Chief Marketer presents the 28th Annual PRO Awards

Enter your best promotion marketing campaigns for your chance to put your agency or brand in the spotlight and gain industry-wide recognition.

FINAL DEADLINE: March 23, 2018
ENTER NOW

Rules of Entry

ELIGIBILITY RULES

  • The PRO Awards are open to marketers, agencies, suppliers, and manufacturers involved in campaigns utilizing promotion marketing.
  • B-to-C and B-to-B events and campaigns are eligible.
  • Campaigns must have launched or debuted between January 1, 2017 and December 31, 2017.
  • International entries are welcome!
  • Entrants may submit as many campaigns as they wish into the 2018 PRO Awards. Campaigns may be entered in multiple categories, as long as it is within category guidelines.

How are the Pro Awards Judged

Each PRO Award category will have a Gold, Silver and Bronze winner along with an Honorable Mention.  A panel of senior-level brand and agency promotion marketing experts judge all categories, including the Best Creative category. Judges will look for evidence of campaigns that demonstrate the following:  
  • Clear strategic thinking
  • Innovation
  • Effectiveness
  Winners will have succeeded in reaching out and effectively promoting to the target audience. Results must be supported.  

Categories

There are 30 categories available for submission. Entries can be made into more than one category.

Click to see categories

Best Multidiscipline Campaign

Awarded to the campaign best utilizing more than one marketing discipline (i.e. broadcast, direct marketing, advertising, sweepstakes, events, digital media, public relations) that showcases outstanding creativity, consistency of message and achievement of objectives.

Best Use of Event or Experiential Marketing (Five Venues or Less)

Awarded to the campaign best utilizing creativity in producing a live event or customer experience to enhance the strategic position or sales of a product or service. The event should have been produced in five or fewer venues and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

Best Use of Event or Experiential Marketing (More Than Five Venues)

Awarded to the campaign best utilizing creativity in producing a live event or customer experience to enhance the strategic position or sales of a product or service. The event should have been produced in five or more venues and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

Best Vehicle-Based Campaign

Awarded to the best campaign that delivers a marketing experience by using a vehicle at the heart of the program. Judges will consider the strategy, brand/market relevance, vehicle design, execution and measurable results.

NEW Best Use of Disruptive Marketing

This campaign really caused a ruckus. It stood out from the competition like a cat in a dog park to prevent competitors or entrepreneurs from moving in — even squeezing an elbow in. Judges will be looking for a little risk or lots of courage.

Best Use of Shopper Marketing

The award goes to the brand/agency who can show the judges the specific trail of shopper marketing work pre-, during- and post- retail that led to a successful outcome. This entry should outline what shopper data led to what marketing tactics and ultimately to what follow up communications with customers.

Best Retail Campaign

Awarded to the campaign that best leverages the strengths of a retail marketing initiative. The program can be executed by the brand or co-branded with other brands or a retailer. This category accepts both brick-and-mortar and online retail promotions.

Best Sampling or Trial Recruitment Campaign

Awarded to the program that effectively introduced or promoted a product or service by means of sampling or trial. Sampling and trial can include in-store, in-pack/on-pack, event sampling and direct mail. Program should demonstrate in its results an effective trial/conversion rate.

Best Use of Influencer Marketing

Awarded to the campaign that executed a successful strategy that identified the influencers who have sway over potential buyers and oriented marketing activities around these individuals.

Best Cause-Based Campaign

Awarded to campaign tied to charitable objectives, including campaigns tied to nonprofit organizations, events or corporate outreach. Initiatives can include pro bono, cause-related, green efforts or corporate donations. Judges will consider how the brand and/or any involved cause benefited from effort.

NEW Best Use of Marketing Innovation in a Campaign

Awarded to the campaign using cutting edge technology to increase the effectiveness or efficiency of marketing to gain a competitive advantage.

Best Cross-Channel Engagement

Awarded to the campaign that showcases how a brand connected with consumers across multiple touchpoints, and drove engagement across multiple channels, such as in-store, social, mobile, print and web.

Best Digital Campaign

Awarded to targeted, measurable and interactive campaigns using digital technologies, mainly using the Internet or mobile devices as a core promotional medium to reach and convert leads into customers.

Best B2B Campaign

Awarded to the best business-to-business campaign to generate prospects, leads, sales or customer retention. Judges will consider creativity, execution, relevance to the vertical market targeted and measurable results.

