@marketingsocsco DEADLINE #StarAwards21 15TH FEB

@marketingsocsco #StarAwards21DEADLINE

15TH FEB 2021

1.1 Star School Award

1.2 Star Creative Student

1.3 Star Marketing Student

1.4 Rising Agency Star

1.5 Rising Creative Star

1.6 Rising Marketing Star

2.1 Brand Development

2.2 Digital Strategy

2.3 International Marketing

2.4 Integrated Marketing

2.5 Marketing Planning

2.6 Marketing in Society

3.1 Advertising

3.2 Brand Experience

3.3 Design

3.4 Digital Communication

3.5 Media

3.6 PR

4.1 Financial and Professional Services

4.2 Food

4.3 Drink

4.4 Public Sector

4.5 Retail

4.6 Tourism, Leisure, Culture and Sport

5.1 Chairman’s Award for First Time Entry

5.2 Chairman’s Award for Small to Medium Enterprise

5.3 Best Covid-19 Virtual Event

5.4 Best Covid-19 Marketing Plan

5.5 Champions of Diversity and Equality Award

5.6 Star Agency of the Year

5.7 Star Marketing Team of the Year

5.8 Inspirational Agency Leader of the Year

5.9 Inspirational Marketing Leader of the Year

CATEGORIES

I’m delighted to introduce The Marketing Society Star Awards 2021 Call for Entries.

I would like to thank Frame, our creative partner this year for developing the design and identity for the awards. We were keen to provide a splash of colour and a bit of fun at the end of such a tough year and I think they’ve done a great job.

Working with plasticine reflects the need for marketers to be creative, adaptable and flexible in these challenging times. And indeed sometimes you just need to mix it up and start again.

The Star Awards remain the most important event in our calendar and its success is dependent of the range and quality of entries.

While we realise that the pandemic will have had a serious impact on the work developed and delivered in 2020 never has it been more necessary to demonstrate enlightened thinking, innovation and creativity. We will be looking for these qualities in the specific Covid 19 awards we have introduced this year.

I hope you use your imagination as you start to shape your Star Awards entries.

Petra Cameron Head of Advertising & Content, RBS and Chair of the Star Awards 2021

Keep this Call for Entries brochure for reference and to help decide which categories you will enter

Read through the entry requirements, judging criteria and previous shortlists on our website: starawards.marketingsociety.com

Read through previous case studies on the website

Start pulling together the information, results and references for your entry

Volunteer for judging by end of January 2021 by emailing [email protected]. Business Leader Members will also receive an invitation via email in December 2020

Join our virtual case study workshop in January for insights and inspiration for writing winning entries

Decide which Rising Stars you will nominate – Rising Creative, Rising Agency and Rising Marketing Stars. Nominate by emailing [email protected] by January 22

Nominations for the Champions Category – Inspiring Agency Leader and Inspiring Marketing Leader should be submitted by February 15

Make sure you submit your entries by the awards deadline of 5pm on February 15

Look out for the announcements of the shortlists in April 2021

Book your tickets for the Star Awards Gala Dinner on June 17 2021

Refer to the scoring criteria for each category

The maximum word count for all entries is 1500. Your word count must be shown on the front page of your entry

Entries should relate to work that was planned, developed or evaluated in 2020

Entries should be from, or entered on behalf of, Scottish based organisations but can relate to activity anywhere in the world

You do not have to be a member of The Marketing Society to enter

Each case study can be entered in a maximum of TWO categories

Ensure all details on the entry form are completed

Entries should be submitted in the form of a PDF document

The PDF should be a maximum of 10MB

URL links may be included in the field provided on the website. Please do NOT embed them directly within your entry

A maximum of two videos can be included as separate attachments

All members are invited to be involved with the Star Awards judging. Members at all levels will be allocated categories to score the case studies online. Business Leader members and invited judges with category insights will be invited to sit on the panels which decide the shortlists and winners.

If you’d like to take part as a judge, please visit our website: starawards.marketingsociety.com

The judging dates are Wed 24 & Thurs 25 March and Tues 4 May. Judges will be allocated either a two hour morning or afternoon session assessing entries where there is no conflict of interest. If there is any potential conflict of interest the judging chair should be informed at the start of the session.

