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​Test Awards Entry

​Adding a test page to the featured posts on the home page.Adding a test page to the featured posts on the home page.Adding a test page to the featured posts on the home page.Adding a test page to the featured posts on the home page.Adding a test page to the featured posts on the home page.

Download Background document here.

Download Application Form here.

In 2012 the CAANZ Media Committee introduced the process of asking interested individuals to apply for or nominate judges for the preliminary and category round of judging. This proved extremely successful, so continues each year.


Each year we receive a large number of entries. Substantial time and effort is dedicated to writing award entries and judging the awards therefore carries a high level of responsibility. It also requires a large number of experienced industry people to review the papers entered.

To ensure we select the best people to represent the industry, and in line with international best practice, all local judges who are interested in judging are now required to submit an application or be nominated by a peer. Judges will be selected by the CAANZ Beacon Awards Committee and notified of their acceptance to participate in the preliminary and/or category rounds. Unfortunately due to the large number of applications, not all are applicants are successful.

Judges will be selected from the senior ranks of industry (from media and creative agencies as well as media owners and clients) to participate in the preliminary round of judging.

For the category round, teams will be assigned to judge entries by category. Judges will be primarily selected on merit, but the teams will be representative of the entire industry, with a spread between large and small media agencies. For an alternate perspective, media owners, clients and agency partners will also be invited to join the category round teams.

Team leaders (known as an Executive Judge) are also selected to lead their group at category day judging. They will be asked to not only moderate their group’s discussion at category round judging, but also join the Executive Judging panel to meet and review those entries that have been nominated to receive metal and ensure consistency is across the board across all categories.

Executive Judges are made up on non-agency personnel.


Preliminary round

This first stage of judging is to identify which entries should progress to the next phase, the ‘Category’ round. Each paper is read by 8-10 different judges and marked out of 100 according to the judging criteria.

If selected as a preliminary round judge, you will be required to attend a judging session on one of the following days (depending upon where you are based):

Wellington: Tuesday 11th March 2014: 8.30am – 12.30pm OR 1.30pm – 5.30pm

Auckland: Wednesday 12th March 2014: 8.30am – 12.30pm OR 1.30pm – 5.30pm

Category round judging

This round is to identify the Gold and Silver winners for each category.

A small and experienced panel of judges will be assigned specific categories whereby they re-read and score all papers as well as discuss each paper in the context of others in the same category. Judges will be expected to judge more categories than in previous years. An Executive judge will be appointed as ‘team leader’ to moderate each group.

If selected for this round, you will need to be available to judge in Auckland on Wednesday 26th March 2014 (full day).

Executive Judging round

Re-introduced in 2013, the team leaders (as selected by members of the Beacon Award Committee) at Category round judging will form the Executive Judging panel. Executive judging will take place on Monday 31st March (8.30am to 12.00 pm).

Application Forms

If you would like to be considered as a judge, or nominate someone to be considered, please complete the application form and submit it to kelly@caanz.co.nz by Wednesday 12th February 2014. Please ensure you are available to judge on the dates outlined above and pop a note in your calendar that you may be judging across the time you have selected.

All judges will be notified by email on Tuesday 18th February whether they have been successful in being selected as a judge.

Please note that if you are successful in being selected as a judge, you cannot appoint a proxy.

We appreciate the time you donate to judging awards and thank you for your support of our industry.

A new shining light

For many years the CAANZ Media Awards have been the annual event that celebrates the very best of the media industry, rewarding great strategic insight, planning and execution in a rapidly evolving industry.

Given the changing nature of the media environment, CAANZ believe it is time to refresh and rebrand the Awards.

“In launching the Beacon Awards our objective is to create a new, relevant brand that positions both the awards themselves and media agencies at the forefront of the communications industry, both in the minds of the broader industry and clients and to use the rebrand as an opportunity to communicate the value that media agencies add to the communications process and to their clients businesses” says CAANZ CEO Paul Head.

The Beacon Awards (or ‘The Beacons’ as they will no doubt become known) reflect the way media can lead a campaign and create success by ensuring it’s noticed at the right time, in the right context, by the right people.

