ENTRY KIT

Early Bird Entry Deadline

20 August 2020

Entry Deadline
17 September 2020

Late Entry Deadline

22 September 2020

Shortlist

1 |P a g e
DIRECTIONAL
GUIDE
 INTRODUCTION

As Campaign marks the 27th anniversary of the region’s most prestigious Agency of the Year awards, I’m
delighted to unveil our new global brand identity and announce that our 2020 competition is now open for
entry in Asia-Pacific.

Since the introduction of these awards in 1994, our objective has been to benchmark and recognise the
outstanding people, work and agencies — in local, regional and now global markets.

In a year marked by unprecedented change, uncertainty and disruption, the purpose of these awards is to
celebrate the resilience of the region’s marketing communications industry and the great people and brands
that have navigated the challenges of 2020 through strong leadership, creativity and innovation.

As you prepare your entries, please review the entry criteria and entry template carefully. Note that we
request that written submissions are endorsed and to be signed off by BOTH your agency’s Chief Financial
Officer (CFO) and Chief Executive Officer (CEO). In addition, we are accepting digital signature with a
supporting of Letter of Endorsement.

On the back of industry feedback, we have introduced new categories. Please read the details of these under
the “What’s new?” section.

The point system for Asia-Pacific Agency Network categories remains unchanged; the shortlist and winners
will be determined based on points accumulated from the 5 Region Awards. A win in each of the local
markets will contribute points towards the respective overall Network of the Year categories. The 5 top
scoring agencies in each category will form the shortlists for the Creative, Digital, Media and PR Network of
the Year. The winners will be announced at the awards ceremony in Singapore.

The judging panel will be exclusively made up of senior marketers from key business categories. In our
commitment to transparency, PwC Singapore will tabulate the results of the awards. Only achievements
relating to the period of 1 October 2019 – 22 September 2020 will be evaluated by the judges.

We look forward to hearing your stories and celebrating your remarkable journey.

Best of luck!

Atifa Hargrave-Silk
Group Director
Campaign Asia-Pacific

2 |P a g e
DIRECTIONAL
GUIDE
DIRECTIONAL GUIDE

This is an interactive document. You can click on any of the topic guides below and go
directly to the desired topic of interest.

From any page, you can also click on the “DIRECTIONAL GUIDE” at the bottom of the
page to return to this guide for easy navigation between pages.

Topic guides (click to navigate to the specific topic):

Awards File Format

Awards Presentation & Gala Dinner Payment Methods
Categories Global Award
Categories - Asia Pacific Judging Process & Criteria
Categories - Market Network of the Year
Categories - Regional Point System
Entry Deadlines Entry Templates
Entry Fees Supporting Materials
Entry Submission Guidelines Submission Guide
Checklist Terms & Conditions
Credits & Confidentiality Full Categories List
Endorsement What’s New?

3 |P a g e
DIRECTIONAL
GUIDE
KEY DATES & ELIGIBILTY & FEES

 KEY DATES
Please take note of the submission cut-off time as entry system will be closed on the respective deadlines at 6pm HK
time (UCT/GMT +8:00).

SHORTLIST ANNOUNCEMENT:
EARLY BIRD ENTRY DEADLINE:
12 November (Thursday)
20 August (Thursday)
AWARDS PRESENTATION
ENTRY DEADLINE: & GALA DINNER:
17 September (Thursday) Tokyo, Mumbai, Shanghai, Singapore

LATE ENTRY DEADLINE: *To be announced

22 September (Tuesday) *All dates are subject to change.

 ELIGIBILITY
1 October 2019 – 22 September 2020

▪ All entries must relate to achievements ONLY during the eligibility period.
▪ Written entries which do not focus on the eligibility period but include achievements outside
the review period will be disqualified.
▪ Campaign reserves the right to reject work it feels does not comply with the spirit of the awards.

 PRICING

ENTRY FEE AGENCY / BRAND PEOPLE

Early Bird HK$3,700 HK$3,000
Normal HK$4,300 HK$3,550
Late Entry HK$4,700 HK$3,950

 TICKET SALES
For further information or to book places at the awards dinner, please visit www.aoyawards.com or contact the Organiser at
AOY@haymarket.asia.

4 |P a g e
DIRECTIONAL
GUIDE
PAYMENT METHODS

 ENTRY FEES
❖ All entries are payable in Hong Kong Dollars.
❖ A separate fee is required for each entry submission. Entry fees are non-refundable.
❖ Entry fees are due upon submission of your written submission.
❖ Entry submissions which are not paid for will NOT proceed to judging and Haymarket Media Limited will retain the right to
claim for unpaid entry fees.

 PAYMENT METHODS
We provide two payment methods.
If you are having trouble with the credit card online system or via Alipay, please do not attempt to pay again and contact the Organiser
immediately at AOY@haymarket.asia.

Request of invoice / receipt: please provide your ENTRY ID or ORDER ID to Finance_Events@haymarket.asia copy:
AOY@haymarket.asia.

Online - Credit Card / Alipay

❖ For this option, you will be redirected to our secure payment gateway where you are able to select from VISA/MASTER/AMEX
and ALIPAY. For this payment option, a 3.5% bank surcharge is applicable.

❖ Credit card online - please DO NOT select ‘digital wallet’. You should select the credit card type directly, for example click on the
VISA logo if you want to pay by Visa Card.

Bank Transfer
To make a bank transfer, you will need to complete your entry submission by confirming to the “Payment Order” page and selecting
“Bank Transfer”.