Judges must score the entries online at least 48 hours prior to attending a panel session

The online scoring will influence the judging but may not determine the shortlists or winners

The final decision will be made by the judging panel with the judging chair having the casting vote if required

The judging chair also reserves the right to recommend reviewing entries in other categories

A maximum of 6 entries will be shortlisted in any category

Gold, Silver and Bronze awards will be rewarded in most categories if a minimum standard has been achieved

JUDGES

Aileen Rushton STV Creative

Ailsa Graham Tesco Bank

Alan WilsonUniversity of Strathclyde Business School

Alexei Matveyev IBM

Ali Tuck Edrington

Alison Gibb University of Glasgow

Aly Bayne Innis & Gunn

Amanda Hamilton Edrington-Beam Suntory UK

Andrew Breen SQA

Andrew Robbie Sky

Anna Quinn Frame

Anna Vaughan Royal Bank of Scotland

Anne PhillipsEdrington-Beam Suntory UK

Ben Black Sunshine Communications

Ben Roberts Boardwalk

Bethan Mackenzie WIRE

Brian Coane Leith

Cara Chambers International Beverage

Carol Prest DC Thomson Media

Carole Bold VisitScotland

Caroline Hill The Marketing Society

Caroline McGrath The Media Shop

Caroline Olechowski Guy & Co

Cat Leaver VisitScotland

Cate Nelson Shaw Yellow Book Consulting

Catriona Summers Guy & Co

Charlie Crawford MediaSpark

Charlotte Bell Republic of Media

Chris Anderson Edrington-Beam Suntory UK

Chris Melvin Sunshine Communications

Christine Stamati Union Direct

Claire ArnottEdrington-Beam Suntory UK

Claire Wood Scottish Government

Colin Banks SSE

Dave Everson WIRE

David Craik Bright Signals

David Handling STV

David Roberts Multiply

Dora Czerny The Union

Ed Vickers Royal Bank of Scotland

Elise MacDonald Lux Events

Emma DegnanRBH Hospitality Management

Emma Pollock Diageo

Fiona Burton The Leith Agency

Fiona MacGregorEdrington-Beam Suntory UK

Gareth Edwards Deloitte Digital

Gill Petrie STV

Gillean Mclaren DC Thomson Media

Gillian Wylie Frame

Gosia Paterson Sainsbury's Bank

Graeme Atha The Marketing Society

Graeme Davies French Duncan

Gregor Urquhart Scottish Government

Gus Chalmers Union Direct

Guy Vickerstaff Royal Bank of Scotland

Heather McKinlay Fraoch Marketing

Hilary Joiner Stripe Communications

Hugh Burkitt The Marketing Society

CATEGORIES

Ian LeBruce Ignite Your Brand

Ian McAteer The Union

Iby Bakos-Tonner Alexander Daniels

Jacqueline ReidVolvo Construction Equipment

Jaimie Anderson Whyte & Mackay

James Pais Frame

Jane CannonIan Macleod Distillers (Edinburgh Gin)

