BIG

IDEA

CHAIR

AWARDS

2017

BIG

IDEA

CHAIR

AWARDS

2017

The Yahoo Big Idea Chair Awards is a unique proprietary award that recognizes outstanding work in the online creative community. This year marks the ninth consecutive year of the Yahoo Big Idea Chair Awards in Asia: as the market pioneer to give praise to creativity, innovation, imagination and the elusive big idea, we continue to honor the most extraordinary creative minds in Asia's online community by introducing fifteen awards in Hong Kong and seven awards in North Asia to acknowledge campaigns on Yahoo and its network.

WINNERS LIST

The Yahoo Big Idea Chair Awards is a unique proprietary award that recognizes outstanding work in the online creative community. This year marks the ninth consecutive year of the Yahoo Big Idea Chair Awards in Asia: as the market pioneer to give praise to creativity, innovation, imagination and the elusive big idea, we continue to honor the most extraordinary creative minds in Asia's online community by introducing seventeen awards in Hong Kong and seven awards in North Asia to acknowledge campaigns on Yahoo and its network.

WINNERS LIST

AWARD
CATEGORIES

The 2017 Yahoo Big Idea Chair Awards comprises 15 Hong Kong Awards and 7 North Asia Awards.
Click the below to see full details.

AWARD
CATEGORIES

The 2017 Yahoo Big Idea Chair Awards comprises 15 Hong Kong Awards and 7 North Asia Awards.
Click on each category for full details.









RULES

Entry Fee: No entry fees will be charged

  1. Entries are only eligible if the advertisements or campaigns start running in Yahoo Hong Kong between July 1, 2016 to June 30, 2017 ("Eligibility Period"). Work that does not fall within the Eligibility Period will be disqualified.
  2. Entrants must be the relevant advertisers, media agencies, creative agencies or their respective authorized representatives.
  3. All advertisements must be designed for public exposure.
  4. Each entry can be submitted to a maximum of FOUR HONG KONG awards. Yahoo Hong Kong reserves the right to shortlist entries in the event of multiple entries.
  5. In general, there will be one Outstanding award and two Merit awards in each category.
  6. Entrants must be able to provide consent from the relevant advertisers, media agencies or creative agencies, as appropriate, regarding the submission. All materials presented must be original work, the ownership and all intellectual property rights in which must belong to the entrant. If any material or data is found to be untrue, misleading, and incomplete or misrepresented in any way, the Entry will be disqualified.
  7. Entries protected by patent or copyright, or which are progressing toward such protection, are acceptable as submissions to the Awards. However, Yahoo Hong Kong will not be held liable for the protection of any confidential information contained in the application forms.
  8. The underlying projects of the Entries remain the property of the entrants who submitted them. Yahoo Hong Kong has no intention of participating, or acting as an intermediary, in the implementation of any project. Nothing in the rules and conditions of the Awards shall entitle any person to use any intellectual property rights of Yahoo Hong Kong, or otherwise to associate himself or herself with Yahoo Hong Kong in any way.
  9. Yahoo Hong Kong reserves the right to use the Award winners' names, application forms and any material submitted for the entries in published material and advertising connected with the Awards at no cost beyond the award given. Entrants to the Awards, in signing the Entry Form, irrevocably authorize Yahoo Hong Kong to copy, reproduce or publish their applications if they win an award. Yahoo Hong Kong will not be liable for any inaccuracy, error or omission contained in any such copy, reproduction or publication.
  10. Entries are accepted on the conditions that all materials submitted will become the property of Yahoo Hong Kong Limited and will not be returned and Yahoo Hong Kong is granted the right to make copies of selected creative materials for educational and promotional purposes.
  11. Yahoo Hong Kong reserves the right to, at its reasonable discretion, make, interpret, apply and resolve dispute with respect to or in connection with the rules and conditions of the Awards. Entering the Awards implies acceptance of these rules and conditions.
  12. The rules and conditions of the Awards are to be governed by and interpreted in accordance with the laws of Hong Kong.