❖ A scanned copy of your bank transaction proof, clearly stating the entry and order ID number and invoice number for such
payment is to be emailed to AOY Accounts Team at Finance_Events@haymarket.asia cc: AOY team at AOY@haymarket.asia
to confirm your submission.

❖ You will have to bear ALL bank charges related to this transaction. Please do indicate to the bank clearly when making the transfer.

5 |P a g e
DIRECTIONAL
GUIDE
WHAT’S NEW?

 NEW CATEGORIES!
We have introduced new categories and some changes as below. More details can be found on the respective region
categories pages.

Agency Category
❖ Agency Marketer Partnership
❖ Brand Experience
❖ Content Marketing Agency
❖ Market Research Agency
❖ Programmatic Agency (expanded to all regions)

People Category
❖ Producer of the Year
❖ Young Business Leader

Network Category
❖ PR Network of the Year.
❖ Winners of all Asia Pacific Network categories will be determined based on points from the win in each of the local markets.
Please refer to the Points System page (click here: Points calculation for details).

 CHANGES IN CATEGORIES!
Boutique Agency of the Year
This category is open to small size agencies with less than 20 staff and open to independent agencies as well as holding /
agency groups.

Corporate Communications/Marketing Team of the Year

The Corporate Communications Person/Team category will now open to all regions as TEAM entry only and expanded the
discipline to include marketing initiatives.

Event Marketing Agency of the Year

This category renamed from Experiential Marketing Agency which recognises the agencies specialising in providing the best
event marketing and/or experiential marketing solutions.

PR Agency of the Year

This category is open to all local markets. Nominated agencies may be either independent or part of a regional network. Local
market wins will contribute points to win the regional awards for Greater China, South Asia and Southeast Asia regions as well
as to compete in the PR Network of the Year.

Programmatic Agency of the Year

This category is now expanded to cover all regions which includes Australia/New Zealand, Greater China, Japan/Korea, South
Asia and Southeast Asia as well as existing Asia-Pacific region.

Young Achiever of the Year

Eligible age group is revised to age at or under the age of 28 as of 22 September 2020.

6 |P a g e
DIRECTIONAL
GUIDE
CREDITS & CONFIDENTIALITY

 CREDITS  CONFIDENTIALITY
❖ All credits required on the online submission form must ❖ Entrants may mark on their entry and/or supporting
fill in correctly. document various sensitive parts by highlighting the
information in yellow.
❖ Once submitted all information related to the entry
including all credits will be treated as FINAL. ❖ Information highlighted will be treated as confidential.
❖ All credits submitted will be used to publish across all Please be specific about the information that cannot be
channels, related materials, trophies, shortlists on disclosed – do not simply mark the entire entry.
Campaign Asia’s editorial pages and website as well as
prize announcements at the Awards Presentation event. ❖ The Organiser reserves the right to publish details of the
entries in related which is not marked as confidential.
❖ Entrants are responsible to ensure all credits are
accurate at the time of the submission.
❖ For any video submission, do not include sensitive
information. However, you may send your request to
the Organiser explaining where any confidential
Credits / Submission Change Request information cannot be disclosed.
❖ Once entries are closed, any amendment request as per
submitted will not be guaranteed and subject to review ❖ Executive Summary: No confidential or sensitive
and approval by Organiser. information should be provided via the online form in
the Executive Summary section. Any changes will be
❖ Any changes under the circumstances if approved, a fee
subjected to approval with a fee of USD50 will be
of USD50 will be charged. This does not apply to any
charged.
trophy credits change should the entry wins. Entrants
can choose to order duplicate trophy to reflect credits
changed only if approved as aforesaid.
❖ It is the entrant’s responsibility to ensure their
submission is properly submitted and adhere to the
T&C. Any error or entry file mistakenly submitted might
result to disqualification.
❖ All requests will subject to the final approval by the
Organiser, no changes can be applied once shortlist
announced and might review again after the event is
completed.

7 |P a g e
DIRECTIONAL
GUIDE
ENTRY SUBMISSION GUIDELINES
Entries are to be submitted online via the ‘ENTER NOW’ button at www.aoyawards.com, or click HERE to submit an entry.
For Entry Platform Guide please click HERE and to download the Entry Templates please click HERE.

Written Submission: The written entry paper is your key part of Images: Three (3) compulsory images in high resolution are
the submission and for all categories must be submitted using required for all categories, these will be used to showcase your
entry template. entry if awarded.

Page Limit & Font: No more than 10 single-sided pages of A4
size. Font size should be no less than 11-point in Arial font.
Entry Layout: You may choose to submit your written entry paper
with your own design, re-format and structure the content where
you see fits but following the guidelines and mandatory to keep
all sections in the entry template.
Entry Template: Entries which are not prepared as per
requirements in the specified template may be disqualified and will
not proceed to judging.
Agency categories to submit agency’s team photo and for people
category either individual or team photo of the nominated
individual or team.
Executive Summary: A summary of 100-150 words to be
submitted via the online entry form. DO NOT provide any sensitive
or confidential information as this will be used to showcase your
winning entry. The summary should strictly about your entry and
demonstrate why you should win.
Once submitted, any changes will be charged with a fee.