Jane Strachan PUNK

Jane Wilson MediaCom

Jayne Watson MediaCom

Jennifer Emslie Sunshine Communications

Jillian Shields SQA

Jim Kelly Story UK Ltd

Jo Coomber National Galleries Scotland

Joanne Lynn Lux Events

Joe McAspurn Ignition Marketing

John Bernard Dexcom

John Botia Spirit-Level Associates Ltd

John Denholm Denholm Associates Ltd

Judith O'Leary Represent

Julie Kirwan Edrington-Beam Suntory UK

Juliet Simpson Stripe Communications

Juliette Wilson University of Strathclyde

Justin Hutton-Penman Flock

Karen Andre The Union

Katrine Pearson 3x1 Group

Keli Mitchell Frame

Ken Dixon The Union

Kenny Nicholson Whyte & Mackay

Kirsteen Beeston Whyte & Mackay

Kirstin Stevenson STV

Laura Jones Multiply

Lee Beattie WIRE

Linzi Clingan Parsley Box

Lisa Sutherland Spirit Level

Lisl MacDonald Spring Atlas

Louise Fraser Jump Research

Louise Killough The Union

Lucy McQueen Whyte & Mackay

Lyn MacDonald Golden Charter Ltd

Lyndsay Snoddon The Union

Marina MacIver Scottish Enterprise

Mark Gorman Think Hard

Martin Boath Front Page

Martyn Wilson Royal Bank of Scotland

Matthew Mitchell Clear Marketing

Megan Reid STV

Melany Haslam Edrington-Beam Suntory UK

Melissa Rynn WIRE

Mhairi MacLeodLUX - The Food & Drink Agency

Michael Hart The Union

Michael O'DonnellSQA - Scottish Qualifications Authority

Mick Doran Sainsbury's Bank

Morna McLelland Stripe Communications

Natalie Henderson The Lane Agency

Natalya Ratner Shoply

Nathalia TjandraEdinburgh Napier University

Neen Kelly Bluebell Scotland

Niamh Curran Whitespace

Pam Scobbie WIRE

Patricia Pieroni SQA

Paul Condron Edrington Group

Pauline Aylesbury Scottish Government

Peter Sanchez Heriot-Watt University

Petra Cameron Royal Bank of Scotland

Rebeca Moss Represent

Rebecca Ramsay Edrington-Beam Suntory UK

Rob Catterson Brand Scotland

Robin BairdMarket Gravity, a Deloitte Business

Rod Gillies The Three Stills Company

Ross Macdonald MadeBrave

Sara Webster iProspect

Scott Rinning Bright Signals

Sheryl Thomson Union Direct

Simon Watson Republic of Media

Steven Doherty Standard Life Aberdeen

Stuart Mackenzie Frame

Sumeet Ambre Edrington-Beam Suntory UK

Svein Clouston Rationale

Thea McGovern Leith

Tom Hills WIRE

Valerie Weaver Multiply

Vicki Wright International Beverage

Victoria Allison STV Creative

William Wright Cycling Scotland

1.3 Star Marketing Student

Star Marketing Students are nominated by universities and colleges from across Scotland and assessed at an Apprentice Day based on a number of team tasks as well as individual interviews. The finalists will be invited to the Star Awards Dinner. All nominated students are rewarded with a full year’s membership with The Marketing Society sponsored by Edrington. The winner will receive a paid placement with Edrington-Beam Suntory UK.

This award is sponsored by

Edrington-Beam Suntory UK

1.4 Rising Agency Star

Candidates can be of any age but should be nominated on the basis of their achievements in 2020 and potential to become an inspirational leader. Nominations should be less than 200 words.

The judges will score the following areas;

Achievements in 2020 40 points

Experience 10 points

Expertise 10 points

Ambition 10 points

Interview 30 points

1.5 Rising Creative Star

Candidates can be of any age but should be nominated on the basis of their achievements in 2020 and potential to become an inspirational leader. Nominations should be less than 200 words. Creative teams of two will also be considered for this award.



Portfolio 20 points


Ambition 10 points

Interview 30 points

1.6 Rising Marketing Star

Candidates can be of any age but should be nominated on the basis of their achievements in 2020 and potential to become an inspirational leader. Nominations should be less than 200 words.




Expertise 10 points

Ambition 10 points

Interview 30 points

There is no cost to enter the Development Awards. The Rising Marketing Star, Rising Agency Star and Rising Creative Star categories are by nomination only. If you know someone or work with a Rising Star that you would like to nominate please visit the email your nomination to [email protected]. Nominations should be in less than 200 words. Candidates will be contacted, asked to complete a questionnaire and if shortlisted, will be invited for interview.

All shortlisted candidates in the Development Category will be invited for an interview on May 4, 2021

Deadline for Rising Star Nominations is

January 22

1.1 Star School Award in association with Young Enterprise Scotland and the SQA

This award will be presented to the team of pupils that produces the best marketing strategy as part of their business plan for a new product or service developed in line with the YES Business Award involving schools throughout Scotland.

1.2 Star Creative Student

Submissions are invited from students studying a variety of creative subjects at universities and colleges across Scotland working on a real client brief. The finalists are invited to the Star Awards Dinner and the winner wins a paid placement with Union Direct as well as a full year’s membership with The Marketing Society.

This award is sponsored by Union Direct

2.3 International Marketing

Submissions can cover any aspect of marketing used to develop business and brands in an international market or markets.

