1

Marketing Events Awards 2019 Judge’s Brief Marketing Events Awards is organised by Marketing magazine, a division of Lighthouse Independent Media 16/F, Yardley Commerical Building, 3 Connaught Road West, Sheung Wan Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 2/8

OVERVIEW

Thank you for joining us in the judging panel of Marketing magazine’s Marketing Events Awards 2019. This awards

would not be possible without the support from senior marketing experts like you. We sincerely appreciate your

time and effort to support excellence across Hong Kong’s marketing community.

The Marketing Events Awards acknowledges the very best of Asia’s event marketing, management and planning

industry. It is THE event for event marketers and planners, giving praise to creative excellence, strategic marketing,

and operational precision. Any event that was marketed, managed and executed in any of the Northeast Asia

country between 1 April 2018 and 31 May 2019 is eligible for entry. Brands with an in-house team may enter

directly or their event management agencies enter on their behalf.

This judge’s brief outlines the judging process and provides you with guidance on navigating the entry document,

and on rating each entry. Kindly take some time to read through this before judging.

HOW TO FIND OUT…

Judging Key Dates Page 2

The category descriptions Page 3

The judging criteria Page 4

Scores giving procedure Page 6

JUDGING KEY DATES

Date

27 May 2019 You will receive:

1) a score sheet

2) a list of links to the entries you will be judging.

27 May – 5 June 2019 Judging period

(feel free to complete the judging process anytime within this period)

5 June 2019 You will return the completed score sheet to Marketing magazine

18 July 2019 Marketing Events Awards 2019 Gala Dinner

Hotel ICON

Marketing Events Awards 2019 Judge’s Brief Marketing Events Awards is organised by Marketing magazine, a division of Lighthouse Independent Media 16/F, Yardley Commerical Building, 3 Connaught Road West, Sheung Wan Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 3/8

CATEGORIES

The awards has a total of 30 categories in 2019.

1. Best Cultural Event 16. Best Media Event

2. Best Digital Integration 17. Best Outdoor Event

3. Best Event - Competition 18. Best Pop-Up Event

4. Best Event - Retail 19. Best Product Launch Event

5. Best Event - Corporate 20. Best Sponsorship Activation

6. Best Event - Corporate Social Responsibility 21. Best Use of Influencer / Advocates

7. Best Event - Creative 22. Best Cost Effective Event

8. Best Event - Targeted Community 23. Best Use of Multi-Channel

9. Best Event - Arts Leisure and entertainment 24. Best Use of Social Media

10. Best Event - Health and Fitness 25. Best Use of Venue

11. Best Exhibition Event 26. Best Exclusive Event

12. Best Experiential Event 27. Most Innovative Event

13. Best Engaging Event 28. Best Result Driven Event

14. Best Large Event 29. Best Use of Event Technology

15. Best Mall Event 30. Best Event Team

For details of each category, please refer to the link below:

https://awards.marketing-interactive.com/mevents-hk-2019/categories/

Marketing Events Awards 2019 Judge’s Brief Marketing Events Awards is organised by Marketing magazine, a division of Lighthouse Independent Media 16/F, Yardley Commerical Building, 3 Connaught Road West, Sheung Wan Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 4/8

JUDGING CRITERIA – CAMPAIGN AWARDS

For Campaign Awards (Category 1 - 29), entrants were asked to present their cases in four areas:

1. Challenge – 10% of total score.

2. Strategy – 30% of total score.

3. Execution – 30% of total score.

4. Results – 30% of total score.

Please consider the following criteria when assessing each of the four areas.

Judges have the right to deduct score for missing/incomplete information, as well as exceeding words/slides.

Note: Each video is limited to 3 minutes maximum.

1. CHALLENGE (max 1 slide) – 10%

The judges will be looking for:

• Who/what was the client/brand/campagin? What were the primary objectives?

• Who was the target audience? What key challenges did the entrants face?

Mandatory information: Start date and end date of the campaign, key objectives, target audience, budget.

Reminder: Eligibility period – 1 April 2018 to 31 May 2019; It can be an ongoing campaign.

Campaigns out of this period will be disqualified.

2. STRATEGY (max 3 slides) – 30%

The judges will be looking for:

• An explanation of the reasons behind the entrants’ approach to their events.

• An outline of the entrants’ creative, strategic thinking and solution to the event

objectives.

• The core insight or idea that the work has built on.

• How these were developed to be both distinctive and impactful.