Best Loyalty Marketing Campaign

Awarded to the best use of loyalty marketing to motivate consumers to take action and/or encourage repeat purchases, including using discounts, points, rewards, coupons, premiums, membership programs, clubs and other incentives.

NEW Best Cross-Country Campaign

Awarded to the national campaign that reached across America to touch consumers whether that be through social, mobile, digital, events or other channels or mediums. Judges will consider innovation, creativity, execution and results.

Best Local/Regional Campaign

Campaigns executed on a local or regional level with the intent of reaching consumers in a specific geographic area. Creativity and measurable results will be considered.

Best Brand Awareness Campaign

Awarded to the campaign most effective in gaining measured market awareness for a brand, service, product or event including re-launches, repositions and new introductions.

Best Use of Content Marketing

Given to the campaign that shows the most strategic use of content marketing. Judges will consider how marketers consistently created and/or curated and promoted content to attract and retain customers, create brand awareness loyalty, and drive ROI for the overall marketing strategy.

Best Campaign on a Budget (under $250,000)

Awarded to the campaign that achieves all stated objectives while adhering to a budget under $250,000. Judges will consider innovation, creativity, execution and results.

Best Multicultural/Lifestyle/Age-Targeted Campaign

Awarded to the campaign that most successfully targets a specific vertical niche/subset of the population based on specific demographic criteria. For example, ethnicity, gay/lesbian, parents, faith, pet owners or a specific age range of consumers: teens, boomers, etc. (Millennials has its own category). Campaigns will be judged on creativity, execution, market relevance and measurable results.

Best Campaign Targeting Millennials

Awarded to the campaign that most creatively and successfully targets Millennials via any, or multiple, marketing channels. Campaigns will be judged on innovation, execution and measurable results.

Best Holiday or Seasonal-Themed Campaign

Awarded to entries that use campaign marketing to focus on a particular holiday or season (i.e. Valentine’s Day, Earth Day, St. Patrick’s Day, Father’s Day, Christmas, Kwanzaa, Summer, Winter, Spring, Fall, back-to-school etc.) to drive sales. Judges are looking for a strategic and innovative use of creative, messaging and execution.

Best Entertainment Sponsorship or Tie-in

Awarded to the campaign that best leverages an entertainment brand or activity to market a product or service. Judges will consider creativity, execution and relevance to both the entertainment and product brand, as well as measurable results.

Best Sports Sponsorship or Tie-In

Awarded to the campaign that best leverages a sports brand or activity to market a product or service. Judges will consider creativity, execution, relevance to both the sport/sport franchise and product brand and measurable results.

Best Use of Gamification, Contests and Sweepstakes

Awarded to the campaign that best promotes a product or service through the use of gamification, contests or sweepstakes. This tactic can be part of a broader integrated campaign, but the impact of the gamification, contest or sweepstakes should be clear.

Best New Product Launch

Awarded to the campaign that most innovatively launched a new product or service via any medium or channel. Measurable results, creativity and the overall launch plan will be considered.

Best Use of Social/Viral Marketing in a Campaign

Given to the campaign that shows the most creativity, innovation and measurable results using any social media channel to drive brand awareness and/or sales. Judges will consider sharability and viral reach of the campaign.

Best Use of Video

You must have a great video up your marketing sleeve! Show us! Awarded to the agency/brand that produced/integrated branded or consumer-generated video into its marketing. Judges will consider how well the video generated awareness for the brand.

Best Buzz

Awarded to the campaign that innovatively created buzz and disrupted the status quo in a brand’s space through any medium or channel. Judges will consider how new ideas performed against the set objectives the brand had for the campaign or promotion.

New Award Category

Best Use of AI/VR/AR

Given to the campaign that shows the most strategic use of AI, VR or AR to attract, retain or engage consumers. Judges will consider use, creativity, execution and results.

New Award Category

Best Corporate Social Responsibility Campaign

Awarded to the campaign that most successfully relays its corporate social responsibility message to consumers. This tactic can be part of a broader integrated campaign, but judges will consider how the brand benefited from effort.

New Award Category

Best Campaign Targeting Gen Z

Awarded to the campaign that most creatively and successfully targets Gen Z via any, or multiple, marketing channels. Campaigns will be judged on innovation, execution and measurable results.

