LOGO AREA

The Secret of Gold Quill Success

23rd September 2014

WELCOME

WelcomeTessa O’Neill – President IABC UK

A Global Affair

281 overall winners

13 countries

8 UK winners

Agenda

• eBay Heroes & The Future of Shopping – Sara Luker, eBay

• HSBC Now – Jenny Varley, HSBC

• TCS Summit – Ashish Babu, Tata Consultancy Services

• Here Comes the Judge – Matt Frost, VP Corporate Membership IABC

• Get Ready for Gold Quill Awards 2015 – Tessa O’Neill

Going for gold: why winning IABC awards is pretty cool

Sara Luker, EU Content Editor

THE CHALLENGE

THE ENTRIESTHE RESULTS

TOP TIPS

THE CHALLENGE

“How can we better demonstrate to our internal stakeholders the quality of the work we do?”

WHY THE GOLD QUILLS?

GLOBALRIGOUROUS APPROACH

EXTERNALFUTURE OF SHOPPING

INTERNALHEROES RECOGNITION CAMPAIGN

THE ENTRIES

THE

RESULTS

READ THE JUDGES’ FEEDBACKCOULD DO MORE TO SET THE SCENE“It would help to understand the urgency of the need. It's not clear from your entry, how the higher scores would help eBay”

CLEAR OBJECTIVES“Well organized goals and SMART objectives demonstrate a clear understanding of the project success criteria”

MEASUREMENT – NOT JUST THE FACTS“A written explanation interpreting the results and your opinion of the success would be a good addition to the entry.”

STRATEGIC APPROACH TO PLANNING“Very well put together entry with clear organization. The strategic approach to planning this project definitely shows.”

LOOK TO USE MORE EXTERNAL RESEARCH“If you had research this would have been a good place to share it with respect to shopping and selling behaviours. Your audience overview is still strong and puts many things in context.”

HEROES - 5.993FUTURE OF SHOPPING - 5.868

1.Read the entry criteria! (Format, headings etc)2.Show clear objectives that link to business ones3.Tell a story – beginning, middle and end4.Your work sample must show the breadth, depth

and innovation of your execution5.Learn from the feedback – and use it to improve

your next entries!

TOP TIPS

SEE YOU INSAN FRANCISCO!

HSBC

• Jenny Varley

TCS Summit

• Ashish Babu

Judging the Gold Quill Awards

Matt Frost | 23 September 2014

Preparation, training and support • Advanced reading of 7-point scale of

excellence• Pre-evaluation evaluation to establish

benchmark• Onsite support – fantastic buddy system• Consistency is key!

My 3 take-aways

7-point global scale of excellence

My 3 take-aways7 Outstanding: an extraordinary or insightful approach or result

6 Significantly better than average: Demonstrates an innovative, strategic approach, takes all elements into account and delivers significant results

5 Better than average: Demonstrates a strategic approach and aligns the communication solution with the business need to deliver meaningful results

4 Average: Competent approach or results, professionally sound and appropriate

3 Somewhat less than satisfactory: Several key elements that are critical to the strategy or execution are missing, incorrect or under-represented

2 An inadequate approach or result: A significant number of critical elements are missing

1 Poor: Work that is wrong or inappropriate

Evaluate each entry against six points: 1. Business need or opportunity2. Stakeholder analysis3. Goals and objectives4. Solution overview5. Implementation and challenges6. Measurement and evaluation

Written feedback on each point now a requirement, to encourage learning. Your marks and feedback are discussed with your buddy before agreeing on score and submitting evaluating

My 3 take-aways

WELCOME

Get Ready for the Gold Quills 2015!Tessa O’Neill – President IABC UK

Gold Quills 2015 – what’s changed?

• Moved up deadlines:– Early bird: 12 November 2014– Final entries: 7 January 2015

• Made it simpler to submit into Communications Skills category

• Now recognising global agencies and teams of the year

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Gold Quills 2015 - more information

• Website & brochure: http://gq.iabc.com

• iabcuk@gmail.com

• Tessa O’Neill – President IABC UK