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91 years of data-inspired excellence.

 

Over the years the ECHO Awards team has relentlessly focused on seeking out and recognizing marketers from around the world who have dared to imagine a future rich with the opportunity of data, and who have explored its potential to advance their brands toward new frontiers. Each category is dedicated to an area of expertise critical to improving performance in today’s digital data-driven marketing ecosystem.

Sharp along their creative edge and powerful enough to deliver a clean, crisp, authentic brand experience that drives real results, ECHO Award winners have represented the world’s greatest data-driven storytellers, their amazing work, and the stunning performance they have achieved. Will you join them this year?

Final Deadline extended to December 18, 2020!

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Why the ECHO Awards?

The ECHOs mean business.
The ECHOs celebrate measurable solutions to real problems that brands and marketers face every day around the world. We are focused on recognizing excellence in marketing through the combination of data, creative, and results, driving tangible business performance. An ECHO proves you are effective in your marketing.

Powered by the ANA.
ANA members are among the most powerful and influential marketers in the world. Enhance your reputation and raise your profile in front of these decision makers at more than 1,000 client-side marketer member companies. Winning case studies will be shared with our network through ANA.net resources and select winners will also be invited to share their insight and expertise at exclusive ANA events and be featured on ANA channels throughout the year.

A celebration of data-inspired excellence.
The 2021 ANA International ECHO Awards will culminate into a virtual celebration on April 13, 2021, where we honor the best data-inspired marketing in the world and celebrate the creative exploration, inspiration, ideas, and excellence of our winners.

"Now, more than ever, trust is fundamental to the future of the advertising community, and data instills trust. Modern marketers understand that data does not come at the expense of the creative product or add unnecessary complexity — there’s only upside. Data, strategy and creativity should be sharing center stage in awards shows, and ANA’s International ECHO Awards help fill that void in our industry."

Josh Blacksmith
Chairman, ANA ECHO Board of Governors
Senior Director, Global Consumer Relationships and Engagement at Kimberly-Clark

How will your work be judged?

Do you think you’ve created an award-winning marketing campaign? The ECHO Awards measure greatness in terms of impact on business — which lasts far beyond campaign run dates. The formula is simple. A jury of director/VP level or higher industry experts will score each entry in three criteria: strategy, creativity, and results.

2 rounds of rigorous judging.

Round 1: Up to 500 judges are hand-picked from more than 20 countries. Judges are allocated categories to review and are selected with great care to ensure an equitable balance of expertise and experience. Only the most competitive entries will continue to round 2.

Round 2: Up to 100 judges from around the world convene in New York to debate a shortlist of the best work. With tremendous rigor our judges review the work in each category and vote for the work that is most deserving of a gold, silver, or bronze ECHO—and meet the minimum standards to be awarded each of these levels. It is possible not every category will be awarded all three. The 2021 winners will be announced at the ECHO Award Gala during the ANA Masters of Data and Technology Conference.

Past judges include experts from:

Want to be considered for an ECHO jury?
Email echoawards@ana.net for details.

 

Requirements and Process

Do you think you’ve created an award-winning marketing campaign? Only the ECHO Awards measure greatness in terms of impact on business — which lasts far beyond campaign run dates. Our judging formula is simple: Judges will score each entry equally in the three criteria of strategy, creativity, and results. The only exceptions are in the Craft categories, where some awards are weighted more to either creativity or strategy.

Please read the following rules and details before beginning the 2021 ANA International ECHO Awards entry process.

Completing the Entry Form

Entries must be entered online using the online entry form. For the best online experience, Google Chrome is the recommended web browser to use while entering.

The electronic form cannot be altered or modified in any way after submission. No other form or substitution will be accepted. Please provide all required information. Failure to provide complete information will be subject to disqualification. An entry is considered submitted after filling out the “Entry Disclosure Form” tab and initialing and checking the “Submit this Entry for Judging” check box in the “Submit” tab. An entry is considered received and eligible for judging once payment is accepted.

WINNING TIP: Work on the entry form offline and then submit it online. Download the SAMPLE Form

Case Study Questions:

Describe your marketing challenge or opportunity (100–150 words)
This is the WHY — the reason for the campaign. Provide any supportive data or insights to help us understand the difficult problem or new opportunity that prompted your marketing effort.

Detail the campaign objectives (100–150 words)
This is the WHAT — the measurable goals or key performance indicators (KPIs) you set out to achieve. The more quantifiable,
the better. We’ll look to see how you delivered against these objectives in the results section.

Unpack your strategy (250–300 words)
This is the HOW — the start of your story. Outline the key decisions you made, including your targeting, channels and engagement tactics. Touch on the rationale and inspiration for your choices. Leave the specific data insights for the next question.

