judges including a range of prominent business people from outside the industry.
Entries need to be emailed to email@example.com
Best in Show
All Gold Beacon Award winners will be eligible for the Best in Show. This award is selected by a panel of international judges.
Enter your papers here - https://awards.tcc.co.nz/beacon/