Entries are welcome from media agencies, advertisers, media
owners, ad tech companies and those involved with media. Eligible
campaigns must have run between 1 January 2015 and 31 December 2015
and may have been implemented globally, regionally or locally.
You may submit your campaign into more than one category, but we
recommend you to choose your categories carefully and tailor your
written entry to the description of each category you enter. Judges
will assess each campaign strictly against the category
There are 23 categories that can be entered across 4
Consumer targeting, Planning, buying, creative ideas and results
are at the heart of these categories, with shining examples of
innovation or best practice in media.
Best Communications Strategy
This category celebrates brands that demonstrate clear consumer
insight and through the development of a brilliant and media
fertile strategy and precise execution, and connectivity with the
target audience. This can include any form of media used, whether
it's a single or multi-platform campaign.
Best Engagement Strategy
This category recognises the campaign that can demonstrate the
most successful engagement showing tangible target audience related
results. Judges will be looking for proof of engagement through
metrics such as 'time spent with brand', 'number of interactions
with the brand', 'number of downloads', 'number of comments' and so
Best Entertainment Platform
This category recognises the power of a platform (traditional
and emerging) used to entertain, and the thinking required to
maximise its value. Core to the creation of a successful platform
is the ability to entertain the consumer in order to retain
Best Event/Experiential Campaign
This category recognises brands that deliver an effective
experiential campaign for consumers via events, stunt advertising,
guerrilla marketing, projections, and roadshows or through
sponsorship of an existing property.
The Creative Use of Media Award
This category rewards the creative and innovative use of media,
whether based on the channel, placement or format. Judges will
reward the interesting use of digital technologies or more
traditional media, which could be either innovative or new for that
particular sector or country.
The Effectiveness Award
This category will reward the campaign that achieved the most
against its stated targets. The results section of the entry will
account for 40% of the Jury's scores. All entries must include
figures showing the campaign's direct impact on sales or other ROI
metrics in relation to the campaign's objectives.
NEW FOR 2016 D'Atlas Brand Purpose Award
This category awards a single campaign that shows where the
corporate brand has made the most impact environmentally or
socially. This may be how they have minimised their impact on the
natural environment or how they have deployed their efforts to help
alleviate an environmental problem or contribute to sustainability.
Alternatively the brand may have helped to solve consumer problems
and social issues. Here judges will particularly reward campaigns
that have impacted on society as proven by a change in culture or
consumer attitudes and behaviour. The category seeks to reward the
corporate brand, though entries from media agencies or other brand
representatives are welcome, including brand partners.
Category criteria: Objectives, Insight, Strategy, Execution,
This section is about content creation and distribution. The
content can be originally created, or existing content that has
been re-purposed, while creative distribution will add value to
Best Content Creation Award
This category is open to companies that are dealing with brands
in order to create branded content. The content should fit with the
brand values, strategy and clearly address the marketing challenge.
Judges will give additional credit to creative storytelling across
connected screens, in addition to success proven by engagement
Best Use of Content
This category is searching for a campaign that has the use of
content at the heart. This includes everything from ad-funded TV
deals to 'native' advertising campaigns such as sponsored stories,
featured videos or messages via social media. It does not need to
be owned or original content. Measurement of performance through
metrics such as shares, likes, viewing duration or frequency will
be important in making your entry a winner.
Best Use of Video
Winner of the best use of video should show creativity not only
in the content itself, but also how it has engaged the target
audience. The campaigns may have appeared on social media
platforms, the digital platforms of publishers, media brand
websites or any other platform. Entries could come from media
agencies, media brands or video advertising platform providers.
Best Community Development
This category is for entries that have built up an engaged
community. It recognises community management and the level of
community engagement which can include but is not limited to
creativity and shareability of content, customer service and
loyalty schemes. Key is an understanding of the community and its
relevance to the client's overall comms objectives.
This section demonstrates the best technology or innovative use
of technology, from a single technology platform to multiple
screens and devices in order to connect with the consumer.
