The IMA pre-screening jury is all set to begin shortlisting entries for this year’s awards. This will mark the beginning of a rigorous two-stage judging process. The judges will look to reward innovation, strategic thinking, results and key outcomes that contributed value to the respective organisations.
The pre-screening jury, that will begin the judging process shortly, includes Debabrata Mukherjee of Coca Cola, Vivek Sharma of Philips, Dinesh Garg of TTK Prestige, Devender Chawla of Future Group, Prabhakar Tiwari of Ceat India, Aarti Ahuja of TCNS Clothing, Girish Shah of Godrej Properties, Sandipan Ghosh of Ruchi Soya Group, Anshul Punhani of Monster.com, Sandeep Aurora of Intel, Apurva Chamaria of HCL, and Saujanya Shrivastava of Bharti AXA Life Insurance will form the pre-screening jury. They will begin screening the entries during the first week of November.
All entries will be evaluated on equally on the basis of four elementary criteria—issue, solution, result, and key outcomes that contributed value to the organization.
The first criterion, the issue (challenge and objective), explores the marketing challenge the brand was trying overcome. The target could be the solution of a business problem, or taking advantage of a business opportunity. This criterion holds 10 per cent weightage in the selection process.
The second criterion, the solution (including strategy and execution) requires the brands to share all the information about marketing output, including the marketing strategy applied, and the execution plan. Brands need to share information on what they did to solve the challenges, what media they used and why, what were the strategies behind their creative messaging. This criterion weighs 30 per cent in the overall judging process.
The third criterion, the result (measurable impact on brand/product), is all about the measurable impact on the brand. Brands need to support any claims they make in terms of results matching targets or exceeding objectives. This criterion also weighs 30 per cent in the overall judging process.
The final criterion, key outcomes (that contributed value to the organisation/measurable impact on overall business), will help in judging that how the campaign helped the umbrella brand to grow, and will explore the measurable impact on the corporate as a whole. Key outcomes will include enhanced marketing communications planning and execution, improved ROI insights and tools, and streamlined execution that results in cost savings or cost avoidance or other effectiveness improvements. This section, too, will weigh 30 per cent in the overall judging process.
“The award categories reflect strategic marketing objectives that are common to all organisations. The submissions will be judged against the marketing achievements of all types of business rather than just those of direct competitors in your industry sector. We have made sure that entrants provide independent and robust data that supports the claims made. The judges will give more weight to quantitative data and comparable trend data over time. Key measures on the basis of which the entrants will be judged are sales, profit, market share and customer attitudes,” said Annurag Batra, Chairman and Editor-In-Chief, exchange4media Group.
Vinita Bali, former Managing Director, Britannia, who will be heading the jury at the Indian Marketing Awards 2014, feels that the most significant challenge for marketers is driving the concept that “brands are businesses” right through the company.