FILE FORMAT
TYPE FILE OUTPUT SPECIFICATION FILE SIZE IMPORTANT NOTE

Written Submission .pdf A4 size Maximum 5MB Maximum 10 pages

Images (mandatory) .jpg 1920 x 1080px Maximum 2MB No logo allowed

.png RGB, Landscape style

Supporting Material .pdf Document Maximum 5MB Maximum 15 pages

Video Submission / URL Link / YouTube, Vimeo, Youku

Audio .mp3 - Maximum 5MB /

8 |P a g e
DIRECTIONAL
GUIDE
SUPPORTING MATERIALS

The supporting material allows you to provide any videos, data results or examples of the actual work carried out and should be in digital
format only.

SUPPORTING MATERIAL

❖ A maximum of five (5) files for all categories.

❖ A maximum of ten (10) for Creative Agency of the Year and Creative Person of the Year categories.
❖ Supporting document : do not include excessive information and recommend limiting to 15 pages.

VIDEO SUBMISSION / MICROSITE

❖ The case video can be a supporting material to your written submission. You can insert the hyperlink to the supporting material
box and select URL links. Alternatively, you can include the links in your written submission.
❖ Case film or any video submissions must be uploaded to public platforms such as YouTube (set as unlisted), Vimeo and Youku.
❖ The microsite/URL links must be live from 1 September to 31 December 2020.
❖ Please provide password if required for viewing.
❖ Haymarket reserves the rights to publish the video wholly or in part, please contact the Organiser if there is a sensitive or
confidential information cannot be disclosed.

LANGUAGE

❖ All materials in languages other than English must be submitted with a translation. For videos, please provide transcripts or
subtitles.
❖ Only support materials supplied with the entry will be used in the event of an entry being shortlisted or awarded.
❖ Entrants will not be asked for additional supporting materials after entry submission.

9 |P a g e
DIRECTIONAL
GUIDE
ENDORSEMENT
All entries must be endorsed as per guidelines.
Endorsement failing to adhere to entry guidelines may result as disqualification.

 No entry will be proceeded to judging without proper endorsement.

 To allow you to keep your entry’s formatting, design and hyperlinks in your written submission, we have provided a two-
ways of endorsement.

 Nominee for People Categories cannot endorse his/her own entry. Improper endorsement might result to entry disqualification.

 Judges reserves the right to raise queries regarding the information provided and penalise any entry if there is evidence of inaccurate
and misleading claims which will lead to entry disqualification.

Who should endorse? Follow these steps . . .

 Your entry must be endorsed, authorised and signed off
by both your CFO and CEO (or equivalent).
 Where Agency does not have CEO/CFO, the endorser
must be the head of the office from a role similar to the
capacity of a CFO and CEO respectively. For example:
Managing Director, Financial Director, etc. Regional CEO
or CFO can also endorse local office entry.
Endorsement sample
 Download the endorsement letter template HERE.
 Every single submission must be accompanied with a
separate Letter of Endorsement to endorse the entry.
 All endorsers’ details must be filled in properly and exactly
the same in both written entry and the endorsement
letter.
1. Written submission paper
– endorsed by inserting signatures in digital
format (i.e. e-signatures).

 Click HERE for samples on qualified and acceptable 2. Endorsement Letter

endorsement. – all credits as appeared the same in the written
entry and online form. This must be physically
signed.

STEP 1:
 On the last page of your main written submission paper, you must fill in all required
details properly.
 You must insert the e-signatures of both CFO and CEO (or equivalent) within the
indicated endorsement box as per entry template.
 This part must be included in the total 10-pages of submission.

STEP :2
 You must fill in all details correctly as per your online form and the same in your
written submission and the Endorsement Letter.
 Your entry must be physically signed by both endorsers as required.
 You can then scan the letter as a full page to PDF file before you uploaded and
submitted via the online form.

10 |P a g e
DIRECTIONAL
GUIDE
AWARDS
REGIONAL/MARKET AWARDS
❖ For all agency categories, nominated agencies may be either independent or part of a regional network subject to
the respective categories.
❖ Trophies are to be awarded at the discretion of the judges within each market and the region if entries merit.
❖ Entries may be a single office or national entry at the discretion of the entrant. However, it is essential to specify the
scope of jurisdiction of the agency if it has a hand in the operations of other offices in the same market.
❖ Please refer to the respective entry template before you develop your written entry.

AWARDS TYPE
❖ For all categories within Asia-Pacific Region, all People categories and Brand of the Year, we will be awarding one
Gold Winner only. Subject to judges’ unanimous decision, a runner-up or dual winner may be awarded.
❖ All agency categories will be awarded either a Gold, Silver or Bronze at the discretion of the judges.
❖ In categories with 3 or less entries, the judges will decide unanimously whether an entry is awarded a Gold, Silver,
Bronze or no award.
❖ In cases where there are fewer entries in the category, judges will unanimously decide whether there should be a
shortlist and/or whether any trophies should be awarded during the final round of judging.

11 |P a g e
DIRECTIONAL
GUIDE
CATEGORIES
Click HERE for the full list of categories.

 MARKET AWARDS
All markets covered below can apply for Creative, Digital, Media, PR and only Southeast Asia markets for Independent
Agency categories.
Local individual market wins will contribute points to the regional awards as well as the Network Awards.

Categories: Markets covered:

 Creative Agency  Australia, New Zealand
 Digital Agency  China, Hong Kong SAR, Taiwan
 Media Agency  Japan, South Korea
 PR Agency
 India, Pakistan, Rest of South Asia
 Independent Agency
applicable for all markets in Southeast Asia region only
 Cambodia, Laos & Myanmar, Indonesia,
Malaysia, Philippines, Singapore, Thailand
and Vietnam

 REGIONAL AWARDS
Regions covered:
 Australia/New Zealand, Greater China, Japan/Korea, South Asia, Southeast Asia.
 Asia-Pacific categories applied to all regions and markets and open to a single office or national entry.

