Media Requirements

Who Should Enter
Strategies focused on audience insight, channel selection, and the intelligent allocation of media to maximise reach, efficiency, and effectiveness.

This is NOT for:
New media formats, tools, or technology-led innovations without a clear strategic planning framework.

About the Award

This award recognises excellence in media planning strategy. It celebrates work that demonstrates a deep understanding of audiences, channels, and context, using media intelligently to deliver messages at the right time, in the right place, and in the most effective way.

Judging Criteria (Please note that Strategy Area has the Highest Score Weighting)

1. Executive Summary
Overall quality, clarity, and persuasiveness of the submission. Judges will assess how effectively the media strategy and its impact are articulated.

2. Strategy
Demonstrates a clear and insight-led media planning approach. Includes audience definition, channel selection, and the key decisions that shape how media is used to achieve objectives.

3. Innovation
Shows evidence of innovative thinking in media planning. Includes new or distinctive ways of allocating budget, sequencing channels, or reaching audiences more effectively.

4. Creativity (Design & Communication)
Demonstrates how media strategy enhances the delivery of the message. Includes alignment between media choices and creative execution to maximise impact.

5. Experience
Illustrates how audiences encounter the message across channels. Includes frequency, timing, and the ability to create a cohesive and relevant experience.

6. Leadership
Demonstrates leadership in media thinking and planning. Includes collaboration across strategy, media, and creative teams, and the ability to influence how media is used within the organisation.

7. Impact & Results
Provides clear, measurable evidence of success. This may include reach, efficiency, ROI, ROAS, engagement, or contribution to broader business outcomes. Base numbers must be included.