The IPM Awards 2018 Handbook

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Contents • • • •

Key Dates Welcome Entry Fees IPM Award Categories A: The IPM Consumer Industry Awards B: The IPM Business to Business Awards: Incentive & Motivation C: The IPM Shopper Marketing Awards D: The IPM Experiential Awards E: The IPM Promotional Engagement Awards F: The IPM Promotional Execution Awards

• • • • • • • • •

Special Awards Judging Judges’ Tips What Makes a Winning IPM Entry? Your Steps to Entry IPM Awards 2017 Model Entry FAQs IPM Awards 2018: Terms & Conditions Need a Hand?

Key Dates IPM Awards Masterclass

8th January 2018 18th January 2018

Webinars Closing Date for Entries

28th February 2018

Judging Panels

April 2018

Shortlist Announced

April 2018

Awards Gala Dinner

8th June 2018

IPM Awards 2018: Headline Sponsor

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Welcome Your work is outstanding and it’s time to celebrate the achievements of the past year. The IPM Awards are designed to reward those exceptional campaigns that have displayed effectiveness, creativity and innovation in their field. With 32 categories to choose from, covering a broad range of industry sectors, media channels, objectives and techniques, you’ll find categories to suit your campaigns.

Coveted titles Brand of the Year, Agency of the Year and the Grand Prix are awarded in June 2018 – celebrating the pinnacle of excellence across our industry. Look out for our Grand Prix Winner 2017 Sense’s entry for inspiration. This year we are delighted to welcome back Sodexo as our headline sponsor. We would like to thank Sodexo and all of our Awards sponsors for their on-going commitment and support. The IPM Awards are simple to enter and are open to anyone involved in promotional marketing whether you’re an IPM Member or Non-Member. These guidelines form the building blocks for your entry and are here to help you understand what is required when entering your chosen categories. Your Awards experience matters to us. Use the Handbook to help take you through the expectations of the categories you’re entering. With the new Awards platform, the Handbook helps you at every step to make sure you can create your Award entry. We are here to help at every stage so if you have any questions about your eligibility to enter, which category to enter or how to start your entry, please talk to the Awards Team today. Good luck! The IPM Awards Team 020 3848 0444 [email protected]

Entry Fees The Awards are open to IPM Members and Non-Members. Our entry fees are split into four pricing bands for IPM Members. If you are not a Member of the IPM and would like to be considered for Membership, please contact us to discuss the benefits of Membership.

Deadline for all entries: 28th February 2018* IPM Member Entry Fees 1 Entry £385 +VAT

2-5 Entries 5% Discount


11+ Entries 15% Discount

IPM Non-Member Entry Fees £500 +VAT *The IPM may accept entries after the closing date, provided your entry was started before this date. Late submission of entries will incur an administration charge of £100.00 +VAT per entry in addition to any entry fee incurred. This fee is not subject to negotiation and will be charged to any entry submitted late. All arrangements for late submission must be agreed with the IPM. No entries will be accepted after 9th March 2018. IPM © 2018 Please refer to our full T&Cs in this Handbook or on our website for further information www.theipm.org.uk.

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IPM Award Categories • The IPM Awards programme aims to recognise and reward great promotional marketing created in the UK. Campaigns or activity can be entered provided they were created and managed from the UK. • We expect most of our entries will have been run in the UK, however campaigns which ran outside of the UK are still eligible if they were created or managed by a UK based agency or marketing service provider. • Detailed descriptions of each of the categories can be found below. Please read the descriptions carefully before making your entry. • All campaigns must be compliant with the CAP Code. Each campaign will be vetted by the IPM’s Legal and Compliance Team and the ASA.

How to Enter Each campaign must be entered into either Category A or B before it is entered into any other category. You can enter the same campaign into as many categories as you want so long as you have first entered into either Category A or B.

Category A

The IPM Consumer Industry Awards

Category B

The IPM Business to Business Awards: Incentive & Motivation

Category C

The IPM Shopper Marketing Awards

Category D

The IPM Experiential Awards

Category E

The IPM Promotional Engagement Awards

Category F

The IPM Promotional Execution Awards

Special Awards

Brand Owner of the Year Agency of the Year Grand Prix

Judging Criteria All campaigns are to be judged against the following criteria unless specific criteria are provided in the relevant category description.

