The Marketing Agencies Association Worldwide is the only organisation
dedicated to CEO's, Presidents, Managing Directors and Principals of
Marketing Services Companies. It is an extraordinary assembly of the top
marketing minds in the world.
For 25 years, MAA Worldwide has
been recognising the very Best of the Best Promotion Marketing Campaigns
from Asia, Australia & New Zealand, Canada, Europe, the Middle
East, North America, South America and the United Kingdom in the MAA
GLOBES Recognition Program.
In 2006, in an effort to discover and
recognise young Marketing Professionals throughout the World, MAA
Worldwide invited Universities and Business Schools with Marketing
Classes, to compete in the first MAA Global Tertiary Marketing Challenge
and to demonstrate to a global panel of Judges, representing Academia,
Clients and Promotion Agencies, how they would address a marketing brief
for a fictitious Client.
The Program was a resounding success,
immediately attracting entries from 15 Countries with the first Winners
of the Challenge coming from Universities & Business Schools in
Indonesia, Canada and Malaysia.
This year, MAA Worldwide invites Marketing Classes in Universities and Business Schools througho
ut the World to take up our Challenge for 2012, 'A Cause for Poverty'.
Marketing
Teams must demonstrate their ability to answer the brief as though they
were the Promotion Marketing Agency, briefed by the Client. Teams may
work on the brief at any time to suit their Class Calendar, as long as
their Entry is lodged on the MAA Worldwide Global Academic Challenge
website by 5pm (local time in each entrant's Country) on 31 July 2012.
A
global panel of Judges will score all Entries in August. The highest
score will win the Challenge and the GLOBE will be retained by the
Winning University or Business School. Every Member of the Winning
Marketing Team will receive a GLOBE Certificate.
Silver and Bronze
Certificates will be awarded to each Member of each of the Teams with
the second and third highest scores. Orders of Merit Certificates will
be awarded to Teams who the Judging Panel feel are worthy of this
recognition. All certificates will be prepared as PDF's and emailed to
the Team Leaders. The PDF's can be colour printed locally.
HOW TO ENTER YOUR CAMPAIGN
1. THE BRIEF - “A CAUSE FOR POVERTY”
Marketing
Agency Teams are tasked to create a new form of fund raising to address
Poverty in your Community, your Country or any Country (the choice of
location will have no bearing on Judging).
Background:
The
current global economic situation is creating tremendous issues &
challenges with fund raising Organisations around the World.
•
Consumers are holding on to any 'disposable income' on the supposition
that 'charity begins at home' and because household costs are rising.
•
Consumer apathy & suspicion (How much of the money does reach the
Cause? How much is spent on administration overheads?).
• How
to deliver inspirational advertising messages without depending on free
airtime & space offered on a 'community basis' by media groups
& pro bono creative from Advertising Agencies.
• Many
Corporations are cutting back on fund raising allocations from their
Marketing budgets, as profits & ROI (Return on Investment) come more
and more under scrutiny.
• Governments still allocate funds
but it's hard to include all Charities & Causes in their Budget
planning. Many still rely on public funding.
• There are
ever growing numbers of Causes, covering natural disasters, medical,
community, animals and the environment, creating massive clutter and
confusing messages for identical causes.
How many more Causes can
be added to 'Daffodil Days' (to address Cancer), 'Red Nose Days' (to
address Sudden Infant Death Syndrome), American Express 'Red Card'
(AIDS) and 'Earth Hour' (for the environment) without continuing to add
to the 'Cause clutter'?
Fundraisers the world over are facing the
above issues, as well as strong competition from other Fundraisers.
they also face tough public scrutiny as to how funding is allocated to
projects, and how overheads are administered.
The task for Marketing Teams in the 2012 MAA Worldwide Academic Challenge is to create a new Charity to help address poverty.
Your Team's challenge is to:
• Define 'poverty' and your cause, for addressing of this Challenge.
• Determine your own territory. Your City, your Country or another Country.
• Create a name for your Charity, a set of Corporate Objectives, an Operational & evaluation Plan.
• Create a Promotion Marketing plan.
• Assume you have staff and an office.
• Assume you have the support of TV, Press, Radio & the Internet, for no cost.