Dive into the data (250–300 words)
This is the ECHO difference — how DATA inspired your marketing and storytelling. Explain how you used data to uncover key insights that powered your unique strategy and big creative idea.

Illustrate your creative solution (250–300 words)
This is the MAGIC — the melding of science with art. Let us into your creative thought-process. Enlighten us how you employed
content, imagery and innovative techniques to bring your strategy to life and touch the hearts and minds of your audience.

Share results and sources (250–300 words)
This is the PROOF — the mark of a successful campaign. Give us the data that proves you delivered against your objectives.
Highlight how you moved the needle, changed behavior or made a difference. If necessary for confidentiality, indexed results are acceptable but not preferred. Provide all sources for your results,
from third-party (e.g., Google Analytics) to client-reported.

Sum it all up (50–75 words, including headline)
This is the FUN part. Provide a headline and brief summary that ANA can use when showcasing your effort as a case study. Tell us your “Wow!” factor.
 

  • Agencies must not include the agency name in their entry.
  • Clients entering their own work should add the client name in the field for “Agency Name” with the words “In-House” included. Example: “Client Name, In-House”
  • Each category that you enter represents a separate entry and a separate entry cost. We highly advise that you duplicate an entry and amend the entry copy for each category.
  • Use the tool tips. Each entry question has a tooltip that will help you answer the questions appropriately.

Complete and Compliant

Entrants are required to answer all questions on the entry form. Each section has tips that indicate the kind of information that should be included. Please be as specific as possible, and please be concise. Entries that are well-written and clearly lay out the story of how and why the marketing campaign meets and exceeds the three judging criteria of strategy, creative, and results are more likely to win.

We recommend that you write a draft of your entry OFFLINE so you can easily edit it and check for typos and spelling mistakes. Ask others to proofread your entry before you copy and paste it into the ONLINE entry form.

Consider writing your entry like a short story, but keep it simple, clear, and concise. While ECHO judges are highly experienced marketing professionals, they review a lot of campaign entries in a single judging session, so carefully consider the readability of your entry and use short, succinct paragraphs wherever possible.

To protect the integrity of the judging process, do NOT include the agency name (or indicate/mention the name of the agency) except where specifically indicated on the entry form. Any mention of the submitting agency in the body of the Entry Form is grounds for disqualification. The only exception is agency self-promotion campaigns. Also, please avoid anything on samples or materials that could identify the creative group or agency, such as labels, addresses, URLs, etc.

Credits for Your Entry

There is a specific area on the entry form where you can list companies and individuals who worked on your campaign. You should list agency individuals as well as client individuals. Please be accurate, as the way you list it on the entry form is the way it will be printed and presented should your entry be an ECHO winner. The information provided in the credits will be considered final and cannot be altered, even if an individual no longer works at a particular company.

Submit Proper Materials—Online and Offline

Please submit one complete set of creative samples. Do not mount samples on boards. All mounted materials will be disqualified.

  • Printed Media: Physical samples of all direct mail and catalogs, and other dimensional materials. You may upload samples in addition to sending physical samples.
  • DRTV/Video/Radio: Submit samples via upload.
  • Digital: Submit via upload.
  • Online Video Advertisements: Submit via upload and include applicable landing pages in the upload.
  • Social Media: Submit via upload and include applicable landing pages in the upload.
  • Translations into English of all non-English copy.

Do not place an insured value on the contents of your entry shipment. Send all materials via Priority Mail or special courier (e.g., FedEx or UPS). Do not send via an airline or agent, as we are unable to collect from the airport or customs. Also, should you need to confirm delivery of your entry package, please check with your courier for delivery confirmation.

Please PRINT and keep a copy of your entry form. Please note that the person submitting the entry form will be considered the entrant and will be advised of the competition results.

Foreign Language Entries

All foreign language copy must be translated into English. Clear translations must be provided for all work not written in English. Broadcast entries may be dubbed or subtitled in English or include a complete written translation. Local idioms that may not be understood in the U.S. must be explained. Entries not accompanied by translations and/or explanations will not be judged. Submit translations electronically via upload with the official entry form.

File Uploads:

In Stage 4 of the entry form you can support your entry with links to websites, videos, and file uploads.

  • If you are uploading links to a video on YouTube, Vimeo, or other video sharing platforms, please ensure that your agency name is not visible on the account details. Please make sure that all files are accessible until April 2020.
  • All entries must have a showcase image uploaded. This image will be used to represent the entry for all promotional, award show, and educational purposes. Required format: JPG files 1920x1080 px
  • We recommend you upload no more than 5 (five) separate images with your entry. Rather than upload individual images, please upload one PDF file with multiple images and the narrative in one place.
  • Case study videos should be no more than three minutes in duration; we recommend no more than two minutes. If uploading multiple videos, please label them clearly (e.g., casestudy.mov and adspot.mov). Always ensure your agency name is NOT in the video or the file name.