30% Results

20% Creative

20% Scope and ambition

20% Use of budget

10% Objectives and strategy IPM © 2018

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Category A: The IPM Consumer Industry Awards A1. Telecom, Utilities & Technology Campaigns eligible for this category include ones for: products and services provided by public and private utilities, providers of technology and telecom equipment and applications for the home or office; also, IT hardware, software and AV equipment. A2. Consumer Durables: Auto, Appliances & Home Electronics Campaigns eligible for this category include ones for: motor vehicles, services, repairs, fuels, lubricants and driver training. The category also includes domestic appliances, furniture, furnishings and home entertainment equipment. It does NOT include financing of the above products; see category A4. A3. Consumer Services: Travel & Tourism, Leisure, Recreation & Media Campaigns eligible for this category include ones for: theatres, cinemas, sport venues, hotels, fare-paying passenger transportation, tour operators, travel agencies, online booking services, attractions, resorts, home entertainment software/games, books, toys, hobbies, gardening and DIY equipment, health/fitness clubs and sports clothing/equipment. Also includes newspapers, magazines, TV, internet service providers, search engines/portals, radio, film producers/distributors, music publishers, recording companies including music and content streaming services. A4. Financial & Professional Services Campaigns eligible for this category include ones for: banking, mortgages, loans, credit cards, insurance (personal, home, motor vehicles, health, and pet), pensions, savings, investments, equipment leasing and financing, currency exchange, money transfer, accountants, legal, business and other professional advisors. A5. Consumer Products: Food Campaigns eligible for this category include ones for: foodstuffs, biscuits, cereals, snacks, confectionery, condiments, sauces, food preparation materials, culinary additives, cooking oils, dairy products, yogurt/yogurt-based drinks and "smart foods". A6. Consumer Products: Household Campaigns eligible for this category include ones for: cleaning products, decorating products, kitchen/bathroom paper products, pet foods, pet grooming, pet OTC healthcare and pet medical equipment. A7. Consumer Products: Health, Beauty and Fashion Campaigns eligible for this category include ones for: personal hygiene products, beauty products/equipment, footwear, fashion, jewellery, cosmetics, hair products, sanitary protection, ethical pharmaceuticals, OTC medicines and vitamins/supplements. A8. Non-Alcoholic Beverages Campaigns eligible for this category include ones for: tea, coffee, milk/milk substitutes, still and carbonated drinks, bottled water, fruit juices and "smart beverages". A9. Alcoholic Beverages Campaigns eligible for this category include ones for alcoholic drinks consumed at home or on licensed premises. Please note that all promotions including alcohol are vetted for adherence to current laws and regulations in force. IPM © 2018

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Category A: The IPM Consumer Industry Awards A10. Retail: Traditional Retailers, e-Commerce, Bars & Restaurants Campaigns eligible for this category include ones for: traditional "bricks & mortar" high street and shopping centre outlets, catalogues/mail order, e-Commerce sites, wholesale/distribution outlets, betting and gaming premises or casinos, pubs, clubs, restaurants and fast food outlets. A11. Not for Profit, Charities & Public Sector Campaigns eligible for this category include ones for: national, regional and local government, emergency services, military, registered charities, NGOs, education, trusts/foundations and cause-related marketing.

Category B: The IPM B2B Awards: Incentive & Motivation B12. Most Effective Incentive Programme This category is designed to reward the most effective use of incentives in a B2B environment. While additional sales are important, objectives can also focus on other areas such as increased distribution, profitability, trial or loyalty. Any type of incentive can be included: for example, gift cards, travel rewards and cash prizes. The important thing is that the entry is clearly able to demonstrate the objective of the activity, the issue that was being addressed and how the resulting incentive programme overcame this issue and hit targets. B13. Most Effective Reward, Recognition or Motivation Programme This award is aimed at activity that, in a B2B environment, uses promotional techniques to reward, recognise, engage or motivate staff, individuals, and third party or employee sales forces. While the ultimate outcome might be additional sales, entries into this category may also look at driving cultural change and other initiatives through an organisation.

Category C: The IPM Shopper Marketing Awards Linked to insight and a burning ambition to drive a brilliant result, the Shopper Awards will demonstrate the best work in the industry. C14. Best Insight-Led Shopper Marketing Campaign This award will be given to the campaign that best demonstrates the use of insight to drive an exceptional shopper marketing campaign. Your entry will set out the scope and ambition of the project, with the insight clearly detailed. Your objectives for the campaign will be explained fully in the strategic execution. Your results will show how shoppers were engaged in the campaign through increased sales, market share or clear evidence in changed shopper behaviour on the path to purchase.

