Awards Categories
See below the list of entry categories for The Festival of Media
LatAm 2013, what the judges look for and what you need to enter for
each category.
NEW FOR 2013!
With our conference theme of "BRANDS WITHOUT BORDERS:
THE OPENING-UP OF MEDIA" the Festival of Media Awards
categories are also opening-up. This reflects the growth in the
market, the region's importance to global brands and the vastly
improving levels of media accountability and
creativity.
As seen last year, Latin America really can compete on
the world stage. So we are delighted to announce FOUR new
categories which are designed to celebrate LatAm's world class
marketing and media work.
NEW!
Best Original Content
Inform, Entertain, Engage: Latin flair and creativity is
flooding through the global media business. This category is about
content creation. It is open to all brands, agencies and production
organisations that are dealing with brands in order to devise,
create and distribute branded content. The work could be in the TV
sector or within the online video market. It could be via
publications or through apps. The work could be "native" or exist
as independent scalable content. Judges will be looking for content
that fits with the brand strategy and addresses a clearly-defined
marketing challenge as well as having a "fit" with the brand's
values. Judges will be look for innovative creation of intellectual
property (IP). How that content is leveraged - whether through
licensing and rights selling or through engagement in social media,
as evidenced by shares, likes or other engagement metrics will be
an important ingredient for making your entry a winner. This is all
about "owned" media.
NEW!
The Pan-Latin America Award
Reach: Although the Festival of Media LatAm
draws more delegates from across Latin America than from the
regional market makers of Miami, this important new category is
designed to reflect and reward the effective management of regional
advertising campaigns. Whether this is for a brand communicating a
single message across multiple markets or whether this is the
effective application of a multi-local strategy by an agency or
regional media owner, our Pan-LatAm Award is looking for flair,
consumer insight, great execution and, above all, results. Across
Cable TV, Out-of-Home, Print and Digital Media we are seeing more
stunning examples of pan-regional thinking - and also more
integrated work. It is time to let that work shine.
NEW!
Best US Hispanic Campaign
Target: The purchasing power of the US/Hispanic market in
the USA will top $1.5trn in 2015. High earning Latino households
are the fastest growing socio-economic group. Furthermore, Hispanic
culture and creativity continues to span the globe. The Festival of
Media judging panel wants to assess cases of excellence in reaching
this group - particularly where media innovation has played a
crucial part. Creativity and results are paramount. The successful
campaign could be multilingual, Spanish or English - whether TV,
Print, OOH, online or a credible integrated approach. We welcome
into this category new agencies to enter - and are delighted to
link this category with a new US/Hispanic stream within this year's
Festival of Media Latin America conference.
NEW!
Best Contribution to a Campaign by a Media Owner
Partner: The entering company must be the media owner.
This category recognises the efforts of media owners in their work
with advertiser clients to connect with their audiences. Judges are
looking for creative application of ideas and innovative
strategies. Entries will be judged on the level of creative
thinking, consumer insight, and success for the client. The winning
campaign could be a multi-platform strategy or a single marketing
execution.
Best Communications Strategy
Invest: This category celebrates campaigns that are based
upon a compelling insight which drives a creative idea - which then
runs across multiple channels. Judges are looking for a clear
explanation of the marketing challenge and, wherever possible,
examples of the KPIs set before the campaign and evidence of how
these KPIs were met post campaign. Judges are looking for brilliant
media ideas, precise execution, the integration of media channels
and a commitment to engage with the target audience. Any innovative
strategic responses to consumer feedback during the campaign will
also help to make a great case. This category is about
Communications Planning in action.
See
last year's winner here
Category winner from the Asia Festival
Best Engagement Strategy
Engage: From investment and creativity to engagement: How
can brands maintain attention in an increasingly cluttered and
competitive world? Engagement is fast becoming the new metric of
the modern media industry. Whether this means the size of a
community…, the talkability of great content…, shares…, likes…,
"time spent with brand"…, "time spent in app"…, click-throughs….,
blog posts…, entries…, applications…, collected data points…
or attendees. Your entry might even have invented another proxy to
measure brand engagement. You must show that your campaign
delivered great results and meaningful relationships between brand
and consumer. Strong campaigns will show results vs KPIs or other
contextual metrics. Evidence of earned media will also impress the
judges.
