Understanding Scoring & Weightings
All campaign categories are assessed against the same six core criteria to ensure fairness, clarity and comparability across the programme.
However, the relative weighting of each criterion varies by segment.
This reflects the strategic focus of each group and ensures that work is judged in the context most relevant to its intent and ambition.
For example:
- Creative & Cultural Excellence places greater emphasis on originality, partnership and cultural impact.
- Commercial Impact & Performance prioritises measurable outcomes and commercial accountability.
- Innovation & Future rewards forward-thinking execution, technology and new models
- Vertical Excellence balances sector relevance, strategic clarity and performance results.
This approach ensures that creative-led work is not judged solely on short-term revenue metrics, and performance-led work is not assessed purely on aesthetic strength.
Full segment-by-segment scoring breakdowns are outlined in the Category Overview PDF. We strongly recommend reviewing this before submitting your entry.
Understanding how weightings apply to your chosen segment will help you structure your submission effectively and maximise scoring potential.