40% Insight


20% Objectives and strategy

20% Results

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Category C: The IPM Shopper Marketing Awards C15. Best Shopper Marketing Campaign: Indirect This award will be given to the best shopper campaign by brands who need to use indirect channels to reach shoppers effectively through third party retail partners for example, grocery multiples, high street chains. Results for this category will show the best use of indirect channels to deliver against objectives. Insight will have played a part in how results were delivered, playing to the strengths of these channels to access consumers. Results may take the form of sales data; market share increases and consumer evidence.

30% Results

20% Insight


20% Use of budget


C16. Best Shopper Marketing Campaign: Direct This award will be given to the best shopper campaign that most effectively engages shoppers directly through a brand’s own distribution channels such as bricks and mortar stores or online. In the winning entry, the insight and strategy will be well defined and the results (such as uplifts in sales or market share) will be quantified and reflect the campaign’s objectives.

30% Results

20% Insight


20% Use of budget


C17. Best Use of Creative Design in a Shopper Campaign This award will reward the best creative execution and design in a shopper campaign. The creative execution will show how the creative drove the campaign objectives, giving results that demonstrate the creative execution drove exceptional consumer engagement and results for the campaign.

60% Creative


20% Results

Category D: The IPM Experiential Awards The most effective experiential work may take many forms from in-store and pop up activations through to large scale live events. In all of these, the consumer will have been engaged, driving trial, awareness and amplification. D18. Experiential Activation at or near Point of Purchase This award is designed to reward experiential campaigns that delivered the most effective promotion of a brand experience at or near the normal point of sale and which was intended to drive immediate purchase. The judges will expect to see clear incremental sales and engagement targets and how they have been reached or exceeded, the obstacles that were overcome to execute the activity and the creative solutions to the brief that the agency was given. Context should be given for why your campaign was a success. This includes in-store and retail location activity, pop-up shops, demonstrations, events, sampling and merchandising and dealership-based test drives. IPM © 2018

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Category D: The IPM Experiential Awards D19. Experiential Activation away from Point of Purchase This award is designed to reward experiential campaigns that delivered the most effective promotion of a brand experience away from the normal point of sale. For these events, immediate sales may not be the primary objective, so the judges will expect to see targets focused on trial, awareness and brand engagement and how they have been reached or exceeded, the obstacles that were overcome to execute the activity and the creative solutions to the brief that the agency was given. It is also important to show how the event was amplified through communication such as social media, PR and word of mouth. All of the targets should be clear and context should be given for the results. This includes exhibitions, shopping mall events, road shows and multi venue events experienced remotely from the normal point of sale. D20. Experiential Activation at a Public Event or Festival This award is designed to reward the most effective brand activation of a product or service away from the normal point of purchase and at an arranged public event. This includes public exhibitions and events (for example sporting or music) or festivals. The judges will expect to see details of clear objectives and results, the creative solution outlined and any particular difficulties that had to be overcome to make the activity a success.

D21. Experiential Creative Execution This category rewards experiential activity that delivered results, but in a way that broke new ground in creative thinking and innovation. Enter this if you think that your activity had a great idea that was executed brilliantly. Support your entry with results to demonstrate the effectiveness of the creative execution through engagement.

60% Creative


20% Results

Category E: The IPM Promotional Engagement Awards E22. Consumer & Shopper Retention It is significantly more cost-effective to retain existing consumers and shoppers than to try to deliver new ones. This award will recognise the best strategic consumer or shopper promotional campaign that delivers consumer or shopper engagement and which was designed to drive retention or loyalty. The entry should show clear objectives and a corresponding strategy that addresses the retention challenge and the results achieved. Criteria for this category will focus on the strategic plan in action with its corresponding results. E23. New Consumer Trial & Acquisition In this category, the objective will be focused on trial and acquisition with a clear implementable strategy to acquire new customers. This could be for a new or existing product. Your entry should show the strategy used to obtain new customers and provide evidence demonstrating the acquisition target was achieved. Results may show sales, market share and other forms of evidence to prove successful outcomes. IPM © 2018

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Category E: The IPM Promotional Engagement Awards E24. Best Consumer Engagement in Social & Direct This category recognises and rewards the use of social and direct methods to engage consumers actively in any promotional campaign. Channels used can be any social channel or direct method where engagement is evidenced through consumer interaction, for example shareable content, social media, direct message or direct mail. The judges are looking for clear understanding of why social and direct channels were used and what objectives were intended to achieve with clear definable measures, and results that demonstrate those objectives were met.

