2. Strategic

Entries should be less than 1500 words.

Sponsored by — The Scottish Government

2.1 Brand Development
Submissions can cover all aspects of brand development from a new product or service to an extension or revitalisation.
The judges will score the following areas:
  • Scale of ambition and clarity of objectives - 15 points
  • Strategic thinking and effective planning – 25 points
  • Effective execution and implementation of plans – 15 points
  • Scale and evidence of results – 25 points
  • Structure and presentation of entry - 10 points
  • Quality and craft of writing – 10 points
2.2 International Marketing
Submissions can cover any aspect of marketing used to develop business and brands in an international market or markets.
The judges will score the following areas:
  • Scale of ambition and clarity of objectives - 15 points
  • Strategic thinking and effective planning – 25 points
  • Effective execution and implementation of plans – 15 points
  • Scale and evidence of results – 25 points
  • Structure and presentation of entry - 10 points
  • Quality and craft of writing – 10 points
2.3 Integrated Marketing
Submissions are invited from any project that demonstrates strategic and creative excellence as well as the effectiveness of a fully integrated campaign.
The judges will score the following areas:
  • Ambition and clarity of objectives - 15 points
  • Strategic thinking and effective planning – 25 points
  • Originality, creativity, execution and implementation – 15 points
  • Scale and evidence of results – 25 points
  • Structure and presentation of entry - 10 points
  • Quality and craft of writing – 10 points
2.4 Marketing Planning – Resources, Research and Insights
Submissions can cover all aspects of marketing planning from the development of capabilities and resources to research leading to customer and consumer insights. This award is supported by Jump – The Marketing Society Scotland Research Partner.
The judges will score the following areas:
  • Scale of ambition and clarity of objectives - 15 points
  • Effective use of resources and capabilities - 25 points
  • Effective execution and implementation of plans – 15 points
  • Scale and evidence of results – 25 points
  • Structure and presentation of entry - 10 points
  • Quality and craft of writing – 10 points

Strategic Partners

Event Partner

Creative Partner

Print Partner

Digital Partner

Star Awards Sponsors and Supporters