The 2007 Jay Chiat Awards Call For Entries
THE JAY CHIAT PLANNING AWARDSCall for Entries2007
FOREWORDGreetings.Once again, it’s time for the American Association ofAdvertising Agencies Jay Chiat Planning Awards, the onlyawards program in the United States that celebrates thecontributions of Account Planning. Last year was a hugelysuccessful awards program as the number and, more importantly,the quality of entries set new standards. It’s going to be tough tobeat. In 2006, Adweek ran a multi-page feature celebrating our 20short-listed “nominees.” We love this sort of coverage and expecteven more publicity for the “nominees” in 2007.As last year, the purpose of these awards is to recognizeachievement in creative thinking in all its guises. We willcontinue to ask judges to reward thinking that fills them with envyand inspiration. We will continue to focus on thinking that feelslike the future of planning, rather than planning that feels part ofthe past. We all know that planning has exploded in terms of thedisciplines and skill sets of those who work within it, from mediato connections planning to digital strategy to CRM to datastrategy to business strategy etc. This year we hope to encouragesubmissions from the full spectrum of strategic and creativethought leaders, whether you have “planner” in your job title ornot.If everything were the same though, that would be boring and youwould be asking yourselves what the co-chairs have been doingfor the last year. The biggest new development this year is theintroduction of an “International Category” for creative thatoriginated outside of North America. Every year we get a lot ofrequests from all over the world asking if they can enter their“brilliant strategic thinking” into the AAAA Jay Chiat PlanningAwards. We think they should be able to, because this gives usthe opportunity to celebrate not only the best strategic thinking inNorth America, but the best strategic thinking throughout theworld. The assessment will, however, require some understandingof the cultural challenges and communications conventions of thespecific market. To assess this we will put together a specialjudging panel of planning directors with global responsibilitieswho will decide which international papers are worthy of shortlisting. This makes the AAAA Jay Chiat Planning Awards a trulyglobal award scheme.We hope to be inspired by the diversity of submissions this yearand look forward to building on the success of previous years.The Jay Chiat Planning Awards program will further establishitself as the opportunity to celebrate the best thinking anywhere inthe world as it drives home the 2007 Account PlanningConference theme of “Creating Possibilities: Planning to Extendthe Boundaries of Creativity.”Good Luck,William Charnock & Murray HardieCo-Chairs, 2007 Jay Chiat Planning Awards2007 Jay Chiat Planning Awards/- 2 -
FIND IT!Foreword.2Find It! .3What Has Changed? .4Categories .4Judging Criteria .4Judging Process.5Notice & Recognition.5Content of Submission.5Structure of Written Case Study .6Submission .6Resources & Tips .7Entry Form 2007 Jay Chiat Planning Awards.9Eligibility.9Deadline: May 31, 2007 .9Entry Information.92007 Jay Chiat Planning Awards Book .10Entry Fee: 500 .11Check List .11The Small Print .11Awards Program ObjectiveCelebrate brilliant strategic thinking that clearly led to apowerful creative expression.2007 Jay Chiat Planning Awards/- 3 -
WHAT HAS CHANGED?¾ International Category. Best contribution of planning forcommunications that ran in international markets. Entriesmust be written in English and will be given an additional200 words (1,700 total) to describe the cultural contextwithin which the communications ran.CATEGORIES¾ Service Brand. Best contribution of planning to a servicebrand that has been in the marketplace for more than twoyears.¾ Product Brand. Best contribution of planning to a productbrand that has been in the marketplace for more than twoyears.¾ Product/Service Introduction. Best contribution ofplanning to a brand that has been in the marketplace forless than two years.¾ Pro Bono. Best contribution of planning to a pro bonobrand.¾ Small Budget. Best contribution of planning to a smallbudget brand (under 5 million).¾ Global. Best contribution of planning to a global campaignoriginating from North America and running in at leastthree other countries.