REGIONAL - AGENCY REGIONAL - PEOPLE ASIA PACIFIC - AGENCY

Agency Marketer Partnership Account Person Best Culture
Best Culture Agency Head Best Place to Work
Boutique Agency Channel/Engagement Planner Performance Agency
Brand Experience Agency Corporate Communications/Marketing Team Programmatic Agency
Consultancy Creative Person Talent Development Program
Content Marketing Agency New Business Development Person/Team Tech Agency
Event Marketing Agency Producer
Independent Agency Strategic/Brand Planner ASIA PACIFIC - PEOPLE
Integrated Marketing Agency Young Achiever Account Person
Market Research Agency Young Business Leader Agency Head
Production Company Programmatic Agency Person
Programmatic Agency REGIONAL - BRANDS
Social Media Agency Marketer of the Year
Specialist Agency Brand of the Year
Talent Development Program

12 |P a g e
DIRECTIONAL
GUIDE
 CATEGORIES
 AGENCY [MARKETS]
CREATIVE AGENCY
This category recognises the best agencies specialising in
creative/advertising.
Nominated agencies may be either independent or part of a
regional network. Local market wins will contribute to points
to compete as Creative Network of the Year.
DIGITAL AGENCY
This award recognises agencies specialising in providing the
best digital solutions.
Nominated agencies may be either independent or part of a
regional network. Local market wins will contribute to points
to compete as Digital Network of the Year.
MEDIA AGENCY
This award recognises the very best agencies specialising in
media management.
Nominated agencies may be either independent or part of a
regional network. Local market wins will contribute to points
to compete as Media Network of the Year.
 BRAND [REGIONAL]
MARKETER OF THE YEAR
This category recognises the individual marketer within a
brand company who has had the biggest impact on the
brand, whether local or regional. Agencies may nominate
their clients.
13 |P a g e
PR AGENCY
This category recognises the achievements, performance and
excellent work of a PR consultancy.
Nominated agencies may be either independent or part of a
regional network. Local market wins will contribute to points to
compete as PR Network of the Year.
INDEPENDENT AGENCY
This category opens to all markets in Southeast Asia region only
and for Australia/New Zealand, Greater China, Japan/Korea and
South Asia as regional entry.
Open to independent agencies and all disciplines. Entrants must
be majority-independently owned, or at minimum 51 per cent
privately held. Agencies not eligible are those who are either
majority or fully backed by a holding company/agency network
group as well as sharing resources and/or using the holding
agency brand name.
BRAND OF THE YEAR
This award recognises a brand as a champion in its industry based
on market standing, marketing Campaigns and consumer
preference during the eligibility period. Agencies may nominate
client brands in single or multiple markets.
DIRECTIONAL
GUIDE
CATEGORIES
 AGENCY [REGIONAL]
INDEPENDENT AGENCY
AGENCY MARKETER PARTNERSHIP Open to independent agencies and all disciplines.
This award recognises the best regional or local partnerships Entrants must be majority-independently owned, or at minimum
between agencies and brands on how the partnership has driven 51 per cent privately held. Agencies not eligible are those who are
marketing excellence. either majority or fully backed by a holding company/agency
network group as well as sharing resources and/or using the holding
The partnership must be established for a minimum of 6 months agency brand name.
between the brand and the entrant agency and in existence for at
least part of the entry eligibility period. Open to single/multi agencies
INTEGRATED MARKETING AGENCY
and for multi agencies a joint entry in consent is required.
This award recognises the best agencies specialising in providing the
best integrated marketing and branding solutions.
BEST CULTURE
The best culture fosters collaboration — inspiring others and creating
MARKET RESEARCH AGENCY
a place that helps to attract and recruit talent – and ultimately
This award recognises the agency that delivers exceptional research
business growth. Entrants should demonstrate how the agency
and insight for a product or service demonstrate research's ability to
cultivates a culture to drive forward thinking and challenge
drive innovation, inspire change and deliver results.
conventions.

PRODUCTION COMPANY
BOUTIQUE AGENCY
This award recognises the best production company that has
This award recognises the small sized agencies which has managed
produced outstanding pre- or post-production work for marketing
to deliver exemplary results and have shown considerable success.
Campaigns.
Open to agencies with no more than 20 staff and for any company
type – Independent or Agency Group.
PROGRAMMATIC AGENCY
BRAND EXPERIENCE AGENCY This award acknowledges companies that best demonstrate a
consistent ability to translate consumer intentions into revenue for
This award recognises the best agencies specialising in
clients, deliver ROI-based Campaign activity and drive sales results
comprehensive brand building and creation for the brands, their
for clients across geographies.
customers and employees in providing exceptional brand experience
for end-user.
SOCIAL MEDIA AGENCY
CONSULTANCY This award recognises the best agencies specialising in providing the
best social media solutions, innovative use of social platforms and
This award recognises the best agencies that provides professional
strategies for engaging consumers in the social space.
services from brand design to marketing strategies and more.

SPECIALIST AGENCY
CONTENT MARKETING AGENCY
This category is open to specialist units within agencies and
This category is open to agencies which provide content solutions as
independent agencies of any discipline including healthcare, B2B
part of the overall marketing strategy across all platforms and how
advertising, mobile, telemarketing agencies, database management
the content strategy helps to define and elevate brand awareness.
consultancies, shopper marketing and more.