• You have a target of US$1 million to reach in the first year.
We
aren't looking for a new 'United Nations', but we are looking for an
efficient, effective and contemporary marketing execution which will
create awareness, consumer acceptance, corporate support and which will
raise the target funds.
Your Team will be judged on the following parameters:
• How you will achieve your objectives. Is there a new fresh approach to raising funds to address your 'Poverty' Charity?
•
How you will involve the public over the year. Is there an unobtrusive
method (automatic) to secure ongoing funds from the public and/or
companies without the public even thinking?
• How you
involve Celebrities. If you do, how different can their involvement be,
rather than being 'spokespeople' in the media? Is there a new clever
way to use Celebrities and to address the 'Celebrity factor' which can
be quite tired?
• How you will use the funds to address
your cause. Is there a new way to maintain involvement and Promotion
via 'Word of Mouth' by supporters? Can your supporters be your
Ambassadors?
• How you will report on the result of the funds
being allocated to your cause. Is there a way that your Reporting can
motivate the public to become more involved, after the advertising is
finished? Is there a 'grass roots' approach which can extend
involvement?
• How you will address Corporate and/or Government support opportunities.
•
What Marketing tools (and you have many new traditional and digital
tools to use) will your Team use to communicate and maintain
communication with your public to create & maintain involvement?
2. ENTry details
•
Students currently studying any Marketing subject in Universities and
Business Schools in any Country, are eligible to enter.
• Students can enter in teams of 3 or more. Entries are not permitted from individuals.
•
Entries can be received from more than one Team in any participating
University or Business School, but only one entry is permitted from each
Team.
• There is no cost of entry.
The Submission
Your
written submission will need to be prepared in English and in a single
PDF format. You may like to create your document in more than one
format (ie Microsoft Word or Powerpoint) and then combine all pages into
one PDF file. The written entry PDF file must not exceed 500kb.
Support Material
This
material may include graphic representations of your Entry. If you have
more than one piece of artwork, scan, jpeg, etc please convert all
material into one PDF. The PDF file must not exceed 10mb.
Parameters upon which your entry will be judged
Teams are not expected to provide results, but entries will be judged for:
• Marketing Strategy (30 points)
• The Concept, ideas & creativity (40 points)
• Execution of the Programme and how results will be evaluated (30 points)
Teams may provide artwork to support their concept, but this material will not be judged on quality.
Entry specifications
Each
team will enter as a Marketing Agency and will need to provide their
Agency Name on the online entry form. Audio or Visual elements are not
required.
An online entry form must be completed for each Marketing Agency.
The
copyright of all entries will remain the property of each Entrant. MAA
Worldwide reserves the right to publish all or any part of any entry.
Closing date
All
entries need to be lodged on the MAA Worldwide Academic Challenge
website: www.maaacademicchallenge.com before 5pm (local time in each
entrant's country) on 31 July 2012.
Judging
The
Marketing Agency whose entry achieves the highest score, as judged by
the Academic Challenge International Panel of Judges representing
Academia, Clients and Marketing Agencies, will win a MAA Worldwide
GLOBE, the pinnacle in global Marketing Communication excellence for 26
years.
3. PRIZES
The Grand Prize
A MAA GLOBE will be awarded to the Marketing Agency which attains the highest score, awarded by the International Judging Panel.
The
GLOBE will be retained by the Winning University or Business School.
Each Member of the Winning Marketing Agency will receive a GLOBE
Certificate. Additional copies of the GLOBE can be purchased by Members
of the Winning Marketing Agency, from the MAA Worldwide Secretariat.
The Certificates
Silver
and Bronze Certificates will be awarded to each Member of each of the
Promotion Marketing Agencies, with the second and third highest
scores.
Order of Merit Certificates
Order of
Merit Certificates will be awarded to each Member of the Promotion
Marketing Agencies, whose Entries the Judging Panel feel are worthy of
this recognition
Note: All Certificates will be prepared as PDF's and emailed to the Team Leaders. The PDF's can be colour printed locally.
All winners will be announced on www.maaw.org in late October 2012.
Moreinfo: http://www.maaacademicchallenge.com