Physical Samples:

Judges also expect hard copy samples of materials (direct mail, collateral, packaging, etc.) if they were relevant to the campaign. Label each sample with the campaign name and entry number from your invoice. Include one sample of each communication per category.   

Send samples, postmarked by September 15, 2020, to:

ECHO Awards Submission Attn: Lisa Smith
Association of National Advertisers
155 East 44th Street, Floor 2
New York, NY 10017
646.708.8181

All material should be labelled with the reference number, category, and campaign name. If entering multiple categories, please send examples for each category.

NOTE: Judges only review physical samples in round 2. Please also upload a PDF for judges in round 1.

ECHO Entry Payment

Payment may be made by Credit Card (Visa, Mastercard, American Express, or Discover)

Please complete the appropriate information on the entry form. Checks must be submitted in U.S. Dollars (drawn on a U.S. bank), payable to the Association of National Advertisers, Inc.

All entries intended for judging must be paid in full and submitted prior to the September 18, 2021 deadline. Entry fees are non-refundable. This includes online payments, wire transfers, and checks mailed to the ANA. All originating bank charges must be prepaid. Make sure the amount being transferred is in U.S. Dollars and covers the full amount of the entry fee(s).

Wire transfer payments should be sent directly to this bank:

Account Name: Association of National Advertisers
Bank Name: Citibank
Bank Address:  153 East 53rd Street, New York, NY 10022 USA
Bank Account #: 4990040842
Wire Transfer Routing #: 021000089
Swift Code: CITIUS33
ACH Routing #: 021000089
Bank Contact: Nicole Wilkinson
Bank Contact Phone #: 212.559.5736
If you have any questions, please contact our Finance Department at jmarchini@ana.net.

Please be sure to provide a photocopy of your bank wire transfer with entry/entrant ID to confirm full payment, via email to  jmarchini@ana.net or mail to:

ANA International ECHO Awards
(Attn. Jennifer Marchini, Accounting Department) 
10 Grand Central | 155 East 44th Street
New York, NY 10017

Important Notices

  • Entries submitted without results information will automatically be disqualified.
  • All entered work must be completed in the normal course of business.
  • Samples cannot be returned.
  • Winners are responsible for duties, fees, and charges for shipping trophies.

Submitting Your Creative Elements

The 2021 ANA International ECHO Awards are entered, categorized, judged, and presented by categories.

After you have selected the category(ies), please:

  1. Identify all appropriate advertising media used for your entry.
  2. Submit the proper samples with your entry.

Note: To protect the integrity of the judging, creative samples must not have labels or markings that could identify the creative group or agency. Also, the agency name must not appear in the body text of the entry application. Obviously, self-promotion entries are an exception.

Video Specs: All entries which are being submitted as video must use the following specifications:

  • Format: Apple Quicktime (WMA/WMV files are not accepted.)
  • Codec: ProRes 422, H.264, MP4, M4V, or uncompressed MOV file
  • Resolution: 1920x1080 or 1280x720 for 16:9 format; 1440x1080 or 960x720 for 4:3 format. File should be at least 100MB per 60 seconds of video.
  • Video to be limited to 180 seconds, with a suggested runtime of 120 seconds.
  • Include subtitles if translation is needed.
  • YouTube, Vimeo, and/or other hosting platform links are not accepted.

Entry Types:

