INTERNATIONAL ADVERTISING ASSOCIATION 2017 AUSTRALIA'S ONLY NATIONAL STUDENT MARKETING COMMUNICATIONS CHALLENGE NOW IN OUR 15th BIG YEAR! Media Partner 1
IAA BIG IDEA 2017 MARKETING COMMUNICATIONS CHALLENGE The IAA (International Advertising Association) is a unique Australian and international network of communication industry stakeholders. We provide an essential voice for companies and individuals who come together face-to-face, in public forums and online to share knowledge and experience for the common good of our industry today and for the education of our young professional of tomorrow. A key pillar of our vision is professional development, in support of education institutions such as yours. Through the IAA Big Idea national student marketing communication competition we continue to demonstrate leadership in the development of tomorrow s generation of industry leaders. Many past Big Idea competitors are now in senior positions in Australia s leading Australian brand marketing and communications organisations. AUSTRALIAN UNIVERSITY EDUCATORS ENDORSE THE CHALLENGE: The IAA Big Idea competition is a fantastic platform in which students get to put into practice what they have learnt at university, in a competitive environment. The experience benefits the student participants tremendously in gaining a real insight into the advertising industry. Dr. Kelly Choong, Lecturer in Creative Advertising, University of the Sunshine Coast IAA Big Idea. Work integrated learning at its very best. A fantastic endorsement of academic accomplishment as the students put their classroom learning into real world practice. What more can we as educators ask for? Diane Slade, Head of Advertising, Edith Cowan University AUSTRALIAN UNIVERSITY STUDENTS ACKNOWLEDGE THE VALUE: The IAA Big Idea competition was a fantastic learning experience. Having a real brief to work with meant that the quality of work had to be of the highest standard. Learning what it takes to make it so was eye-opening! Working for a real client meant that in a sense this was the start of our real career work. At the end of this experience my entire team and myself can comfortably say that we learned what it takes to thrive in the industry, develop our skills to an industry standard. While daunting at first having to present to some of the most decorated people in the advertising industry, I am so glad that we had the opportunity, and now know the kinds of things those people look for in a presentation. the entire experience was incredible. Everyone in my group actually received job offers from some very prestigious agencies the day after our presentation! It seems word travels fast about this competition and that it s so well regarded that its exactly what employers are looking for. Not to mention the excellent networking opportunities and skills that are offered through IAA and Mumbrella which will be invaluable for our career advancement! Richie Robey, former student at CSU, NSW - now an Account Executive at Geometry Global 2
THE CHALLENGE Each year in Australia there are any number of award programs within the Advertising and broader Marketing Communications industry. The IAA Big Idea is different, in two important ways. Firstly, it is an under-graduate student award competition, one designed to foster the talents of the next generation of communications professionals as a part of the IAA s on-going commitment to professional development. Secondly, the client is a real-life organization that will truly appreciate the work your student teams produce and it offers the potential to take their efforts to market implementation. Previous IAA Big Idea clients have acknowledged with gratitude the creativity and high quality of workable ideas they have received from the student teams from universities and tertiary institutions, particularly as the Client receives all the submission ideas, not just the winning one, which represents a host of ideas for future implementation. WELCOME TO THE 15TH ANNUAL IAA BIG IDEA COMPETITION The IAA Australia Big Idea is a unique Australian national student challenge that provides hands-on integrated marketing communications campaign development experience for students at tertiary institutions and universities which offer advertising and marketing communications courses and programs. Initiated in 2003, the IAA Big Idea has attracted entries from right around Australia over the last 14 years. The IAA Big Idea challenges students to: y Work in agency-style teams y Produce marketing communications solutions for a real client, a respected organisation y Develop integrated communications concepts across all mediums, from research and strategy development to creative conceptualisation and professional presentation y Be professionally evaluated by a judging panel of respected industry professionals and of course, representatives of the Client organisation and the Support partners. The IAA Big Idea Sponsor s message: Adobe has been supporting education for over 30 years with programs, awards and internships. Adobe s products help students in all disciplines develop digital literacy skills the power to use digital tools to think critically, produce innovative projects, communicate more effectively, build their personal brands and prepare for the challenges of an increasingly digital world. Adobe is proud to be this year s National Sponsor for the IAA Big Idea challenge. Donna Magauran, Head of Public Sector Marketing, ANZ/SEA, Adobe 3
IAA BIG IDEA 2017 RULES OF ENGAGEMENT WHO CAN ENTER? y Student teams from IAA accredited courses at tertiary institutions in Australia. y Student teams from non-iaa accredited Marketing, Communications, Advertising and Media courses in Australian tertiary institutions. y Institutions can involve as many teams as they like in campaign development, but may only submit a maximum of 2 team entries for final judging. If more teams within an institution wish to participate, it will be the responsibility of that Institution/Faculty Advisor to undertake a selection round within its own institution to nominate the two team entries that will finally be submitted. ENTRY FEE y IAA accredited institutions NO fee y Non-IAA accredited institutions $75.00 per team entry TEAM STRUCTURE y Each team may have a maximum of 8 members (including Faculty Advisor/s) y Each team must have at least one (but no more than two) Faculty Advisors, for advice and direction only y Teams may not hire, appoint or utilise any person or organisation to create any aspect of the