RULES

Entry Fee: No entry fees will be charged

  1. Entries are only eligible if the advertisements or campaigns start running in Yahoo Hong Kong between July 1, 2016 to June 30, 2017 ("Eligibility Period"). Work that does not fall within the Eligibility Period will be disqualified.
  2. Entrants must be the relevant advertisers, media agencies, creative agencies or their respective authorized representatives.
  3. All advertisements must be designed for public exposure.
  4. Each entry can be submitted to a maximum of FOUR HONG KONG awards. Yahoo Hong Kong reserves the right to shortlist entries in the event of multiple entries.
  5. In general, there will be one Outstanding award and two Merit awards in each category.
  6. Entrants must be able to provide consent from the relevant advertisers, media agencies or creative agencies, as appropriate, regarding the submission. All materials presented must be original work, the ownership and all intellectual property rights in which must belong to the entrant. If any material or data is found to be untrue, misleading, and incomplete or misrepresented in any way, the Entry will be disqualified.
  7. Entries protected by patent or copyright, or which are progressing toward such protection, are acceptable as submissions to the Awards. However, Yahoo Hong Kong will not be held liable for the protection of any confidential information contained in the application forms.
  8. The underlying projects of the Entries remain the property of the entrants who submitted them. Yahoo Hong Kong has no intention of participating, or acting as an intermediary, in the implementation of any project. Nothing in the rules and conditions of the Awards shall entitle any person to use any intellectual property rights of Yahoo Hong Kong, or otherwise to associate himself or herself with Yahoo Hong Kong in any way.
  9. Yahoo Hong Kong reserves the right to use the Award winners' names, application forms and any material submitted for the entries in published material and advertising connected with the Awards at no cost beyond the award given. Entrants to the Awards, in signing the Entry Form, irrevocably authorize Yahoo Hong Kong to copy, reproduce or publish their applications if they win an award. Yahoo Hong Kong will not be liable for any inaccuracy, error or omission contained in any such copy, reproduction or publication.
  10. Entries are accepted on the conditions that all materials submitted will become the property of Yahoo Hong Kong Limited and will not be returned and Yahoo Hong Kong is granted the right to make copies of selected creative materials for educational and promotional purposes.
  11. Yahoo Hong Kong reserves the right to, at its reasonable discretion, make, interpret, apply and resolve dispute with respect to or in connection with the rules and conditions of the Awards. Entering the Awards implies acceptance of these rules and conditions.
  12. The rules and conditions of the Awards are to be governed by and interpreted in accordance with the laws of Hong Kong.





SUBMISSION

Thank you for your support to the Yahoo Big Idea Chair Awards 2017.
Entry submission deadline has been ended.


REMARKS: SUBMIT CAMPAIGN VIDEO IS HIGHLY ENCOURAGED

Submission Procedure

For a graphic-based entry, entrants can provide a URL where the work is hosted. Please provide a user name and/or password if access is protected. Sites or files that cannot be accessed due to incorrect usernames, passwords or bad links will be treated as invalid entries. To facilitate the judging process, please ensure the site to your entry is active from the time of submission to the end of December 2017.

Note that the Entry Form and Template are used to provide information on any awards given and therefore must be filled out accurately. Entrants must fill in all sections of the Entry Form and Template in English. Contact Information collected from the Entry Form is not for commercial purpose. Yahoo Hong Kong will contact the entrants in case of queries of their submission and will notify the entrants if they have won the awards by both email and/or phone call.

For details, please refer to Yahoo's Privacy Policy at http://info.yahoo.com/privacy/hk/yahoo/details.html. No written or facsimile transmissions of the Entry will be accepted. No applications will be returned after the close of the Awards. Entries in complete form must be received by Yahoo Hong Kong on or before 6pm, August 25, 2017.

Entries will be judged by the judging panel and will be judged based on the respective criteria.

How to use the Submission Template?

First, select the award category appropriate for your campaign and fill in the required information (Company Logo; Entry Video Link; Campaign Summary, which includes background, objective, strategy and tactic, as well as result).

Then, clearly explain the rationale and strategies behind your ad campaign with relevant screen caps and URLs as supporting information to convince the judges why you should win. Refer to the fields of the table for guidelines and add new slides if necessary.

When you're done, submit through the Yahoo Big Idea Chair Awards website.

Just a tip be concise and clear!


SUBMISSION

Thank you for your support to the Yahoo Big Idea Chair Awards 2017.
Entry submission deadline has been ended.