Mandatory information: Core strategy, campaign concept, creative rationale

3. EXECUTION (max 3 slides) – 30%

The judges will be looking for:

• An overview of how the entrants’ core strategy, event concept and creative

rationale were implemented.

• The different tactics/medium (e.g. digital, technology, solutions) used within the

events.

• The roles of these different tactics/medium.

4. RESULTS (max 2 slides) – 30%

The judges will be looking for:

• How did the events deliver to the challenges?

• Clear evidence/metrics demonstrating the event’s performance.

• A clear rationale as to why the entrant believes this qualifies for a Marketing

Events Award.

Marketing Events Awards 2019 Judge’s Brief Marketing Events Awards is organised by Marketing magazine, a division of Lighthouse Independent Media 16/F, Yardley Commerical Building, 3 Connaught Road West, Sheung Wan Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 5/8

JUDGING CRITERIA – TEAM AWARD

For Team Award category – Category #30, entrants were asked to present their cases in four areas:

1. Team profile – 20% of total score.

2. Performance – 30% of total score.

3. Work – 30% of total score.

4. Vision – 20% of total score.

Please consider the following criteria when assessing each of the four areas.

Judges have the right to deduct score for missing/incomplete information, as well as exceeding words/slides.

Note: Each video is limited to 3 minutes maximum.

1. TEAM PROFILE (max 1 slide) – 20%

The judges will be looking for:

• Outline the company’s position in the industry, along with resources and

budgets involved.

• Illustrate the team dynamics or partner relationship in detail.

• Outline the key roles and responsibilities and years of experience.

2. PERFORMANCE (max 2 slides) – 30%

The judges will be looking for:

• Outline how the team or partner went above and beyond expectations and

deserves recognition for their achievements.

• Relevant evidence of the team’s/partner’s performance to prove and justify

success in the judging year

3. WORK (max 2 slides) – 30%

The judges will be looking for:

• Elaborate how entrants have developed their campaigns over the judging

period.

• What makes this significant and unique?

• The information judges will be examining for is key campaigns and selected

case studies.

4. VISION (max 1 slide) – 20%

The judges will be looking for:

• Illustrate how the team has been communicating their company’s

perspectives and objectives

• What makes this significant and unique?

• The information judges will be looking out for is industry contribution.

Marketing Events Awards 2019 Judge’s Brief Marketing Events Awards is organised by Marketing magazine, a division of Lighthouse Independent Media 16/F, Yardley Commerical Building, 3 Connaught Road West, Sheung Wan Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 6/8

ASSESSING ENTRIES

A scoresheet will be given out during the judging process. You can view all the Entry Submission Documents by

clicking the URL. Please score one category at one time and write down your reasons to the highest and the lowest

marks that you will give.

When you are evaluating each entry, give them a score out of 10 in each of the four key areas. We will do the

conversions of score based on weightings afterwards.

Assigning up to ONE decimal point (e.g. 8.8/10) is acceptable.

Please only evaluate the entries which are stipulated in the Score Sheet.

USEFUL REMINDERS

When you are going through each entry, do keep the following things in mind:

1. Entrants might try to make themselves stand out much as possible. Use your experience and discretion to

separate as much of the truth from the fluff.

2. Remain focused on the evaluation period – 1 April 2018 to 31 May 2019. Do not let introductions of their

illustrious history distract you.

3. A penalty of 30% marks deduction should be enforced if submission template is being altered (eg. instruction

words are being deleted from the slides).

4. Each entrant will interpret the questions slightly differently. Likewise, each of you will interpret their responses

slightly differently. Use your experience as a professional marketer to evaluate them, based on what they have

submitted.

5. Should the entrants exceed the word limit specified, you may use your own discretion to continue reading or

otherwise.

Marketing Events Awards 2019 Judge’s Brief Marketing Events Awards is organised by Marketing magazine, a division of Lighthouse Independent Media 16/F, Yardley Commerical Building, 3 Connaught Road West, Sheung Wan Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 7/8

CONFIDENTIALITY

Please consider all entries and information shared as private and confidential. Several submissions are de facto

non-publications. Do not use or disseminate any of the entrant’s information outside the judging process.

COMPLETION

Once you have filled out your Score Sheet and feel confident with your decision, please email it to me at

venusc@marketing-interactive.com.

Once again, thank you for your time and effort in assessing the entries. I look forward to receiving your results.

CONTACT

Venus Cheung

Events Producer

Tel: +852 2695 6603

Email: venusc@marketing-interactive.com

Marketing magazine