Category 2: Mobile Marketing & Advertising
2c. Mobile Marketing & Advertising Agency of the Year
Mobile advertising is widely recognised as a significant opportunity for brands, advertisers and publishers to engage consumers in a targeted, responsible and contextual manner improving responses to campaigns and extending audiences to new territories. The mobile ad sector is growing and evolving so rapidly that recent forecasts by leading mobile analysts suggest that worldwide revenues in 2011 could reach over $3Bn - double that of 2010. This new category is specifically for Advertising, Promotion or Marketing Agencies and media buyers, large or small, that demonstrate sustained leadership, creativity, innovation and success in use of the new global medium of mobile.
The judges will shortlist five entries in this category, with one winner announced at Mobile World Congress in Barcelona on Tuesday 28th February 2012.
Eligibility:
The category is open to advertising, promotion, marketing agencies or media buyers that are spearheading the growth, adoption and evolution of mobile advertising in 2011.
Judging criteria:
The judges will be looking at agencies that can demonstrate the following in 2011:
- Creative excellence and leadership
- Acute targeting, sophisticated planning and dynamic implementation
- High quality production values
- A track record of achievement for brands
- Innovation in use of the state of the art techniques to deliver campaigns
- A sophisticated understanding of the medium
- Responsibility in terms of protecting customers from intrusive content
- Integration of mobile campaigns with use of other media
- Evidence of success in reaching audiences
