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Young Talent Award
Entry conditions
1. Entries must be no more than 1,000 words and should be emailed as a Microsoft Word attachment (send to steve@apg.org.uk )
2. Five printed copies should be sent by post to: APG, 16 Creighton Avenue, London N10 1NU.
3. All print copies and emails must show your name, age, full address, telephone number and email address.
4. The closing date for print and email versions is 3pm Friday 26th June 2009. All entries will be acknowledged.
5. Entrants must be aged 16 to 22 during the current academic year, which means under 23 on 1st September 2008 and over 16 on 31st December 2009.
6. Entry is free of charge.
Tips on creating a brand
1. What is your creation? What product or service are you selling?
- What is the product or service at the heart of your brand?
- What is special about it?
- Bear in mind that you can create anything: from a tangible product you can use or eat to an internet brand that only exists virtually (e.g. Twitter).
2. What brand are you building around this product or service?
- What is your brand called? Does it have a slogan or strapline?
- What are people really buying into when they buy your brand? Think:
-- Honda (“The Power Of Dreams”) – optimism & imagination
-- Nike (“Just Do It”) – relentless passion for sport
-- Sony (“Like.No.Other”) – a hunger for unique experiences
- What imagery do you want your brand to be associated with?
-- Think about the homemade playfulness of "Ben & Jerry’s"; or the "wide awake" imagery you find on all Kellogg’s breakfast cereal boxes; or the simplicity you see when you open an iPod box for the first time.
- You don’t have to design a logo or draw anything (though you can if you want) but you should give examples of the sort of visual world your brand would occupy (you could create a mood board – a collection of images that bring your brand’s visual world to life).
3. Why should 16-22 year olds get excited about your brand?
- What insight into consumer behaviour is your brand built on?
- What untapped consumer needs does it answer?
- You need to convince us that a young person of your age is going to be interested in your brand.
4. Why should people invest in this brand?
- At its simplest: how will your brand make money? If the point of your brand is not to make money (it might not be – see Frank as an example), why would it be worth investing in?
- Who will be its main competitors? How will your brand be different?
FAQs about entering
What does it cost?
Nothing - it's totally free to enter. The only cost of entry is a spark of inspiration and the dedication to write 1,000 words that will knock our socks off.
Do I need to pre-register to enter?
Nope. Just send us your entry (in line with the The Rules) by the deadline of 26th June 2009 to be considered.
Why is it open only to people aged 16-22?
We appreciate that this age restriction may disappoint some people. However, we wanted this competition to give a voice to a group of people who are not represented in the communications industry at large and who are best qualified to tell us what 16-22 years olds really want from brands in the modern day. That said, there is nothing to stop people of any age from submitting an entry – each one will be read by the Judging Panel and any that are considered to be particularly brilliant will be placed in front of people who may wish to invest. However, only entries from people aged 16-22 will be considered for the competition.
I am 23 just before the deadline… can I still enter?
Any cut-off date has the potential to disappoint. We've tried to be as flexible as possible and have changed the rules. As long as you are under 23 at the end of this year (31st December 2009) you are eligible.
Do I have to invent a new product?
No, you don’t have to. A lot of new brands are based around products that are already available with very little differentiation from the competition. However, you will need to convince us that the brand you create around such a standard product will successfully differentiate it from every other brand out there. That said, inventing a new product (or something less tangible such as a service) will probably make it easier for you to demonstrate how you will achieve real commercial success.
Do I have to bring my new brand to life visually?
No. We appreciate that not everybody is blessed with MacBook or Photoshop skills and we do not want to give unfair advantages to people who can draw! This competition is very firmly centred around clever thinking and the ability to convince the judging panel that your brand would be a success amongst your peers. That said, the ability to bring to the brand to life visually in some way (even if only through a mood board of relevant images) would help us to imagine your creation.
When will I hear about the result?
We will endeavour to inform the winning entrants during August 2009. All short-listed authors will be invited to the APG Awards Event Dinner in October and three lucky winners will be awarded Gold, Silver & Bronze in front of the APG’s membership.
Who will be judging?
The ten best entries will be selected by the shortlisting panel:
Gareth Goodall, Head of Planning, Fallon
Toby Horry, Head of Planning, Dare
Georgia Challis, Planner, DDB
Sara Tate, Creative Strategist, Mother
Alex Dunsdon, Business Director, M&C Saatchi
Richard Dunn, Planner, Partners Andrews Aldridge
Anton Reyniers, Planner, BBH
Tamsin Northridge, Planner, Fallon
The judges of the main APG Awards will then decide the Gold, Silver and Bronze winners. Selected entrants from amongst the ten shortlisted authors will be invited to the APG Awards in October, at which the winners will be announced and trophies presented.
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