Brand Advertising (PR) - Ad World Showdown
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Ad World Showdown 2023

Brand Advertising (PR)

Entries will need to demonstrate ideas that engage in the field; work which leverages public spaces to communicate a message or immerse consumers in a brand experience.
Jury Criteria: 20% idea; 30% strategy; 20% execution; 30% impact and results

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Explore the categories

  • H01. Best PR – Business Services
  • H02. Best PR – Conglomerate
  • H03. Best PR – Consumer Goods
  • H04. Best PR – Consumer Services
  • H05. Best PR – eCommerce / mCommerce
  • H06. Best PR – Education
  • H07. Best PR – Finanical Services/Banking Enterprises
  • H08. Best PR – Healthcare
  • H09. Best PR – Media / Entertainment / Sports
  • H10. Best PR – Not-for-profit / Charity / Government
  • H11. Best PR – Real Estate
  • H12. Best PR – Retail
  • H13. Best PR – Travel, Leisure, Restaurants & Fast Food Chains
  • I01. Best PR – Community Management
  • I03. Best PR through Content Creation & Production
  • I04. Best PR through Content Discovery & Amplification
  • I05. Best PR through Innovative Use of Influencers
  • I06. Best PR Using Research, Data & Analytics
  • I07. Best Real-time Response
  • J01. Best Brand Voice & Strategic Storytelling
  • J02. Best Low Budget PR
  • J03. Best Media Relations
  • J04. Best PR – Launch / Re-launch
  • J05. Best Use of Events & Stunts
  • J06. Best Use of Technology
  • J07. Integrated Campaign led by PR
  • J08. PR Effectiveness
  • K01. Best Corporate Image, Communication & Reputation Management
  • K02. Best Crisis Communications & Issue Management
  • K03. Best Internal Communications & Employee Engagement
  • K04. Best Public Affairs & Lobbying
  • K05. Best Sponsorship & Brand Partnership

H01. Best PR – Business Services

Legal, financial, B2B technology, consultancies & professional services, marketing, advertising, PR, internal & corporate comms & other
business services.

H02. Best PR – Conglomerate

All groups and major collaborative conglomerates

H03. Best PR – Consumer Goods

All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG,
clothing and accessories, furniture, consumer electronics and cars and automotive products & services.

H04. Best PR – Consumer Services

All enterprises/brands/websites/apps/protals providing consumer services including but not limiting to food and other deliveries,
bookings, lifestyle, news, telecommunication, professional services etc.

H05. Best PR – eCommerce / mCommerce

All digital platform engaged in any kind of sales of products / services

H06. Best PR – Education

All institues, enterprises, apps and websites dealing with education/educational content

H07. Best PR – Finanical Services/Banking Enterprises

All enterprises/brands/websites/apps/portals dealing in Financial services and products including but not limited to banking, insurance,
fintech, payment gateways, forex, money transfer etc.

H08. Best PR – Healthcare

All Fitness and healthcare products and services including but not limited to Pharma, OTC drugs, wellness apps and devices

H09. Best PR – Media / Entertainment / Sports

Music, film, television, sports, publications & media, books, news, digital platforms and indivduals (celebs)

H10. Best PR – Not-for-profit / Charity / Government

Government, public information, other not-for-profit, military, charities, non-profit.

H11. Best PR – Real Estate

Including but not limited to residential, commercial, Industrial, Sustainable Real Estate

H12. Best PR – Retail

All shops and outlets, including online shopping, opticians, hairdressers and estate agents

H13. Best PR – Travel, Leisure, Restaurants & Fast Food Chains

All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services,
including museums, festivals and gyms. All restaurants and fast food chains, including cafes and bars.

I01. Best PR – Community Management

Recognising the development, maintenance and nurturing of brand relationships. Entries should demonstrate how engaging with a
brands online community / targeted audience built its reputation and established trust & authority within the online community.

I03. Best PR through Content Creation & Production

Content created and produced to entertain, inspire or educate. Entries should demonstrate how the content created was audience
relevant and engaging as well as in line with brand messaging.

I04. Best PR through Content Discovery & Amplification

Recognising a creative approach to content amplification and distribution in order to reach the largest potential audience. Entries should demonstrate how a combination of earned, paid, shared and owned media contributed to increased brand engagement and awareness.

I05. Best PR through Innovative Use of Influencers

The creative and innovative use of influencers to drive brand message and awareness to a specific audience.

I06. Best PR Using Research, Data & Analytics

Research, data-led or actionable insight that provides a meaningful contribution or input to a public relations program. Entries should
provide evidence of research or insight, quality of thinking and the development of a strategy.

I07. Best Real-time Response

Real-time social activity designed to respond and engage in the conversation around world events, public affairs and other real-world,
real-time activity in a creative and meaningful way.

J01. Best Brand Voice & Strategic Storytelling

Customised strategies designed to communicate a particular point of view / story of a brand / organisation in a consistently relevant way
and to build an emotional connection with employees, shareholders and customers alike.

J02. Best Low Budget PR

Strategic and creative use of modest budgets and/or resources to create maximum impact.

J03. Best Media Relations

PR that puts journalism at the forefront of the campaign, with evidence of a high-degree of innovation intended to engage, educate or influence editorial. Entries should explain the relevance of media outcomes, including depth, quality and messaging. Consideration will be given to how this strategy achieved or supported the desired campaign outcome.

J04. Best PR – Launch / Re-launch

Work created to launch or re-launch a product or service.

J05. Best Use of Events & Stunts

Work which uses stunts, events, competitions, promotional games, pop-up events, street art, guerrilla marketing, corporate events, launch parties, live streamed events, festivals etc. to build the value and reputation of a brand or communication project as part of a wider public relations strategy.

J06. Best Use of Technology

Existing or new technology that pushes the boundaries of digital innovation to execute or support a PR campaign, including artificial
intelligence, virtual reality, robotics, gadgets and electronics, wearable and interactive technology, etc.

J07. Integrated Campaign led by PR

Work that has successfully integrated the chosen elements or channels throughout the campaign, with evidence of how well the different types complement and build on each other to communicate the brand’s message and / or change consumer awareness and attitudes.

J08. PR Effectiveness

Recognises creative work that has a proven impact on business and reputation. Entries should provide results data, as well as details of measurement tools and analysis methods used to evaluate results. Consideration will be given to tangible business results and the quality and quantity of media.

K01. Best Corporate Image, Communication & Reputation Management

Work which builds the image / raise the profile and shape the perceptions of a corporate brand, organisation or corporation.

K02. Best Crisis Communications & Issue Management

The planning and/or handling of the consequences of a crisis or an issue that may affect a company’s credibility and reputation. Entries should demonstrate evidence of the planning and/or implementation of a crisis communication strategy and how the desired outcome was achieved.
Content of entries in this category can be kept entirely confidential and used for judging purposes only.

K03. Best Internal Communications & Employee Engagement

Engaging internal communications and activities, including change management, intended to connect employees with a company identity or message. Entries should demonstrate how activities translated into measurable results, employee satisfaction, and business growth.

K04. Best Public Affairs & Lobbying

Work planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies, as well as political
or ballot initiatives.

K05. Best Sponsorship & Brand Partnership

Work which utilised sponsorship and/or partnership programs in order to meet specific awareness / business goals as well as to enhance
the image of a brand, organisation or corporation.

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