Category F: The IPM Promotional Execution Awards F25. Best Creative In this category we are looking for the work that delivered results and looked and sounded fantastic. This award recognises brilliant creative thought, design and execution that is an integral part of the promotional campaign. This could be art, design, copywriting or a combination of all of these elements that is greater than the sum of its parts. The judges will be looking for something that grabbed the target consumer’s attention. Your campaign will, of course, have delivered exceptional results due to the creative execution. Please note that entries into this category can also be entered into other creative-led categories.

60% Creative


20% Results

F26. Best On-Pack Communication We are looking for creative on-pack promotions that delivered results – on-pack includes packs, bottles and anything inside or attached to these. In short, anything that was included as part of the product itself but not point of sale material. Ensure that you provide solid supporting collateral to support your entry (including a short video if you would like to) that will clearly demonstrate how the promotion featured on the pack to the judges. F27. Most Effective Partnership “Partnership Marketing is the discipline of brands working together to co-create ideas that are collectively more effective for your business and more compelling for your consumers.” This can be any type of promotion where more than one party was involved. Parties involved can be either a commercial partner, a Government department or a charity. It must be clear that there was a demonstrable benefit for all partners who participated in the campaign. The judges will be looking here at how the partners worked together to produce an effective campaign. It is important that the objectives are well defined and the results clear, particularly if there are no commercial objectives. The activity can be through any method – mobile, on-pack, experiential, social media or any other channel. A short video might help the judges in assessing the campaign. F28. Most Effective Sponsorship Sponsorship is becoming an increasingly important part of the media landscape – this award will be given to the campaign that activated a sponsorship most effectively using promotion. IPM © 2018

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Category F: The IPM Promotional Execution Awards It is important that the submission makes it clear who the sponsor is and also what the promotional element is; that objectives are measurable; and that results are provided. The activity can be through any method – mobile, on-pack, experiential, social media or any other channel. A short video might help the judges in assessing the campaign. F29. Best Product Launch This award will go to the most effective promotional marketing campaign that supports a product launch. This can be a completely new product, or a substantially different variation of an existing product. The objectives and results must be measurable and clearly outlined. F30. Best Use of Technology We are looking for winning promotional campaigns that have harnessed technology either as a part of a larger campaign, or even where the technology has been the main driver. How has it been used effectively, how has the technology been adapted to fit its target audience and how has it helped drive results in a way that could not otherwise be achieved? It might be smartphone, text, AI, QR codes, NFC, Augmented Reality, Virtual Reality, beacons, Bluetooth, wireless, interactive media, integrated into packaging or using in-store technology.

F31. Innovation This category will be awarded to the campaign that thought outside the box, broke the mould and still delivered results. Any kind of innovation will be considered – design, copywriting, packaging, creative thinking, direct mail, social media or technology. It can be the whole campaign or just an element, as long as it is innovative.

60% Innovation


20% Results

F32. Small Budget This is for the most effective promotional campaign in any industry sector where the total budget for the campaign was £30,000 or less. The expenditure must have covered all relevant costs, including agency fees, media, merchandise and fulfilment. It is very important that the objectives and results relevant to activity in the submission are clearly outlined. Not for Profit campaigns where significant prizes have been donated that take the value above £30,000 should not be entered.

30% Results


30% Use of budget


Special Awards Agency of the Year Brand Owner of the Year Grand Prix IPM © 2018

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Judging First stage judging: Each category will be initially judged online by a panel of senior personnel selected from the promotions industry. Second stage judging: The best campaigns from the first round of judging will be classed as ‘Nominations’ and will progress to the second stage of judging, where the judges for each category will meet face to face, guided by a panel chair to assess each nomination. Each category will have a Bronze, Silver and Gold Award allocated based on the judging criteria outlined in this brochure and on the website. Special Awards: The Grand Prix is decided by the Panel Chairs. Agency of the Year and Brand Owner of the Year are determined by how many awards an Agency or Brand Owner wins. Please refer to our Terms and Conditions for full details. Note: Judges will not take part in voting for campaigns where they have a vested interest.

