Judging Criteria APG Planning Idol

APG Planning Idol




Entrants can tackle the brief in whatever way they choose, but the entry should be structured to address five main criteria (marks will be weighted % as follows):


1. Where are we now? (20%)

An assessment of the issue – the scale, the causes, the impact, etc. This is likely to involve the use of research (existing or new) as well as an interpretation of the research to help demonstrate true insight into the problem.

  • Interrogate the problem in a thorough and considered manner
  • Review the existing intelligence and data
  • Consider undertaking research of your own
  • Have you thoroughly understood the issues involved?
  • Have you included the relevant insights?


2.  Where could we be? (10%)

Taking your understanding of the problem and setting objectives for what we will aim to achieve through any campaign.

  • Have you set clear objectives?
  • Do the objectives relate to your understanding of the problem?


3.  How do we get there? (50%)

Applying original thinking to the problem to devise a breakthrough strategy that has the potential to impact on this issue (including a summary of core strategic idea).

  • Have you demonstrated original thinking?
  • Is there a clear strategy?  Is it logical?
  • Has this been successfully condensed into a core strategic idea?
  • Have you included a positioning statement?
  • Is it convincing?

You may add some initial, very rough suggestions as to how that strategy could be brought to life e.g. creative territories and media channels. Remember this is about strategy not creative and does not need to be overworked.

4.  Are we getting there? (10%)

How do you propose to measure the effect of the campaign to ensure it is achieving success in addressing the objectives you have set?

  • Have you set clear measurable indicators?
  • Are they realistic and achievable?
  • How well will these indicators measure the campaign effectiveness?
  • Do they relate to the campaign objectives?

5. Have a compelling narrative (10%)

i.e  a golden thread of logic that links each aspect of your paper, building logically on the previous sections.


How will the entries be judged?

Judging of the entries will take place in two stages:

Stage 1: All written papers will be read by the panel of judges, with the best papers shortlisted as finalists to proceed to Stage 2.

Stage 2: Finalists will be invited to present their paper in person to the judging panel (presentation details to be advised). These presentations will take place in Sydney on the same day as the Planning Idol awards presentation which takes place later the same evening (13th November).


Who will be on the panel of judges?

Angela Morris, Chair of the APG will chair the judges panel.  Other judges will include members of the APG Committee in Sydney and Melbourne, Agency CSO’s, Scott Matyus-Flynn from The Republic of Everyone (the agency which provided the brief), a representative from Australian Red Cross (the client) and Sam Geer from UM (the 2015 APG Planning Idol winner).


What are the judges looking for?

The judging panel are first and foremost looking for brilliant strategic thinking. At best, great papers in any planning awards make the judges sick with envy.  They want to wish they’d come up with those insights and ideas.  And yes, it is subjective.  There isn’t a formula for guaranteed success; just the opinion of the respected judges. It’s up to you to convince them that you have what it takes to become Australia’s 2017 APG Planning Idol.

Any questions, contact apg@communicationscouncil.org.au or (02) 8297 3839

Planning Idol  2017 | 2015