FOREWORD & CONTENTS. There are 5 (five) main streams to Tangrams, namely: - EFFECTIVENESS Tangrams; DIGITAL STRATEGY Tangrams;

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2 The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands. This award is open to all those involved in advertising and marketing communications, including (but not limited to) advertising agencies, media agencies, digital firms, PR agencies, client marketers, media owners, marketing research and consultancy firms, managed service providers and technology companies. There are 5 (five) main streams to Tangrams, namely: - EFFECTIVENESS Tangrams; DIGITAL STRATEGY Tangrams; MEDIA STRATEGY Tangrams, DATA & ANALYTICS Tangrams; and E-COMMERCE Tangrams. Each entry in Tangrams is reviewed and evaluated against stringent criteria, by a carefully selected panel of jury members dedicated to each stream of Tangrams. Jury members are selected from client companies across various industries, as well as agencies from across the region composing of mainly, but not restricted to senior client marketers; marketing practitioners; agency heads; strategists; research & analytics experts. Tangrams Effectiveness is now open for entries submission. FOREWORD & CONTENTS ENTRY KIT Directional Guide This is an interactive document. Click on any of the tabs or contents to go directly to the desired topic of interest. Key Dates Entry Fees Eligibility Entry Submission: Requirements & Materials Entry Submission: Tips! Judging Criteria & Awards Rules of Entry & Cancellations EFFECTIVENESS DIGITAL STRATEGY MEDIA STRATEGY DATA & ANALYTICS E-COMMERCE

3 SAVE THE DATES! ENTER NOW! KEY DATES Open for Submissions Entries Submission Deadline 11 DECEMBER 2017, MONDAY 6 APRIL 2018, FRIDAY 2359HR SINGAPORE TIME FEES EFFECTIVENESS SGD 800 /- DIGITAL STRATEGY SGD 500 /- MEDIA STRATEGY SGD 500 /- DATA & ANALYTICS SGD 500 /- E-COMMERCE SGD 500 /- ENTRIES ELIGIBILITY ELIGIBLE CAMPAIGN TIMEFRAME 1 JANUARY MARCH 2018 The entry campaign must have been aired / launched between 1 January MARCH (If a campaign exceeds this period, a minimum of two thirds must fall within this window.) The entry campaign must have been commissioned by and created within the context of a paying contract with a client; OR if it s a case of self-promotion or non-profit organisation, client must have approved all the media / production / implementation of the campaign. The entry campaign must have been approved by the commissioning client / brand-owning company to be entered into Tangrams Effectiveness awards. The entry campaign cannot be speculative or conceptual advertising, and has not been banned or withdrawn from airing in any of the Asia Pacific countries. The entry campaign must have been either: - 1. Commissioned specifically for and to air / launch in the Asia Pacific region; OR 2. Created & designed by agencies in the Asia Pacific region to air / launch globally - Australia Bangladesh Bhutan Brunei Cambodia China Hong Kong India Indonesia Japan Kazakhstan Korea Kyrgyzstan Laos Malaysia Maldives Mongolia Myanmar Nepal New Zealand Pakistan Philippines Singapore Sri Lanka Taiwan Thailand Turkmenistan Tajikistan Uzbekistan Vietnam