  • Alternative and Insert Media: Non-traditional media channels including package inserts, card packs, billboards, transit advertising, bus wrappers, and other forms of media not covered by other categories., Submit samples in the form of PDFs.
  • Banner Ads/Landing Pages: Digital work that was designed to appear in an online channel and invites site visitors to click through to a landing page or web site. Includes leaderboards, rectangles, pop-unders, pop-overs, skyscrapers, buttons, banners, and interrupters. Rotating GIFs must be supplied as a collection of individual image frames in a PDF. Flash may be supplied as a link to a URL (make sure agency name is NOT revealed in URL name). Include a PDF of the landing page/website or a URL.
  • Catalog: Promotional pieces that include specific product descriptions of multiple items, designed to generate retail traffic or non-store orders. Includes printed and electronic formats. Submit PDF of mailing cover, front cover, sample of inside spreads, and order form, and also submit an actual sample(s) (see address below).
  • Collateral: Promotional materials that are not included in other categories. Examples might include brochures, hand-outs, door hangers, event banners, giveaway items, signage, etc. Submit samples as PDFs and also submit an actual sample(s) (see address below).
  • Digital Content and Video: Includes vehicles used in the practice of digital content marketing such as blogs, online videos, e-books, white papers, podcasts, webcasts and webinars, blogs, web video series/webisodes, and online presentations. All entries must submitted for review in an appropriate digital format via URL provided on entry form or uploaded as an attachment to the online entry form. If the sites or web pages are no longer live, a self-contained version of a site or sites with the ads should be provided as a ZIP file, containing all needed assets. For “static” executions, screen shots in PDFs are acceptable. Please avoid agency identification (including as a part of the URL). Video specifications are as noted above.
  • Direct Mail: All direct mail, either flat or dimensional, delivered to home or office by conventional postal services, courier, or messenger. Submit one actual sample. If actual dimensional piece is not available, you may send one or more color photographs (8.5"x 11"). However, you must send an actual copy of the letter. Do not mount samples. Mock-ups and electronic graphics are not acceptable.
  • Email/Landing Pages: Websites, landing pages, microsites, and other forms of web development that is the designated online destination for a campaign. This is content that is not paid web advertising. Email communications are sent to personal computers (mobile messaging is a separate category). All entries must must be uploaded as a PDF with the entry form. For “static” executions (with no animation or video), screen shots are acceptable.
  • Mobile: Permission-based marketing communications specifically intended for delivery to mobile phone, tablet, or other mobile devices. Marketing messages can either be push or pull, depending on the tactics and vehicles used. The tactics and vehicles include: application development, mobile site development, content distribution (downloaded or streamed), mobile search, web browsing, GPS location services, MMS/SMS messaging, and mobile display advertising. Submit mobile messaging samples electronically uploaded with online entry form. Video specifications are as noted above.
  • Print Advertising: Space advertisements, including freestanding inserts (FSI) in publications. All entries must must be uploaded as a PDF with the entry form. Mark clearly whether it is a magazine or newspaper ad and give publication dates. Mounted samples are not allowed.
  • Search Marketing: Search engine optimization (SEO) and paid pay-per-click (PPC) advertising. All entries must be self-running presentations. They must be submitted for review in an appropriate digital form and uploaded as an attachment to the online entry form. For PPC, explain how you used advanced techniques and tools to generate more traffic, improve conversion rates, and/or increase return on investment. PPC can include post-click optimization (i.e., multivariate landing page testing, heat maps, web analytics, etc.). Submit screen captures or reproductions of PPC ads as an attachment. Screen captures or reproductions should reflect both ads displayed on search engines and messaging on landing pages. For SEO, explain how you assisted in increasing ranking and streamlining navigation of website(s) through site structure changes, link development, social media and other strategies. Please post relevant web page(s) or URL and submit associated results (screen captures of search rank, report/reproduction of link development strategy, web analytics data, etc.) as an attachment. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. For SEO, printouts of web site screen shots are not acceptable, as source code can be important in evaluation. Also, please avoid agency identification as part of the URL.
  • Social Media: Participatory digital media channels that facilitate dialogue and user-generated content from among a self-selected audience. Includes publicly available channels such as Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, etc. Does not include blogs or proprietary digital communities that reside on a marketer’s own website Does not include display advertising appearing on social networks. Submit a self-running application of social media activity as experienced by the target audience at the time of the campaign in digital format uploaded as an attachment to the online entry form. Please include any necessary user names and passwords. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the URL.
  • Telemarketing: Outbound Calls — Telephone sales programs. Submit an PDF of the call guide (script) including objection-responses and telephone FAQs. If available, a call recording can be electronically uploaded with the entry from. Inbound Calls — Lead or sales programs. Submit source(s) of calls. Also submit a PDF of the call guide (script) including objection-responses and telephone FAQs. If available, a call recording can be electronically uploaded with the entry form as an MP3 audio file.
  • TV/Radio: Broadcast advertisements in both spot and program-length format. Submit samples electronically (upload with online entry form or post to a proprietary URL). All entries must be submitted without agency identification. 
    • Video
      • Video specifications are as noted above.
    • Audio
      • Format: MP3 or MOV file. Include subtitles if translation is needed.
  • Web Display Advertising: Web ads and online paid advertising other than e-mail and search (which are separate categories). All entries must be self-running applications and must be submitted for review in an appropriate digital format uploaded as an attachment to the online entry form. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. If the sites or web pages are no longer live, a self-contained version of a site or sites with the ads should be provided. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the URL.
  • Websites/Landing Pages: Websites, landing pages, microsites, and other forms of web development. This is content that is not paid web advertising. All entries must be self-running applications and must be submitted for review in an appropriate digital format uploaded as an attachment to the online entry form. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. If the sites or web pages are no longer live, a self-contained version of the sites or pages should be provided. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the URL.

 

Final deadline extended to November 2!

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