REMARKS: SUBMIT CAMPAIGN VIDEO IS HIGHLY ENCOURAGED

Submission Procedure

For a graphic-based entry, entrants can provide a URL where the work is hosted. Please provide a user name and/or password if access is protected. Sites or files that cannot be accessed due to incorrect usernames, passwords or bad links will be treated as invalid entries. To facilitate the judging process, please ensure the site to your entry is active from the time of submission to the end of December 2017.

Note that the Entry Form and Template are used to provide information on any awards given and therefore must be filled out accurately. Entrants must fill in all sections of the Entry Form and Template in English. Contact Information collected from the Entry Form is not for commercial purpose. Yahoo Hong Kong will contact the entrants in case of queries of their submission and will notify the entrants if they have won the awards by both email and/or phone call.

For details, please refer to Yahoo's Privacy Policy . No written or facsimile transmissions of the Entry will be accepted. No applications will be returned after the close of the Awards. Entries in complete form must be received by Yahoo Hong Kong on or before 6pm, August 25, 2017.

Entries will be judged by the judging panel and will be judged based on the respective criteria.

How to use the Submission Template?

First, select the award category appropriate for your campaign and fill in the required information (Company Logo; Entry Video Link; Campaign Summary, which includes background, objective, strategy and tactic, as well as result).

Then, clearly explain the rationale and strategies behind your ad campaign with relevant screen caps and URLs as supporting information to convince the judges why you should win. Refer to the fields of the table for guidelines and add new slides if necessary.

When you're done, submit through the Yahoo Big Idea Chair Awards website.

Just a tip be concise and clear!





JUDGES

We have invited renowned digital marketers, movers and shakers of the media and creative industries, as well as seasoned representatives from professional organizations and universities to sit on our panel of judges.


Judging Criteria

Judges are asked to consider the following:

  • The campaign must have started running on Yahoo's network between July 1, 2016 to June 30, 2017.
  • The work must be based on a highly original, creative and inspiring concept.
  • Its execution must be exceptionally well done, should meet its campaign objectives and encourage web users to take desired actions.
  • It should leverage on trends, keywords and imaginative ad copy to generate high traffic.
  • It must be relevant to its context.
  • Its art direction (audio & visual) should be exceptional, if applicable.
  • The work is judged primarily on the execution of the specific mediums stated in the respective categories, then on how it contributes to the overall success of the idea.

Entries are judged by the work's distinctiveness and creativity. In determining Outstanding Award and Merit Award winners, entries are judged based on a set of pre-defined judging guidelines.

Entries with the highest scores will be awarded the Outstanding Award. Distinguished works will be awarded the Merit Award (if applicable).

The judging of the Awards will be completed in September 2017, and the winners will be notified via a confirmation letter in late October 2017.

All winners will be invited to attend the awards presentation ceremony on December 5, 2017.

The judges will be selected by Yahoo Hong Kong. The judging panel's decisions are final and are not subjected to appeal. Moreover, the panel's procedures and deliberations are confidential and will not be disclosed. The application of the selection criteria will be at the sole discretion of the judging panel.

JUDGES

We have invited renowned digital marketers, movers and shakers of the media and creative industries, as well as seasoned representatives from professional organizations and universities to sit on our panel of judges.


Judging Criteria

Judges are asked to consider the following:

  • The campaign must have started running on Yahoo's network between July 1, 2016 to June 30, 2017.
  • The work must be based on a highly original, creative and inspiring concept.
  • Its execution must be exceptionally well done, should meet its campaign objectives and encourage web users to take desired actions.
  • It should leverage on trends, keywords and imaginative ad copy to generate high traffic.
  • It must be relevant to its context.
  • Its art direction (audio & visual) should be exceptional, if applicable.
  • The work is judged primarily on the execution of the specific mediums stated in the respective categories, then on how it contributes to the overall success of the idea.

Entries are judged by the work's distinctiveness and creativity. In determining Outstanding Award and Merit Award winners, entries are judged based on a set of pre-defined judging guidelines.

Entries with the highest scores will be awarded the Outstanding Award. Distinguished works will be awarded the Merit Award (if applicable).

The judging of the Awards will be completed in September 2017, and the winners will be notified via a confirmation letter in late October 2017.

All winners will be invited to attend the awards presentation ceremony on December 5, 2017.

The judges will be selected by Yahoo Hong Kong. The judging panel's decisions are final and are not subjected to appeal. Moreover, the panel's procedures and deliberations are confidential and will not be disclosed. The application of the selection criteria will be at the sole discretion of the judging panel.