NEW FOR 2016 - Best Campaign for Commerce
This category recognises the best campaign for commerce that
clearly connects promotion with purchase, footfall or traffic
whether for the traditional retail physical store or
non-traditional retail such as online or mobile. It may show how
non-traditional commerce intersects with traditional retail to
enhance the customer experience so long as there are tangible
Best Digitally Integrated Campaign
This category is seeking entries that have understood and
integrated themselves into the digital landscape while integrating
itself excellently into all other media. It covers all digital
media, from web, mobile, IPTV, gaming and search through to
affiliate marketing and is looking for great examples of
interaction using digital media's unique properties.
Best Use of Mobile
Innovative use of the mobile channel to reach and engage
consumers is key in this category. The successful campaign will
show how the advertiser has used mobile in a creative and engaging
way to obtain great results on clear objectives. Judges will
particularly reward campaigns designed specifically for mobile,
rather than those that use mobile simply as a means of
Best Social Media Campaign
This category rewards excellence in social media. The content
may be user-generated or brand generated but will demonstrate
creative use of social platforms, a sound understanding of online
consumer behaviour and great results.
Best Use of Technology
Awarded to the campaign that is seen to exploit new technology
to its full potential in the marketing world. The winning campaign
will be able to demonstrate a good brand/technology fit and show
innovation in the use of the new technology to reach an audience.
This category is open to any existing media channel, and any new
one created by the use of the technology. Judges will be focusing
on the innovative nature of the technology and how it has been
applied to a marketing challenge.
Best Use of Programmatic Technology
This new category seeks to reward the best use of technology for
programmatic trading. Judges will need to appreciate how the
winner's use of technology has delivered in the space, and what
measurable results and/or competitive advantage it has given for
the client. Entries are welcome from the user of the technology as
well as the technology provider.
Best Use of Native Advertising
This category is open to publishers, media agencies and
technology providers who can prove the most effective use of native
advertising or sponsored content. The placement is targeted, the
context is fitting and the results should show the level of success
for the campaign or client.
This section focuses on the core understanding of the audience,
the practical application of that understanding and the resulting
NEW FOR 2016 - The Best Insight Award
This category recognises how the quality of the insight has
enhanced the campaign and ultimately its success. The insight may
have come through third party research, focus groups or an
identified trend for example which has influenced the market
understanding and its impact on the campaign strategy. The winning
entry will show the most effective execution based on the insight
and demonstrate its contribution to the media campaign. For this
category the Insight of the campaign will account for 40% of the
NEW FOR 2016 - Best Not-for-profit Campaign
This category will reward the best campaign for a charity,
not-for-profit organisation or government agency where the media
has measureable impact on the issue or demonstrably raised
awareness of the organisation's purpose, values or initiatives. The
campaign may include a brand partnership, but the core purpose of
the campaign must have been to further the cause of the
Best Launch Campaign
The winner in this category will be the campaign which
demonstrates the most successful strategy for the launch of a new
product, service or brand, or the re-launch of an existing
product/service. Judges will be looking for understanding of
the target audience and marketplace. It will also show the
use of a cutting edge media strategy that created standout in the
market in order to generate the buzz required to successfully
launch or re-launch a product, service or brand.
The Smart Use of Data Award
The Smart Use of Data Award recognises effectively reaching
consumers in their increasingly digital lives. The winning entry
should demonstrate the smart use of data which has improved results
as evidenced by metrics such as lead generation or lead conversion
to sale, a reduction in CPA or increase in ROI. Pre and post
campaign stats will be another useful benchmark for judges.
Best Targeted Campaign
This category rewards campaigns that have identified and
effectively reached specific audiences. This includes all
demographics, from a niche audience through to a segment of a
broader marketplace. Judges will consider the level and longevity
of impact made by the campaign.
The Utility/Public Service Award
This category is about a brand delivering benefit to the
consumer - be it a utility, service, or product that meets a public
need. In particular judges will be looking at how the activation
has generated tangible results for the brand such as increase in
sales or purchase intent, enhancement of brand perception or an
increase in brand engagement.