Judges’ Tips

Assume none of the judges are experts in your field

Explain everything – make no assumptions

Give the judges a clear indication as to why this campaign was so good – use context

Leave nothing to interpretation

Don’t be a slave to the word count – if you can say it in less words do so. Be the judges’ friend!

Proofread your entry like it’s a pitch – this is your chance to show your best work!

What Makes a Winning IPM Entry? It’s the question we are asked most of all, and obviously it’s what everyone wants to know. So here are a few things to consider when you sit down to write your entry that will make it stand out. Look at the criteria: pay attention to the focus on objectives and results. Be specific if you can and if you can’t, because of confidentiality, try and give the judges a really good understanding, not only of how good the results were but also why they were so good. Don’t make assumptions about how much the judges know! They are all senior and experienced people, but they may not specialise in the area of your campaign. Avoid jargon and explain to them in plain English why your campaign is so good. Look out for judges’ top tips online at theipm.org.uk where judges share their views and stories about the do’s and don’ts of brilliant award entry writing. Our industry deserves the creativity and skill lavished on your entries to shine through so make sure you proofread your submission before you press send. Nothing like a misplaced comma to change the tone! This year, we’ve provided you with a ‘model answer’ entry to give you some ideas of how to present your entry, in the style you will submit online. Talk to the Awards team about ways of crafting your entries beautifully. IPM © 2018

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Your Steps to Entry

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Your Steps to Entry

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Your Steps to Entry

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Your Steps to Entry

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IPM 2017 Model Entry: The Grand Prix Winner 2017 Winners Speech (50 words) This campaign won this category because it was brave and unafraid to make people uncomfortable in order to intrigue its true target audience. Most brands try to create activations that speak to everyone, but we knew a bit of discomfort would be far more effective in reaching our target audience.

Section A: Campaign Background and Market Conditions (300 words) We live in a time where long form journalism is increasingly being marginalised. Many people now consume breaking news in less than 140 characters, share stories from Buzzfeed rather than newspapers and prefer flicking through their Instagram feed rather than dedicating time to read a piece of writing. The Economist is not only competing with other similar publications, but also with the plethora of modern channels where people spend their time. However, within this landscape there are still those that want to challenge themselves, and could find a place in their lives for the world class journalism that The Economist offers. In order to ensure the future growth of their subscribers, The Economist had to find a way to attract new readers in search for a challenge. The problem is that many of those people had the misconception that The Economist is a set of dry, financial articles. It is more than that and our aim was to get people to re-evaluate everything they thought they knew. To help incentivise new readers to sign-up, The Economist runs a 12 issues for £12 introductory offer. The problem with this is that, too often, people who sign-up to this cancel at the end of the 12 weeks. Our challenge therefore wasn’t just to increase subscriptions, it was to find those who would want a long term relationship with The Economist. Our challenge wasn’t a case of quantity over quality. We had to deliver both.

Section B: The Campaign (300 words) Rather than shy away from the fact that The Economist is a dense and challenging read, we decided to embrace it as our main selling point. Much of The Economist’s most challenging content revolves around the future of our planet. We decided to bring this content to life and challenge the comfortable status-quo. This brand strategy is called “discomfort future.” Our belief was that the kind of person who would like The Economist would be open-minded and react positively to unusual situations. We weren’t afraid to create deliberately divisive activations that made some people uncomfortable. We knew that one person’s discomfort would be another person’s intrigue. This benefited The Economist in two ways. Firstly, it increased their interactions with the correct target audience. Secondly, it subtly flattered this audience, making them feel more worthy of the challenging concepts of The Economist. “Discomfort future” was activated in a number of different ways, in multiple locations ranging from busy streets to train stations and events. All of our activations were inspired by articles from The Economist. We offered free ice-cream and crepes enriched with insects, a sustainable source of protein for an overcrowded future planet. We created free smoothies out of fruit rejected by supermarkets, to highlight the damaging wastefulness of some companies. We distributed free coffee made with water fed directly from a portaloo, referencing the new technology that can be used to turn raw sewage into safe drinking water. Not grossed out yet? Then you might be the kind of person who can handle The Economist! We also supported each of our campaigns with a press release. The campaign was featured in publications such as The Guardian, The Drum and Event Magazine. The Economist connected with a new generation of subscribers by challenging people with a glimpse of the future https://www.youtube.com/watch?v=Ei2wVqMJD5Q&t=7s IPM © 2018