要擴展客群,企業需要一套可靠、強而有力的開拓客源策略。此獎項將頒予能夠展示出以極高效率,達到以獲取新客源為目標的出色廣告計劃。

作為市場上的內容領導者,Yahoo不斷致力為其廣大用戶提供更客製化的內容。最佳內容行銷活動包含在Yahoo各頻道中所執行的創意及與網友互動的共享內容,也顯示了「content is king」的內容行銷仍是數位行銷的黃金法則之一。獲獎關鍵在於該作品是在Yahoo新聞、理財、時尚等各類頻道中(不包括首頁),使用Yahoo客製化的內容行銷應用方案,激發網友的熱情參與,並達到有效的行銷結果。

此獎項重視透過Yahoo影音廣告的運用,加強廣告創意所表現出的視覺呈現與整體行銷活動的影音行銷策略,從而創造出提升網友參與度的優秀行銷成效。

行動廣告已成為數位廣告主流,而Yahoo的行動平台提供廣告主更多元的方式接觸消費者。Yahoo的行動廣告形式種類豐富,從簡單的點擊計費模式、行動廣告,以至行動豐富多媒體廣告,都能依據廣告主的行銷目的達到活動成效。此獎項將表揚能完美整合Yahoo各項行動廣告並將行動策略發揮得淋漓盡致的廣告主及代理商。

原生廣告絕對是數位行銷當前趨勢,好的原生廣告能夠完美融入網頁內容,進而吸引網友點擊。在提供網友實用資訊的同時,創造絕佳瀏覽經驗。此獎項表揚使用Yahoo原生廣告並透過優秀廣告創意文案、優化及執行,而有效推動網友參與度的廣告作品。

此獎項表揚傑出創意的視覺呈現。豐富多媒體廣告是一種跳脫框架、運用多媒體元素、活用頁面設計及展現活動創意的最佳創意表現。除了其吸睛的特色,豐富多媒體廣告的精準設計也鼓勵網友進一步與廣告內容進行更多互動。最佳豐富多媒體廣告為善用Yahoo多媒體廣告技術的傑出創意表現,包含的廣告手法有:3D魔術方塊、霸刊頭、馬賽克、動感摩天門、飄浮影音看板、雙星任意門等影像、音頻及更創新的呈現手法版位。

此獎項肯定創意傑出的網路行銷活動,成功的行銷活動需具備品牌策略(brand strategy)、消費者互動(consumer engagement)、創意效果(creativity with ”wow” effect)及完美的執行。作品同時也需透過與Yahoo各頻道的配合及成功地運用不同的網路廣告行銷方案,來達到創造良好使用者經驗和極大化活動聲量的目標。

Jaslin Goh
Chief Strategy Officer / Managing Partner, McCann & Spencer (Hong Kong)

A highly awarded brand strategist, creative solutions innovator, workshop facilitator and a hands-on management on creative marketing consultancy. Jaslin is a trusted advisor by her clients due to her intuitive and inquisitive approach to drilling the core of the client issues and providing a collaborated solution most apt for the situation and unravel the optimal opportunities

She has experience in Hong Kong and across the Asia Pacific and Greater China region for over 20 years, and the sheer love for what she’s doing makes her uncover the deepest insight, the most sparkling innovation, or the most lasting positioning. Her passion for client’s issues also makes her a strong business partner and an enjoyable partner to work with, which she believes helps her to further uncover new untrodden areas

She believes in building brands that delivers results, emphasize on actionable insights and had accumulated a track record of effective brand campaigns, namely the Best of Asia, Platinum award from Asia Marketing Effectiveness for Coke light in 2007, 9 Gold Hong Kong Effies, 2 Silver, 2 Bronzes in five years. Her USP lies in her uncanny ability to give a flavorful and creative story-telling twist to the insights she uncovers

She has led and developed strategic branding work for a variety of industries with a portfolio across brand development, NPD, concepts development, strategic brand workshopping, uncovering insights, moderation/facilitation with all levels of consumers/clients such as Coca-cola, Nestle, Wrigleys, Shell, Pernod Ricard, Scholl, and luxury section such as Debeers, Chanel, and finance sectors such as Prudential, AIA, FWD etc

She was previously Managing Director of Added Value for 7years, and Planning Director from Ogilvy & Mather for 7 years. It’s consistently the 7yr itch for challenges that trigger her to move on

Mr. Hui Kin Sang, Sam

Vice Chairman, HKAIM
Mr. Hui has been in the media industry over 25 years, his professional in sale & marketing in both Traditional and New Media. He currently holds position as Managing Partner at Media Pro (Hong Kong) Ltd., specializing in Digital Marketing in Greater China Region and Executive Director at Ideal Radio Ltd. Mr. Hui is also a columnist and program host.