4 ENTRY REQUIREMENTS & MATERIALS All entries submissions are to be submitted online at Entrants will be prompted to fill up an online form (refer to the Sample Entry Online Form for a step-by-step rundown of the online form) and upload the entries materials (compulsory & supporting if any). COMPULSORY MATERIALS Please use the correct submission form for the respective categories. You can download the forms here: - EFFECTIVENESS DIGITAL STRATEGY MEDIA STRATEGY DATA & ANALYTICS E-COMMERCE Charts and graphics can be inserted in the written submission provided that they are not used excessively. Text in graphics and charts are not included in the word count limit. Specifications:.jpg / JPG, CMYK, 7063 x 5008 pixels, 5 MB. These 3 images will not be shown to jury panels for judging but will be displayed on the shortlist / winners page after the Tangrams Spikes Awards Ceremony. For any images to be seen by jury panel, please upload as support materials. IMPORTANT! There MUST BE NO reference to / mention of / logo of any agencies or any contributing creative companies in any of your materials (compulsory & supporting), unless the entry is for a self-promoting campaign. Any mention of data must be accompanied by source of reference. If your agency is the source, please reference Agency Research You are allowed up to SIX (6) support materials. SUPPORTING MATERIALS We encourage submission of case film to support your entry in which you should summarize the brief, execution and outcome of your entry. Other supporting materials you may consider includes but not limited to media coverage; campaign story board; images; research reports; sales/profit figure; media evaluation; tracking studies; market share report; customer feedback etc. Support materials not originally in English have to be translated exactly as the original version. Any specific word play or local / social / cultural or political references and nuances should be translated in the best interest and for understanding by the jury members. Images: jpg / JPG, CMYK, 7063 x 5008 pixels, 5 MB. Supporting Materials Specifications Case film / Video specifications:.mov /.mp4; 350MB; not more than 3 mins in duration URLs must start with and must be viewable without download, and accessible without a login or password and available online until 31 May No file sharing sites will be accepted and be viewed by jury. Audio:.mp3; not less than 128kbps. If audio is not in English, upload of script in English should be provided. Other supporting contents format can include:.doc /.docx /.pdf /.pdf /.xls /.xlsx /.ppt /.pptx Uploaded media & document files in both the compulsory and supporting materials must be final at the point of entry completion at the point of submission confirmation. No replacement / changes or additional media will be accepted after an entry has been confirmed. Requests to changes are subject to approval at the discretion of the Tangrams Team and may incur additional administrative cost. Entrants must complete your entry submissions by proceeding to payment method selection through the PROCEED TO PAYMENT button by the stipulated entries submission deadline. You will receive an acknowledgement once you have successfully submitted your entry through the online system. A separate confirmation will be sent once receipt of your payment for your entry has been received by our Finance Department. All entries will require client endorsement. The Client stated in your entry submission will receive a separate Client Endorsement Request via to endorse the entry directly. Entries not endorsed by client may result in disqualification.

5 ENTRY PREPARATION TIPS! CHOOSE THE RIGHT CATEGORY Choose your category wisely depending on the strength of the campaign. It sounds simple, but the sheer breadth, depth and versatility of the marketing industry mean that there is a potential overlap between some of the categories. For instance, it may be clear that a campaign based around mobile marketing creative and execution fits into Mobile category within the Digital Strategy Tangrams, it can also form an element of a project entered into a bigger category, such as the Integrated category in the same Tangrams. You may also enter the same mobile marketing campaign into a Media Strategy Tangram. CUSTOMISE YOUR ENTRY Where entries can be appropriately entered into many different categories, judges do look for different attributes and successes against the criteria set for the specific category within the same Tangrams awards. Always customise your written submission based on the category being entered and showcase results and elements relevant to the category. USE VERIFIED RESULTS In all categories, judges look for evidence of commercial success. It is not enough to make assertions the jury wants proof! It always helps to explain the basis of a successful return on investment for a campaign, project or business success story. Avoid vague statements such as substantial improvement reported by client as your measure of success. Jury look for figures that have been verified, measured or audited by a third party such as a research company, media owner and industry measurement or industry body. Justified facts and figures always help to explain the basis of a successful return on investment for a campaign. Results must be quantifiable and any claims must be supported by evidence and source data Use / embed supporting evidence such as chart, graph, diagram or tables etc within the body of your submission Always name your source and be clear on the link between the campaign / projects / solution and the results Include footnotes linking / naming the source data. Mention the reason if If you are not able to include source data. LESS IS BEST Get to the point you only have a few minutes to grab the judges attention! Be concise and explicit. Ensure that the submission is easy to read. Also ensure your materials file sizes are manageable for jury s downloads long loading periods should be avoided. CONTEXT The jury are experts in their field but may not have intimate knowledge of the particular project or business that has been entered. It always helps to put an entry in the context of the wider business, marketing campaign, or even specialist marketplace. State the purpose of your entry clearly what is the overriding goal of this submission? It helps to think of each entry as a submission to a member of the board in a major Blue Chip company, i.e they will have a grasp of what makes a successful business case but do they have the necessary minutiae of the international market for purple widget manufacture?

