This category recognises the increasing importance of international marketing campaigns created by national governments to drive tourism, inward investment and international commerce or to promote a nation or place around cultural and sporting events. As the global perception of nations and places is increasingly seen to impact upon the wealth and welfare of the people who live there, and as international perceptions are changed or affected more dramatically by the speed of international news and communications, nation and destination marketing campaigns are competing for global attention. This Award will reward the most innovative and effective media strategies for nation or destination marketing campaigns – strategies that have delivered a clearly targeted campaign, created cut through in a crowded market and succeeded in influencing or changing public perception of a nation or place.

The winner in this category will demonstrate the innovation and creativity that is currently at the heart of luxury goods marketing . Recent years have seen luxury brand marketers recognise the huge potential of emerging media channels and create more integrated, multi platform engagement with their consumers. The winning campaign will therefore demonstrate that innovative thinking has been applied to the media strategy to create standout and better business results for the client.

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The winner in this category will be the campaign that has created standout through a clearly targeted, brilliantly conceived and superbly executed media strategy to support a corporate responsibility initiative. The winning campaign will be able to demonstrate that the thinking applied to the media strategy, coupled with a well coordinated and expertly handled execution, has led to real business results for the client. CSR entries can include, but are not limited to, campaigns that affect change within a client advertiser, media owner or agency organisation; campaigns that influence consumer or corporate behaviour towards CSR issues; or campaigns that promote a CSR related organisation or cause.

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This category is open to campaigns seeking to influence the opinion or purchasing behavior of business decision makers. The winner will demonstrate an intelligent choice and use of media channels to efficiently target the communication, as well as a creative approach or central idea that has grabbed the attention of the business audience in a crowded sector.

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The winner in this category will be the campaign that demonstrates a clear understanding of how to leverage digital channels to target and communicate with an audience across international markets. The core objective of the campaign must have been to target consumers from at least three geographical markets, across two or more regions – campaigns that were developed for a single market but appreciated by a global audience will not be considered. The winning campaign will be able to demonstrate intelligent use of digital channels – online and/or mobile – in order to meet specific objectives. This category will reward the best use of digital, and is open to entries that have used any form of digital media including social networks and mobile applications, gaming, websites, online advertising, affiliates, search or P2P networks.

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The winner in this category will be the campaign that demonstrates the highest level of effectiveness matched against its objectives. The winning campaign will be able to demonstrate that the objectives of the campaign were not only met, but exceeded and that a measurable benefit was achieved for the client. It will be required to demonstrate the media strategy and execution achieved cut through, that it out-performed within its market sector and that results clearly outstripped expectations. Evidence of a successful result for brand awareness and/or sales are required for entries in this category. The Effectiveness Award is open to all campaigns, whether consumer or corporate, and judges will consider the size and difficulty of the aims of the campaign or the changing nature of the challenge when making their decision.

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This category celebrates the big idea that has enabled a brand strategy to perform across international markets. Our judges will be looking for campaigns that demonstrate clear consumer insight and through the development of a brilliant strategy and precise execution, engage the target audience. 

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The winner in this category will demonstrate the essential role a media owner plays in shaping international advertising strategy – a creative idea devised by a media owner that becomes an essential part of a client’s communication strategy. The winning media owner will be able to demonstrate how they have worked closely with a client in order to integrate the media owner's creative idea into the overall strategy, and then demonstrate the success of the partnering approach through the campaign results. This category is open to all media owners that consider themselves to be innovative and dynamic in their approach to international advertising strategy

The winner in this category will demonstrate how an advertiser has successfully partnered with a media owner, content producer or the consumer to co-create content, or harness consumer generated content. The winner will be able to demonstrate how content creation sat at the heart of the strategy and how the partnership between the advertiser / content creator / media owner / consumer delivered a media property more powerful than via a straightforward advertising strategy. This category celebrates the very best in content and can include entries from both traditional disciplines such as branded content and advertiser-funded content, including newer techniques such as consumer-led content initiatives.

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The winner in this category will be the campaign that demonstrates excellence in targeting and reaching a specific demographic or niche audience with a message via any media. Campaigns targeting any specific audience will be relevant to this category (eg: youth, over 55s, influencers, Chelsea football fans, silver surfers, ex-pats, etc). The winning campaign will be able to demonstrate a clear understanding of the target demographic or niche audience, the best channels to reach them, their motivations and the messages that appeal to them, and will display exemplary execution of a media strategy with real cut-through.

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The winner in this category will be the campaign that can demonstrate the most successful strategy for the launch of a new product, service, company or brand, or the re-launch of an existing product, service, company or brand. The winning campaign will be able to demonstrate a deep understanding of the target audience and marketplace. It will also demonstrate the use of a cutting edge media strategy that created standout in the market in order to generate the buzz required to successfully launch or re-launch a product, service, company or brand.

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To be eligible for entry in the following entering categories, the campaign must have run on pan-regional media and/or local media in three or more countries within the region, with the exception being North America. The majority of the campaign must have run between 1 June 2010 and 31 May 2011.

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The winner of the ‘Campaign of the Year’ Award will be drawn from the winners of the Campaign categories. The judge’s selection will take into consideration the scoring of the campaign based on the judging criteria, but will not be solely based on these. Judges will select the campaign they feel has excelled above all others in demonstrating innovation and creativity in planning, execution and results.

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The M&M editorial team will identify up to 5 clients who have demonstrated that they have challenged the accepted strategies in their product sector across international markets. The shortlisted client marketers will all have demonstrated that they have exploited the full range of media opportunities; delivered growth and competitive advantage for their brands and broken the mould in their respective sectors. The winner of the ‘International Marketer of the Year’ award will be chosen through a public online vote hosted on mandmglobal.com during July 2010.

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This special award has been created by M&M to recognise the advertiser brand that has shown excellence in media in 2010, raising the bar in both media innovation and creativity and setting itself as an example of best practice in the use of International media. The M&M editorial team will identify a shortlist of up to 5 advertiser brands. The winner of the Media Excellence award will be chosen through a public online vote hosted on mandmglobal.com during July 2010.

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The Agency Network of the Year will have demonstrated consistent success in many categories of the M&M 2011 Awards. The winning network will be announced based upon its performance in the final list of highly commended and winning entries.