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Judging Criteria

Entries will be evaluated on the following four key areas (please read the Entry Guidelines for full descriptions):

Please write a maximum 2,400 words (total) including evidence to support and address each of the specific criteria. Judges have the authority to mark you down for failure to adhere to the overall 2,400-word limit.

PROBLEM (10%)

The Awards Decision Council will be looking for:

  • The market situation that you found your brand in
  • A clear description of the business / brand / consumer challenge that your marketing plan was being asked to address
  • Any key statistics which help illustrate the scale of this challenge in more details


Recommended information:

  • Start date
  • End date
  • Key objectives
  • Target audience
  • Key competitors
  • Budget


SOLUTION (30%)

The Awards Decision Council will be looking for:

  • A clear rationale of why your specific marketing solution was chosen to help address the marketing problem
  • The core insight on which you focused your thinking
  • An outline of your marketing tools and media channel strategy
  • How these were developed to be both distinctive and impactful


Recommended information:

  • Media channels used
  • Core strategic thought
  • Creative expression
  • Creative / media rationale


DELIVERY (30%)

The Awards Decision Council will be looking for:

  • An overview of how your marketing tools and media channel strategy were implemented
  • The different tactics / elements used within the programme
  • The roles of these different tactics / elements


PERFORMANCE (30%)

The Awards Decision Council will be looking for:

  • Clear evidence / metrics demonstrating the performance of the marketing programme
  • How this addressed the marketing problem you faced
  • A clear rationale as to why you believe this qualifies for Nigerian Marketing Awards®