The Principles of this year’s APG Awards
1. We’re going to be as open as possible. Within the limits of decency, commercial confidentiality and keeping it an exciting and fair competition. So we’re publishing the criteria we’ll be using to judge papers and how many marks each criterion carries. And, after the event, we’ll let you know how your paper scored.
2. There’s no point having two Effectiveness Awards. So we’re not going to replicate what the IPA already do really well. We won’t be ignoring or penalising effectiveness but we’ll be rewarding other things – creativity, imagination, originality – you know, all the usual suspects.
3. As usual there will be two judging stages – a written paper and a 20-minute presentation. However the written stage will no longer just be a shortlisting phase. It will count for half the total marks.
4. The Shortlisting Panel will mark every paper and those with the highest scores based on the quality of the written argument will go forward to the final judging stage, where marks will be for the quality of the presentation. The Grand Prix and the gold, silver and bronze Awards will based on the total marks achieved over both judging stages.
4. APG past papers are a hugely useful resource for the whole planning community and we think the presentations people do should be too. So we’re going to film every presentation and make them available online.
5. The chair of final judges will attend shortlisting meetings (and conversely the chair of shortlisters will be at the final judging) to ensure continuity.
6. No distinction should be made between international and UK creative strategy papers (to stop any perceptions of UK superiority or more importantly overseas inferiority).
Allocation of marks
A maximum of 50 marks will be available at each stage, awarded according to the following three judging criteria:
* How compelling is the story (written case / presentation)? 20 marks
* How interesting is the idea at the heart of the paper? (How good is the strategic idea? How well is it linked to the work?) 25 marks
* How much do I wish I’d done it? (the jealousy factor) 5 marks
(As noted above only the papers with the highest scores at shortlisting stage will go forward to final judging.)
There will be no “categories” and we will focus on the intrinsic quality of each entry. Every paper that makes it to the final judging stage will be awarded gold, silver or bronze, and the best gold paper will win the Grand Prix. In addition, there will be a number of special prizes – some stated in advance and others nominated and decided at final judging stage. As in previous years, we will crown the most successful agency as the Stephen King Strategy Agency of the Year.
Good luck with your entries!
Sarah Newman, APG Chair
Russell Davies, Chair of Judges
Gareth Goodall, Chair of Shortlisting Panel
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Who can enter?
You are welcome to enter the APG Awards regardless of what type of agency you work in: we recognise that great strategic thinking, and the outstanding work it leads to, takes place not just in ad agencies. So we would like to encourage papers from all areas of business communications, such as media agencies, digital agencies, direct marketing, promotional agencies, PR, etc.
Non-UK entries are also welcome. In 2009 such papers accounted for about one in six of all submissions, and won a number of gold Awards.
* 7th February – launch meeting
* 29th March – How To Win evening
* 27th April – deadline for early bird entries
* 20th May (was 16th May) – deadline for entries
* August – announcement of shortlist
* 12th-13th September – presentations to judges
* September – publication of synopses of shortlisted papers (in Campaign magazine)
* 6th October 2011 – Awards event
(Specific dates to be announced as soon as available.)
The Stephen King Strategy Agency Of The Year
Each award qualifies for points, and the agency with the most points will be the Stephen King Strategy Agency Of The Year. A Gold will win 7 points; a Silver, 3 points; Bronze, 2 points; Special Award, 1 point; and the Grand Prix, 9 points (i.e. 2 points in addition to 7 for Gold).
We are currently talking to potential sponsors. If you are interested in sponsoring these high profile awards please get in touch with Sarah Newman (email@example.com) or Craig Mawdsley (firstname.lastname@example.org)
The Rules of Entry
Click here to download the Entry Form
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Changes to the rules: (a) Deadline extended from 16th May to 20th May, delivery address changed – see Rule 17. (b) Number of copies increased from twelve to fourteen – see Rule 11. (c) Details added about APG bank and VAT reclaim – see Rules 15 and 16.
