USEFUL TIPS

1. USEFUL TIPS ENTRY KIT

2. Useful Tips DO’s Be direct. Present your story in an easy-to follow style with minimum hyperbole. The link between the strategic challenge, the objectives, big idea, the creative executions and results should be clear. Identify the competitive landscape. Provide a clear picture of the marketplace situation as the judges reviewing your entry may not be aware of it. Be concise. Keep your message clear and simple. Include relevant charts and tables. Charts and tables allow judges to easily assess the success of the marketing initiative. Know the rules. Review the judging criteria and the “Reasons for Disqualification” before submitting your entry. Source your data and results. Often entries are rated poor due to absence of specific, verifiable source for all data, claims, facts, etc. included anywhere in the Entry Form. Provide English/Urdu translation for all non-English/Urdu creative materials. Be compelling and make your read stimulating. Tell the judges a convincing story with facts to back it up. Tell judges why it was successful. For every objective provide a sourced result and context for judges to judge those results and objectives. For example, what was the ad-spend on your brand prior year, for the competition, etc. What were results prior year vs. now for your brand and the competitive landscape, etc. Proofread. Read your case thoroughly before submitting to ensure all elements are included without typos. ENTRY KIT

3. Useful Tips DON’T Include an agency’s name anywhere in the entry form or creative materials — PAS Awards 2014is an agency-blindcompetition. Includingagency name in the entry form or creativematerialswill call for a disqualification. Omit pertinent factsor leave judges with unansweredquestions. Spend money on a show reel laden with unnecessary effects and an overwritten brief. Judges wantto seethe work on the video noteffects created forthe video. Exceeding the 4 minute limit of the show reel may disqualify your entry. ENTRY KIT

4. Reasons Cases will get Lower Scores Retrofitting objectives to results achieved. Not including any example of all creative materials discussed in the case brief and integral to the effort on the 4-minute creative reel. Omitting a clear, concise description of the audience upfront. Omitting a clear description of media strategy. Not reaching out to all partners, collaborating with and crediting them – thereby leaving missing data points or work in the case. Not providing context for data vs. prior year vs. competitors vs. past year’s media spend etc. Leaving judges with unanswered questions. Handwritten, math, spelling and grammar mistakes or typos. Using logos, graphics or colored font in entry form. Including results on the creative communication reel. Not explaining unfamiliar terms/jargon. Not providing context for and defending objectives and results – why were they significant and important? Poor or incomplete sourcing of results, facts and claims in the entry form. Not including examples of key work on the video or not making it clear what the work is on the video versus “effects”. Judges would like to see the work. Show more work and reduce or eliminate brief reiteration on the video. ENTRY KIT