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IPM 2017 Model Entry: The Grand Prix Winner 2017 Section C: Campaign Objectives (100 words) Our campaign objectives were: • • • • •

An average of X subscriptions per day ROI: 100% Retention rate of subscribers after the promotional offer* had ended: X% Measurable positive shifts against chosen brand perception statements To be able to export the campaign globally and have the marketing activity always on

*12 issues for £12

Section D: Results and Effectiveness (300 words) Subscriptions: X over two and a half years • Average of X subscriptions per day achieved ROI. X% with a customer life time value of £X • Xx greater than the target of 100%. Retention rate: X% after the expiry of the promotional offer • Xx greater than the target of X% Strong shifts in the following brand perception statements: • +X% for “The Economist is a brand I find interesting” • -X% for “The Economist is a brand that produces boring and dry content” With a simple change of approach, the average daily subscriptions to The Economist have increased from X to X with no additional cost. This, combined with the high lifetime value of a subscriber, has turned the campaign into a direct money spinner for the brand, resulting in it running for X days since its inception with no signs of stopping. This is amazing progress seeing as “discomfort future” began life as a two day trial.

What started as a 1 day test activity in 2014, quickly spread across London with multiple teams working in different locations with an always-on approach. Within less than one year the campaign landed in Europe touching Denmark, Germany, Ireland and Holland. A few months later it went global reaching Brazil, USA, Australia, South Africa, Singapore and China.

Section E: Use of Budget (200 words) We can’t disclose any details of the budget. However we can reveal that with an almost identical budget to previous experiential marketing campaigns, “discomfort future” has yielded excellent results, increasing the average daily subscriptions from X to X. We also ensured that we ran our campaign as efficiently as possible to maximise cost-effectiveness. Initially we ran the campaign on a mixture of guerrilla and paid site spaces. We now only use paid site spaces, and have negotiated good terms with suppliers due to the regularity of our activity. We also have good deals with our specialist suppliers, such as those for insects, ice cream and crepe batter. To maximise our subscription rate, we run certain campaign activations seasonally. For instance, insect ice cream runs in the summer and insect crepes runs in the winter. To save on staff training costs and to maximise daily subscriptions, we have developed a specialist Economist brand ambassador team who are brand experts and know the campaign inside out. Finally, we make sure we use the kit carefully to maximise its longevity; this also helps to keep costs down due to the economies of scale.

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IPM 2017 Model Entry: The Grand Prix Winner 2017 Section F: Creativity or Innovation (200 words) The real creativity behind our “discomfort future” campaign was not in our ability to attract our target audience, but our ability to repel those who weren’t part of our target audience. On the surface, our campaign couldn’t be simpler. A mass audience are attracted to our stand by the offer of a free treat, an ice cream, crepe, smoothie or coffee. However, on closer inspection, it becomes apparent that there is more to the treat than meets the eye. There are insects in the ice cream and sewage in the coffee! Our creative execution deliberately didn’t dilute what The Economist is about. The brand ambassadors were trained to take visitors through the idea and handed out leaflets that contained segments of the original article it was based on. People had to prove that they were worthy of The Economist and by doing this, they were starting their relationship with the brand with a completely different mind-set: challenged, engaged, committed and willing to stay for longer. This approach led to a wide range of executions and because the ideas were grounded in a human, not cultural, insight, they could travel across markets and be rolled out internationally.

Section G: Why Should this Campaign Win? (100 words) We were challenged to increase the quality and quantity of The Economist’s subscribers. “Discomfort future” showed bravery by turning away some people in order to effectively attract and reach our true target audience. We intrigued and flattered those who we really wanted to reach. The results speak for themselves. We have seen our budgets quadruple and have recently opened a new office in New York to begin activating the campaign in the US. This has also helped The Economist change their internal culture: they have now set up a “real world” marketing department since working with us.

