PromaxBDA Makes Key Changes to Awards Judging Process

by Paige Albiniak  |  02.27.2017

In anticipation of the 2017 PromaxBDA Promotion, Marketing and Design Awards, PromaxBDA is making some key changes to the way all entries will be judged and evaluated. These changes are being made to ensure that the award continues to be the standard bearer for creative and marketing excellence.

First, PromaxBDA is expanding the number of people who will see the first round of entries for both the North American and Global Excellence awards.

“We want to make sure that these competitions are peer-evaluated contests that are best in class for the industry,” says Andy Baker, senior VP, global creative director, National Geographic, head of the PromaxBDA awards committee and a member of the organization’s board of directors.

To broaden the first round of judging, PromaxBDA is including executives that range from creative director to vice president to chief marketing officer.

Once the finalists are selected, the judging moves on to juried rounds. This year, some people who took part in the first round will also be included in the juried process.

“We want to make sure people are invested in the process from beginning to end,” says Baker.

In addition, PromaxBDA is moving to a craft-based jury system, in which categories are divided into peer groups, and experts in those fields are selected to judge those categories. For example, kids’ categories will be judged by industry veterans who have experience creating marketing for kids’ programs. Each of those sub-juries will have its own chair.

“Having a craft-based jury system ensures that the best work is chosen by the people who do the best work in the industry,” says Baker.

Those peer groups will include kids, sports, print and out of home, branded content, digital and social, art direction and design, craft-focused categories such as editorial or writing, and the largest category, creative marketing.

This year, PromaxBDA also has added five new categories: show trailer promotion; long-form branded promotion; micro video content; social media, mobile-based promotional digital video content; and social media series or live digital video content.

“We’re excited about the new categories and the way that all of the work will be evaluated,” says Baker. “Winning a PromaxBDA Gold is the ultimate honor for creative marketers in our industry, and with these enhancements to the existing judging and jury system, we’re confident that the prestige of this award will continue to grow.”

Entries can be submitted for the 2017 North America Awards here, and the 2017 Global Excellence Awards here.

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