BMA Explains Conditions for Winning 2004 Awards
By Tunmise Adekunle
As part of measures put in place to ensure a successful award that will meet international standards, the organisers of the most prestigious marketing awards in the country, Brandfaces Marketing Awards (BMA), has organised a brain-storming session with agencies to intimate them with modalities of entry and to clear certain misconceptions.
The workshop which held at Golden Gate Restaurant, Ikoyi, Lagos, was used as a medium to intimate the agencies that the same material can be entered for more than one category. Last year some agencies made entries into one category only when such work could have been entered in other categories.
Mr. Chris Parkes of Chris Parkes Marketing Solution (CPMS), who took the agencies through the modalities of entry and the categories to be entered for, also fielded questions from representatives of agencies on various aspects of the awards. He stated that each category has a grand prix for exceptional work which will be entered in the Loerie through the BMA. Grand Prix winners automatically qualifies for the Loerie and need not go through the preliminaries, The Grand Prix according to Parkes 'is to add value to what we are doing'.
Mr. Tokunbo Modupe, Head Consultant of TPT International, chipped in that it is necessary to clear the mix up because of the BMA's alliance with the Marketing Federation of South Africa, organizers of the Loerie; By this alliance, he continued, the award has assumed international status.
On how to enter for the awards; Parkes stated that what an agency need to do is check out the categories available, select the work that match the category, get an entry form, follow the instructions, complete it and send it to either TPT or CPMS.
What is more, photocopies of adverts, typed out scripts or other faulty materials will not be accepted. To this end, entries should be submitted on CD, video tape or cassette. In case of photographs, entry must be original photograph, art work or film clip. Magazine tear sheets are accepted, but they must be well presented and of good production quality. Over three hundred (300) entries were entered last year.
Reacting to a participant's question on the judges to be used, Parkes said Loerie will send in two or three international judges. Last year, two judges from South Africa and one from Kenya sat on the team.
To further give the award industry endorsement, the Association of Advertising Agencies of Nigeria (AAAN) is expected to nominate four creative directors to sit on the team of judges. Asked if their impartiality can be guaranteed, Parkes said, in case, one of the creative directors work is before him his vote will not count in that category.
The BMA which made its debut last year was acclaimed by industry watchers for placing marketing on a higher pedestal by exploring crucial areas such as creativity and methods of presentation.
Commenting on the workshop, Mr. Ranti Olujitan of Franchise Communication said the workshop was quite appropriate" as it has thrown more light on the award and cleared the confusion that trailed last year's award. He lauded the organizers for what he termed "this very innovative idea".
The alliance with Loerie, he continued, is very apt because it has given the award recognition and credibility. What is more, the endorsement by AAAN will further create another forum for credibility which will go a long way in stamping the award into the annals of the marketing profession.
Ademola Adeoye of Jim Peters and Association Limited commended the organizers for the workshop which was educative, constructive and excellent this was manifested in the level of attendance.
With twenty-four (24) categories, the award, no doubt, will make its mark on the sand of time. The categories include; Best multi-disciplined promotional campaign; Best use of advertising; Best use of direct marketing; Best use of innovative communication strategy; Best use of new media; Best activity generating brand trial and awareness.
Others include, Best activity generating brand volume; Best activity generating brand loyalty; Best business to business; Best retail account specific; Best dealer of sales forces activity; Best idea or concept; Best use of copy writing; Best use of photography.
Best Use of Television; Best use of radio; Best use of outdoor; Best use of PR marketing; Best use of PR-corporate image; Best social service campaign; marketing journalist of the year; Best use and up and coming young brand marketer; Brand of the Year and Brand marketing professional of the Year formed the rest of the award.
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