2011 HAPE Awards
AHAA and HispanicAd.com are proud to announce the call for entries for the HispanicAd.com
2011 Account Planning Awards competition. The awards will be bestowed at
the AHAA Annual Conference
October 2011 in Miami, FL.
See information on the Hispanic Media Planning Awards competition.
Showcase the best strategic thinking and creativity in the US Hispanic market
Demonstrate the business value of the account planning discipline
Reinforce and establish the relevance of the account planning discipline in todays agency model
Help raise the bar of strategic thinking and motivate member agencies to truly implement the
discipline within their organizations
You may submit more than one entry, but each entry must be submitted with its own Entry Form, its own copy of the Written Case Study along with its own creative materials on a separate CD and a separate entry fee.
Introduction or Repositioning
These awards are open to mainland US-based agencies
Only submissions where the media has run at some point since June 2010 may enter
An entry fee of $150 must accompany each entry
Complete names of client and brand, product or service
Complete names of planner(s) that should be recognized for the entry (as well as their age if they are 28
years old or younger)
Contact information: this person needs to be available for questions prior to the judging sessions
and most importantly during the judging sessions in case the jury needs clarification
Signed form allowing HispanicAd.com to edit and publish the complete entry and accompanying creative materials
The deadline for submission of entries is 12:00 pm EST, September 10, 2011
New product/service introductions, as well as existing ones for the general market, that are newly introduced in the Hispanic market would compete in this category. Also, cases related to mature brands that are changing their positioning to reach a new/different target than in the past communication efforts will be included in this category.
In these cases, in addition to the obvious planning criteria, you need to demonstrate the strategic planning capacity to determine the opportunity for the brand in the Hispanic market, specially the novelty of its positioning, as well as its identification of the source of business and target consumer.
Any strategic thinking for an established product or service for the Hispanic market (not introductory/no repositioning) would compete in this category. Here are the cases for brand that keep the same positioning and are building a relationship with the same consumers even if it is based in a different insight and a different creative concept.
In this case, in addition to the obvious planning criteria, you need to demonstrate the ability for account planning to keep the brand relevant for its consumer by identifying insights that are valued by our consumers and by inspiring the development of outstanding creativity.
The cases that are called to compete in this category are the ones for brands with a multiplatform communication strategy- that means, the execution of the strategy ran in two or more forms of communication: advertising, promotions, digital, experiential, public relations, etc.... This award is for
cases that demonstrate the capacity of the strategic thinking to inspire and develop big ideas that can live in different communication forms and beyond the advertising as well as the exploration of multiple consumer apertures and points of contact and engagement with the brand.
In these cases, in addition to the obvious planning criteria, you need to demonstrate the capacity of the account planning discipline to develop multi-target/multi-audience strategies and/or to analyze and determine apertures in the different moments in the purchase cycle and/or define and fulfill multiple communication objectives.
In some cases, it may not be easy to determine which category you should be in (e.g., a campaign that follows the communications strategy from the general market, but its creative expression is so different that it seems like a different strategic approach). In this case, we leave it up to you to enter in the category that feels right for your entry to be judged.
The key criteria for winning an award are:
- great strategic thinking > 40%
Is there a true insight born from the consumer that could potentially impact the communication?
Does it present a new perspective to a common category challenge?
In what way it is enriching the general market strategic approach? Is there a clear need to develop
powerful, impactful creative expression > 40%
Could this creative have happened without the guidance from account planning?
Is the creative capturing the most inspiring elements from the brief?
Is this great, unexpected, original creative?
[impact vs. results] > 20%
Is there a clear link between the thinking and the creative?
Did this work have an impact, either in the market or in some other measure?
Additionally we will consider the specific values for the cases to be awarded in the specific categories as is
described in number 4. We are also considering three recognitions:
Recognition to the Best Young Planner (best case made by a planner under the age of 28)
Recognition to the Best Usage of Research in the development of the strategy for the brand.
Recognition to the Best Urban Market case for strategies that reach more than one ethnic target:
young Latinos + young African American and/or + Young Asian.
These recognitions are not considered categories. Cases in any category would be recognized with these
Although you may follow your own structure based on the nature of your entry, the following are some elements that the jury will expect to see when evaluating your case:
A descriptive and intriguing title
A 200-word summary that highlights the thinking behind your entry and the reason you believe
why it deserves an award
A clear understanding of the background and the business challenge
A great story of how brilliant thinking changed the course of the communications development
Clear evidence that the creative idea that resulted from this thinking was both original and
A maximum of 1,500 words (plus the summary) is allowed. If the entry exceeds this limit it
will be automatically disqualified.
Please make sure to include ONLY the brand name and the category in which you are competing (4a, 4b, 4c, or 4d from above listing). DO NOT include the name of your agency or the individuals in the written case study or on any of the creative materials (you should only include this information in your entry form).
Please submit 10 corner-stapled 8-1/2 x 11 copies of your Written Case Study. An electronic
version of the case study should also be included in a PDF or Word format on the Creative CD.
Please submit 10 Creative CD-ROMs, each containing a set of creative materials (along wit the copy of your written case study):
A maximum of ten individual creative elements per entry
A maximum of three individual creative elements per medium
he formats should be QuickTime (TV and radio), and PDF (Print, outdoor). For other kind of
materials please use one of these two formats.
Please make sure label the CD with ONLY the brand name and the category in which you are competing
(4a, 4b, 4c, or 4d from above listing). DO NOT label the CD with your agency name or the name of the
planner submitting the entry.
Entries submitted outside of these formats and guidelines will not be accepted
Judging will follow a two-stage process designed to ensure a rigorous and fair review of all entries
Stage I A jury of thought leaders from the Hispanic advertising community, including account planners,
creative directors and account directors and a guest planner from the general market will receive all entries
for his/her individual review and evaluation based on a previously established scoring criteria. In this first
stage the jury will decide which of the entries will be short-listed for the next stage.
Stage II All members of the jury meet for an all-day group discussion and evaluation.
This stage will be developed within three different sessions:
Session 1 reevaluation and confirmation of short list
Session 2 decide on awards selection: gold, silver or bronze
Session 3 from all the gold winners, discussion and voting on Grand Prix HAPE Award
Gold winners will be contacted right after the session (on or around September 30, 2011) to be asked to
present their cases in person during the Account Planning session that will take place at the AHAA creative
and account session during the AHAA conference in Miami from October 11-13, 2011.
All winners from Stage II / Session 2 will be notified in writing via e-mail by September 30, 2011.
Each Gold, Silver, Bronze winner will be recognized at the Account Planning session during the AHAA
Conference in Miami from October 11-13, 2011.
All Gold winner will advised immediately of their wins and be expect to produce a 2 minutes representative
video in a 5 day period prior to the awards luncheon to exemplify the process and the case study honored.
Please submit your entry, along with $150 entry fee per entry, by 12 PM EST on September 10, 2011 to:
HispanicAd.Com Account Planning Excelencia Awards
8400 Westpark Drive, 2nd Floor
McLean, VA 22102
Gene Bryan at 917-854-1706 | firstname.lastname@example.org
Verene Sisaa at 310-214-6466 | email@example.com