2013 ADDY Awards How to Enter The ADDYS

Did You Know?  ADDYs originated in Miami in 1960 and was adopted nationally in 1968  Because of you the ADDYs is the largest creative competition in the world. – 6 time larger than Cannes – 3 times larger than the Clios

It’s All About The Work  The creative idea and how well it is executed  The size of the agency or the budget doesn’t matter

Who Should Enter?  YOU should! −If you are in business, you are in advertising −If it’s advertising, there is a place for it in the ADDYs

Why Enter?  Money for your business  Attention for you and your clients  Retains clients and brings in new ones  Promotes industry esteem in your market  Keeps creatives motivated  Award-winning work translates to more effective work  Portfolio builder and door opener

What’s The ROI?  Makes recruitment easier  Gives your agency confidence  Clients love awards!  Prospects need innovation, innovation is rewarded in creative shows...do the math  Competition makes you better  Keep business local  Great feeling when your small market ad beats out a large market

Beyond Winning  Awards are a symbol of a bigger picture – Takes creativity in this cluttered media environment to engage your target audience  Takes more than just winning – Can’t sit back and wait for the phone to ring  Promote yourself! – What you do after you win is just as important as what you did in creating the piece that won

Beyond Winning  Submit press releases to industry relevant publications for the type of client you won for – Boosts your client – Gives you credibility in that industry  Don’t wait for potential clients to search you out, let them know you are out there  Do what you do for your clients... – PROMOTE, PROMOTE, PROMOTE

What Wins?  Superior execution, attention to detail, and originality  Judges look for the BEST work in THIS market  Execution: photography, typography, layout, printing, sound clarity, etc  Details: every word, every frame, every link  Originality: most important, may even overcome mediocre execution  Be memorable: edgy or heartfelt, funny or bizarre, tap into emotions

So What Should You Enter?  Ask yourself… Would I put this in my portfolio? Would I show this to a potential clients? Would this be included on my demo reel?  Ask people around you... Co-workers: But be careful, every baby is the most beautiful baby in the world Clients: It can be very enlightening  Enter pieces in multiple categories Single and campaign Full-page versus partial-page within reason Elements: photos, illustrations, animations, logos Multimedia campaign Multiple entries + Multiple wins = >Best of Show chances

Eligibility Requirements  NEW creative  January 1, 2012 – December 31, 2012  Paid creative services – Except Public Service, Advertising for the Arts & Sciences, and Industry Self-Promotion  Enter in the market where it was CREATED

Silver Forwarding  Best kept secret to winning  All different judges  All different perspective  Many national winners have received only a silver at the local level

Getting Started  New ADDY entry software for 2013  Log onto

Register

 Once you login this page will appear with entry details.  This page also contains the steps you will use to enter. Entry Process

Fill out an entry form for each entry.

 You must save the entry before continuing with the entry information and other tabs. Entry Process

If the entry is a campaign, make sure you indicate what types of media and how many are in each media in the “Media Type” box.

 It is very important that you include the date the entry first appeared and the method of distribution.  If the entry is a campaign list the methods of distribution.

 When you add credits make sure you proof!!!  If it is wrong here it will be wrong on the certificates and in the credits in the show!  Can you spot the errors?

No more pesky CDs to worry about

Do NOT finalize entry until you are ready to print manifests. Once finalized no more changes can be made to the entry.

 The software will not let you finalize the entry until all required elements are are included.

Manifest  You will need to print out the Manifest Form and bring it with you when you enter.  The Manifest will show what you have entered and how much you owe.  Make sure you sign and date the back of the Manifest Form.

Manifest When you have all of your entry forms finished, click on “Pay Now” to print out the Manifest Form.

Manifest  You will need to print out the Manifest Form and bring it with you when you enter.  The Manifest will show what you have entered and how much you owe.  Make sure you sign and date the final page of the Manifest Form.

Preparing Your Entries  Place the entry behind the D4 entry form in the clear envelope provided.  Include TWO (2) copies of the entry form and affix an entry label to the back of the entry.

