Work must have originated and been executed in Australia between 1 January 2015 and 31 July 2016.

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1 ENTRY GUIDE

2 AWARD INFORMATION DATES FOR YOUR DIARY Entries open 8 June and close 22 July Finalists will be announced 19 September and the winners announced at the awards gala dinner at The Star, Sydney on 27 October ELIGIBILITY Work must have originated and been executed in Australia between 1 January 2015 and 31 July HOW TO ENTER 1. Visit Entry is online only. 2. Go to the Login panel, top right, and click on Register to create a User ID. 3. Tell us about your entry. Your answers will automatically carry forward into all subcategories entered for one campaign. a. identify the campaign and client, select the categories you wish to enter, and name the team behind the campaign b. give an overview of the entry (50 words) c. outline the creative solution (50 words) d. describe how the entry was effective (50 words) e. describe the brief/objective, target audience and strategy (1000 words) f. describe the creative solution in detail (1000 words) g. detail how the campaign met the objectives (1000 words) h. detail how the campaign was effective providing actual results and data to support your entry NB for judges eyes only (1000 words) 4. Mandatory Items: a. Agency Logo b. Client Logo c. A hero image/graphic that captures the essence of the campaign - Ensure it s highly visual not a grab from a case study - Must be landscape / 16:9 ratio - No Agency or Client logos to be included in this image. 5. Upload all supporting materials. As part of your supporting material all entrants must submit a hero image/graphic that captures the essence of your campaign. PLEASE TRY TO KEEP FILES TO LESS THAN 100MB. VIDEO Format: Quicktime H.264 HD 1080p 16:9 ratio Frame Size: 1920*1080 Frame Rate: 25 fps Audio: 48kHz, Stereo, 16 bit LOGOS Vector.AI or.eps or.png files CMYK All text/fonts outlined Versions: Inline, Stacked, Mono STILLS/IMAGES JPG, TIFF or PDF 300dpi High Resolution Ideally images should be larger than 2000 pixels (wide/high)

3 AWARD INFORMATION COST Single entry: ADMA member $320 Single entry: Non-member $400 When you submit your campaign into multiple sub-categories, the following discounts apply: 3-5 entries 15% 6-9 entries 20% 10+ entries 30%. Discounts are not calculated across multiple campaigns submitted by one agency/company. To pay, click on My entries, then Pay now and enter your credit card details. Mastercard, Visa & Amex accepted JUDGING Judging will be conducted over three rounds in August and September. Judges will allocate marks for creativity and effectiveness in equal proportion. Please note all judges must sign a confidentiality agreement and may not judge work in which they have an interest. Judges names are published on the awards site. AUDIT PROCESS - NEW IN 2016 All winners emerging from round 2 of judging will go through an Audit Process to be conducted by the AC&E Audit Committee. The primary purpose will be to confirm all selected winning entries are completely true in terms of all their claims and thereby eliminating any scam entries or extensions of the truth. The Audit Committee will be comprised of a highly trained group of agency, media, data, client, adtech and social listening platform vendors. ENQUIRES Please contact Ashley Kearney at awards@adma.com.au or call (02)

4 AWARD CATEGORIES CAMPAIGN AWARDS Integrated Campaign Programmes that use distinct multiple media channels (minimum three) in one campaign which is initiated, led or driven predominantly by data-driven marketing. Integrated Campaign Small Budget Programmes under $100k that use distinct multiple media channels (minimum three) in one campaign which is initiated, led or driven predominantly by data-driven marketing. Customer Acquisition Campaign Campaigns must consist of a program of activities that demonstrates clear understanding of purchase behaviour and processes, and a strategy that gives specific results to demonstrate that understanding to best advantage. Customer Retention/Loyalty Campaign An ongoing campaign that targets existing customers and clearly demonstrates innovative thinking leading to increased and measurable customer loyalty. Includes single media campaigns such as direct mail, and targeted online messaging. PR Campaign Campaigns that demonstrate a clever idea with innovative use of channels. Entries may be for business or consumer initiatives and can be for a single communication or a campaign. Social Media Campaign Social Media Campaigns will be recognised for their creative and innovative concepts that better reach and engage their target audience across single or multiple social media platforms. Entries may be for business or consumer initiatives and can be for a single communication or a campaign. CHANNEL AWARDS Digital: Website & Microsites Online activity which is designed to create immediate action. Digital & Social Advertising Online activity through social media which is designed to create immediate action. Broadcast: TV, Cinema, Radio For broadcast that includes a clear and meaningful call to action with a response mechanism, eg a URL or a toll-free number. Mobile Marketing Rewards Mobile work that seamlessly combines technology and creativity, pushing the boundaries of mobile marketing to reach and engage with consumers and increase business sales and recognition. Print: Adverts, Posters, Inserts, Sales Materials & Collateral Newspaper and magazine advertising including inserts or tip-ons, catalogues and other collateral. Must include a measurable reply mechanism such as an address, URL, trackable coupon, or toll-free number. Out-Of-Home For billboards, transit signage, multi-sheet posters, bus shelters, phone kiosks, mobile panels and wallscapes. Must include a measurable reply mechanism. Data-Driven Mail Open for large, small and dimensional mail that demonstrates outstanding creativity, use of budget, and results. Media Campaign Rewarding the best creative use of media, derived from a deep understanding of the target market and innovative implementation strategy across channels to maximise successful business results. Not-For-Profit This category is restricted to charity, not-for profit and government campaigns that demonstrate exceptional effectiveness.

