Philip Slade
Digital maven, creative strategist and planner
Have spent 20+ years in marketing communications. Worked for big agencies, owned two of my own, produced work that changed lives, won awards, traveled the world, first as a creative latterly as a strategist and am still having the time of my life.
I have been working on and off with Diageo since 1998, most recently as Planning Director at Saatchi on the global travel business, which included Octobers launch of Baileys Biscotti and the current regional trials of Guinness Black Lager.
In the last few months I have been seen in a BMW ad talking about our digital future as well as The Hairy Bikers cookery show for the BBC espousing rebranding of the Meals on Wheels service in the UK.

Teresa Murray
Teresa Murray is a UCC graduate with a wealth of experience in marketing, PR, sales promotion and online brand activation. She has worked with global food and drinks brands both above and below the line..
Her early career was spent working in the UK on FMCG brands in Grand Metropolitan and HJHeinz. On her return to Ireland, she worked with leading FMCG brands; as head of Sales Promotion with Diageo Ireland, she was a winner of both European and international Grand Prix for sales promotion activity on Guinness brand. She then moved to eircom where she was Head of Brands. Teresa spent years with TV3, and was involved in all aspects of the brand and redeveloped their online and social media interactive platforms.
She is currently Director of Communications & Marketing at Dublin City University. Teresa is delighted to be returning to judge the AMPC Star Awards this year.

Score Allocation:
• Selection of the most appropriate technique and communication method (20%)
• Originality and innovation in the development of the promotional concept (25%)
• Standard of the creative work in terms of the communication of the promotion (25%)
• Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

B1: Best Long Term Campaign

B2: Best Promotional Innovation

B3: Best Integrated Campaign

B4: Best use of Social Media*

B5: Best use of Digital Media

B6: Best use of Mobile*

B7: Best use of Experiential Marketing ‹ €30,000

B8: Best use of Experiential Marketing › €30,000

B9: Best Visibility at the point of Purchase

B10: Best use of Broadcast Media

B11: Best use of a small budget less - than €10,000*

• Campaign must have run for at least two full years by 31/12/10
• Results for each of the years must be shown separately as well as cumulatively
• Work presented in industry categories at previous APMC awards IS admissible as part of this category only
  
  Score Allocation:
• Selection of the most appropriate technique and communication method (20%)
• Originality and innovation in the development of the promotional concept (25%)
• Standard of the creative work in terms of the communication of the promotion (25%)
• Achievement of the promotional objectives. Results must be quantified. (30%)

• Must be easily evaluated as an innovation that the agency has developed
• Can be a new or innovative: medium, use of an existing medium, channel, response mechanism, technological advancement, premium
• It must have appeared for the first time during 2010
  
  Score Allocation:
• Interpretation of the brief (15%)
• Restrictions (15%)
• The Innovation (50%)
• Results (20%)

• Campaign must involve at least 3 different media (e.g. two pieces of POS only count as one)
• All integrated elements must be part of a single promotional idea
• All presented elements must be the original idea and production of the submitting agency
• It is purely for integrated PROMOTIONAL campaigns that support a sales promotion
• It must have appeared for the first time during 2010
  
  Score Allocation:
• Selection of the most appropriate technique and communication methods (30%)
• Originality and innovation in the development of the promotional concept (15%)
• Standard of the creative work in terms of the communication of the promotion (25%)
• Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

• The key objective here is to give the award to the proposal that shows a clear understanding of the role of social media in creating engagement between target consumers and brands.
• Clear explanation of the rationale for selecting one or more social media platforms.
• Demonstrate communication strategy and the way that this was managed.
• Thought should be given to showing how the social media work complements other media / campaign work.
• Emphasis on innovation within the platform e.g. seeding an application, use of advanced functionality in a Facebook fanpage, integration with eCRM, etc.

Score Allocation:

• The key objective with this technique cateogry is to identify digital innovation aside from Social Media and Mobile. Creation of original applications, new content e.g. video or the blending of various technologies to create a unique user/brand experience online

Score Allocation:
• Originality and innovation in the use of digital development of teh promotional concept. (30%)
• Standard of the creative work in terms of the communication of the promotion (30%)
• Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (20%)
• The degree to which digital impacted outcomes (20%)

• A reward to recognise the best use of a mobile in a promotional campaign.

Score Allocation:
• Originality and Innovation (30%)
• Standard of Creative (30%)
• Achievement of objective (20%)
• Degree that Mobile / digital played in delivering the promotion (20%)

• Rewards best use of experiential marketing activity to acheive promotional objectives

Score Allocation:
• Originality and innovation in the development of the promotional concept (30%)
• Standard of the creative work in terms of the communication of the promotion (20%)
• The degree experiential marketing played in delivering the promotion.
• Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

• Rewards best use of experiential marketing objectives to achieve promotional objectives.

Score Allocation:
• Originality and innovation in the development of the promotional concept (30%)
• Standard of the creative work in terms of the communication of the promotion (20%)
• The degree experiential Marketing played in delivering the promotion (20%)
• Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

Score Allocation:
• Originality and innovation in the development of the promotional concept (30%)
• Standard of the creative work in terms of the communication of the promotion (20%)
• The degree visibility played in delivering the promotion (20%)
• Achievement of the promotional objectives. Results must be quantified. Vague results may lead to poor marks (30%)

Score Allocation:
• Originality and innovation in the development of the promotional concept (30%)
• Standard of the creative work in terms of the communication of the promotion (20%)
• Achievement of the promotional objectives. Results must be quantified. (20%)
• The innovation (30%)

• An award to recognise the best use of a small budget to execute a successful promotional campaign. The €10K budget is to include all agency fees.

Score Allocation:
• Originality and innovation. (30%)
• Standard of the creative work. (30%)
• Achievement of the promotional objectives. (20%)
• How the budget of EUR10K or less was allocated to the promotional concept to achieve the objectives. (30%)

The Award for Best Creative Execution will this year be a Judges Award based on the judges view of what they consider to be the best creative work out of all of the entries in any of the other categories.
The judges will however, be guided by the following:


• The submitted work must be the work of or commissioned by the entering agency. E.g. simply implementing either international work or a campaign theme developed by another agency is not admissible
• It must have appeared for the first time during 2010
• Award relates purely to the creative ‘look & feel’. Creative mechanics, or POS systems will be taken into account in the Innovation award category