We ventured deep into the cyber-wilderness for this year's judges. To get on this panel, each judge had to demonstrate intimate knowledge of every aspect of online advertising... they also had to fist fight a bear while blindfolded.*
* - bear was stuffed.
Entries will be judged in each category based on the following criteria: creative execution within the category, innovative marketing tactic and/or innovative use of technology and assessment of the ad's effectiveness as described on the entry form. Appropriate weights will be assigned based on the category, as follows:
|
Creative Execution
| Innovation
| Ad Effectiveness
|
| Direct Response
| 15% |
15% |
70% |
| Branding
| 40% |
40% |
20% |
| Rich Media
| 40% |
40% |
20% |
| Video
| 40% |
40% |
20% |
There will be consensus judging by the five person panel with discussion of the strengths and/or weaknesses of the entries among the judges based on the above criteria. Paul Lavoie, President of Taxi will moderate the judging session. Each judge will be asked to select their favorite three entries in each category. Each of the top entries will be reexamined as "semifinalist" by the panel. From the "semifinalists", the judges will determine the best two entries in each category. In a weak category, judges may determine that there are "no winners" or "fewer than two" winners. Since we cannot mandate a winner, the judges can restrict the number of ads in a weak category. This kind of result may be offset by more than two winners in strong categories.
In addition, the judging panel will select one entry as "Best in Show". This work will represent the absolute best of all ads entered this year, and the ad that has done the most to raise the bar in online creativity.