¾ New! International Category. Best contribution ofplanning for communications that ran in internationalmarkets (not originating in the United States).In some cases, it may not be easy to determine which categoryto enter (e.g., a new product from an established brand). Weleave it up to you to enter in the category that feels right.JUDGING CRITERIAThe key criteria for winning an award are:¾ A great strategic idea¾ A powerful, impactful creative expression¾ A clear link between the two.Since almost all entries are examples of very good planning,we have come to the conclusion that this alone cannot beenough to win a Jay Chiat Planning Award. Judges will beasked to evaluate planning excellence based on the followingdefinitions:¾ Brilliant strategic thinking Is this a previously unearthed insight? Is there new thinking in the role for communications? Is there new thinking in media or channels? Was new ground broken in measurement? Did this expand the frontiers of the discipline itself?2007 Jay Chiat Planning Awards/- 4 -
¾ Powerful creative expression Is there a clear link between the thinking and thecreative? Do you believe this creative would have happenedwithout planning? Is there new thinking in the execution of the idea? Is this great creative? Did this work have an impact, either in the market or insome other measure?Gold winners will also be asked to present their cases on themain stage at the AAAA Conference, which will be heldAugust 6–8 at the Manchester Grand Hyatt, San Diego.We hope you agree that the best examples of planning do nothumble us with impressive sales charts alone, they leave usboth shamefaced and inspired by powerful ideas.Each Gold, Silver and Bronze winner will be recognized at theAccount Planning Conference with a Jay Chiat PlanningAward; Honorable Mention winners will receive certificates.All winning papers will be published in the 2007 AAAA JayChiat Planning Awards Book.JUDGING PROCESSStage I: Several short-listing panels, made up of planningdirectors, will review each group of entries and decide whichwill be short-listed for Stage II.NOTICE & RECOGNITIONThe winners from Stage II will be notified in writing viae-mail by Friday, July 20, 2007.CONTENT OF SUBMISSIONYour submission includes three components:1. A completed Entry Form (see page 9).Stage II: A jury of thought leaders from the advertisingcommunity, including creative directors, senior clients,planning directors, agency leaders and members of the presswill decide which award (Gold, Silver, Bronze or HonorableMention) each short-listed entry will receive.Stage III: Gold winners will be asked to present their papers inperson to an invited panel of judges on Sunday, August 5, inSan Diego, the day before the AAAA Account PlanningConference begins. This panel will decide which, if any of theGold winners, is worthy of the Jay Chiat Grand Prix Award.2. Written Case Study.Please submit 6 corner-stapled 8–1/2” x 11” copies ofyour Written Case Study. An electronic version of theWritten Case Study should also be included in a PDF orWord format on the Creative CD (see below). Please do notuse special covers or packaging.3. CD-ROM. Please submit 3 CD-ROMs, each containing aset of creative materials. Each Creative CD must contain asingle copy of the Written Case Study in PDF or Wordformat.2007 Jay Chiat Planning Awards/- 5 -
Maximum of 10 individual creative elements per entry,with no more than three individual creative elements permedium.Supply creative work in the following formats:o Television—QuickTimeo Radio—QuickTimeo Print—PDFo Outdoor—PDFo Other**—PDF or QuickTime.Important note for International Category entries: YourDVD must be Region 1 compatible.Entries submitted outside the prescribed formats will notbe accepted.**You are encouraged to include any creative elements beyondtraditional communications if they were employed as part ofthe execution (e.g., architecture, in-store design, uniformdesign, etc.) A clear understanding of the background and thebusiness challenge.A great story of how brilliant strategic thinking changedthe course of the communications development.Clear evidence that the creative idea that resulted fromthis thinking was both original and impactful.A maximum of 1,500 words (excluding summary andInternational explanation, if applicable) is allowed¾ New! Entrants in the new International Category areallowed an additional 200 words (1,700 total) to describethe cultural context within which the communications ran.Entries must be in English.Do not include the names of the agency or the individuals inthe written case study or at any time on-screen in yourcreative examples. This information should ONLY be includedon the entry form. Any papers exceeding the proper word countwill be eliminated in Round 1.SUBMISSIONSTRUCTURE OF WRITTEN CASE STUDYThe specific structure of the written case study is not mandatedbut is expected to include: A title A 200-word summary that highlights the thinking behindyour entry and the reason it deserves an award. This isnot a synopsis of the planning journey.Each submission must be accompanied by:1. Payment in the amount of 500 per entry. Entries submittedwithout payment will not be considered.2. A completed Entry Form for each submission (see page 9.)2007 Jay Chiat Planning Awards/- 6 -
