Agency pack

Celebrating the stand-out campaigns that have run in newsbrands over the past year, the Newsworks Planning Awards recognise (and raise a glass to) media agencies’ innovative and creative planning teams.

Entries are across eight categories and take full account of today’s multi-platform and multimedia environment.

The 2018 awards will be judged by a panel comprised of leading marketers and agency experts, chaired by Alessandra Bellini, chief customer officer at Tesco.

The awards will be presented at a party at the Century Club on Thursday 29 November 2018.

Overview

If you are an agency planner and you have delivered a great campaign - something innovative, clever or that you are particularly proud of - these awards are for you. The Newsworks Planning Awards are the UK’s only awards dedicated to defining the standards of excellence in media planning in national newspapers.

The awards will provide a platform for your work to receive recognition and praise from top industry judges, who will be focused on rewarding innovative work and talented people. The winning papers will be a source of knowledge, inspiration and ideas, helping drive standards even higher.

There are eight categories you can enter, plus a chair’s award.

To be eligible, work must have been commercially released between 1 August 2017 and 31 August 2018, although it can also run either side of that period.

*This is a one-off award for 2018 and is split into two strands – the agency award and the sales team award. Find out more in the ‘How to enter’ section.

Who should enter and why

Categories

Key dates

31 AugustOpen for entries

Deadline for entries

28 September

Shortlist announced

29 October

Awards party

29 November

#newsworksawards

Omnimedia award

Best content partnership

Best use of insight

Effectiveness award

New Planning with PAMCo award*

Chair’s award

Find out more: www.newsworks.org.uk/awards

Best newspaper campaign

Best newsbrand campaign

Best topical campaign

Hai Bei Chen head of brand, campaigns and reputation Virgin Holidays

“I’ll be looking out for inspiring examples of how planners have harnessed newsbrands’ environment for maximum impact, delivering tangible results

back to their clients.”Alessandra Bellini, chief customer officer, Tesco

Judges and chair

Alessandra Bellini chief customer officer Tesco

Jordi Connor strategic planning director Carat

Ruairi Curran head of planning Gravity Road

Charlie Ebdy chief strategy officer Vizeum

Emma Hill group brand director Legal & General

Peter Holmes director of brand Telefónica Europe

Amy Kean head of strategic innovation Starcom Global Clients

Phil Livingstone head of digital marketing British Gas

Yang Bo strategy director m/SIX

Laura Moorcraft managing partner Goodstuff

Dave Mulrenan head of investment Zenith

Ruth Zöhrer chief product officer Mindshare

Find out more: www.newsworks.org.uk/awards

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How to enter

There are eight categories you can enter, plus a chair’s award, which will be chosen by the chair.

Work must have been commercially released between 1 August 2017 and 31 August 2018 to be eligible, although it can also run either side of this period.

The Newsworks Planning Awards are free to enter and open to all agencies and brand owners, provided the work entered has run in one or more of the UK national newbrands listed below:

1. PICK YOUR CATEGORY

Best newspaper campaignThese entries should celebrate communication investment where print display ads played a significant role during the judging period.

Best newsbrand campaign (uses more than one platform)Newsbrands deliver value across many platforms today. Entries need to feature display advertising in at least two newsbrand owned platforms (e.g. print, mobile, PC, app, tablet).

Best topical campaignNewsbrands can be used powerfully and quickly for short-term and tactical objectives. Entrants must show the nature of the desired response and how the media placement boosted overall impact.

Omnimedia awardThese entries will feature the use of newsbrands alongside the use of any number of other media (e.g. newsbrands+ TV).

Best content partnershipThese entries will capture work in sponsorships, native advertising, branded content, advertorials, promotions, prize competitions... and the many routes where brands can be integrated into the editorial fabric of newsbrands.

Best use of insightThis category recognises the importance and power of insight in newsbrand planning. It will reward cases that demonstrate the use of insight (based on original or published research) in developing a clear strategic role for newsbrands, either as part of an overall campaign or for a brand partnership.

