Objective/Brief (10 out of 100 points):
Genuine business objectives have been set out – going beyond communication and coverage strategies – to drive real financial results for a client. Measurement tools are identified and success KPI’s easy to assess.
Strategy (20 out of 100 points):
Target consumer/stakeholder groups well defined, research conducted leading to insights which were used to guide a clear and differentiating strategy, including how effectiveness of the strategy will be measured.
Execution/Implementation (30 out of 100 points):
Originality, creativity, courage and integration of the execution plans to deliver the strategy and influence desired behaviour/opinions.
Campaign Effectiveness (40 out of 100 points):
Impact of the campaign on target audiences attitudes/opinions and ultimately on delivering the business objectives set out. Includes robustness and reliability of the measurement methods used to assess effectiveness and assessment of individual and integrated touchpoints in delivering the overall business result. In line with AMEC’s commitment to the Barcelona Principles framework the use of AVEs/PR value as a measure will result in a zero score in this section.