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CATEGORIES

We have purposely kept our categories to a minimum while also representing the breadth of disciplines and capabilities of the many independent agencies out there. All categories will be judged equally on Strategy, Execution and Effectiveness unless stated otherwise.

Please note that every category entered in this list is a separate payment. So, entry fees are per category, not per campaign.

While the entry platform will allow multiple categories to be selected per case study, it’s often an advantage to create a bespoke entry for each category.

Good luck!

Group 1. Disciplines

Best use of PR

Whether it’s brand building, crisis comms or behaviour change, this is a chance to showcase the power and impact of PR at its very best. Judges are looking for an inspiring selection of entries grounded in a clear strategy or business need, with the implementation of integrated activity making best use of owned and earned media channels, to achieve outstanding and measurable results.

This category will be equally on strategy, creativity and results.

Best use of Brand Experience

It’s been particularly tough year for live experiences, but we know there’s great work out there to champion. We’re looking for campaigns that have engaged with people in real-time, whether in person or in a virtual environment to build relationships, drive sales or achieve strategic objectives. Your entry should include insights into the live activation and include all amplification tactics surrounding it.

This category will be judged equally on strategy, creativity and results.

Best Media Campaign

This category champions the use of traditional media channels such as TV, Radio, Print, Online, Cinema and out of Home, there is a separate category for digital channels. We’re looking for smart media strategy and bold creative, with measurable outcomes to show the impact of the campaign. Entries can span multiple channels but judges are looking for best in class representation for specific channels in particular here.

This category will be judged equally on strategy, creativity and results.

Best use of Social Media

We’re looking for the best examples of how using social media channels effectively can build communities, peer to peer engagement and influence behaviour. Work in this category can be a social campaign or the use of social in a wider more integrated campaign (results must be related to the social aspect only).

This category will be judged equally on strategy, creativity and results.

Best use of Digital Media

This category champions the digital performance you have achieved for your client, including work that used SEO, PPC, programmatic advertising, video, mobile and other digital media. Any work that has predominantly used social media should be entered into the Best use of Social media category.

This category will be judged equally on strategy, creativity and results.

Best Shopper Campaign (in-store and online)

This category is for brands & retailers that have created campaigns to directly promote sales or build loyalty in both bricks and mortar and/or online stores. The critical element to entry in this category should be that there has to be a clear and direct call to action for the ‘shopper’ that leads to measurable results against specific campaign objectives.

This category will be judged equally on strategy, creativity and results.

Best Digital Product

This category is for agencies that have designed and built, or been the strategic lead on a digital destination that has played in integral role in a clients marketing communications programme, such as websites (marketing sites, transactional sites or content sites) or mobile apps. Judges will be looking for clear objectives on the back of the build and proof that these objectives were achieved, in addition to great UI and UX.

This category will be judged equally on strategy, creativity and results.

 

Group 2. Craft

Art Direction & Design

This category recognises the freedom that Independent agencies have to unleash creativity that’s a cut above the rest. Is it new? Is it fresh? Is it ground-breaking? Is it work that adds to the world of the viewer – that makes them look at things through a fresh lens? That influences their behaviour. Does it convey emotion through creativity and also reflect the spirit of the times we live in? Judges are looking for the strategic insights behind the creative approach, as well as brave and beautifully crafted executions. Art direction that does what art direction is supposed to do – showcase the creative idea perfectly – not distract from it. Work can be submitted into this category from any channel or media.

This category will be judged 20% strategy, 20% results and 60% creativity.

Best use of Copy

Copy is mistakenly seen as a dying art (with even D&AD shockingly dropping its Writing for Advertising award in 2020). But we believe copywriting still matters…more than ever. It’s all around us: in our hands, on our screens, on our streets and works best when it gets into our minds. This category celebrates the work that proves the power of great copy. Work that entertains, makes an impact, appeals to emotions and changes behaviour. Words that bring their meaning or character to life in unexpected ways. That capture attention. That truly engage with audiences. We’re championing great writing across all channels – from ads to digital and social channels, to content marketing campaigns and beyond.

This category will be judged 20% strategy, 20% results and 60% creativity.

 

Group 3. Sectors

The best B2B Campaign

For marketing communications campaigns that target and business customers. It doesn’t matter what channels or technology was used here, the most important thing is that your entry has clearly defined objectives and demonstrates how they were achieved. But to really shine, judges will be looking for knock-out strategy, brave creative or innovation in the winning entry that sets a high benchmark for B2B marketing.

This category will be judged equally on strategy, creativity and results.

The best B2C Campaign

Who wouldn’t want the title of best B2C campaign? This category is big and broad with the only limiting criteria that you have to target a B2C audience. The most important thing is that your entry has clearly defined objectives and demonstrates how they were achieved. Judges will score the work equally around the three criteria of strategy, creativity and results. Auto campaigns should also be entered here unless they are lease programmes or insurance when they should be entered in professional services.

FMCG / Retail

This category is for consumer goods including food, drinks, healthcare and other relatively low-cost household items including electronics.

This category will be judged equally on strategy, creativity and results.

Professional Services

Our professional services category is for communications and loyalty campaigns across financial services from insurance to pensions right through to utilities brands, telecommunications and streaming services.

This category will be judged equally on strategy, creativity and results.

Entertainment, Leisure and Travel

This category is for work in…

Entertainment – TV and Film, Cinema, Gaming and Music.

Leisure – Sports and other recreational Activities

Travel – Holidays, accommodation and travel

This category will be judged equally on strategy, creativity and results.

Not for profit

This category is for fundraising or awareness campaigns for charities, institutions including cultural, arts and education organisations.

This category will be judged equally on strategy, creativity and results.

The Freedom Awards…

All of the above categories have an individual entry cost (the entry costs are here https://allindependentagencies.org/awards/awards-enter/ ) . However there are also some extra things that we want to champion that we think represent the best of being independent…and we do this with the Freedom Awards.

The Freedom awards are 3 extra trophies that will be selected by the judges that hit the below 3 extra criteria. Please note – the Freedom awards are not paid for and cannot be selected without entering another category from our three groups above. It is simply 3 extra trophies that the judges will select while they are reviewing the main categories. All you need to do is enter some extra text in a box at the bottom of the entry form to support your entry. You can’t miss it, it’s called “The Freedom Awards”.

The three extra awards are:

  • Agency Collaboration. (show examples where the agency has worked in collaboration with other agencies and 3rd parties)
  • Agility. (show examples how an agile approach and the ability to react quickly can result in better work)
  • Client  Service. (Demonstrate how working with independent agencies means the service levels go above and beyond for clients)

With thanks to our partners 

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