EVENT MARKETING AGENCY

TALENT DEVELOPMENT PROGRAM
This award recognises the best agencies specialising in providing the
This category sets out to recognise agencies who understand the
best event marketing and/or experiential marketing solutions.
need to nurture and develop all levels of talent where employees gain
the knowledge and skills needed to reach their full potential.

14 |P a g e
DIRECTIONAL
GUIDE
CATEGORIES
 PEOPLE [REGIONAL]
ACCOUNT PERSON
The award recognises professionals responsible for the account
management who have displayed the most innovation, skills and
enthusiasm in bringing the benefits of advertising to their clients’
businesses resulting in the development of solid business
relationships.
AGENCY HEAD
The award recognises the heads of agencies nationally who have
individually done the most to advance their agency/network in
the industry.
CHANNEL / ENGAGEMENT PLANNER
This award is for the planning professionals who have made the
biggest impact on their clients’ business through development of
innovative customer engagement strategies; the creative and
effective use of media channels; and the creation, use and
leverage of digital and social programs and platforms.
CORPORATE COMMUNICATIONS / MARKETING TEAM
Open to corporate communications/marketing team within the
agency, this award recognises success in addressing issues related
to management, corporate communications, reputation, brand-
building, Campaign execution and media relations.
CREATIVE PERSON
The award recognises creative directors who have produced the
best work for an individual office (or multiple offices in the same
region) during the review period and have not only set the
standard for creative excellence but have also raised the bar.
15 |P a g e
NEW BUSINESS DEVELOPMENT PERSON / TEAM
This award is for the new business development person/team
who have proven to have built and developed a new account or
grow the business and expanded the services of an established
client relationship.
PRODUCER
Open to professionals who have brought out innovative insights
with strategies throughout the works, managing creative
Campaigns to drive and meet business objectives.
STRATEGIC / BRAND PLANNER
This award is for the planning professionals who have made the
biggest impact on the clients’ business through development of
breakthrough consumer strategies, brand and communications
strategies, as well as innovation and commercial strategy
development.
YOUNG ACHIEVER
Open to professionals who are at or under the age of 28 as of 22
September 2020.
This award recognises the individual’s achievements, creativity
and innovation with results as well as the nominee’s ability and
willingness to extend their range of skills.
YOUNG BUSINESS LEADER
Open to professionals who are at or under the age of 35 as of 22
September 2020.
This award recognises young business leader who has not only
achieved growth for their businesses but also demonstrated
strategic direction, through a honed business acumen and strong
industry networks.
DIRECTIONAL
GUIDE
CATEGORIES
 AGENCY [ASIA PACIFIC]
All agencies categories open to a single office or national entry at the discretion of the entrant
and nominated agencies may be either independent or part of a regional network.

BEST CULTURE
The best culture fosters collaboration — inspiring others and
 PEOPLE [ASIA PACIFIC]
creating a place that helps to attract and recruit talent that
ultimately business growth. Entrants should demonstrate how the  To qualify for Asia-Pacific Account Person or Asia Pacific
agency cultivates a culture to drive forward thinking and Programmatic Agency Person, nominees must hold a role of
challenge conventions. minimum 2 markets from any region.

BEST PLACE TO WORK ACCOUNT PERSON

This award sets out to recognise a company that goes above and
beyond the norm to foster the most productive and rewarding
working environment possible.
Describe how the agency creates cultural diversity, cultivate an
inspirational vision and provide a purpose, balance and career
development for its employees.
PERFORMANCE AGENCY
This award acknowledges companies that best demonstrate a
consistent ability to translate consumer intentions into revenue
for clients, deliver ROI-based Campaign activity and drive sales
results for clients across geographies
The award recognises professionals responsible for the account
management who have displayed the most innovation, skills and
enthusiasm in bringing the benefits of advertising to their clients’
businesses resulting in the development of solid business
relationships.
PROGRAMMATIC AGENCY PERSON
This award is for programmatic agency professionals with
outstanding performance in a single office (or multiple offices),
who have most effectively developed and enhanced the agency’s
programmatic trading performance in Asia-Pacific and made the
biggest impact on their clients’ advertising.

PROGRAMMATIC AGENCY
This award acknowledges companies that best demonstrate a
consistent ability to translate consumer intentions into revenue
for clients, deliver ROI-based Campaign activity and drive sales
results for clients across geographies
TALENT DEVELOPMENT PROGRAM
This category sets out to recognise agencies who understand the
need to nurture and develop all levels of talent where employees
gain the knowledge and skills needed to reach their full potential.
 To qualify for the Asia-Pacific Agency Head category,
nominees must hold a regional role of minimum 3
markets in 2 regions.
AGENCY HEAD
This award recognises the head of an agency regionally who has
individually done the most to advance their network in the
industry.

TECH AGENCY
This award is set to recognise companies that use application of
technology, strategic application of data/analytics and associated
targeting methods to improve Campaign effectiveness.
Technology can include, but is not limited to: AI, chatbots, IOT,
voice activations, drones, AV technologies, etc.

16 |P a g e
DIRECTIONAL
GUIDE
NETWORK OF THE YEAR

ASIA PACIFIC NETWORK

 The Network categories (Creative, Digital, Media and PR) will be determined based on points.

 No submission paper is required.

 Please refer to the Point System page for details.