The following areas will be scored;

Scale of ambition and clarity of objectives 15 points

Strategic thinking and effective planning 25 points

Effective execution and implementation of plans 15 points

Scale and evidence of results 25 points

Structure and presentation of entry 10 points

Quality and craft of writing 10 points

2.4 Integrated Marketing

Submissions are invited from any project that demonstrates strategic and creative excellence as well as the effectiveness from a fully integrated or direct marketing campaign.








2.5 Marketing Planning and Insights

Submissions can cover all aspects of marketing planning from the development of capabilities and resources to research leading to customer and consumer insights.

This award is sponsored by Jump Research – The Marketing Society Scotland Research Partner - and the Market Research Society








2.6 Marketing in Society

Submissions are invited that demonstrate marketing effectiveness and a positive impact on society whether they are cause related, charity or not for profit.







The scoring in this category has increased weighting to the strategic thinking and effective planning.

2.1 Brand Development

Submissions can cover all aspects of brand development from a new product, service or innovation to a brand extension or brand revitalisation.








2.2 Digital Strategy

Submissions are invited that demonstrate effective development of digital strategy including efficient use of appropriate channels and platforms. This could include case studies from the Tech and Data Sectors.

The following areas will be covered;







3.3 Design

Submissions are invited for any project that demonstrates strategic and creative excellence and design effectiveness.


Ambition and clarity of objectives 15 points


Originality, creativity, execution and implementation 25 points


Presentation of entry 10 points


3.4 Digital Communication

Submissions are invited that demonstrate creative and communication excellence as well as digital and e-commerce effectiveness. This could include, content marketing, mobile marketing, influencer and social media marketing.








3.5 Media

Submissions are invited from any campaign or project that demonstrates strategic and creative and effective use of media strategy, planning and channels.

This award is sponsored by The Scotsman.








3.6 PR

Submissions are invited from any campaign or project that demonstrates strategic and creative excellence and PR effectiveness.








3.1 Advertising

Submissions are invited for campaigns or projects that demonstrates strategic and creative excellence and advertising effectiveness.








3.2 Brand Experience

Submissions are invited from campaigns or projects which demonstrate strategic and communication excellence in creating an effective brand experience which may include the use of sponsorship and or event marketing.








Judging criteria in this category has a greater emphasis on creative execution and implementation.

4.3 Drink

Submissions are invited from any campaign or project that demonstrates marketing effectiveness from drink organisations or for drink specific campaigns.







Quality of writing 10 points

4.4 Public Sector

Submissions are invited for any campaign or project that demonstrates marketing effectiveness from public sectors organisations based in Scotland.








4.5 Retail

Submissions are invited from any organisation involved in the retail sector which have demonstrated marketing excellence.








4.6 Tourism, Leisure, Culture and Sport

Submissions are invited from any campaign or project that demonstrates strategic and creative excellence and PR effectiveness.








The scoring is evenly balanced across the judging criteria.

4.1 Financial and Professional Services

Submissions are invited for any campaign or project that demonstrates marketing effectiveness from the financial sector and other organisations providing professional services including law, accountancy, health, architecture, education and fintech.








4.2 Food

Submissions are invited from any campaign or project that demonstrates marketing effectiveness from food organisations or for food specific campaigns.








5.3 Best Covid-19 Virtual Event

Nominations of less than 500 words are invited for organisations or projects which have demonstrated strategic and creative excellence leading to an effective virtual event during a very challenging time. This may have been an event created and developed during the pandemic or where plans had to be changed or adapted.

The shortlist will be invited to complete a questionnaire and given the opportunity to submit a PDF document with more details in support of their work.

The questionnaire will cover 4 key areas:

Ambition and clarity of objectives

Strategic thinking and effective planning

Originality, creativity, execution and implementation

Scale and evidence of results

This award is free to enter.

5.4 Best Covid-19 Marketing Plan

Nominations of less than 500 words are invited for organisations or projects which have demonstrated strategic and creative excellence leading to an effective marketing plan or campaign during a very challenging time.

The shortlist will be invited to complete a questionnaire and given the opportunity to submit a PDF document with more details in support of their work .

The questionnaire will cover 4 key areas:





This award is free to enter.