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1. Entrants must be members of the APG. If there is more than one author at least one must be an APG member. (For authors from outside the UK, this rule does not apply.)
2. The APG member(s) must be the presenter(s) to the final jury if the paper is shortlisted.
3. Your paper must be in written form and must not exceed 2000 words. State the word-count.
4. You must provide a summary of the paper, maximum 200 words, bound into your paper immediately following the title page.
5. The creative work must have appeared in market between 16th May 2009 and 16th May 2011.
6. Your entry must be signed off by the senior management of all the companies involved in the submission and by your client. You must send these approvals with your entry, using the entry form.
7. Someone who has left an agency may write a paper under their own name on behalf of that agency, subject to agency and client approval.
8. An agency may submit a paper if the client has since left the agency, provided they have approval and sign-off from that client.
9. Where a person who worked on the strategy is no longer with the agency, then the paper may still be submitted by the agency providing that there is no misleading information about the origin of the ideas.
10. An agency may enter jointly with another agency and such collaboration is welcomed.
11. You must submit for each paper (a) fourteen written copies, and (b) a disk containing two electronic versions, one as a Microsoft Word file and one as text-only (Notepad, Wordpad etc). The Microsoft Word file should include the summary, the paper, and as far as possible everything that appears in the written paper, i.e. references of creative work, the original creative brief etc.
12. Ensure that your written paper has bound-in references of the creative work and of the original creative brief. You should provide audio-visual work (DVD or CD) only if it is essential to enable the shortlisting panel to fully understand and appreciate your paper. (In which case supply fourteen copies.)
13. All papers must be written in English and suitable translations of the work must be provided to allow English speakers to judge the entry.
14. Each entry must be accompanied by a completed entry form and the appropriate fee (unless pre-paid).
15. The entry fee is £605 per paper. There are two special offers: (a) multiple entry discount whereby for every four entries a fifth may be submitted free of charge; and (b) “early bird” discount of £55 which may be deducted for any paper paid for by 27th April 2011. For the early bird discount, you do not have to specify the paper or provide the entry form until you submit the paper. Payments made under the “early-bird” discount are not refundable. Discounts can be cumulative. Add VAT of 20% as appropriate (see notes here).
16. Multiple entries may be paid for by one cheque. A VAT receipt will be issued. Cheques are payable to “Account Planning Group” and fees must be paid in pounds sterling. Entry fees may be transferred directly to the APG’s bank account, in which case transfer must be completed prior to the closing date. Bank details (and notes for non-UK entrants about reclaiming VAT) can be seen here.
17. Entries must be delivered by 12noon on 20th May 2011 to Account Planning Group, 16 Creighton Avenue, London N10 1NU Tel 020 8444 3692. For details of alternative delivery point in central London see Rule 18.
18. Entries may be delivered to the reception desk at Fallon, Elsley Court, 20-22 Great Titchfield Street, London W1W 8BE Tel 020 7494 9120. If you use this facility, note the following:
(a) Entries must be delivered between 9.00am and 12noon on 20th May 2011
(b) No record will be kept by Fallon of the entries delivered. To enable us account for all entries, email email@example.com to tell us of your delivery: stating author, agency, name of campaign.
(c) Deliveries should be clearly marked APG AWARDS.
(d) Deliveries arriving at Fallon after 12.10pm will be turned away and no responsibility will be accepted by APG or Fallon for the return of such entries.
19. If your paper is shortlisted, you will be expected to present your case in person to the judges (in London 12th-13th September). Alternative presentation methods may be provided for authors from outside the UK.
20. For winning papers, presentation of the Award trophy will be to the principal author. Co-authors and contributing thinkers will be credited and will have the option of purchasing further trophies.
21. World copyright of each entry will pass to the APG and it is the responsibility of the author(s) to ensure that the approvals supplied under Rule 6 are adequate for this purpose.
22. Shortlisted papers will be published in APG Strategic Planning Awards Vol 10.
23. Amendments and additions to these rules, if any, will be published on this APG website.
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