Overall, the judges are looking to reward the papers that most persuasively establish the link between communication activity and commercial performance
Clarity of case: How well written, structured and presented is the case?
Scale of task: How difficult is the task communication has been asked to undertake?
Strength of solution: How imaginative or impressive is the strategic, creative or media solution?
Scale of effect: How impressive is the return from communication investment?
Strength of proof: How convincingly and credibly does the paper establish the link between communication activity and commercial performance? How difficult is the measurement task?
Use of channels: How well have the communication channels been exploited and evaluated?
New learning: Has the case taught us anything new about how communications work (e.g. 'longer and broader' effects, interactions between channels), or about how to evaluate them?