What’s New In 2013 Digital Advertising Websites, B-to-B −32AProducts −32BOutlets −32CServices Websites, Consumer −33AProducts −33BOutlets −33CServices Mobile Websites −34AProducts −34BOutlets −34CServices Micro Sites −35AProducts −35BOutlets −35CServices Social Media −36ASingle Platform, B-to-B −36BSingle Platform, Consumer −36CCampaign Apps −37ATablet −37BWeb-based (Browser) −37CMobile (Phone)

What’s New In 2013 Digital Advertising (cont) Advertising and Promotion −38ABanners, Rich Media −38BBanners, Standard −38C −38DGames −38EAnnual Report −38FPodcasts Video −39AWebisodes −39BInternet Commercials −39CBranded Content 60 seconds or less −39DBranded Content more than 60 seconds Multimedia DVD −40AB-to-B −40BConsumer −40CCampaign Campaign −41Campaign (for categories 32A-40C)

What’s New In 2013  Television – 49 Informercials  Advertising For Arts & Sciences – 57D Digital Advertising  Public Service – 64D Digital Advertising  Advertising Industry Self Promotion – 69G Digital Advertising

What’s New In 2013 Elements of Advertising Copywriting −72Copywriting Visual −73ALogo −73BIllustration, Single −73CIllustration, Campaign −73DPhotography, Black & White −73EPhotography, Color −73FPhotography, Digitally Enhanced −73GPhotography, Campaign −73HAnimation or Special Effects −73ICinematography Sound −74AMusic Only −74BMusic with Lyrics −74CSound Design Digital Creative Technology −75AInterface & Navigation −75BResponsive Design −75CGPS & Location Technology

Rule Changes for 2013  All video and audio assets for ADDY Awards entries must be submitted as digital uploads via the online ADDY software.  DVDs and CDs are NO LONGER ACCEPTED and will not be judged.  Acceptable digital formats for video are,.mov,.mpg,.mp4,.wmv  Acceptable audio files are.mp3,.wav,.wma.  File uploads are limited to 100mb for video and 5mb for audio.

Technical Requirements  Video Sales Presentations & Infomercials – Must submit an edited representative content of NO MORE THAN five minutes in length. The edited entry must be uploaded as a digital video file.  Digital Advertising – Judging will be done online, using the URL whenever possible. URLs should not require any username or password for access. In cases where this already exists, the entrant should create an independent URL. URLs, banners and menus must not contain any references to the entrant.

Technical Requirments  Non-Traditional Advertising – Entries in this category may also be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 90 seconds (video). Digital summaries must be submitted by uploading the video file via the ADDY online entry software.

Additional Rules  If it is Public Service, Industry Self-Promotion, or Arts/Sciences it can not be entered anywhere else  Elements must be entered by the original creator of the element  Very detailed descriptions of what fits where in software  Digitally enhanced photography, must show original  Elements of Advertising must show how it was used in ad

Reminders  JPGs or PDFs of ALL Print Work – Entrants will be expected to upload a JPG or PDF of each print entry at the time the entry is submitted. – Why? For the show and winners book.

Things To Remember  Do not send original or irreplaceable artwork. It will NOT be returned.  Pieces entered into Advertising for the Arts & Sciences, Public Service or Industry Self-Promotion cannot be entered in any other category.  Each Elements of Advertising entry must include a sample, showing how the element was actually used.  DVDs and CDs are NO LONGER ACCEPTED (except in Categories 40 A, B & C), and will not be judged.  Do not put labels on the CDs & DVDs.  Use a CD/DVD safe pen to write entry numbers on disc.

What NOT To Do  Enter that invitation with the event date in  Show up on Deadline Day without your manifest or check.  Cover up that typo with White-Out and hope the judges don’t notice.  Show up on Deadline Day with entries in hand and say “How do I do this”?  Mount your entries on illustration board.  Leave slates on your broadcast entries.

Online Entry Tips  Start early!! You can add and/or delete all the way up to the entry deadline Do NOT finalize your entry until you are ready to submit. Once finalized it cannot be changed or edited.  Make sure all contributors are properly credited  Check spelling  Remember, the information in the system is used for the Winners’ Book, Show Reel, Winners’ Certificates and Press Releases It is your responsibility to make sure it is correct  SAVE after every page

Entry Day  Before you head out the office door on that fateful deadline day make sure you have: – Your Entries – Your Manifest – Method of Payment (check, credit card, first born) GOOD LUCK!

And, Finally…  ADDYs is supposed to be fun!  Strut your stuff, show off your talents, impress your clients, celebrate your staff  If you’re not a member...JOIN! – Entry fees are discounted for AAF members!

Questions?