The panel, made up of client and agency execs from across the country, will be asked to judge the three entries as a body of work.
The judges will make their evaluations based on three criteria:
1) Strategy: What was the task, and how was it addressed? What was the strategy behind the program or execution?
2) Creative solution(s): Did the execution provide the best possible solution to the task given? Did the agency demonstrate forward thinking when deploying the program?
3) The impact: Did the agency complete the goal? Did it go above and beyond the original objectives? What were the results? What was the impact on the client?
The judges will give each case three scores for the above (0.0 to 10.0).
The judging panel will not meet as a group. The submissions will be delivered to them individually and they will review the work on their own online.
The judges will fill out an online score sheet supplied by strategy. Their responses will be confidential.
The winner will be selected on the basis of a straight numerical tally. Each agency will be given three scores – creative solutions, strategy and impact – for each case, which will be given an average. The PR Agency of the Year will be the one that achieves the highest score across the three cases.