Mr. Hui was the consultant of DBC HK Ltd. In prior to that, Mr. Hui was the General Manger of Next Media Interactive Ltd. for both Hong Kong and Taiwan.

Francis Hung

Senior Teaching Fellow, BA (Advertising Design) Discipline Leader, HK PolyU
Francis launched his advertising career by winning gold and best copy-writing at HK4As student award. He worked as a creative director at Publicis and BBDO Hong Kong and before that as an art director for Bates and JWT.

Joined the HK Polytechnic University in 2007 as an assistant professor, Francis has headed the advertising discipline at School of Design for the past seven years.

He has granted the accolades of D&AD, London International Advertising Awards, Spikes Asia, Asian Marketing Effectiveness Award, LongXi and Red Dot Award along the way.

Francis is now the advertising programme leader.

Alice Lee
Senior Business Director
OMD Hong Kong

Alice is a seasoned media planning and client investment director who currently leads a planning team as well as strategic business unit to provide OMD clients an integrated communications solution.

Alice’s experience spans across in-house marketing, media vendor and media agencies in the last 20 years. With past responsibilities including both regional and local communications planning for different categories of clients including FMCG, luxury, tourism, gadgets and beverages.

Karen Tam
Assistant General Manager – Promotions & Marketing
Harbour City Estates Limited

Karen Tam joined the Wharf Group in 1993 and was immediately responsible for the launch of Times Square. In 1997, Karen had the additional responsibility of overseeing Harbour City and embraced this unique challenge to promote two malls concurrently over the course of five years. From 2001 onward, Karen fully transitioned her efforts to focus solely on overseeing Harbour City.

Karen presently holds the title of Assistant General Manager - Promotions and Marketing of Harbour City. Karen gained valuable marketing experience promoting both Harbour City and Times Square locally and internationally with a special emphasis in developing the Mainland China market. Karen added a further accomplishment to her accolades in 2008 by successfully strategizing and executing Harbour City's online and social media marketing efforts. Some recent major campaigns have included Harbour City's yearly “Chocolate Trail” and seasonal Christmas installations as well as mega event “Doraemon Brings Innovative Surprises through Joyful Experiences” and Hong Kong’s first maritime art exhibition “Rubber Duck Hong Kong Tour – Spreading Joy Around the World”.

Karen is currently the Vice Chairman of the Hong Kong Advertisers Association and the Vice Chairman of the HKMA Digital Marketing Community. Follow her via Facebook @karentamkarying, Instagram & Twitter @bridgeways or Linkedin (linkedin.com/in/karentamkarying)

KK Tsang
Vice-Chairperson, HKMA DMC
KK is an advertising veteran and former CEO of GroupM Hong Kong. He left GroupM in July 2012 to set up The Bees, a marketing services group. At present, there are 9 agencies under the group, namely The Bread Digital, Secret Tour, The Right Side, Innermost Mobile, Lab Pheno, K2 Digital, Create & Yay, Midnight Pictures and Noah Workshop. Apart from running his business, KK is also a columnist in am730 and Sky Post.

Shirley Yim
Executive Committee, Hong Kong Advertisers Association (HK2As)

Shirley has been working at Hang Seng Bank for more than 10 years. As the Head of Marketing Propositions Marketing (Affluent), Shirley has steered the development and implementation of various marketing activities for Affluent segments, including Private Banking, Prestige Signature, Prestige Banking and Investment Services. Shirley is now a committee member in the Hong Kong Advertisers Association.

Ivy Chan
Marketing Communications Manager, The Hong Kong and China Gas Company Limited

Ivy is the Marketing Communications Manager at Towngas. In her current role, she oversees the retail branding and channel positioning, and is also responsible for appliance sales in strategic sales channels. During the past years of service in Towngas, Ivy was also responsible for residential & commercial promotions, business analysis and channel management.