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FAQs We've prepared some answers to questions you may have about entering the IPM Awards. These are the questions we are asked most frequently. If you can't find the answer to what you were looking for, please don't hesitate to get in touch with our helpful Awards team or visit the IPM website. 1. Can only Members of the IPM enter the IPM Awards? You don't have to be an IPM Member to enter. However, IPM Members receive a Member discount with their entries. There is a set fee for entry for non-Members. Please see the section relating to entry fees for more information. If you would like to talk to us about Membership, please get in touch to discuss the advantages of IPM Membership. 2. Who can enter the IPM Awards? The IPM Awards programme aims to recognise and reward great promotional marketing created in the UK. Anyone can enter a campaign as long as it was either created, managed or delivered in the UK. Campaigns can be entered by agencies, service partners or brands. 3. Does the activity have to have taken place in the UK? No – activity could have taken place anywhere! The IPM Awards recognise great work by UK companies regardless of where the activity took place. Campaigns could have been executed in any country or group of countries globally, provided they were executed and managed by the UK based company. 4. How much does it cost to enter the IPM Awards if you are Member?

1 Entry £385 +VAT



11+ Entries 15% Discount

Non-Members Entries: Each entry will be charged at £500 + VAT Late Fees (per entry): £100 +VAT. Applied after 28th February to 9th March 2018 to all entries submitted. Please see our terms and conditions of entry. 5. When do entries need to be received by? The entry deadline is 23.59pm on Wednesday 28th February 2018. All entries must be fully submitted and complete to be eligible for judging. At its discretion the IPM may allow entries after this date up until 5:00pm on the 9th March 2018 – however any entries made after the official closing date will be subject to an administration fee of £100. 6. How can we enter? All entries must be made via the online entry submission (www.theipm.awardsplatform.com). No paper entries will be considered. Please register (free of charge) to complete your entries. To register, you will need to provide your full name, email and create a password. Non-Members must register to enter the Awards.

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FAQs 7. What approvals, if any, are required? At the time and date of entry the entrant agrees that the information provided is truthful, accurate and adheres to the CAP Code. It is the responsibility of the entrant to have the written permission of all third parties involved in the project and the brand owner, prior to submitting the entry. Failure to do so will lead to disqualification. Please note that the IPM Legal Team vets all entries after submission. 8. What is the IPM Awards confidentiality policy? All judges are required to sign a Non-Disclosure Agreement before they have sight of any entries. All information contained in the entries remains confidential up to the point the winning entry is added to the IPM website and thereby available for download. The entry may also be used in future marketing of the IPM Awards. If an entry is shortlisted, the entrant will be given the option to provide an amended version that does not contain confidential client information in the event the entry is published online once the Awards ceremony has concluded. 9. Is there an advised format/structure for the written entry to adhere to? Yes. Each IPM Awards category criteria clearly states the headings relating to the information the judges want to see. If information is not provided in relation to one of these headings then the entry will score zero points for that area which will make it difficult for the entry to reach the minimum standard required for being shortlisted. All entries are to be submitted using our online entry form. You will be asked to upload relevant images and a company information where appropriate. 10. Is feedback given on entries? No. The judges’ decision is final and no correspondence or discussion will be entered into, or feedback given, regarding the selection of the shortlist, awards, or winners. 11. What happens when an entry is shortlisted? The contact, as listed on the entry form, will receive an email when the IPM Awards 2018 Shortlist is announced in April 2018, the exact date will be published after the entry deadline. 12. How are the results of the IPM Awards publicised? At a minimum, each shortlisted company is tweeted about (using the Twitter name provided on the entry form). This is repeated on the day of the Awards ceremony as each winner is announced. Hashtags will be adopted. The winners will feature on the IPM website and in IPM media activity.

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IPM Awards 2018: Terms & Conditions 1.

