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You're Smart
Marketing communications professionals know that sales and other outcomes information are heavily impacted by factors outside their control. Pricing, product quality, selection, competition, distribution, geo-political and macro economic issues all significantly influence sales and other results statistics. Summit International Awards believes that heavy reliance on such data inaccurately reflects effective marketing communication. |  |
Removes the Barriers
Summit MEA, removes the barriers to entering an effectiveness competition. The Summit Awards believes that all marketing communicators, whether a one-person firm, in-house department or large agency, should have the opportunity to have their efforts evaluated in an effectiveness competition that is uncomplicated and reasonably priced. One where the judging criteria is based on the true purpose of marketing communications; to change, influence, or reinforce the consumer’s knowledge, attitudes, and beliefs.
Differentiate
Comparatively, effectiveness competitions have always demanded extensive briefs that require client research and data, which is then augmented with MBA jargon. Extensive time requirements to complete the exhaustive briefs, large entry fees, client reluctance to provide proprietary sales data, and quantitative results-oriented judging criteria are the likely reasons other effectiveness competitions measure the number of entries in the hundreds while creative competitions are measured in the thousands.
Filling the Need
The Summit MEA provides the industry an opportunity to submit concise briefs and creative examples, and reasonable entry fees. With the elements in the MEA Brief, our experienced judges put themselves into the position of the target audience and determine to what degree the execution was effective in influencing their attitude, knowledge, and belief. Most importantly, because the judging criteria are based on the purpose of marketing communications and not simply sales, the Summit MEA is the true arbiter of marketing communication effectiveness.
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