The Beacon Awards recognise the power of innovative and highly effective media solutions to leverage the creative message and connect with & engage customers to achieve outstanding results for clients.

The new brand is the result of a long and thorough process which involved many people across the industry to gain genuine insight into the value that media can add to a campaign.

DraftFCB was tasked with leading the process to create a new name and brand positioning along with developing the creative campaign to promote the call for entries; using one of the principles of media in their campaign message “It’s only great if it gets noticed.”

Not only has the name of the Awards changed, but a new trophy, also designed by DraftFCB will be unveiled in the New Year.

The Beacon Awards are also moving to a new home, the Viaduct Events Centre, having literally out grown The Langham Hotel.

The Beacon Awards will be celebrated and awarded at the Gala dinner on Thursday 1st May 2014.

​New Zealand has a unique self-regulatory environment and CAANZ works with members, the media and industry partners to ensure compliance so that we avoid legislation.

CAANZ members agree, through our Rules and Regulations to adhere to the Advertising Standards Authority (ASA) Codes and the voluntary funding.

Please visit www.asa.co.nz for more information and for the latest ASA Codes.

​Recruitment and agency representatives have developed best practice guidelines to influence behaviour and further enhance the relationship between recruiters and agency clients:

Recruitment Best Practice Guidelines - Recruitment Agency

Recruitment Best Practice Guidelines - Advertising Agency

​Please click here to view the Social Media Advertising Guidelines published by the Interactive Advertising Bureau (IAB) in May 2009.

​Purpose of the Guidelines

These guidelines will help inform businesses about their obligations under the Fair Trading Act 1986 (the Act). They examine issues surrounding carbon offset and neutrality claims, and how they are affected by
the Act.

This publication is intended to inform both businesses who are providers of carbon offsets and those that promote their green credentials using purchased carbon offsets. The guidelines aim to improve the accuracy of information provided to consumers about carbon-related claims. This guide is not legislation. Neither does it attempt to give a technical explanation of the often complex area of carbon trading.

Environmental claims that raise concerns may be examined by the Commerce Commission on a case by case basis pursuant to the Fair Trading Act 1986. These guidelines will be used as a reference for evaluating those claims.
While one of the Commerce Commission’s functions is to educate through the dissemination of information, the Commission does not provide legal advice about specific representations or specific promotions.
Ultimately only a court can decide whether a representation contravenes the Act.


As climate change gains more attention around the world, a new focus on carbon emissions has emerged. Messages about these changes are everywhere urging us to reduce or offset our carbon production to help the planet.
Consumers are becoming aware of their carbon footprint and as they start to look for ways to reduce their impact on the planet, a new generation of environmental claims around reducing and offsetting carbon emissions is emerging. Subsequently an entire new market of carbon offset trading has appeared.

Many businesses use carbon reduction or offsetting to differentiate themselves and their products or services from their competition. Keen to display their ‘green’ credentials, some businesses are now examining their carbon footprint, taking steps to reduce it and purchasing offsets to compensate for the environmental impact of their activities.
Consumers can choose to purchase carbon offsets for their activities as well as a wide variety of carbon neutral products. Consumers can also offset their air travel and even attend ‘carbon neutral’ events.

As the green industry and the presence of carbon reduction and offset marketing grows, concerns are emerging about what consumers and businesses are really purchasing when they buy carbon offset products. The increase in carbon neutral or low carbon claims has also created the potential for confusion. As there are no universally accepted definitions of these terms, understanding of the terms varies among consumers.

Currently there are different methodologies used for the assessment of carbon reduction, neutrality and footprints. Which carbon offsets legitimately reduce carbon dioxide or other greenhouse gases and how to measure such reductions are subject to debate.

To enable consumers to make informed decisions it is essential that consumers are provided with accurate and full information about carbon reduction and offset claims associated with products or services. Providing consumers with the full picture is essential to ensure they are not misled.

Please click here to download the guidelines.

​A Socially Responsible Approach

All those involved in television broadcasting recognise the need for a high level of social responsibility in communicating to children. In New Zealand, an effective system of self-regulation ensures that advertisers, advertising agencies and television companies also take into account the United Nations Convention on the Rights of the Child.