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THE AWARDS 2018 are open to any promotional marketing campaign that has run in any market worldwide, has been created and executed by an agency based in the UK, during the calendar year 2017. Campaigns that started in 2016 are eligible as long as the activity continued into 2017. Campaigns that have not concluded at the time of entry are also eligible, but entrants should ensure they have enough robust data to support the entry. Campaigns that have been entered in a previous year’s IPM Awards and won an award are prohibited from entry into THE AWARDS 2018. An exception will be made if a previously successful campaign has been run again with significant changes. A promotional marketing campaign is defined as “any marketing initiative, the purpose of which is to create a call to action that has a direct and positive impact on the behaviour of a targeted audience by offering a demonstrable, though not necessarily tangible, incentive or benefit.” IPM Membership is not a requirement of entry, although Members receive significant reductions in entry fees. Campaigns can be entered by brand owners, agencies, consultants or service providers, provided that all necessary permissions have been obtained in writing from the brand owner. The deadline for entries is 23:59 on Wednesday 28th February 2018 (the “Closing Date”). The IPM, at its discretion will allow entries to be submitted after this date until 17:00 on Friday March 9 th 2018. These entries must have been started before the Closing Date and each entry submitted will be subject to a £100 +VAT administration charge in addition to any entry fee incurred. The charge is non-negotiable. All arrangements for late submission must be agreed with the IPM. No entries will be accepted after 9th March 2018. Pricing: Member Entries 1 Entry: £385 +VAT | 2-5 Entries: a 5% discount on all entries | 6-10 Entries: a 10% discount on all entries | 11 + Entries: a 15% discount on all entries All Non-Member Entries will be charged each £500 +VAT. A £100 administration charge will be applied to each entry submitted after the Closing Date as detailed in point 6 above. All entries must be paid for by Wednesday 25th April 2018. Unpaid entries will be disqualified. All campaigns entered must be legal and comply with the UK Code of Non-broadcast 10 Advertising, Sales Promotion & Direct marketing (The CAP Code), and the Experiential Marketing Code. Full Terms and Conditions (as provided to the consumer) must be submitted for all campaigns. Failure to do so will result in disqualification. If no Terms and Conditions were considered necessary (for example, for certain experiential activity), this must be clearly explained in the appropriate place on the entry form. All entries will remain the property of the Institute of Promotional Marketing, 4 th Floor 193-197 High Holborn, London WC1V 7BD, and we may wish to use information in them in PR activity, cases studies or educational content. Please make sure information which is for the judges’ eyes only is clearly marked as such in your submissions. Panel Judging There are normally 16 panels of judges comprising a chair and not less than 4 members. Each panel is allocated a minimum of one category to judge. Panel members are all senior members of the promotional marketing industry of account director or marketing manager status or higher. Where possible panel members will be specialists in the fields that they are judging. Chairmen of the panels are senior industry members and specialists in fields relevant to the categories they are judging. Chairmen are unbiased and do not vote, their function is to moderate the panel session. If any judge feels that a Chairman has shown any bias they can report this in confidence to the Head of Awards. Judges receive electronic copies of the entry and submission forms. They will study and mark these entries and place them in an order of preference following the guidelines given to them. The judging criteria and weightings given to these criteria will vary according to each category and this is published in the Handbook brochure for guidance. In each category a minimum of six entries will be selected to go through to the panel judging sessions based on the combined scores given by the judges during the on-line marking. These entries will be identified as the ‘nominations’ and they will be published in a shortlist. The panels then meet to discuss the nominations in each category and select the Gold, Silver and Bronze award winners in each category. In each category, a Gold, Silver and Bronze award will be made (unless there are less than three valid entries). The decision of the attending members of the panel is final. If a panel feels that none of the entries in a category reach the standard outlined to them in guidance notes, they may (under exceptional circumstances) recommend an alternative award to Gold, Silver and Bronze. If it is felt that no entries meet the standard necessary for awarding a trophy then the IPM may cancel the category and refund the entry fees of any entrants. Moderation and Vetting All the judging is moderated to ensure fairness and equality between panels. Vested interests are monitored and removed from the process. The Moderator attends all panel sessions and reviews the results before panels depart. All nominations are vetted for compliance with THE AWARDS 2018 Terms and Conditions as well as for CAP Code and legal compliance. Entries may be downgraded or disqualified at this stage. The Judges’ decision is final on all matters and no correspondence will be entered into. Final Judging Panel A final panel considers all the entries that won Golds to select the Grand Prix winner. Final members will be the Chairmen of each of the panels. All judging will be done online and anonymously. Each Chairman will select their ‘top three’ campaigns in order of preference and allocate 3, 2, and 1 mark accordingly. The Grand prix winner will be the campaign that collects most points from the Chairmen. In the event of a draw, the remaining campaigns will be subject to a second vote by the Chairmen. If any Chairman has not voted by the deadline outlined by the Head of Awards, their votes will be discarded. Brand of the Year and Agency of the Year Both of these awards will be awarded based on the number of Gold, Silver and Bronze awards. In this instance a Gold will be worth 3 pts, a Silver 2 pts and a Bronze 1pt. An additional point will be allocated for the agency that runs the Grand Prix campaign. In the event of a draw at this stage the winner will be identified as the brand or agency with most Golds. If there is still a draw at this stage then the brand or agency with most nominations will win. Where more than one agency or brand has been identified as the entrant, the points outlined above will be divided between the agencies. IPM © 2018

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