See last year's winner here
Category winner from the Asia Festival
Best Entertainment Platform
Entertai: This category recognises the benefits of when a
great entertainment platform is linked to a great brand in order to
achieve a "win-win" for both parties. Judges are looking for an
inspired idea set against a clear brand mission. Branded
entertainment, sponsored events, the linking of brands to
celebrities and sporting events are all part of this
category.
See last year's winner here
Category winner from the Asia Festival
Best Use of Content
Create: This category is searching for any campaign that
has used linked to great content and has driven this through a
multimedia campaign. This includes everything from ad-funded TV
deals to branded music projects. 'Native' advertising campaigns
will also be considered, such as sponsored stories, featured
videos, advertorials and promoted messages via social media.
Creating "owned" branded opportunities from sponsorships and
content integration deals will also fit this category.
See last year's winner here
Category winner from the Asia Festival
Best Event/Experiential Campaign
Activate: This category recognises brands that deliver an
experiential campaign for consumers via events, stunt advertising,
guerrilla marketing, projections, roadshows or through sponsorship
of an existing property. The experiential campaign will be physical
in its core, but can have virtual angles around it.
See
last year's winner here
Category winner from the Asia Festival
Best Social Media Campaign
Engage: This category rewards innovation in social media.
The winning campaign should be able to demonstrate great results.
Entries will be judged on the creative use of social platforms and
a sound understanding of online consumer behaviour. Judges will be
looking for examples of fantastic consumer driven campaigns,
community building, targeting, engagement and conversational
marketing strategies. The judges will also be interested to see any
entries that highlight the successful combination of traditional
media with social which can include but not limited to, interaction
between TV and Social.
See last year's winner here
Best Targeted Campaign
Target: This category rewards campaigns that have
identified, targeted and reached specific audiences. This includes
all demographics, whether as age or gender or by interest group or
purchase intent. For the first time in Latin America, this category
is also open to businesses operating in the programmatic media
space - particularly prominent in the Brazilian marketplace.
Whether this is an innovative use or interpretation of data,
excellence in behavioural targeting or proven results from a
successful re-targeting strategy, the judges are looking to see
examples of great innovation.
See last year's winner here
Category winner from the Asia Festival
Best Use of Digital
Interact: This category is seeking entries that have
understood and integrated themselves into the digital landscape. It
covers all digital media, from web, mobile, mobile Apps, tablets,
IPTV, gaming and search through to affiliate marketing and is
looking for great examples of interaction using digital media's
unique properties. This general category could also include Online
Video, Digital Display - as well as more emerging techniques such
as location-based ideas and e-commerce strategies. Regardless of
platform, the winning case will have demonstrated measureable brand
growth or sales success.
The Creative Use of Media Award
Innovate: This category rewards the innovative use of
media, whether based on the channel, placement or format. It is
seeking examples of brands using media to create cut through.
Judges will not be looking for the use of new technology per se,
but will reward the interesting use of digital technologies. These
examples should make the judges smile and say "I wish I had thought
of that!"
See last year's winner here
Category winner from the Asia Festival
The Effectiveness Award
Sell: This category will reward the campaign that
achieved the most against its stated targets. If sales targets are
not available, similar hard business data can be used. It will
focus on effectiveness of a campaign above all other
considerations. All entries must include figures showing the
campaign's direct impact on clearly defined KPIs such as sales,
lead generation, brand perception scores etc that must be declared
in the submission. The results section of the entry will account
for 40% of the Jury's scores.
See last year's winner here
Category winner from the Asia Festival
The Public Service Award
Benefit: This category is about delivering benefit to the
consumer - be it a service, a tangible product, supporting a worthy
cause - and at the same time generating goodwill or sales for the
brand. Judges are looking for examples of "utility" - i.e. helping
consumers make decisions or assisting them in their lives - or
looking for wider public service ideas which employ some of the
media budget to address a wider social problem and, by so doing,
creating demonstrable goodwill for the brand.
See last year's winner here
Category winner from the Asia Festival