Entry Requirements and Fees

DEADLINES & COSTS

Final Deadline:

March 15th through March 23rd: $645 / entry

HOW TO ENTER

Learn More

Entry into the PRO Awards is 100% virtual. All entries must be submitted through our online entry system. The entry process is just four easy steps:
  1. Choose the category you wish to enter
  2. Enter in campaign details and answer the entry questions; word limits apply
  3. Upload supporting photos, renderings and/or video(s)
  4. Submit your entry fee payment online

FAQ's

Click here To read FAQ's

WHAT ARE THE PRO AWARDS? The PRO Awards recognize outstanding promotion marketing! The awards are the benchmark for outstanding creativity and stellar results in the marketing industry, as judged by a jury of expert peers. WHO WON THE 2017 PRO AWARDS? Click here to see who won, and more importantly, WHY they won! HOW LONG HAVE THE AWARDS BEEN RUN? 26 years and going strong! WHAT IS THE COST TO ENTER? $495 per entry before February 22 and $645 per entry thereafter. WHAT ARE THE KEY DATES?
  • January 29, 2018: Call for Entries Open
  • March 1, 2018: Entries Due
  • March 15, 2018: Late Deadline
  HOW DO I KNOW IF I’M ELIGIBLE  TO ENTER?  
  • The PRO Awards are open to marketers, agencies, suppliers, and manufacturers involved in campaigns utilizing promotion marketing
  • B-to-C and B-to-B events and campaigns are eligible.
  • Campaigns must have launched or debuted between January 1, 2017 and December 31, 2017
IS THERE A DISCOUNT FOR MULTIPLE ENTRIES? No, we are not offering a discount for multiple entries at this time. HOW CAN I INCREASE MY ODDS OF WINNING? While there are no guarantees you will win, you can dramatically increase your odds of winning by following the guidelines from this Chief Marketer blog article. WHAT ARE THE ENTRY QUESTIONS? We suggest that you make your answers as succinct as possible. Judges appreciate concise, revealing entries! Word limits are not the suggested length – it is the maximum allowable length for each answer.
  1. Who/what was the client/brand? (Word Limit: 50 words)
  2. What were the client’s primary objectives for this promotion? (Word Limit: 200)
  3. Who was the target audience? (Word Limit: 100)
  4. What was the solution to the client’s marketing objectives? (Word Limit: 400)
  5. Describe the experience through the eyes of the target. Any other important factors that were meaningful to the success of the promotion? What was unique? What was wild and new? What technology was leveraged? (Word Limit: 400)
  6. How did the program perform? What were the results? Please quantify and be as specific as possible. Entries without qualified evidence will be penalized. (Word Limit: 400)
  7. Please indicate what suppliers and vendors assisted the program’s execution: partners, agencies, subcontractors, staffing shops, and so on. If possible, include a brand client quote we can use if you win. (Word Limit: 200)
DO I NEED TO PROVIDE RESULTS? HOW DO I DO THIS? YES! Entries without any quantifiable results will be penalized. Be as specific as possible: quote a client on their satisfaction with the results, include measurable impact on sales (if applicable), include information on the brand’s commitment to the program in future years, or recap any statistics you gathered which measured the promotional marketing success. The more information you provide, the better. DO I NEED TO PROVIDE PICTURES, VIDEO CLIPS AND ALL SUPPORTING MATERIALS? We encourage you to submit a thorough, well-rounded entry, so please provide all of the materials you have, but all of these materials are not required. You may submit up to 6 photos (1MB upload limit) and 1 video (10 MB upload limit, or no file limit if hosted on your own website and URL provided.)
  • Acceptable file types – Videos: mpg, mp4, avi, wmv. Images: jpg, gif, png, jpeg, pdf
HOW DO I UPLOAD AN IMAGE OR VIDEO TO MY ENTRY? For all uploads, first type a name for the image and then click out. An UPLOAD button should then appear to click and upload from your files. HOW ARE THE PRO AWARDS JUDGED? Each PRO Award category will have a Gold, Silver and Bronze winner along with an Honorable Mention. A panel of senior-level brand and agency promotion marketing experts judge all categories. Judges will look for evidence of campaigns that demonstrate the following:  
  • Clear strategic thinking
  • Innovation
  • Effectiveness
  Winners will have succeeded in reaching out and effectively promoting to the target audience. Results must be supported.

VIEW LAST YEAR's WINNERS

Check out the work that took home the hardware. Maybe you’ll be next? SEE MORE

AWARDS GALA

The 2018 PRO Awards will be presented at an Awards Gala this spring on Tuesday, June 19th at espace in New York City.

Contact

Should you have an inquiry regarding Leaders of Brand Activation and the PRO Awards Gala, please contact:

Greg Dicso

gdicso@accessintel.com 203.899.8499