6 HOW ARE YOUR ENTRIES BEING JUDGED? Jury members are selected from client companies across various industries, as well as agencies from across the region composing of mainly, but not restricted to senior client marketers; marketing practitioners; agency heads; strategists; research & analytics experts. The juries will go through three rounds of voting before arriving at the final winners list The judging criteria and weightage for each Tangrams awards as follows: - EFFECTIVENESS Tangrams: 20% Strategy + 20% Creativity & Innovation + 20% Execution + 40% Results DIGITAL STRATEGY Tangrams: 20% Insights + 20% Digital Idea + 30% Digital Strategy + 10% Digital Execution + 20% Results MEDIA STRATEGY Tangrams: 20% Insights + 20% Media Idea + 30% Media Strategy + 10% Media Execution + 20% Results DATA & ANALYTICS Tangrams: 20% Insights + 20% Idea + 30% Strategy + 10% Execution + 20% Results E-COMMERCE Tangrams: 20% Business Consultancy + 20% Strategy + 10% Implementation + 30% Execution + 20% Results At all stages of judging, jury members are prevented from voting for entries submitted by their own agency in their country. Awarding of entries are at the sole discretion of the respective jury panel. The decision of the jury on all matters relating to the awarding of prizes will be final and binding. Jury will award Gold, Silver OR Bronze to the deserving entries in accordance to each category of the respective Tangrams type. It is possible that a category may have one or more than one winner of each color award, or no winners at all. All Gold awarded entries in the respective Tangrams type (except those in Public Services & Charities categories) will be reviewed for elevation to the ultimate accolade the Platinum Tangrams. Where deserving, there will only be one (1) Platinum winner in each Tangrams type. However, it is possible that there may not be any Platinum winner in any of the Tangrams type. THE TANGRAMS POINTS SYSTEM Points will be awarded based on the award color for each entry. The accumulated points will be awarded to each entrant company responsible for submissions of each of the awarded entries. 10pts 7pts 5pts 3pts 1pt The accumulated points will then be used to determine the recipient of the Tangrams Effectiveness Awards AGENCY OF THE YEAR. The Agency of the Year will be only be awarded in the Effectiveness Tangrams; Digital Strategy Tangrams; and Media Strategy Tangrams. This award is given to only one (1) individual agency office (i.e. Winning Entrant, Melbourne; OR Winning Entrant, Mumbai) which have received the highest number of points for its awarded and shortlisted entries in the respective Tangrams type. The accumulated points will also be used for the next highest accolade NETWORK OF THE YEAR. (Network is defined as 51% or more owned by a Network parent company or satisfy network name affiliation.) This award is given to the Agency Network that has the most accumulated points for all awarded and shortlisted entries by entrant companies listed under a single network. This will be accumulated based on all Tangrams types - Effectiveness, Media Strategy, Digital Strategy, Data & Analytics and e-commerce. In the event of a tie in the total accumulated points, Tangrams officials will take into consideration the ranks of each awarded entries. For example: - In this example, Entrant A is awarded Network of the Year as it received 2 Gold awards.

7 RULES OF ENTRY & PAYMENT TERMS There can only be ONE (1) entrant company per entry in any category, i.e only the digital agency or the advertising agency can enter a campaign that both parties have worked on in a single Tangrams award. The same campaign can be entered into a different category by the other agency/company. All parties concerned should agree on the entrant company for each entry in advance. In the event that a campaign is submitted in one category by more than one agencies/companies, only the first entry will be accepted for that category. Each submission is considered an individual entry, requiring its own set of compulsory & support documentation, materials and entry fee. (i.e same campaign / work entered into 1x Product & Service category and 3x Special-ist category is considered 4x entries.) Past entries in the Tangrams 2017 or AMES (Asia Marketing Effectiveness & Strategy Awards) cannot re-enter the same awards section (with exception to Effectiveness Tangrams) i.e Entries entered in Media Strategy in previous years will only be eligible to be entered into other Tangrams, for example Digital Strategy or Effectiveness. Campaign must be submitted exactly as implemented and not be modified for the awards entry. Speculative or conceptual advertising is not eligible as an entry. Entrants must make their submissions according to our entry deadlines to allow sufficient time to process and resolve any issues before the entries are pushed forward for preliminary judging. It is the responsibility of the entrant to inform the Awards Organiser of any infringement of voluntary or regulatory codes of practice in the market of implementation. Entrants who have been proven to deliberately and knowingly contravene any rules of eligibility may be barred from entering the Tangrams for a period of time as decided by the Awards Organiser. The entrant is responsible for payment of all entry fees and will be the default point-of-contact for any queries pertaining to the entry. Payment must be made and received by the Awards Organiser within 1 week after submission of entry. Each entrant agrees to assist the Awards Organisers (at the sole cost and expense of the Awards organisers) in every reasonable way in supporting any legal action that may be taken against the Awards in relation to the exercise of the rights set out in the paragraph above and to supply information to the Organisers immediately should they be-come aware that an unauthorised collection or compilation including their Advertisement is available for sale or distribution. The Awards Organiser reserves the right to withdraw any entry which breaches any of the Awards Organiser s rules. In the event of a complaint against any winning or shortlisted entry, the Awards Organisers will conduct an investigation into each case and will request detailed documentation from all parties concerned including the complainant, the entrants and the client. If the complaint is upheld, entries and, if applicable, awards, will be withdrawn accordingly. The Awards Organiser reserves the right to disqualify any unpaid entries and seek legal actions to claim for any unpaid entry fees. All payments for submissions must be made or advised at the point of submission confirmation. Once an entry is submitted & accepted (Compulsory & Optional Materials are submitted, confirmed and payment terms finalised online) in the system, entry will be processed and from this point forth, no cancellation or withdrawal of entries will be accepted regardless of any reason(s). Entrant will be liable for payment of all entries accepted by the system Should entry fee remain unpaid by 26 April 2018, Friday, TANGRAMS / Asian Advertising Festival (Spikes Asia) Pte Ltd reserves the right to disqualify, exclude the unpaid entry (-ies) from judging and the right to claim for the un-paid entry fees. All entry fees are due and payable to Asian Advertising Festival (Spikes Asia) Pte Ltd. Please quote your company name and invoice number on the remittance notice. Payment must be NETT of Business Tax & withholding tax where applicable. The Awards Organiser reserve the right to demand any short payment if any. Available payment methods include: - By Cheque (available only for Singapore registered entrant companies) made payable to: ASIAN ADVERTISING FESTIVAL (SPIKES ASIA) PTE LTD By Credit Card (AMEX; Mastercard or VISA subject to the respective additional card charges) By Telegraphic Bank Transfer (subject to additional SGD10 bank charges) Bank Account Name : ASIAN ADVERTISING FESTIVAL (SPIKES ASIA) PTE LTD Account Currency : Singapore Dollar Bank Account No. : Bank : Citibank N.A., Singapore Branch Bank Address : 8 Marina View #16-01 Asia Square Tower 1 Singapore Swift Code : CITISGSG All bank charges must be borne by the payer.