 A win in each of the local markets for Creative, Digital, Media and PR which will contribute points towards the respective
overall Network of the Year category type.

NETWORK CATEGORY
 CREATIVE NETWORK
 DIGITAL NETWORK
 MEDIA NETWORK
 PR NETWORK

❖ The winner of the Creative Network category will require to submit a written submission paper to

compete in Agency of the Year Global Awards. For further details please refer to Global Awards

section.

❖ The Organiser will contact the winner of the Creative, Media, Digital and PR Network to provide a

winner summary (100-150 words) and images to showcase your entry should you win which will be

published.
❖ This summary must be relevant to the entry paper.

17 |P a g e
DIRECTIONAL
GUIDE
JUDGING

JURY PANEL
The judging panel consists of leading client marketers across Asia-Pacific region. Every judge is required to sign Non-disclosure agreement
(NDA) and are expected to adhere to the terms of the confidentiality agreement.

JUDGING CRITERIA
Judges will score against the criteria which includes but not limited to account achievement against objectives, scope of operation, business

growth, client profile & disciplines, new business wins, client retention and relationships, awards and recognition, staff retention and
development initiatives, and how the agency/nominee has played a positive role in the advancement and reputation of the industry during

the review period, including examples of work, tools and initiatives that lead the industry.

JUDGING ROUNDS
 Round 1 Judging:

❖ In the first round of judging, all judges will review and score all entries independently via our secured online platform with a
unique log in and password assigned to each judge.

❖ Upon completion, score will be tabulated and verified by PwC Singapore.

❖ A shortlist for each category is drawn from the aggregated scores.

❖ Up to 5 top scoring entries in each category will form the shortlist. The jury will unanimously decide on whether less or more
than 5 entries should be shortlisted.

 Final Round of Judging:

❖ In the final round, each group of judges will convene to discuss the shortlisted entries assigned via teleconference.

❖ In cases where there is single entry or fewer entries in the category, judges will unanimously decide whether there should be a
shortlist and/or whether any trophies should be awarded at the second round of judging. This may result in no shortlist and no
trophy being awarded in a category.

❖ The judges’ decisions are final. Awards will be made at the discretion of the judges and no feedback will be given or
correspondence will be entered about the results.

❖ The final score will be tabulated and verified by PwC Singapore.

18 |P a g e
DIRECTIONAL
GUIDE
POINT SYSTEM
 Point system and calculation applied to all network categories for Creative Media, Digital, PR Network of the Year.

 Same calculation also applied to regional awards for Greater China, South Asia, Southeast Asia for Creative, Media, Digital, PR
Agency of the Year and Southeast Asia Independent Agency of the Year category.

 The four Network categories are as follows and will be calculated based on the points system.
❖ Creative Network of the Year
❖ Digital Network of the Year
❖ Media Network of the Year
❖ PR Network of the Year

▪ A win in each of the local markets for Creative, Digital, Media For example:
and PR will contribute points towards the respective overall
Network of the Year category type. Regional Award – Southeast Asia PR Agency of the Year
▪ Wins from any categories except those mentioned above will Agency A Gold Silver Bronze
not be included.
Thailand PR Agency of the Year 5 - -
▪ Regional Agency Awards for Greater China, South Asia and
Singapore PR Agency of the Year - 2 -
Southeast Asia of Creative/Digital/Media/PR Agency of the
Year will not contribute any points towards the respective Malaysia PR Agency of the Year - - 1
overall Creative/Digital/Media/PR Network of the Year. Total: 8

▪ If more than one agency is to be credited, please indicate the

Regional Award – Greater China Digital Agency of the Year
% of the split in the ‘Agency Ownership Structure’ which will
be calculated accordingly on the split for points. Agency B Gold Silver Bronze
▪ The Holding Company/Group of the Agency Brand will not China Digital Agency of the Year 10 - -
be eligible, only the Agency Brand Companies. Hong Kong SAR Digital Agency of the Year - 2 -
▪ 'Agency Network' refers to an individual agency and its Taiwan Agency of the Year - - 1
network of offices/operations that are wholly owned around
Total: 13
the Asia-Pacific region, including Australia and New Zealand.
Regional Award – South Asia Media Agency of the Year
The calculation per markets allocated below:
Agency C Gold Silver Bronze
MARKET GOLD SILVER BRONZE India Media Agency of the Year 7 - -
China 10 6 3 Pakistan Media Agency of the Year - 2 -
Japan 9 5 2.5 Rest of South Asia Media Agency of the Year - - 1
Australia 8 4 2
Total: 10
India 7 3 1.5
Others 5 2 1
Creative Network of the Year

 Actual points received will also base on the split Agency D Gold Silver Bronze
as per agency ownership structure. For example: China Creative Agency of the Year 10 - -
Entrant Agency from Australia wins a GOLD, but Malaysia Creative Agency of the Year - 2 -
their ownership is 60% then they will receive 4.8 Pakistan Creative Agency of the Year 5 - -
points instead of 8 as per table. New Zealand Creative Agency of the Year - 2 -
Japan Creative Agency of the Year - - 2.5
Total: 21.5

19 |P a g e
DIRECTIONAL
GUIDE
GLOBAL AWARD

Campaign’s Global Agency of the Year Awards brings together the very best
of the industry from all corners of the world, winners from our APAC, EMEA
and the US regional schemes will progress and be entered into these global
awards. They will be judged across four disciplines, as well as the creative
network winners, to discover who really is the best of the best.

