Judging Process

To create an awards program that benchmarks the best work, the Strategy Awards jury is comprised of leading agency and brand marketing experts from across the industry who know Canada's strategic planning landscape.

The Strategy Awards jury will assess all entries based on criteria relevant to each category as outlined in the guidelines. They will assign scores out of 10 to each, and based on cumulative scores, the top scoring entries will be assessed for Strategy Gold, Silver, or Bronze status. Categories may yield multiple Golds, Silvers, Bronzes, or none at all. However, a single campaign can be awarded a maximum of 3 Golds. The jury will also select the Grand Prix.

For more details, please consult the benchmarks below:

Bronze - Your strategy nailed planning objectives and was key to the brand's current marketing program direction.

Silver - Your strategy opened the door to a unique, ownable new direction for the brand.

Gold - Your strategy was the spark that influenced change for the brand - beyond the scope of the current campaign.

Grand Prix - Your strategy informed the way the brand goes to market in a significant ongoing way - from marcom and media strategy to demo shifts and distribution channels.

Scoring Criteria: 

50% strategic planning brilliance  

25% execution excellence

25% nailed goals & delivered results