One down, two to go! Deadlines, that is.
Congratulations if you submitted your Promax 2016 Promotion, Marketing and Design North America Awards entries before the first entry deadline yesterday. Keep on keeping on if you still have yet to do so. You still have 19 business days until the final deadline. (Keep in mind that prices increase with each deadline, however.)
At this stage in the Promax process, we thought we’d tackle the subject that seems to be causing our clients the most grief: the write-up.
For as long as we can remember, Promax write-ups for explaining and giving context to entries have always been 1,000 characters. This year, write-ups allow only 250 characters or less per entry – characters, not words. That’s about 100 words or less. Instructions ask that entrants “submit related objectives in a brief yet impactful summary.”
This is how we’re tackling it internally:
The goal of each write-up is to provide the judges with an overview of the submission and call out what makes the creative unique. A judge should be able to read the write-up for context before viewing the asset. Promax gives us limited space to make an impactful summary, so these are the things we try to touch on.
- Mentioning of network and property
- Brand context
- Spot message/objective
- Cultural context if necessary
Obviously, it’s unlikely that you’ll be able to touch on every single one of these points. Our best advice is to try to step outside of your own bias and think like a judge. Do you think a group of average, middle-aged adults will be familiar with what the promo is for? Will the cheeky pop culture reference possibly go over their heads? Explain why it appeals to your audience! Use your character count to provide context.
One other tip: When you’re close to your work, it’s your baby. We get that you want to trumpet your successes. However, we do not recommend that you use your limited character counts to list results – it’s just not the aspect of your work the competition is focused on.
Remember, you can always contact us here at the offices in case you need some extra help. Good luck to everyone who enters this year’s Promax, and keep being creative!