While recognising that a child’s right (in Article 13) is the “freedom to seek, receive and impart information and ideas of all kinds …through any media of the child’s choice”, the Convention calls on the media to support parents who have the primary responsibility for the upbringing and development of their children.

The Convention asks the media to acknowledge each child’s individuality, uniqueness, strength and capability, while affording children ‘extra protection’ from violence, unsafe practices, indecency, offensive language or bad taste. This code provides that protection.

Please click here to download the code.

​Gatorade’s Replay tops best PR list: CAANZ Marcomms Leadership Group names its favourites

Please click on the link below to view the guide

Network Interference: A legal guide to the commercial risks and rewards of the Social Media Phenomenon

​See documentation here.

Made to measure

A best practice guide for campaign measurement for the PR and Experiential agency sector

PR and experiential work is highly measurable and, no matter the budget, campaign measurement is mandatory.

The purpose of measurement is to provide evidence of success, insight

and learning, and therefore the focus is on choosing measurement tools

that provide an agreed level of relevant understanding.

Each and every campaign is unique and therefore PR and experiential metrics can, and should be, ‘made to measure’.

During the briefing and planning processes, the agency and client must

agree on robust key performance indicators and corresponding measurement


Measuring PR or Experiential activities in isolation (such as a one-off

event or short-term campaign) will demonstrate the unique value and

worth of the specific communication channels, however the success of any

brand is cumulative; a sum of multiple communication channel parts.

Ensure your evaluation is clear about the role and extent to which your

activity has an impact on the brand, in relation to all communications

(and experiences) for the audience.

Prior to campaign commencement and together with the client:

- Establish clear, measurable campaign objectives

- Determine the key performance indicators

- Agree how the campaign will be measured and ensure your measurement choices clearly reflect your campaign objectives.

While some metrics may be more

relevant or fiscally possible than others, agencies are professionally

obliged to present the options available, and in the process demonstrate

their commitment to providing a return on investment


External evaluators offer independent credibility to outcomes reporting and should be considered in all cases where viable.

The following measures are by no means exhaustive, but may be worthy of consideration based on your campaign objectives:

Attitudinal research

Test the feeling toward the brand, product, service or idea with surveys and/or focus groups.

Consultative audits

The consultative audit is a highly targeted set of one-on-one

“managed conversations” with key opinion leaders to garner their

position on a brand, product, service or idea.

Coverage analysis

An analysis of potential target audience reach, share of voice (against competitors) and key message inclusion in editorial.


The advertising value equivalency (published rate card) of an

editorial. The PR value is then calculated by multiplying the AVE by


Website visits

Looking at unique visitors (UV’s), search uplift (measured in

search volumes to websites), sources of traffic and the connection these

measures have to the campaign (timing, sources of campaign content

driving click through etc).

Social media buzz rates

Measuring comments and images posted (Twitter, Facebook,

blogs), and the scale of connectivity between users to gauge potential


Policy or plan adoption

Following a successful lobby, the best measure would be that the policy, plan or idea is adopted by the target.

Other quantitative metrics

- Redemption rates


RSVPs, direct responses to an invitation or event promotion, people driven to act

- Tickets sold

- Units distributed

- Foot and vehicle traffic

- Direct brand engagements

- Indirect brand engagements

- Dwell time

- Cost of outputs

- Word of Mouth (5 x direct brand engagement)

Useful web links (measurement tools and articles)

Traffik Marketing, Measuring experiential service:


The Experiential Marketing Association of NZ, Of course you can measure Experiential:


PROMO Magazine, Measurement search:


Event Marketer:


IAB Social Media Council, A framework for measuring social media activity:


Sponsor Map, Capturing passion outcomes from your sponsorship:


Jack Morton, It’s about (quality) time: Experiential marketing ROI.


Please click here to download this guide

About the Marcomms Leadership Group

The Marcomms Leadership

Group is charged with highlighting and developing the value of PR and

experiential communications. Members are drawn from independent agencies

or marcomms divisions within larger agency groups that are involved in a

wide range of marketing communications including public relations,

ambient, activation, experiential or events.