With her experience in sales & marketing, advertising, PR & event management, Ivy is also a winner of Distinguished Marketing Leadership Award at HKMA/TVB Awards for Marketing Excellence. She involved extensively in major marketing projects such as the launch of new brands and business initiatives, customer centre re-positioning as well as sales channel expansion. Ivy is now a committee member in Hong Kong Advertisers Association.

Francis Fong
Honorary Chairman of Hong Kong Association of Interactive Marketing

Mr. Fong Po Kiu, Francis is currently a Member of HKSAR Election Committee, Information Technology Subsector; Honorary President of Hong Kong Information Technology Federation (HKITF); Honorary Chairman of Hong Kong Association of Interactive Marketing (HKAIM); President of Hong Kong Consumer Electronics Alliance (HKCEA); Founder of e-Learning Consortium (eLC); Co-opted Member of IT Expert Advisory Group, Consumer Council; Member of RTHK Programme Advisory Panel, Radio Television Hong Kong (2014-2018); Member of ICT Services Advisory Committee, Hong Kong Trade Development Council (HKTDC); Member of Advisory Committee of Médecins Sans Frontières Hong Kong; Member of Fundraising and Communications Committee, Oxfam Hong Kong, etc.

He has been working in ICT Industry for over 20 years, he introduced many pioneer products and technologies into Hong Kong. He is also a columnist in several popular newspaper and magazines, such as am730, Hong Kong Economic Journal, PC Market and e-zone.

Celine Ho
Deputy Director - Customer & Brand Promise CLP Power (Hong Kong) Limited

As the Deputy Director - Customer & Brand Promise, Celine has a strategic role in managing the CLP Brand as well as the overall customer experience. In order to create an aligned and consistent experience across different touch points in the entire customer journey, she has to mobilise support from key internal and external stakeholders to uplift the Brand experience. She manages four branches, including Brand Development, Digital & Social Media Communications, Marketing Communications and Customer & Brand Engagement.

Prior to joining CLP, Celine had extensive marketing experience in both airline and banking industries, including Cathay Pacific Airways and Standard Chartered Bank. Besides, she is the Vice- Chairman of Hong Kong Advertisers’ Association (HK2A). HK2A is a registered industry organisation representing major advertisers in the Hong Kong market.

Celine has also been nominated by Hong Kong SAR Government to serve in various advisory committees such as the Mass Communication Training Board of Vocational Training Council and the Advisory Committee on Enhancing Self-Reliance Through District Partnership Programme under Home Affairs Department.

Raymond Ho
Chairman, Hong Kong Advertisers Association

Raymond was a veteran in fast moving consumer goods before he joined Hutchison Global Communications in 2003. Since then, he has been made responsible for different key roles within Hutchison Telecommunications across mobile and fixed line businesses, including branding and marketing communications, content development and marketing, sales management, customer servicing and P & L responsibilities. Innovative and award- winning fixed-mobile cross platform services on smartphones and tablets such as 3 e-books, home entertainment, KKBOX music, Whats App & Facebook packages, gaming and esports programs are amongst the many which splashed the territory with wide attention in the last years. Raymond is now Brand Management & Digital Marketing Director of the company.

Raymond is also currently the Chairman of the Hong Kong Advertisers Association, Vice Chairman of the HK Audit Bureau of Circulations, and Vice-Chairman of the Hong Kong Association of Interactive Marketing. Raymond also sat regularly on the vetting panel for Create HK .

Dr. Jeffrey Hui (凌羽一博士)
Chairperson, Hong Kong Institute of Marketing Managing Director, InnoSights Limited