5.1 Chairman’s Award for a First Time Entry (FTE)

The Star Awards Judging Chair will select FTEs from across all categories for this award.

This award is not open for general entry.

5.2 Chairman’s Award for a Small to Medium Sized Enterprise (SME)

The Star Awards Judging Chair will select entries from SMEs from across all categories for this award. SME Clients must have less than 100 staff and SME Agencies must have less than 10 staff.

This award is not open for general entry.

These awards have been created to recognise the great work carried out across the industry in response to the Covid 19 health pandemic in 2020.

5.5 Champions of Diversity and Equality Award

This award reflects the commitment of The Marketing Society to promote diversity and equality across all areas of potential discrimination in our industry including gender, race, LBGTI sexual orientation, disability and mental health.

Nominations of less than 500 are invited on our website and can relate to an overall organisational approach or a specific project. Nominees will then be asked to complete a short questionnaire and given the opportunity to submit a PDF document showing examples or support of their work.






This award is sponsored by The Scottish Government and is free to enter.

5.8 Inspirational Agency Leader of the Year

This award is entered by nominations of less than 500 words. Please email your nomination to [email protected]

We are looking for individuals who have;

A story which is an inspiration to others

Demonstrated bravery, original thinking or outstanding leadership

Shown real achievement with their agency

Contributed to thought leadership in the industry

Shortlisted candidates will be invited to complete a questionnaire which our judging panel will use to select the winner.

5.9 Inspirational Marketing Leader of the Year

This award is entered by nominations of less than 500 words. Please email your nomination to [email protected]

We are looking for individuals who have;

A story which is an inspiration to others

Demonstrated bravery, original thinking or outstanding leadership

Shown real achievement with their agency

Contributed to thought leadership in the industry

Shortlisted candidates will be invited to complete a questionnaire which our judging panel will use to select the winner.

5.6 Star Agency of the Year

This award is not open for direct entry.

Agencies are shortlisted based on the overall

performance of their Star Awards entries and

will be invited to complete a questionnaire

and nominate two papers they wish to be

considered by the final judging panel.


Performance of Star Award papers 40 points

Overall achievements and

performance as an organisation 30 points

Commitment to training

and development 10 points

Employer Brand reputation

e.g. commitment to diversity,

equality and inclusion 10 points

Involvement in and

support of the Industry 10 points

5.7 Star Marketing Team of the Year

This award is not open for direct entry.

Marketing teams are shortlisted based on

the overall performance of their Star Awards

entries and will be invited to complete a

questionnaire and nominate two papers they

wish to be considered by the final judging

panel.


Performance of Star Award papers 40 points

Overall achievements and

performance as an organisation 30 points

Commitment to training

and development 10 points

Employer Brand reputation

e.g. commitment to diversity,

equality and inclusion 10 points

Involvement in and

support of the Industry 10 points

For full entry details and judging criteria visit starawards.marketingsociety.com

Marketing Society Member £210 + VAT per entry

Marketing Society Member SME (less than 100 employees for client and less than 10 for agency)

£190 + VAT per entry

Association of Marketing Membership Organisation Partners (AMMO)£230 + VAT per entry.

Non Member£250 + VAT per entry.

Non Member SME(less than 100 employees for client and less than 10 for agency)

£230 + VAT per entry.

Not for Profit Organisations £160 + VAT per entry

There is no cost for the schools, students and individual nominations in the Development and Champions Categories.

We are pleased to confirm that the Star Awards entry fees have remained unchanged for the last 3 years.

First time free If the organisation has never entered the Star Awards, their first entry is free of charge. Please select ‘first time entry’ when submitting your award and it will discount the fee automatically.

Member Benefits The Marketing Society is a not for profit organisation which operates for the benefit of its members. Any surplus made with these awards is reinvested to the benefit of the members in Scotland. Join now to benefit from members entry and ticket rates.

If you are interested in getting involved as a sponsor or supporter if you have any questions, please get in touch with Louise Kelly [email protected]

[email protected] for details on membership.

starawards.marketingsociety.com #StarAwards21 @marketingsocsco

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EVENT PARTNER CREATIVE PARTNER

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@marketingsocsco DEADLINE #StarAwards21 15TH FEB