​26 August 2011

Gatorade’s award-winning and world famous Replay campaign that offered athletes a second chance at fame has topped a list of the best marcomms PR campaigns from the past two years.

Compiled by CAANZ’s Marcomms Leadership Group (MLG), the top 10 includes two New Zealand campaigns - Sanitarium’s Marmite Bringing Home the Kiwis and Michael Hill Jeweller’s World’s Best Couple.

In a purely subjective selection, MLG members compiled and voted on marcomms PR campaigns that caught their eye over the past two years. Unsurprisingly many of them were Cannes Gold Lions winners.

MLG Chair Megan Clark says the list represents the best of the best. “There are some amazing campaigns taking place worldwide. The common theme throughout all of them is a truly creative and often unexpected idea at their core. Strong strategy that engages consumers and media alike and excellent results are also evident.”

A case study of Gatorade Replay formed the centrepiece of a Brand Engagement Forum run by the MLG in April. “Seeing Sarah Robb O’Hagan, the Kiwi who is Chief Marketing Officer at Gatorade, present the insights behind the campaign reinforced just how exceptionally good it is,” Megan Clark says.

Coming in second was Watermark for Bundaberg Rum. Following the floods in Queensland last January, Bundaberg created a rum called Watermark “to mark the point where the floodwaters peaked and to mark the spirit in the towns on the road to recovery”.

Watermark festivals were held in the pubs of the top-16 worst hit towns while the Watermark rum went on sale nationwide, all with the aim of raising awareness of the victims of the flood. Proceeds from the sales of Watermark went towards rebuilding Queensland.

And coming in at number three was an Electrolux campaign that raised awareness of a new green line of vacuum cleaners. Run over several months, the project created cleaners made from plastic rubbish gathered from the Pacific Ocean. The widely popular Best Job in the World from Queensland Tourism and Cannes Outdoor Grand Prix winner Bing: Decode Jay-Z, both made the list for their ability to generate huge media coverage and global discussion.

“Interestingly, many of these campaigns were developed by advertising agencies, working in tandem with PR companies to leverage the ideas into media and word of mouth. When advertising and PR work together closely for a common client goal, amazing things can happen,” Ms Clark says.

The full list is:

1. Replay, Gatorade
2. Watermark, Diageo
3. Vac from the Sea, Electrolux
4. Best Job in the World, Queensland Tourism
5. Decode Jay-Z, Bing
6. Shine a Light on Opportunity, Durand Academy UK
7. Marmite Bringing Home the Kiwis, Sanitarium
8. Tramp a Benz, Mercedes-Benz
9. Reunite Barbie & Ken, Mattel
10. Best Couple in the World, Michael Hill Jewellers

​The Best Practice Guidelines are a Government / CAANZ publication to assist both government entities and their partners in media and advertising agencies to achieve better outcomes in relation to agency procurement and selection.

The guidelines are the result of 12 months of work by a team of senior agency and government communications representatives.

The aim of the guidelines is twofold; to make sure government entities engage advertising and media agencies that will provide the best possible response to the entity’s communications brief, and to give those agencies the confidence that they are taking part in a fair, transparent and agreed selection process that reflects the time and commitment required to respond to the invitation to pitch.

These are guidelines, not rules - but our expectation is that they will be widely adopted by all government entities over the next few months, both in terms of managing any pitch processes and also from the perspective of building strong ongoing relationships with communications partners.

To view the guidelines, please click here.

If you have feedback on these guidelines, we’d like to hear from you - contact nicky@caanz.co.nz

See Call For Entries documentation here.

The New Zealand Axis Awards celebrate the best work written, produced, aired and run in New Zealand.

Any work commercially released and first published or aired between 1st January 2013 and 31st December 2013 is eligible for entry HOWEVER, work that was entered for Axis 2013 is not eligible to be entered again for Axis 2014.

Important dates for your diary

Finalists announced: Monday 10th February
Online Judging of finalists: Friday 7th – Tuesday 18th February (inclusive)
Executive Judging: Tuesday 4th March
Speaker Event (daytime): Wednesday 5th March
Awards Show (Viaduct Event Centre): Thursday 6th March