Media Requirements

Who Should Enter
Strategies designed to influence complex B2B buying journeys involving multiple stakeholders and longer decision cycles.

This is NOT for:
B2C or retail-focused strategies with short purchase journeys.

About the Award

This award recognises excellence in B2B strategic thinking. It celebrates work that navigates complex decision-making environments, aligns with commercial objectives, and drives measurable business outcomes through insight-led and well-structured strategy.

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 business challenge, strategic approach, and outcomes are articulated.

2. Strategy
Demonstrates a clear and well-defined strategic approach. Includes problem definition, objectives, and the key decisions that shape how the business engages and influences its audience.

3. Innovation
Shows evidence of innovative thinking in addressing complex B2B challenges. Includes new or distinctive approaches to engagement, targeting, or commercial strategy.

4. Creativity (Design & Communication)
Demonstrates how the strategy is translated into clear and effective communication. Includes the ability to simplify complexity and present value in a compelling way.

5. Experience
Illustrates how the strategy supports the customer journey across stages. Includes how awareness, consideration, and conversion are managed across extended sales cycles and multiple touchpoints.

6. Leadership
Demonstrates leadership in aligning marketing, sales, and business functions. Includes collaboration, internal alignment, and the ability to influence organisational direction.

7. Impact & Results
Provides clear, measurable evidence of success. This may include lead quality, pipeline contribution, deal velocity, revenue impact, or market growth.