8 EFFECTIVENESS TANGRAMS This category awards outstanding examples of strategic and imaginative solutions that have delivered a measurable and proven impact on businesses. Detailed quantitative methods have been developed for the jury to fairly and accurately benchmark and analyse each entry on its merits. The same campaign may only be entered one (1) time into the Product & Service categories. There is no overall limit to how many times the same piece of work can be entered into Effectiveness: Specialist categories. Eligible entries for Effectiveness Specialist category - EFS08. Sustained Success must have at least 3 years and above of campaign activities and/or if your campaign had been entered into Effectiveness Tangrams 2017 OR previous years of AMES (on provision that the previous submission was not in the Sustained Success category).

9 DIGITAL STRATEGY TANGRAMS This category awards campaigns that clearly demonstrate how business goals were achieved through innovative digital strategies. Campaigns entered should demonstrate how the digital form was utilised to enhance a brand's message and delivered strong strategy and results for the client. The same campaign may only be entered one (1) time into the Product & Service categories. There is no overall limit to how many times the same piece of work can be entered into Specialist categories. However, campaign entered into either of the Specialist categories DSS01 through to DSS07 CANNOT BE REPEATED in DSS08. Other Digital Solution and vice versa.

10 MEDIA STRATEGY TANGRAMS This category awards campaigns that demonstrate an inspiring and innovative implementation of ideas; that is work which is enhanced and amplified by a game-changing channel strategy. The same campaign may only be entered one (1) time into the Product & Service categories. There is no overall limit to how many times the same piece of work can be entered into Specialist categories.

11 DATA & ANALYTICS TANGRAMS The Data & Analytics Tangrams looks to award the most compelling, relevant strategy led by insights founded in and driven by the strategic application of data/analytics and associated targeting methods. Jury will look out for great strategy founded on insights gained through the acquisition, analysis and interpretation of data in order to target, drive engagement, or develop a meaningful relationship with a specific consumer audience. The jury will award compelling, relevant strategy led by insights founded in and driven by the strategic application of data/analytics and associated targeting methods. There is no overall limit to how many times the same piece of work can be entered into Data & Analytics as long as the categories chosen are relevant. Campaigns/work can be entered into multiple categories as long as it is in the relevant categories. It is essential that the entry/campaign/project/solution is appropriate to the categories it enters for and that it meets the respective criteria of each category.

12 E-COMMERCE TANGRAMS The e-commerce Tangrams recognises innovative e-commerce solutions that have created a demonstrable positive business impact. Entrants must clearly demonstrate how business goals were achieved by taking an analogue process and making it digital / mobile. The same campaign may only be entered one (1) time into the Product & Service categories. There is no overall limit to how many times the same piece of work can be entered into Specialist categories.