2009 Categories

Campaign for Existing Brand: Best strategic idea that led to a marketing/communications campaign for a brand that has existed in the marketplace for two or more years.

Campaign for New Brand: Best strategic idea that led to a marketing/communications campaign for a new brand to the marketplace.

Idea for New Product or New Content: Best strategic thinking that led to the development of a new product, service or content idea.

Brand Experience: Best strategic thinking that led to a new brand experience or brand engagement idea.

Media/Communications Strategy: Best strategic thinking that led to an innovative media or communications strategy for a brand.

Social Strategy: Best strategic thinking for social impact or corporate social responsibility

Innovative Design: Best strategic thinking that led to an impactful new design or redesign of an existing product, package or place.

Research Innovation: Best idea for use of an existing research technique or the development of a new research technique.

Judging Criteria

The key criteria for winning an award are:

• A great strategic idea
• A powerful, creative manifestation of the idea
• A clear link between the two.

Since almost all entries are examples of very good strategic thinking, we have come to the conclusion that this alone cannot be enough to win a Jay Chiat Award. Judges will be asked to evaluate strategic excellence based on the following definitions:

• Was there genuinely original thinking in the paper?
• Was there a strategic leap that others have not previously taken and would not automatically take?
• Was there a great idea that was simply and clearly articulated?
• Was the manifestation of the idea well executed?
• Was thought leadership demonstrated for the category?
• Did idea ultimately improve the success of the project?

We are looking for much more here than impressive sales charts or complicated logic. The thinking and the ideas in the paper should humble us all and leave us envious and inspired. Remember, the judges in each category have seen it all before and will have a many other papers to read. Tell a simple and straight-forward story that is truthful and compelling to read. Avoid spin and marketing-eze.

Judging Process

Stage I

Each jury member will individually review all entries for the category and choose which papers they believe should be shortlisted for Stage II. The Jury Chair will collate the votes and draw up a short list of no more than 8 nominees for their category.

All nominees from all categories will be displayed in the winner’s gallery at the conference.

Stage II

The jury for each category will reconvene after the shortlist has been announced to discuss the relative merits of each paper and decide which of the nominees deserve Gold, Silver, Bronze or Honorable Mention.

Stage III

Gold winners will be asked to present a 15-minute version of their paper on the main stage of the conference.* On the final day of the conference the Grand Prix panel will convene to decide the Grand Prix winner. The award will be handed out to the winner as part of the finale of the conference.

* Short-listed entrants unable to attend in person, can prepare a short film/case study for final competition. Short-Listed entrants will not be reimbursed for travel or lodging; Gold winners who present onstage will have complimentary conference registration.