Campaign’s Global Agency of the Year Award will be announced in March 2021. This worldwide celebration builds off the success of
Campaign’s Agency of the Year awards, which highlights the very best agencies in their field.

CATEGORIES:
 Creative Network
 Creative Agency
 Digital Agency
 Independent Agency
 Media Agency

JURY:
A global jury representing Asia-Pacific, EMEA, UK and US will judge the shortlisted entries to select the Agency of the Year global winners.

ELIGIBILITY:
Winners from Asia-Pacific region that are eligible to be the finalists for the global awards may be required to submit a written entry.

KEY DATES:
Submission Deadline: December 2020

Shortlist Announcement: February 2021

Winner Announcement: March 2021

(*dates subject to change and to be announced)

For more details, please visit the global website http://www.aoyglobalawards.com or contact the organiser.

20 |P a g e
DIRECTIONAL
GUIDE
TERMS & CONDITIONS
Please ensure that each entry complies with the following rules. Failure to follow the rules may result in your entry being
disqualified at an early stage in the judging process.

AWARD TYPE: For all categories in the Asia-Pacific region, Brand of the Year and all People categories, we will be awarding
one GOLD WINNER only. Agency categories under local markets or sub regional awards, Gold, Silver, Bronze
will be awarded. It will be subjected to judges’ unanimous decision what type of awards to be given in the
respective categories. In cases where there are 3 or fewer entries in the category, judges will unanimously
decide whether there should be a shortlist and/or whether an entry is awarded a Gold, Silver or Bronze in the
final round of judging.

CONFIDENTIALITY: The Organiser reserves the right to publish details of the entries in any related publications and materials. If
there is certain information in the written entry paper or supporting documents that must be kept confidential,
please indicate it clearly by highlighting the information in yellow. No sensitive or confidential information
should be included in your Executive Summary or video submission.

CREDITS: All details under credits section must be accurate and consistent on the online Entry Form, written
submission and Endorsement Letter.

DEADLINES: Entrants must submit their entries according to the respective entry deadlines including completed payment
to allow sufficient time to process and resolve any issues before the entries are pushed forward for preliminary
judging. Any delay might result to entry disqualification.

ENDORSEMENT: All entries must be endorsed, authorised and signed off by both your CFO and CEO or EQUIVALENT on the
last page of your entry submission paper by the form of Digital Signature (E-signature). A Letter of
Endorsement will be required to accompany every submission. Please refer to the Endorsement page for full
details.

ENTRY CHANGES: All credits or any details related to the entry submission, summary, supporting material submitted via the
online entry form are not allowed to change including images or video submission. Any request will be subject
to review and prior approval by the Organiser. Should any changes approved, a fee of USD50 will be charged.

ENTRY SUBMISSION: You may enter the same entry in more than one category however you should tailor your information to the
respective category as per criteria set. For each entry, you must provide separate documentation, supporting
materials and entry fee. Judges may reassign the entries at their discretion. Please remember to use the
correct entry template for different categories and tailor-made to each. For multi agencies entering to the
same Agency Marketer Partnership category, all agencies and client must agree on a joint entry. Any
duplication or disputes might result disqualification.

ENTRY FEE: Upon submission of the online entry form, entry fees are chargeable and you will be liable to pay for the
entries, even if you have not proceeded to the payment page or in the event of disqualification, entry
withdrawal, duplicate submissions or non-endorsement by management.

Entries are non-returnable. Entries unpaid by the respective deadline (Early Bird Deadline by 20 August,
Entry Deadline by 17 September and Late Entry Deadline by 22 September 2020) may be disqualified.
Haymarket Media Ltd will retain the right to claim for unpaid entry fees and reserves the right to disqualify
any unpaid entries and seek legal actions to claim for any unpaid entry fees.

21 |P a g e
DIRECTIONAL
GUIDE
TERMS & CONDITIONS
EXECUTIVE SUMMARY: Please do not provide any sensitive or confidential information in your Executive Summary which will be
published should your entry win. The summary should strictly about your entry and DO NOT provide
irrelevant information or company credentials as promoting or marketing purpose.

FORMAT: Formats and file sizes of the entry submission paper, images, supporting materials must be strictly adhered
to.

JUDGING: The judges determine if an entry is worthy of being shortlisted or winning an award. The judges' decisions
are final and neither the Organiser nor the judging panel will enter into any correspondence about them. In
cases whereby the number of participating entries is less than 3 in a single category, the judges have the right
to re-distribute the entries into other relevant categories or not award the category.

LANGUAGE: Entry submission such as the online entry form, submission paper must be in English only. Any supporting
material or any video submission that are not in English should be accompanied by a translation to avoid
being penalised during judging.

PAYMENT: All payments for submissions must be made at the point of submission confirmation. Once you confirmed to
SUBMIT ENTRY, your entry will be processed and from this point forward and entrants will be liable for all
entry fees including any duplication of entry. No cancellation or withdrawal of entries will be accepted and in
case you have made a mistake, please contact the Organiser for assistance.

PUBLISH: The Organiser reserves the right to publish all entries wholly or in part, as case studies or for publicity purposes.

QUERIES: Judges reserve the right to raise queries regarding the information provided and will penalise any entry if
there is evidence of inaccurate and misleading claims, which could lead to the entry being disqualified.