Dr. Jeffrey Hui, a leading strategic i-Marketing expert in the region, is currently Managing Director of InnoSights Limited and Chairperson of Hong Kong Institute of Marketing (HKIM). As a well-rounded marketing and training professional, Jeffrey served at various top-notch organizations, including P&G, Cathy Pacific, TVB, RTHK, The Chinese University of Hong Kong and King’s Glory Education. As an experienced marketing and training consultant, Jeffrey has been invited to conduct a vast range of training, workshops and talks (over 1,000 sessions) and to provide consulting services to various high-profile corporations, including:Google, L’Oreal, Gillette, GSK, 3M, Pfizer, Nestle, HSBC, UBS, Deloitte, Cathay Pacific, Inchcape, New World Group, etc. Jeffrey has lectured at The Chinese University of Hong Kong and The Polytechnic University of Hong Kong, Chu Hai College. Delivering an outstanding level of teaching and training quality, he was elected as “The Best Lecturer of the Year” (ranked 1st among 104 university lecturers). Jeffrey has also authored and co-authored several top-selling books on branding, marketing, strategies and management, including:《贏銷策略──打造品牌必讀50例》,《商識滿天下──香港商管翹楚30訪》,《讓品牌「飛」!──策略社交媒體、網絡營銷實戰秘笈》* ,《品牌超連結──十大Marketers成功實學》* and 《贏銷0與1》* (*NO. 1 Finance and Business Category Bestseller at Eslite誠品書店).

Melanie Lo
GroupM HK, CEO

Melanie has over 20 years of media experience. She started her media career, right after her University Graduation. She joined JWT in June 91 as Media Planner, and was promoted to Business Director in 1996. She has a wide range of accounts experience both on a local and regional basis.

She was made Deputy General Manager to help setting up Mindshare HK in 1997, and promoted to Managing Director in 2004. Under her leadership, Mindshare stayed at as the biggest media agency in HK and voted by clients as best media agency 6 years in a row.

Melanie took on the role as GroupM Hong Kong CEO in 2012. Since then the group continue to develop on digital capabilities, and has strengthen different digital offerings across all GroupM agencies, including programmatic and performance, and stayed strong on overall communication strategies planning and integration across all platforms, which is proven by awards and new business wins in recent years.

She is an Excom member and the Chairman of Media Committee of HK4As since 2012, contributing to advertising industry development.

Leo Tsui
Head of Tribal & Head of Digital DDB Group Hong Kong

Leo Tsui is the country head of DDB’s digital arm, Tribal Worldwide. His primary task is to reboot DDB’s digital offering and drive innovation across the entire agency. Leo joins Tribal Worldwide from WPP’s digital network Mirum Hong Kong where he was general manager. There he evolved the agency’s digital offerings from website and e- commerce into an integrated digital offerings, including mobile, social, tech-led activation and experiential marketing.

Leo is also an integral member of Mirum’s Senior Management Team where he worked on developing business strategies and solutions to fulfill the company’s long-term growth. Leo has a wealth of experience in digital services which holds him in good stead. He has worked with an array of top-tier clients including the Hong Kong Tourism Board, Chow Sang Sang, Starbucks, AXA, BMW, Wynn, CLP, Dairy Farm Group, Ocean Park and many more.

During a five years stint at Mirum, Leo helped the agency win Marketing’s Innovative Agency of the Year, Mobile Agency of the Year and Best Client Management Team in 2015.

Judging Criteria
  • The campaign must have started running on Yahoo’s network between July 1, 2016 to June 30, 2017.
  • The work must be based on a highly original, creative and inspiring concept.
  • Its execution must be exceptionally well done, should meet its campaign objectives and encourage web users to take desired actions.
  • It should leverage on trends, keywords and imaginative ad copy to generate high traffic.
  • It must be relevant to its context.
  • Its art direction (audio & visual) should be exceptional, if applicable.
  • The work is judged primarily on the execution of the specific mediums stated in the respective categories, then on how it contributes to the overall success of the idea.

 Entries are judged by the work’s distinctiveness and creativity. In determining Outstanding Award and Merit Award winners, entries are judged based on a set of pre-defined judging guidelines.

 Entries with the highest scores will be awarded the Outstanding Award.  Distinguished works will be awarded the Merit Award (if applicable).

 The judging of the Awards will be completed in September 2017, and the winners will be notified via a confirmation letter in late October 2017.

 All winners will be invited to attend the awards presentation ceremony on December 5, 2017.

 The judges will be selected by Yahoo Hong Kong. The judging panel’s decisions are final and are not subjected to appeal. Moreover, the panel’s procedures and deliberations are confidential and will not be disclosed. The application of the selection criteria will be at the sole discretion of the judging panel.

