On Monday, PromaxBDA officially opened for entries. That means that all of the details and materials you need to enter the 2017 Promotion, Marketing and Design North America Awards are currently live on their website.
There are a lot of changes this year, so we’ve gone through to highlight the key takeaways for this year’s competition. Here’s everything you need to know about Promax 2017, updated continually as new developments arise.
–Five new categories have been added (Feb. 3)
Promax has opened up almost a full month later than it did last year and maybe it’s just us, but the deadlines feel tighter than ever before.
The first deadline is Feb. 7
The second deadline is Feb. 21
The final deadline is March 20
PSA: Promax has noted on its website that deadlines are subject to change, and so the competition advises to “please check back often for updates.” We’ll keep an eye out for updates and post them on the Brave Dog Twitter and Facebook feeds.
Make your money go further
If your department is on a tighter budget this year, we recommend you register to become a PromaxBDA member (if you haven’t already) and shoot for the first deadline of Feb. 7. Prices to submit entries will go up substantially in the coming weeks.
Pricing tiers are as follows:
Feb. 7 fees
Single entry: $275 for members, $375 for non-members.
Campaign entry: $375 for members, $475 for non-members.
Feb. 21 fees
Single entry: $350 for members, $450 for non-members.
Campaign entry: $450 for members, $550 for non-members.
March 20 fees
Single entry: $425 for members, $525 for non-members.
Campaign entry: $525 for members, $625 for non-members.
This year, Promax went back to its old-school days of separating general promotion categories from its Design & Art Direction categories. In fact, the overall organization of the categories has been significantly changed. There are new names for old categories, and new sections and codes. Multiple categories have been consolidated and many categories have been deleted all together.
While the competition has created a category selection and keyword suggestion tool that will help finding the right categories for entries at submission time, we still find it’s easier on the eyes to make our recommendations using old-fashioned physical print-outs.
Things are going to look a little jumbled and confusing at first glance, so we’ve put together a list to help you find your bearings as you work.
Here are a few things to keep in mind before you begin:
- The “Marketing Creativity” categories are numbered and begin with TV
- The “Art Direction & Design” Categories begin with AD
- The “Branded Content” categories begin with BC
- The “Digital & Social” categories begin with DS
- The “Print” categories begin with P
- The “Multimedia” categories begin with MM
- The “Music” and “Special” Categories begin with S.
In some cases, the categories within each section are organized alphabetically instead of by subject, as has been the case in the past. However, this doesn’t seem to be the case throughout.
Many categories that once fell under Art Direction & Design have become more generalized promotional categories.
Promax removed several categories we previously pointed out as redundant in this guide. This has shifted category numbers slightly for the Art Direction and Design group.
That group previously included these three redundant categories:
- AD 12: Internal Marketing Presentation
- AD 13: Program Promotional Spot
- AD 14: Program Promotional Campaign
Because of this, every category starting with AD 15: On-Air Illustration has been shifted down three numbers. For instance:
- AD 15: On-Air Illustration is now AD 12.
- AD 16: On-Air Typography is now AD 13.
- AD 24: Channel Image Campaign is now AD 21 — and so on.
Be sure you’re using the correct, updated category numbers for your entries in the Art Direction & Design group!
Several categories from last year are no longer included in this year’s list. Those who have disappeared are:
- Promos At The Movies
- Entertainment Program Spot or Campaign: Program Syndicator/ Distributor
- Art Direction & Design: Program Bumper
- In-Program Promotional Element
- Art Direction & Design: Public Service Announcement
- Art Direction & Design: Program-Specific Logo
- Art Direction & Design: Self Promotion/Show Reel/Company Image Reel
- Art Direction & Design: Program Promotional Website
- Consumer or Trade Print Ad-Channel
- Art Direction & Design: Consumer or Trade Print Ad-Channel
- Art Direction & Design: Promotional/Premium/Specialty Items.
- Overall Integrated Sports Marketing Campaign
- Stunt Promotion: Special Event (Print)
Promax has added several new categories since the competition started, bringing the count up to 10 additions this year.