Mail submissions to:AMERICAN ASSOCIATION of ADVERTISING AGENCIESAttn: AAAA Jay Chiat Planning Awards405 Lexington Avenue, 18th floorNew York, NY 10174-1801brilliant strategic thinking and the linkage of thatthinking to creative expression. While effectiveness isimportant for the Jay Chiat Planning Awards, we aremost interested in your exceptional thinking. Paperswritten to highlight this will have a greater chance ofsuccess.Questions? E-mail your questions to awards@aaaa.org.The deadline for submissions is 12:00 PM EST, May 31,2007.RESOURCES & TIPSWriting a great paper is a time-consuming process.Unfortunately, there aren’t any shortcuts; winning papers showlots of attention, love and care. The biggest piece of advice wecan offer is to start sooner than you think you should. If youfinish early, you can always find hours of endless amusementin rubbing in that fact with your peers who will be frantic andincoherent in the last week.Additionally, here are some other ways to raise your chances ofsuccess:1. While we understand the temptation, we caution you toresist the urge to simply re-edit a paper that was createdfor any other award program. The Jay Chiat PlanningAwards program is unique, with an emphasis on2. Tell an interesting story. Judges have to read a lot ofsubmissions and yours will have a better chance ofstanding out if they are drawn in by it.3. Make sure you clearly communicate how you brokenew ground with your thinking. Don’t assume everyjudge will understand the status quo in your category.4. Make sure planning’s impact on the outcome is visible.The best cases demonstrate a result that clearly wouldnot have occurred had it not been for planning.5. Don’t overlook the art direction of the submissionitself. Elegantly presented cases that are easy to readand exhibit a judicious use of graphics will rise to thetop.6. Finally, while 2007 celebrates today’s brilliant thinking,it can also be very useful to look back. We would referyou to some previous winners of the awards forguidance. In particular:2007 Jay Chiat Planning Awards/- 7 -
I. The 2006 Grand Prix winner, for AXE, not onlypresented great and truly holistic creative, but hit onan insight that changed the entire marketing platform.II. The Learning Channel 2006 Gold Winner presenteda showcase of how great strategic thinking can trulyaffect a brand at multiple levels.III. Audi’s 2006 Gold Winner represented an exceptionalexample of total communications planning.IV. The Molson Canadian Grand Prix-winning casefrom 2003 is a brilliant example of breaking newground in media channels as well as fresh thinking inexecution.Books containing the winners of 2003, 2004 and 2005 JayChiat Planning Awards are available at www.aaaa.org. The2006 Winners book will be available in late April.We strongly encourage all entrants to read them.At the 2006 AAAA Account Planning Conference, the 2006Jay Chiat Planning Awards co-chairs, William Charnock, JWT,and Adrian Ho, Fallon, presented a breakout on “How to Writean Award-Winning Paper.” Access the breakout powerpoint.2007 Jay Chiat Planning Awards/- 8 -
Entry Form2007 Jay Chiat Planning AwardsYou may submit more than one entry, but each entry must besubmitted with a separate Entry Form, Written Case Study,Creative CD and Fee. A submission may not be entered in morethan one category.Select one of the following categories:Service Brand. Best contribution of planning to a servicebrand that has been in the marketplace for more than twoyears.ELIGIBILITY¾ Only submissions where the media has run at some pointsince January 2005 may enter.¾ You may re-submit your entries from the 2006 Jay ChiatPlanning Awards provided that:o Your 2006 submission did not win an awardo Your re-submission includes new information in regardsto insight, creative and/or effectiveness.Product Brand. Best contribution of planning to aproduct brand that has been in the marketplace for morethan two years.DEADLINE: MAY 31, 2007Product/Service Introduction. Best contribution ofplanning to a brand that has been in the marketplace forless than two years.ENTRY INFORMATIONPro Bono. Best contribution of planning to a pro bonobrand.Small Budget. Best contribution of planning to a smallbudget brand (under 5 million).Client:Global. Best contribution of planning to a globalcampaign originating from North America and running inat least three other countries.Campaign title:International. Best contribution of planning forcommunications that ran in international markets (and notoriginating in the United States).Agency Address:Please give the complete names of client and brand, product orservice. This is how it will appear on all subsequent materials.Brand:Agency Name:City: State: Zip:2007 Jay Chiat Planning Awards/- 9 -
