awards & requirements
General information about the judging:
- There are 3 possible award levels per category : Bronze, Silver, Gold.
It will be up to the jury to decide on the level to award, based on the total points of the agency. - The jury will have 2 scoring rounds
- An overall scoring of the longlist per category, based on the submitted documents
- A final scoring of the remaining shortlist (maximum 3 agencies), based on the LIVE presentation given by the shortlisted agencies.
- “submissions with a score less than 70% in the first round of judging the longlist, will not be retained for the shortlist.
- In case of a shortlist of more than 3 eligible agency submissions (= total score given in longlist evaluation from 70% onwards), only the top 3 will be rewarded
Agency Of The Year
- Show new business portfolio (clients in vs. clients out) with an estimation of income generated from all accounts (in and out). Weighting of 25%.
- Submit 3 to 5 cases of work generated for your most important Belgian clients over the past 12 months, and include figures in terms of results. Weighting of 25%.
- Show evolution of the economic activity. Weighting of 15%.
- Awards win in 2023. Weighting of 10%.
- Demonstrate your approach to move towards a more sustainable and diverse/inclusive working place. Weighting of 10%.
- Showcase new Business Units likely to boost future activity (diversification, innovation…). Weighting of 5%.
- Explain your corporate culture, agency philosophy and measures to promote talents along with a mood board that symbolizes your DNA, vision, etc. Weighting of 5%.
- Explain how your agency and/or its executives contribute to the sector’s development, as well as gain national and worldwide recognition. Don’t hesitate to mention your involvement in market national and worldwide recognition. Don’t hesitate to mention your involvement in market associations, think tanks, etc. Weighting of 5%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 35 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Best Newcomer Agency
- Only agencies that were created (or repositioned with a change of name and/or shareholder) 5 years ago or less can participate in this category.
- Show new business portfolio (clients in vs. clients out) with an estimation of income generated from all accounts (in and out). Weighting of 25%.
- Submit 2 to 3 Belgian cases of work generated for your most important clients over the past 12 months, and include figures in terms of results. Weighting of 25%.
- Show evolution of the economic activity (gross income/ sales revenue – or figures in percentage change). Weighting of 15%.
- Demonstrate a significant focus on the agency’s reputation building efforts and overall visibility increase (Press releases, awards, thought pieces,…) to establish the new agency in the market. Weighting of 15%.
- Demonstrate your approach to move towards a more sustainable and diverse/inclusive working place. Weighting of 10%.
- Explain your positioning in the market (corporate culture, agency philosophy, your DNA, vision, Target, etc.) to ensure a winning business strategy and explain why you believe it will be successful. Weighting of 10%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 35 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Most Entrepreneurial Agency
Demonstrate how your agency designed and launched a winning business strategy focusing on acquisitions, mergers or on growing the company beyond its existing set-up.
The Jury will pay special attention the following points.
- Has the agency demonstrated a dynamic approach towards business expansion (more than its competitors)? Weighting of 40%.
- Is its approach focused and based on a clear strategy? Weighting of 20%.
- Can the agency demonstrate the impact on business results? Examples: higher revenue, better profit margin, stronger presence, stronger reputation,… Weighting of 20%.
- Are they convincing (Overall impression)? Weighting of 20%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 20 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Innovator Agency
If you have (re)built your agency around new expertise’s, structures, tools, ways of working…, challenging existing models or offerings, and if you have been able to test this model with your clients and measure its efficiency and effectiveness, the Award is yours!
The Jury will pay special attention the following points.
- Has the agency demonstrated it is adapting to a significant trend in the market? New expertise, new structure/model/way of working, new type of people profiles,… Weighting of 30%.
- Is the agency differentiating itself from its peers through its adapted/new set-up? Weighting of 25%.
- Is the approach geared towards success and thus more sustainable than the previous approach? Weighting of 25%.
- Are they convincing (Overall impression)? Weighting of 20%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 20 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Specialist Agency
Show how your agency stands out in a specific area of expertise with a coherent product/ service offering for a large majority of your clients, and how this positions you as a specialist in that field. Explain and give proof of what makes your agency so unique and how you focus on your specialization in your day-to-day operations.
The Jury will pay special attention to the following points.
- Has the agency demonstrated it is focused on a core competency (versus broad service offering) for at least 60% of its clients? Weighting of 30%.
- IIs their specialist positioning relevant for clients’ needs and did they convince the approach is successful in business results for the agency ? Weighting of 30%.
- Has the agency demonstrated it is doing it better than its competitors ? Are the USPs clear and are the RTBs convincing? Weighting of 20%.
- Are they convincing (Overall impression) ? Weighting of 20%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 20 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Best Place To Work
Show your agency has the necessary HR policies in place that inspire people to grow, stay and make it the best place to work. Provide concrete evidence of your success.
The Jury will pay special attention to the following points.
- Has the agency demonstrated it has sustainable HR policies to foster a ‘best place’ work environment? Weighting of 30%.
- Do/does the policy(ies) or the agency’s approach to keeping & grooming talent, seem attractive enough. Weighting of 25%.
- Can the agency prove that this approach has an impact on recruiting, keeping or overall satisfaction of staff? Weighting of 25%.
- Are they convincing (Overall impression). Weighting of 20%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 20 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Positive Impact Award
This award is for an agency who commits to shift towards making a positive impact on the advertising industry, by balancing purpose and profit. This can be achieved by reducing impact on the environment and/or working on diversity/inclusion.
The Jury will pay special attention to the following points.
- The agency has a convincing vision and concrete approach towards making this shift. Weighting of 40%.
- The agency proves (ideally with figures) their approach of reducing impact on the environment and/or working on diversity/inclusion, has a positive impact on (eg.) employees, clients, supplier, production process, communities,… Weighting of 20%.
- The agency shows 2 cases that prove they are able to participate in driving change in consumer behaviour towards achieving this purpose. Weighting of 20%.
- Are they convincing (Overall impression)? Weighting of 20%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 20 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
Show how your agency stands out in a specific area of expertise with a coherent product/ service offering for a large majority of your clients, and how this positions you as a specialist in that field. Explain and give proof of what makes your agency so unique and how you focus on your specialization in your day-to-day operations.
The Jury will pay special attention to the following points.
Has the agency demonstrated it is focused on a core competency (versus broad service offering) for at least 60% of its clients? Weighting of 30%.
Is their specialist positioning relevant for clients’ needs and did they convince the approach is successful in business results for the agency ? Weighting of 30%.
Has the agency demonstrated it is doing it better than its competitors ? Are the USPs clear and are the RTBs convincing? Weighting of 20%.
Are they convincing (Overall impression) ? Weighting of 20%.
IMPORTANT NOTICE: If you submit a case in this category, only an executive summary of maximum 20 pages will be accepted. In the form of a Word document (you can include links to visual material), PDF or a PPT.
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