Each section of the ADMA Awards is judged differently.

Emphasis is allocated by judges to differing areas, depending on which category you have entered. It’s vital to consider this weighting when you are preparing your entry.

  • Effectiveness

    • Entries in the Effectiveness stream are judged on the following 100 point basis:

      Effectiveness    60 points
      Strategy + degree of difficulty
      		 25 points
      Creative 15 points

      It’s important to remember that Effectiveness entries are judged primarily upon the results achieved and the strategy behind the work. The creative solution plays the smallest role in judging. As a result, winners will be excellent examples of the most effective direct marketing in which:

      • Objectives and strategy are clearly stated within a business and marketing context
      • Results meet or exceed the stated objectives
      • An innovative, strategic approach is taken and creative execution produced
  • Creative

    • Entries in the creative stream will be judged on the following 100 point basis:

      Creative 60 points
      Strategy + degree of difficulty
      		 25 points
      Effectiveness    15 points

      It’s important to note that Creative entries are judged primarily upon originality and execution of the work, but strategy and results will also play a role in judging. As a result, winners will be examples of the most creative direct marketing demonstrating:

      • A big, new idea
      • Flawlessly executed work within the stated budget
      • Innovation in approach or format
      • An offer, purposeful call to action and measurable response
      • Meaningfully expressed results which meet or exceed the stated objectives
  • Awards for Excellence

    • The Awards for Excellence, incorporating the Young Direct Marketer of the Year and Direct Marketer of the Year Awards, are presented to outstanding individuals.

      Winners have produced successful campaigns that have garnered the acclaim of their peers or collected industry awards. They must also be contributors to the industry and will have taught, mentored or otherwise assisted marketers and fostered best-practice.

  • Pinnacle Awards

    • There are 4 major awards that are judged with their own set of criteria.

      The Lester Wunderman Effectiveness Award will be the entry judged to be the best in class by the Effectiveness Panel. To be eligible, work must have been entered in an Effectiveness category.

      The David Ogilvy Creative Award will be the entry judged best in class by the Creative panel. To be eligible, an entry must have been entered a Creative category.

      The Australia Post Winged Messenger Award is also judged by the Creative panel as the best in class mail entry. To be eligible, work must have been entered in one of the four Mail categories.

      As our ultimate award, the ADMA Grand Prix is judged by an executive group of judges drawn from both the Effectiveness and Creative panels and including both Chairs. To be eligible, an entry must have been included in both a Creative and an Effectiveness category.

ADMA Awards