Name/title of planner(s)(Please include the names of all plannerswho should be recognized; only names on the original Entry Formwill appear on subsequent materials.):NameTitleE-mailNameContact Information (Person to be contacted in event ofquestions.)NameTitleE-mailPhoneShould contact also be listed as planner in the book? (Y or N)TitleE-mail2007 Jay Chiat Planning Awards BookNameE-mailOne of the important goals of the Jay Chiat Planning Awards isthe sharing of brilliant creative thinking. Therefore, it is essentialthat we share this thinking with the planning community throughthe publications of winning entries.NameRequired—In order to be considered for an award you must signthis portion of the Entry Form:TitleTitleName(name of agency) grants permission onbehalf of itself and (client) to the AAAAto edit and publish the complete entry and accompanying creativeselections in the 2007 Jay Chiat Planning Awards tleE-mail2007 Jay Chiat Planning Awards/- 10 -
ENTRY FEEThe entry fee is 500 US for each entry submitted. Entry feesmust be accompany entries. AAAA cannot accept entries withoutpayment. If you are using a company check and are submittingmore than one entry, you may use a single company check forall entries; all entries must be submitted at the same time.Check enclosed (payable to AAAA Awards for AccountPlanning)CHECK LISTI have submitted the following:Entry feeCompleted Entry Form with signed permission6 printed copies of the Written Case Study (stapledon upper left corner with no special cover or packaging)3 copies of the Creative CD-ROM, each containing aset of creative materials and the Written Case.I am submitting in the International Category and my 3DVDs are Region 1 compatible.THE SMALL PRINTName on CardIssuing BankExpiration DateAcct #SignatureMail this completed form with payment and entry to:AMERICAN ASSOCIATION of ADVERTISING AGENCIESAttn: AAAA Jay Chiat Planning Awards405 Lexington Avenue, 18th floorNew York, NY 10174-1801All submissions become the property of the AAAA. Entrants grant permission to theAAAA to show entries in supplementary presentations, and as often as the AAAAfeels is advisable. Entrants also agree to hold the AAAA harmless of any claim thatmay be made against it for any reason in any presentation.It is understood by entrants that the AAAA plans to publish a book of the awardwinning briefs, including creative. By signing that portion of the Entry Form givingpermission to the AAAA, the agency agrees on behalf of itself and its client that theAAAA can publish an edited (edited to conform to AAAA style) version of thecomplete entry and accompanying creative submissions in the book. The signing ofthis portion of the Entry Form is mandatory to be considered for an award.It is understood by entrants that the AAAA may charge a fee for use of thesematerials and can reproduce video and slide materials as needed. If a telecast ofselected award winners is arranged with a network or local station, the entrantagency agrees to absorb such talent or other residual charges that may be incurredby inclusion of one or more of its award winners in such a program, provided thatthese charges are not waived by the individuals, firms, or unions involved. Beforeany such telecast, winners will be advised that their spots are to be included as partof said program.No freight/delivery charges will be paid by the AAAA.2007 Jay Chiat Planning Awards/- 11 -
2007 Jay Chiat Planning Awards/- 2 - FOREWORD Greetings. Once again, it’s time for the American Association of Advertising Agencies Jay Chiat Planning Awards, the only awards program in the United States that celebrates the contributions of Account Planning. Last year was a hugely successful awards program as the number and, more importantly,
20072007 Jay Chiat Account Planning Awards Jay Chiat Account Planning Awards Grand Prix. BBH London, Unilver (AXE\Lynx) SERVICE BRAND Best contribution of planning to a service brand that has been in the marketplace for more than two years. Silver Fallon, Bahamas Ministry of Tourism Honorable Mention Campbell-Ewald, Alltel (Wireless)
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