5 DATA AWARDS Marketing Rewarding electronic direct communication designed to generate response or specific action whilst building and prolonging relationships. Ambient or Experiential Non-traditional media, including stunts, street teams, flash mobs, outdoor and ambient executions which encourage direct interaction and seek to gain a measurable response. Best use of Search For the best use of search optimisation and/or search marketing in generating direct response. Includes natural and paid for. Please specify whether your entry is based on SEO, SEM or both. Judges will be looking for an explanation of how you developed the search aspect of the campaign: strategy, data strategy and any targeting and profiling/ segmentation work, approach to customer journeys, channel choice, creative, testing variations, technologies used and any integration with other channels as well as detailed results for the campaign: deliverability statistics, response rates, engagement metrics, commercial impact and ROIs. E-COMMERCE AWARDS E-commerce Website & Marketing For websites whose main purpose is to sell products or services directly off the site. E-commerce sites must include data collection, billing collection and shipping information. Websites will be judged on overall design, ease of navigation, extension of main brand and appropriate use of technology. Social Commerce Social, often platform based, initiatives that allow or encourage users and communities to participate online in social activity that may result in a direct sale. Entries may rely on social currency or bartering alternatives (data, social currency, services, etc) that do not rely on a monetary exchange or payment. Data Strategy For the best use of data analytics or market insight in creating, targeting and proving the value of a campaign. Demonstrate where data insight has created real value in direct response activity. Open for any medium. Data Analytics & Planning Where data-driven insight has driven or contributed significantly to improve marketing operations and support. Creativity in this instance could be in a new approach, a different combination of data sets that supports better insight or simply a new algorithm that delivers superior insight. Results will ultimately deliver a bottom line benefit in terms of reduced costs or greater revenue via any aspect of the marketing mix including pricing, promotion, distribution, location, product development, and process and people management. Data Visualisation For data visualisations that clearly communicate, suit the kind of data used and aid decision-making. The data visualisation may be interactive or static but all would have enhanced understanding and the communication of data insight. CONTENT AWARDS Most Effective Use of Content Content generated by a company or its agency to support measurable marketing objectives that include a measurable reply mechanism. Entrants must explain how this effort was deemed a success. Branded Content Rewards the successful creation of, or natural integration into, original content by a brand. May work independently or in association with a content producer or publisher. May leverage a single medium or use multiple platforms to entertain and engage their audience.

6 CRAFT & TECHNIQUE AWARDS Art Direction Any single or campaign entry using any media type whose creative solution is dependent upon the power of art direction and design. Although this is a craft category, entries must have a measurable call-to-action. Copywriting Any single or campaign entry using any media type whose creative solution is dependent upon compelling copywriting. Although this is a craft category, entries must have a measurable call-to-action. TECHNOLOGY AWARDS UX (User Experience) In relation to a digital product or service that offers a superlative interactive journey eliciting the optimum emotional and behavioural response. Use of New Technologies Work that demonstrates an inspiring and effective marriage of creative and technological developments. It could be a new technology or an existing technology applied in a new way and must provide a measurable response mechanism for a brand. Apps Games, applications or other original development work. It could be a branded game or application designed specifically for mobile devices. Should consider data capture and direct response mechanisms. PINNACLE AWARDS The following Excellence and Pinnacle awards recognise the individuals who have made exceptional contributions to the Australian Marketing, Media and Advertising industries and those agencies who have attained the pinnacle of their craft. Courageous Client Award All work requires a partnership between agency and client, but the Courageous Client Award celebrates that rare moment when an agency takes a client well outside their comfort zone and the client faithfully goes along, and sees remarkable results. The Innovation Award (Open for entries) Rewards breakthrough technology and innovation that allows brands, technologists and creatives to communicate with their customers in a new way. Pre-development ideas and concepts are not eligible; entrants must clearly demonstrate the technology. EXCELLENCE AWARDS ADMA Marketer of the Year Awarded to the most effective, the most influential, the most driven and prominent individual in the advertising, media, marketing and tech world. ADMA Creative of the Year Awarded to the most creative, the most influential, the most driven and prominent individual in the creative world. ADMA Young Marketer of the Year The Young Marketer Award recognises Australia s outstanding young talent under 30, awarding suits, marketing and producer talent. More information to come. ADMA Young Creative of the Year The Young Creative Award is for talented creatives under 30. Whether you re a copywriter, art director, digital producer, in an agency or client side or even a student honing your skills. More information to come. The Jon Clark award for Outstanding Contribution Hall of Fame for outstanding contribution to the industry. Grand Prix Award The ultimate accolade of the AC&E Awards. The winning entry will be a multichannel campaign that demonstrates an outstanding combination of creativity and effectiveness. Overall Customer Experience Recognises an exceptional initiative delivering an enhanced customer experience and in turn benefitting an organisation s results.