RULES: The Organiser reserves the right to withdraw any entry which breaches any of the Awards Organiser's rules.
In the event of a complaint against any winning or shortlisted entry, the Organiser will conduct an
investigation into each case and will request detailed documentation from all parties concerned including the
complainant, the entrants and the client. If the complaint is upheld, entries and, if applicable, awards, will be
withdrawn accordingly.

TEMPLATE: All written entry submission papers should be submitted using the entry template provided. You may remove
the AOY logo and format or design your own entry but must include all required information, based on all
sections. You must indicate clearly as per each section titles of which judges will score your entry based on
such.

TROPHY CREDITS: Trophy credits will be based on information provided on the online entry form under “Credits Section”. Any
request on trophy credits change before the event completed is not allowed. Final approval to be confirmed
by the Organiser with fee applied.

WINNER REP: We highly recommend your local Agency Head or senior management representative (of the nominated
Agency) for the Agency categories be present at the awards ceremony to pick up the award. For the People
categories, we would need the actual nominated person/team present to collect the trophy. Representatives
for individual people categories will only collect the trophy on behalf of the nominated person off stage.

22 |P a g e
DIRECTIONAL
GUIDE
SUBMISSION GUIDE

To get started, you might want to familiarise with the submission process. A brief guideline as per below or please
refer to the Step by Step Guide which can be downloaded from the website.

SUCCESSFUL ENTRY
Payment must be received by the
Organiser as per respective deadlines
to be considered eligible for judging

• You can click SAVE AS DRAFT button

if the entry is not ready to submit
•

23 |P a g e
DIRECTIONAL
GUIDE
CHECKLIST

Are you all set?

 Written Entry Submission: Maximum of 10 single sided A4 Pages (including the endorsement part.), in Arial font
no less than 11-point size.

 Confidentiality: Highlight in yellow any the specific confidential information in the core written entry.

 Credits: Agency/Company name, Nominee/Team names. Should your entry win these will be published and use on
trophies.

 Endorsement: Entry to be endorsed by both your CFO and CEO (or equivalent) on the last page of your written
submission by inserting Digital signature (E-Signature).

 Endorsement Letter: Letter of Endorsement to support and endorse your written entry paper and authorised the
use of digital signature.

 Executive Summary: Executive summary to be within 100-150 Words. *Should not include confidential information.
Do not provide company credentials or marketing blur.

 Format: Document format in pdf, file size maximum 5MB.

 Mandatory Images: 3 High Resolution Photos with 2MB max. All 3 must be different shots.

 Mandatory Images Requirement: Images for Agency/Team categories will be team photos. Images for individual
people categories will be the individual nominee’s photos.

For more details, please visit www.aoyawards.com. For enquiries, please contact: AOY Awards Team at
AOY@haymarket.asia.

24 |P a g e
DIRECTIONAL
GUIDE
FULL CATEGORIES LIST
REGIONAL MARKET
AWARDS AWARDS
CATEGORY LIST TYPE ANZ GC JPKR SA SEA APAC All markets
Account Person of the Year People x x x x x x
Agency Head of the Year People x x x x x x
Agency Marketer Partnership of the Year Agency x x x x x
Best Culture Agency x x x x x x
Best Place to Work Agency x
Boutique Agency of the Year Agency x x x x x
Brand Experience Agency of the Year Agency x x x x x
Brand of the Year Agency x x x x x
Channel/Engagement Planner of the Year People x x x x x
Consultancy of the Year Agency x x x x x
Content Marketing Agency of the Year Agency x x x x x
Corporate Communications/Marketing Team of the Year People x x x x x
Creative Agency of the Year Agency x
Creative Person of the Year Agency x x x x x
Digital Agency of the Year Agency x
Event Marketing Agency of the Year Agency x x x x x
Independent Agency of the Year Agency x x x x SEA markets
Integrated Marketing Agency of the Year Agency x x x x x
Market Research Agency of the Year Agency x x x x x
Marketer of the Year People x x x x x
Media Agency of the Year Agency x
New Business Development Person/Team of the Year People x x x x x
Performance Agency of the Year Agency x
PR Agency of the Year Agency x
Producer of the Year People x x x x x
Production Company of the Year Agency x x x x x
Programmatic Agency of the Year Agency x x x x x x
Programmatic Agency Person of the Year People x
Social Media Agency of the Year Agency x x x x x
Specialist Agency of the Year Agency x x x x x
Strategic/Brand Planner of the Year People x x x x x
Talent Development Program of the Year Agency x x x x x x
Tech Agency of the Year Agency x
Young Achiever of the Year People x x x x x
Young Business Leader of the Year People x x x x x

25 |P a g e
DIRECTIONAL
GUIDE
CATEGORIES BY POINTS
Categories not for submission and will be awarded based on calculations of local wins as per points system.

Regions Network Category

Asia Pacific Creative Network of the Year
Digital Network of the Year
Media Network of the Year
PR Network of the Year

Regions Regional Category

Greater China Creative Agency of the Year
Media Agency of the Year
Digital Agency of the Year
PR Agency of the Year

South Asia Creative Agency of the Year

Media Agency of the Year
Digital Agency of the Year
PR Agency of the Year

Southeast Asia Creative Agency of the Year

Media Agency of the Year
Digital Agency of the Year
PR Agency of the Year
Independent Agency of the Year

26 |P a g e
DIRECTIONAL
GUIDE
 Copyright ©2020 Haymarket Media Ltd. All rights reserved.

These materials may not be published, broadcast, copied, rewritten or

redistributed in any form without prior authorisation.

27 |P a g e
DIRECTIONAL
GUIDE