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 be asked to make their evaluation based on three scoring areas:
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 be asked to give each case three Olympic-style scores for the above (0.0 to 10.0).
They will be looking for both versatility and consistency. You should keep this in mind when preparing your submission.
The panel will consist of professionals from the client community, as well as PR agency professionals.
The judging panel will not meet as a group. The submissions will be delivered to the judges 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 aggregate scores – creative solutions, strategy and impact. The Gold PR Agency of the Year will be the one that achieves the highest average score across the three categories. The Silver and Bronze titles will go to the agencies with the second- and third-highest scores.