Effectiveness awardNewsworks’ research shows that newsbrands utilise both context and influence to deliver return on investment and maintain long-term brand health. Entries must demonstrate the role that newsbrands played in boosting results.

New: Planning with PAMCo awardTo mark PAMCo’s launch year, this one-off award will recognise the best use of the readership data by media agencies and national newsbrands’ sales teams. • The agency award – Open to all UK media agencies, this will be presented to the planners that the judges feel have most effectively used PAMCo data to inform, shape and advance a campaign strategy

• The sales team award – Aimed at national newsbrand sales teams, this award celebrates the best use of PAMCo in a sales story, with clear evidence of how use of the data impacted the outcome of a sale

Chair’s award Chosen by the chair of the judging panel, this award will recognise the entry which stands out as the ‘winner of winners’.

Entrants should cover off five areas. Each paper will be marked out of a possible score of 40 points.

At the start of your entry, write an executive summary of no more than 200 words summarising the background, objective, brief details of the plan, how the activity worked with other media and the results.

The main text of your entry should cover the following five areas and be no more than four sides of A4 or 1000 words. Entries should be written in Word. Images should be hi-res JPEGS.

Please note: Case studies will be published on the Newsworks website following the awards. If any of the information in the entry is confidential, please clearly highlight as “Judges’ eyes only”.

2. WRITE YOUR ENTRY

Find out more: www.newsworks.org.uk/awards

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Summarise the business, marketing and communications objectives behind the investment in newspapers What was the specific role for newsbrands? What was the planning priority? Choose from the following:

What was it and how did you get there? Credit any other agencies/consultancies involved and their expertise

Background and objectives

Insight

Judging criteria

• Fame and stature • Address an issue

• Prompt action • Build trust

• Enrich understanding • Change minds

Include detail here on how the idea was executed in order to engage your target market How did it make the most of newsbrands? How did newsbrands interact with and complement other marketing activity?

The plan

Find out more: www.newsworks.org.uk/awards

Establish the link between the communication activity and commercial performance against the set objectives. Is it possible to isolate the specific impact made by newsbrands? What happened as a result of the activity? What have you contributed to learning about newsbrands generally (and remember that old learning reinterpreted can be as good as new)? Include third-party verification where possible and please mark any commercially sensitive information “Judges’ eyes only”

Include a quote from your client

Results

Client view

Scoring by category

Category Background/objectives Insight The plan The results Client view

Best newspaper campaign 5 10 10 10 5

Best newsbrand campaign 5 10 10 10 5

Best topical campaign 5 10 10 10 5

Omnimedia award 5 10 10 10 5

Best content partnership 5 10 10 10 5

Best use of insight 5 20 5 5 5

Effectiveness award 5 5 5 20 5

PAMCo award 5 15 15 0 5

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1. The judges will reward the papers that most persuasively establish the link between communication activity using newsbrands and commercial performance

2. Beginnings and endings are very important. And so are the five entry criteria, which will be marked individually as chapters to your story: Background and objectives, Insight, The plan, Results, Client view

3. Get your client on board at the beginning, both to provide information on commercial performance and to add weight to your argument

4. Think hard about the essential bit from brief to plan. Telling this story well will be really influential

5. Finally, proof read your entry. Don’t let a ‘smelling pistake’ or stray apostrophe or speech mark get in your way.

Here are a few ideas to make your entry stand out:Tips

Your entry should include all of the below:

– An executive summary of no more than 200 words summarising the background, objective, brief details of the plan, how the activity worked with other media and the results.

– A main section, which clearly covers the five key judging criteria in under 1000 words

– All campaign images, videos and other material related to the entry must be uploaded

– Also, please be aware that by submitting an entry, you agree with our Terms & Conditions: www.newsworks.org.uk/awards-conditions

Please submit your entry at www.newsworks.org.uk/awards-enter

If you have any problems or questions, please contact awards@newsworks.org.uk or 020 7839 8935

3. SUBMIT YOUR ENTRY

Good luck! We look forward to receiving your entries