iabc secret of gold quill success
DESCRIPTION
Summary of IABC Gold Quill Success event fTRANSCRIPT
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LOGO AREA
The Secret of Gold Quill Success
23rd September 2014
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WELCOME
WelcomeTessa O’Neill – President IABC UK
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A Global Affair
281 overall winners
13 countries
8 UK winners
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Agenda
• eBay Heroes & The Future of Shopping – Sara Luker, eBay
• HSBC Now – Jenny Varley, HSBC
• TCS Summit – Ashish Babu, Tata Consultancy Services
• Here Comes the Judge – Matt Frost, VP Corporate Membership IABC
• Get Ready for Gold Quill Awards 2015 – Tessa O’Neill
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Going for gold: why winning IABC awards is pretty cool
Sara Luker, EU Content Editor
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THE CHALLENGE
THE ENTRIESTHE RESULTS
TOP TIPS
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THE CHALLENGE
“How can we better demonstrate to our internal stakeholders the quality of the work we do?”
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WHY THE GOLD QUILLS?
GLOBALRIGOUROUS APPROACH
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EXTERNALFUTURE OF SHOPPING
INTERNALHEROES RECOGNITION CAMPAIGN
THE ENTRIES
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THE
RESULTS
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READ THE JUDGES’ FEEDBACKCOULD DO MORE TO SET THE SCENE“It would help to understand the urgency of the need. It's not clear from your entry, how the higher scores would help eBay”
CLEAR OBJECTIVES“Well organized goals and SMART objectives demonstrate a clear understanding of the project success criteria”
MEASUREMENT – NOT JUST THE FACTS“A written explanation interpreting the results and your opinion of the success would be a good addition to the entry.”
STRATEGIC APPROACH TO PLANNING“Very well put together entry with clear organization. The strategic approach to planning this project definitely shows.”
LOOK TO USE MORE EXTERNAL RESEARCH“If you had research this would have been a good place to share it with respect to shopping and selling behaviours. Your audience overview is still strong and puts many things in context.”
HEROES - 5.993FUTURE OF SHOPPING - 5.868
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1.Read the entry criteria! (Format, headings etc)2.Show clear objectives that link to business ones3.Tell a story – beginning, middle and end4.Your work sample must show the breadth, depth
and innovation of your execution5.Learn from the feedback – and use it to improve
your next entries!
TOP TIPS
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SEE YOU INSAN FRANCISCO!
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HSBC
• Jenny Varley
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TCS Summit
• Ashish Babu
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Judging the Gold Quill Awards
Matt Frost | 23 September 2014
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Preparation, training and support • Advanced reading of 7-point scale of
excellence• Pre-evaluation evaluation to establish
benchmark• Onsite support – fantastic buddy system• Consistency is key!
My 3 take-aways
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7-point global scale of excellence
My 3 take-aways7 Outstanding: an extraordinary or insightful approach or result
6 Significantly better than average: Demonstrates an innovative, strategic approach, takes all elements into account and delivers significant results
5 Better than average: Demonstrates a strategic approach and aligns the communication solution with the business need to deliver meaningful results
4 Average: Competent approach or results, professionally sound and appropriate
3 Somewhat less than satisfactory: Several key elements that are critical to the strategy or execution are missing, incorrect or under-represented
2 An inadequate approach or result: A significant number of critical elements are missing
1 Poor: Work that is wrong or inappropriate
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Evaluate each entry against six points: 1. Business need or opportunity2. Stakeholder analysis3. Goals and objectives4. Solution overview5. Implementation and challenges6. Measurement and evaluation
Written feedback on each point now a requirement, to encourage learning. Your marks and feedback are discussed with your buddy before agreeing on score and submitting evaluating
My 3 take-aways
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WELCOME
Get Ready for the Gold Quills 2015!Tessa O’Neill – President IABC UK
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Gold Quills 2015 – what’s changed?
• Moved up deadlines:– Early bird: 12 November 2014– Final entries: 7 January 2015
• Made it simpler to submit into Communications Skills category
• Now recognising global agencies and teams of the year
21
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Gold Quills 2015 - more information
• Website & brochure: http://gq.iabc.com
• Tessa O’Neill – President IABC UK
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