project y All work must be created by the team members. TIMING The timing schedule has been structured to broadly accommodate the different semester dates scheduled by universities and tertiary institutions in all states in Australia, as there is no universal set of semester dates for tertiary institutions Australia-wide. y Official launch of IAA Big Idea 2017. Competition terms brief by electronic distribution to Faculty Advisors 25 July 2017 y Deadline for Expressions of Interest from Faculty Advisors By email to: hleembruggen@ozemail.com.au 01 Aug 2017 y Client brief by electronic distribution to Faculty Advisors who have registered expressions of interest 03 Aug 2017 y Registration by name of teams participating by email to: hleembruggen@ozemail.com.au 10 Aug 2017 y Team questions to Client by scheduled phone call/email Contact information and procedures will be provided once registered Mid-Aug 2017 y Deadline for receipt of submissions from University teams 14 Sept 2017 y Team Finalists announced 20 Oct 2017 y 4 Team Finalists presentations to Client, Judging Panel and IAA Board for final judging. National Champions announced 10 Nov 2017 y Written feedback to all teams 15 Nov 2017 5
UNIVERSITY TEAMS PREPARATION COSTS y Any costs incurred during/for the preparation of the submission and the presentation are to be borne by the submitting team or institution y The IAA Australia Chapter accepts no responsibilities for compensation of costs associated with the above. OWNERSHIP OF THE WORK All work submitted belongs to the IAA Big Idea 2017 Client and may be used by the Client without further compensation, or copyright claims. y Use of the Client logo and trademarks will be allowed but only for the purposes of completing the IAA Big Idea assignment and strictly adhering to any guidelines outlined by the client in the brief. y Team members are not permitted to use their submissions for personal or institutional promotion purposes in any media or online via the internet, mobile or video. TERMS OF JUDGING y The judging panel will include members from the Client, Director(s) from the IAA Australia Chapter as well as senior independent industry/agency representatives. y The judges decision will be final. y The 4 top scoring teams will be invited to present their submissions to the Client and judging panel of industry representatives and IAA Australia Board members on Friday, 10 November 2017. These presentations will be judged as the final criteria for selecting the winning team and the IAA Big Idea 2017 National Champions will be announced at the conclusion of the presentation. Each team will receive a written de-brief, which includes the judges feedback/comments. CRITERIA FOR JUDGING Submissions will be judged under the following criteria: y Strategic rationale y The concept y The communication of that concept y The mechanics of execution y Presentation: Design Content Creativity The strength of the arguments presented Providing new information/insights 6
CONTENT OF SUBMISSIONS Submissions will encompass two key elements: 1. Campaign Report Document / Plans Book (80% of overall assessment value) y The Report document is limited to 35 pages (including all attachments/appendices etc) y It should be A4 in size, either portrait or landscape in format, font size no smaller than 11 point. Both the content and standard of presentation of the report are importantt y Produced and submitted electronically and in hard copy form. The outside cover must include: Team Name Institution Name y The first inside page must include: Team Name Institution Name Web Address All Team Member Names Faculty Advisor/s Name y The Report document must include: An Executive Summary Contents Page Detailed Budget Page y It is expected that submissions will address: Marketing Strategy Target Audience Profile/s Research Communication Strategy Creative Brief Creative Solutions / Executions Media / Channel Strategies and Plan Integrated Marketing Plan Resources Planning Considerations Budget Information Evaluation Method/s Note: The judging panel will be specifically looking for creativity and realism in considering the Client organisation s resource capabilities (both human and financial) to fully and effectively implement the plans and solutions proposed. 2. PowerPoint Presentation (20% of overall assessment value) An electronic presentation should be submitted on a USB in PowerPoint format: y It should contain no more than 20 slides y It should project both the strategic thinking and creative flair of your campaign, as well as the practicality of actual implementation y It should include key elements such as budget and evaluation 7
3. Preparation of submissions helpful tools available for your implementation Adobe Spark tools which would be ideal for use in preparing IAA Big Idea 2017 submissions. They are free via the app store. http://www.gadgetguy.com.au/adobe-to-make-students-businesses-into-speedy-designers/ Adobe Spark: https://blogs.adobe.com/conversations/2016/05/introducing-adobe-spark.html SUBMISSION OF ENTRIES & IAA CONTACT INFORMATION All hard copy entries and USBs must be received by 5.00pm Thursday, 14 September 2017. Specifically: y 7 x Hard copy full reports mailed to the address below y 7 x USBs of the PowerPoint presentation mailed to the address below Post to: Heather Leembruggen IAA Australia Unit 5 93 Ridge Street NORTH SYDNEY NSW 2060 Note: Registered mail or Express Post is suggested. Please note that the above is a mailing address only. Submissions cannot be delivered in person. Meeting the deadlines and criteria set in this document is considered a critical part of winning the pitch. IAA CONTACT FOR INFORMATION: Email: hleembruggen@ozemail.com.au Tel: (02) 9922 2515 On behalf of the IAA Australia Chapter and Adobe we thank you for accepting this challenge to create a Big Idea for Adobe Document Cloud. Good Luck! International Advertising Association The International Advertising Association (IAA), headquartered in New York, was founded in 1938 to champion responsible marketing. The IAA, with members in over 40 countries, is a one-of-a-kind global partnership comprising advertisers, media, advertising and public relations agencies, media companies, and academics. The IAA is a platform for industry issues and is dedicated to protecting and advancing freedom of commercial speech, responsible advertising, consumer choice, and the education of marketing professionals. For more information please visit www.iaaglobal.org IAA Australia Chapter visit www.iaa.org.au 8