- N 01: Show Trailer Promotion
- N 02: Long-Form Branded Content Promotion
- N 03: Micro Video Content
- N 04: Social Media, Mobile Based Promotional Digital Content
- N 05: Social Media Series or Live Digital Video Content
- AD 05/AD 12: Internal Marketing Presentation
- AD 23: Sports Channel Image Promotion
- AD 24: (Sports) Channel Image Campaign
- DS 05: Content for Digital Promotion
If you’ve entered Promax before, you’re sure to come across some familiar-sounding categories. Or perhaps there was a category that would be perfect for this year’s creative — but you can’t find it. Here, we run down our list of all of the edited/renamed/combined/and moved categories.
- On-Air Promotion for Channel Website is now TV 04: Channel Website or App Promotion
- Marketing Video/Sizzle Reel/Presentation- Internal Use is now TV 12: Internal Marketing or Sizzle
- Marketing Video/ Sizzle Reel/Presentation- External Use is now TV 13: External Marketing or Sizzle
- Program Spot or Campaign: Syndicator/ Distributor has been split into two categories TV 07: Syndicated Program Spot and TV 08: Syndicated Program Campaign
General Image Spot or Campaign: Cable, Satellite and Online Platforms is now divided into two categories: TV 09: Online Platforms, Cable and Satellite- Image Spot, and TV 10: Online Platforms, Cable and Satellite- Image Campaign
Interstitial Campaign categories been consolidated to the general promotion TV 33: Interstitial and Program Wraps Campaign
Holiday/Seasonal/Special Event Program Spot is now TV 42: Seasonal or Special Event Program Spot
Holiday/Seasonal/Special Event Program Campaign is now TV 43: Seasonal or Special Event Program Campaign
Dramatic Program Spot or Campaign has been divided into two categories: TV 29: Dramatic Program Spot, and TV 30: Dramatic Program Campaign
The past categories that had been identified as “Unscripted/Non-Fiction/Reality” in the TV categories have been changed to simply “Non-Fiction Programming”
The single category Theatrical Films Shown on Television Spot or Campaign has been divided into: TV 44: Theatrical Films Shown on Television Promo, and TV 45: Theatrical Films Shown on Television Campaign
Daypart/ Block of Programs Spot or Campaign is now TV 20: Block of Programs Spots or Campaign
Special News Report or Event Program Spot or Campaign has been divided into two categories: TV 56: Special Report Spot, and TV 57: Special Report Campaign
Children’s Programming Spot or Campaign has been divided into two categories: TV 58: Children’s Program Spot (Children), and TV 59: Program Campaign (Children)
The craft categories no longer include the Use of Original Music/Score, Best Use of Music or Sound Design categories. These have been moved to different sections — “Music” and “Special Categories.”
Best Voiceover Performance has been moved to the “Special Categories” section.
Art Direction & Design: Program Open/Titles is now AD 11: Title Sequence
Categories that begin with On-Air Consumer Tie-In/Brand Integrated (Spot/Campaign) have been changed to Brand Integration. “Branded Content” is now its own section.
Total Package Art Direction & Design: News Program Graphics is now AD 04: News Programs Open/Titles. This new category includes graphics, open/titles and program bumpers.
There is no longer an Art Direction Category. S 01: Music Video or Short Subject Video has been moved to the “Music” section.
TV 46: Webisode or Viral Video is no longer a Design & Art Direction Category.
Technical Innovations is now DS 12: Technical Innovations – Digital Platforms.
P 01: 3-D Promotional or Sales Kit is no longer a Design & Art Direction Category. It is now a general promotional category.
The general promotion and Design & Art Direction “Promotional/Premium/Specialty Items” categories have been collapsed to the single, general P 14: Premium or Specialty Items.
The Outdoor/Environmental/ Static Ad (both the Channel and Program categories) has been consolidated to P 09: Out of Home Ad. There’s also a campaign category for multiple elements, called P 10: Out of Home Ad- Campaign.
The Print Craft Categories have been incorporated into the general “Print” section.
Once housed in the “Multimedia” section, TV 61: Children’s Multimedia Campaign category now lives in the “Marketing Creativity – Children” section.
BC 08: Brand Integration Using Multiple Media, which was once filed under the “Multimedia “section under a different name, now lives in the “Branded Content section.”
Once a craft design category, S 07: Virtual Reality or 360 Camera Implementation now exists as a general promotional category.
S 08: Set Design now lives in the “Special Categories Section.”
We’ll keep you updated with Promax news as it becomes available and continue to post more “tips” blogs in the coming weeks.
And if you need help with Promax, or any competition, the Brave Dog team is always standing by to assist. Get in touch!
Good luck to all who enter and keep being creative!