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Jun 15, 2004 Online System Will Evaluate 'Best of the Best' World Campaigns

NEW YORK, June 15, 2004 - August 13 is the deadline for entering campaigns into competition for the 2004 GLOBES Awards, according to Neil Contess, president of the Marketing Agencies Association Worldwide. Entries will be received online at the MAA Web site --- -- until midnight of the 13th, according to Mr. Contess. Eligibility, rules, deadlines and background on MAA Worldwide and the GLOBES are at, and additional information is available by contacting

Sponsored by MAA Worldwide, the GLOBES program recognizes and spotlights creative excellence and outstanding performance on the part of marketing agencies for campaigns completed in the previous year. Competitors are typically promotion, direct, event, sports and entertainment agencies and consultancies, as well to in-house agencies and client-side marketing departments involved in campaign development. Now in its 31st year, MAA Worldwide is a multinational trade association whose members are the principals and senior executives of such so-called below-the-line marketing agencies. But eligibility is open to members and non-members alike.

"For the second year, GLOBES participants will be able to post their entries online, saving the time and money that used to go into assembling and shipping heavy portfolios to judging sites," said Mr. Contess. By working with templates and emailing files and documents, the process is fast, easy and cost-effective, he said. Where it once took a team several days to create a physical portfolio for each entry, he said, "today it can be created by one person and submitted instantaneously. Because word about that has gotten around, we're expecting an even greater turnout this year."

And because the GLOBES judging is also done electronically, the time and expense of qualifying, recruiting and assembling an international jury has been eliminated, and geographic diversity is assured on the pre-selected panel. As in previous years, every GLOBES entry will be reviewed anonymously by this "virtual" panel of senior-level client- and agency-side marketing executives, all of whom will be barred from evaluating their own work or the work of others in categories in which they have an entry. More than 40 judges from around the world will serve on the jury. Judging criteria are strength and relevance of concept, originality and innovation in strategy, quality of execution and results against objectives.

Judging will take place in the first week of September. Winners will be notified at the end of September and announced on Oct. 26, with publicity pre-scheduled in the November issues of PROMO Magazine (USA) and other publications around the world.

Seventeen GLOBES Awards, comprising an overall Gran Prix and a winner in each of 16 categories (see list below) will be presented at a gala reception and dinner during MAA Worldwide's annual Fall Meeting and Conference. This year's event is set for the evening of Oct. 26 at Fairmont Turnberry Isle Resort in Aventura, Florida, to which agencies will be allowed to invite client-side guests. For more information about the MAA's Fall meeting, please visit

Campaigns that win GLOBES awards are considered "the best of the best" worldwide," Mr. Contess said, on the basis that they become eligible only after having first been honored by MAA-recognized marketing organizations in their own countries. Thus the Gran Prix in the GLOBES program (which went to TBWA Korea last year) goes to the overall winner from literally hundreds of previously honored campaigns (1,300 were eligible in 2003) that ran throughout the world. Last year more than 150 agencies representing 30 European, Asian, North and South American and Pacific Rim countries entered the GLOBES.

The 2004 Categories:
The 2004 Gran Prix Award
Awarded to the campaign that the 2004 judges deem "the best of the best" from the winners of each of the 16 judging categories featured below.

1. Best Multi-Discipline Campaign.

Awarded to the campaign that uses at least three marketing disciplines (i.e. sweepstakes, direct marketing, in-store merchandising) the most effectively to market a product, service or company.

2. Best Sponsorship or Tie-In Campaign.

Awarded to the campaign that does the most to leverage a sports, entertainment or travel/tourism activity as the primary method of marketing a product or service. (new category).

3. Best Use of Direct Marketing.

Awarded to the campaign that uses direct marketing and CRM solutions most effectively as the major communication strategy to maximize marketing ROI. Demonstration of successful targeting to achieve set objectives is key.

4. Most Innovative Idea or Concept.

Awarded to the campaign that best demonstrates a unique marketing idea or fresh interpretation of an established idea in relation to mechanics, channels of communications, types of incentives, etc.

5. Best Use of Interactive Media.

Awarded to the campaign that uses digital, electronic or other new, interactive media most effectively to maximize marketing ROI.

6. Most Effective Long Term Promotion Marketing Campaign.

Awarded to the campaign that best demonstrates a long-term impact on the strategic development and growth of a brand (minimum: three years) measured against a set of long-term objectives. Agency must supply a snapshot of the campaign's results for each year discussed.

7. Best Activity Generating Brand Awareness & Trial Recruitment.

Awarded to the campaign most effective in gaining brand awareness and/or trial for a new, repositioned, or existing product, service or company.

8. Best Activity Generating Brand Volume.

Awarded to the campaign most effective in gaining incremental volume for a product, service or company.

9. Best Activity Generating Brand Loyalty.

Awarded to the campaign that generates loyalty to a product, service, or company most effectively.

10. Best Business-to-Business Campaign.

Awarded to the campaign that does the most to market a product, service or company among business customers.

11. Best Retail Account-Specific or Channel Marketing Activity.

Awarded to the campaign that best supports the launch of a product or service inside a specific retail account or channel. Campaigns can be originated by retail clients or can be tailor-made by suppliers for a specific retailer.

12. Best Dealer or Salesforce Activity.

Awarded to the campaign that does the most to motivate dealers and the salesforce to sell more product or service among the core target audience.

13. Best Brand-Building Campaign.

Awarded to the campaign that does the most to enhance a brand's image and equity in the marketplace. [new category].

14. Best Cause or Charity Marketing Campaign.

Awarded to the campaign that does the most to market a specific product or service while making a positive impact on a specific social cause.

15. Best Event Marketing Campaign.

Awarded to the campaign that best leverages one event, a series of events or a mobile marketing tour to provide a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

16. Best Small Budget Campaign.

Awarded to the campaign that achieves all stated objectives while adhering to a small budget (outside USA, under $50,000; inside USA, under $100,000). Although the entry may appear to fit into categories #1 through #15, category #16 may be a better fit if the budget limitations actually made the campaign stronger (i.e. great results, innovative, creative, etc

Media contact:
Kerry Smith