This award recognises a campaign that demonstrates outstanding strategic thinking, creative execution, and measurable results delivered on a budget between £50,000 and £150,000.
The budget should include all direct campaign costs but may exclude permanent staff costs, premises, overheads, and other general trading expenses. This category is suitable for campaigns using one or more communication channels.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with wider marketing or business goals - Audience (10 points)
Understanding of the target audience and how the campaign was designed to engage them - Innovative and creative (10 points)
The extent to which the campaign demonstrates creativity, originality, or innovation in approach - Cost effective (10 points)
Efficient use of budget and resources, demonstrating strong value for money - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Set clear, measurable objectives aligned with broader marketing or business goals
• Demonstrated how the campaign supports wider strategic priorities
Audience
• Demonstrated a strong understanding of the target audience, such as architects, contractors, housebuilders, or merchants
• Showed how messaging and channels were tailored to engage that audience effectively
Innovative and creative
• Used an appropriate and creative mix of channels and content to deliver a coherent and compelling message
• Demonstrated originality in campaign approach, execution, or storytelling
Cost effective
• Demonstrated efficient allocation of budget across channels and activity
• Delivered strong value relative to investment
Measurably achieved
• Provided clear evidence of success, such as brand awareness, lead generation, specification, engagement, or sales
• Demonstrated a strong return on investment and meaningful business impact
Industry-specific examples might include:
- A CPD-led digital and PR campaign to support the launch of a new roofing system
- A cross-channel initiative promoting sustainable insulation to architects and developers
- A trade campaign aimed at driving merchant uptake of a new product range
- A branded content series targeting retrofit decision-makers in housing associations
- A hybrid campaign combining print, digital, and events to position a consultancy as a leader in net zero delivery
Judges will be looking for strategic clarity, smart resource allocation, and evidence that the campaign made a meaningful and measurable impact within the mid-range budget.
