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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 2020 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 a Word document here.

Entry Form:

The ECHO entry form is in six stages:

  1. Entry Overview
  2. The Team
  3. Entry Text
  4. Supporting Files and Uploads
  5. Preview Entry
  6. Completion
  • You can download a copy of the entry form and work offline HERE. 
  • Agencies must not include the agency name in the entry text in Stage 3 of the form, or in any file uploads submitted in stage 4.
  • 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:

All supporting material will be viewed by judges online. However, judges DO expect hard copy material if it was used in the campaign, such as direct mail or brochure examples.

Please send all hard copy supporting material to:

ECHO AWARDS SUBMISSION
Attn: Mark A. Galliher
Association of National Advertisers
10 Grand Central | 155 East 44th Street, Floor 2
New York, NY 10017
212.455.8026

Entries must be postmarked by August 31, 2019. 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.

Judging

ECHO Judging takes place over 2 rounds.

Round 1: Up to 500 judges are hand-picked from more than 20 countries. Judges are allocated categories to review and are selected to ensure a balance of skills (creative, strategy, data, agency, and client). Judges review entries per category online and score each entry 0 to 10 points in the three criteria of strategy, creativity and results, for a total score of up to 30 points. The top-performing entries proceed to Round 2.

Round 2: Up to 100 judges travel to New York to debate the shortlisted work. Judges review the work per category and vote for a gold, silver, and bronze in every category. While the debate is open, judges vote confidentially and winners are not announced until March 2020, during the ECHO Award Gala Celebration. Entries will still be reviewed online on iPads and a large screen. Physical samples are only available to judges in Round 2.

 

Deadlines/Fees/Notices

     

    Entry Deadlines

    Early-Bird deadline: July 27, 2020

    Standard deadline: August 28, 2020

    Final deadline: September 18, 2020

    Entry Fees (ANA Member/Non-Member)

    Up to Early Bird Deadline: $295/$455

    After Early Bird and up to Standard Deadline: $395/$555

    After Standard and up to Final Deadline: $495/$695

     

    NOTES:

    • A separate entry fee will be applied to each category that you select to enter your campaign.
    • The entry fee is determined by the date you submit your entry for judging with full payment.
    • All entries intended for judging must be paid in full and submitted prior to the entry deadline. This includes payments from all ECHO Alliance Program participants. ECHO Alliance Program participants must contact their local award program organizer for entry payment instructions. 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).

    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 August 9, 2019 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 2020 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.

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