 

Best Search Campaign

  1. Search strategy – 20%
  2. Tactics to create search needs in the target groups – 20%
  3. Tactics that boost click through rate – 40%
  4. Campaign result – ability to meet objective and deliver notable business results – 20%

Best Use of Search Campaign

  1. Implementation of Yahoo Search Marketing solutions to achieve campaign objectives – 50%

Factors to be considered are:

  • Implement various Yahoo Search Marketing solutions (e.g. brand search, fixed position, sponsored search) to achieve campaigns' objectives
  • Ability to ride on trends, popular keywords & creative ad copy (e.g. latest movie/TV characters, news) to generate high traffic to the website.
  • Creative web design and web content that cater to the traffic generated from the search marketing campaign
  1. Integrate Yahoo search with other marketing initiatives – 50%

Factors to be considered are:

  • Integration of online and offline campaign (e.g. feature Yahoo search bar in offline materials to drive traffic to website, featuring ad creative in search advertisement using RAIS technology)
  • Integrate search marketing campaign with other Yahoo Hong Kong products and/or Yahoo ad solutions, e.g. supplement, joint- promotion, display banner.
  • Creative use of offline and/or other marketing channels to drive search traffic to the website

 

Best Branding Campaign

  1. Creativity in relation to overall campaign concept – 20%
  2. Implementation of Yahoo ad solutions to generate brand awareness – 30%
  3. Art direction for navigation and interaction – 30%
  4. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Content Marketing Campaign

  1. Creativity in relation to overall campaign concept – 20%
  2. Relevance of content to consumers – 30%
  3. Implementation of Yahoo ad solutions and other marketing initiatives to boost awareness – 20%
  4. Art direction for navigation and interaction – 10%
  5. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Acquisition Campaign

  1. Creativity in relation to overall campaign concept – 20%
  2. Acquisition strategy and tactics – 30%
  3. Implementation of Yahoo ad solutions to meet objectives – 30%
  4. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Targeting Strategy

  1. Creativity in relation to overall campaign concept – 20%
  2. Targeting strategy and tactics to cut through the clutter – 50%
  3. Campaign result - Measure of ROI and targeting effectiveness – 30%

 

Best Integrated Solution

  1. Creativity in relation to overall campaign concept – 20%
  2. Implementation of Yahoo ad solutions (search, display, cross devices, targeting, programmatic, video, ecommerce etc) to meet objectives – 30%
  3. Seamlessness and connectedness of each element – 30%
  4. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Use of Native Ad

  1. Implementation of Native Ad formats (adoption of video format, search retargeting, implementation of dot pixels for tracking etc) – 40%
  2. Effectiveness on optimization strategy to maximize ROI – 40%
  3. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Native Ad Campaign

  1. Effective use of the copy that blends seamlessly into the content of the page – 20%
  2. Effectiveness on optimization strategy to maximize ROI – 30%
  3. Creativity and ability to engage users, arouse their interest and participation with Ad Title/Descriptions and Image – 30%
  4. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Native Ad Campaign (For SME)

  1. Effective use of the copy that blends seamlessly into the content of the page – 20%
  2. Effectiveness on optimization strategy to maximize ROI – 30%
  3. Creativity and ability to engage users, arouse their interest and participation with Ad Title/Descriptions and Image – 30%
  4. Campaign result – ability to meet objective and deliver notable business results – 20%

 

Best Video Strategy

  1. Creativity in relation to overall campaign concept – 20%
  2. Relevance of content to consumers – 30%
  3. Implementation of Yahoo ad solutions and other marketing initiatives to boost awareness – 20%
  4. Art direction for navigation and interaction – 10%
  5. Campaign result – ability to meet objective and deliver notable business results – 20%

 

 

 

Best Programmatic Campaign

  1. Creativity in relation to overall campaign concept – 20%
  2. Yahoo Audience Ad or programmatic advertising strategy and tactics – 50%

Factors to be considered are:

  • Custom audience segments
  • Use of deals or Private Marketplace (PMPs)
  • Target to wider inventory, e.g. different SSPs or exchanges
  • Optimization strategy, e.g. increase bids to improve ROI
  • Use of third party data
  1. Campaign result – ability to meet objective and deliver notable business results – 30%

Factors to be considered are:

  1. Full funnel attributions, e.g. use CTR and VTR conversion

 

Yahoo Big Idea Chair Award

This Hall-Of-Fame award will be awarded to the brand which received the highest aggregated score from this year’s Awards.

 

Media Agency of the Year

Winner to be determined partly by marketers votes and partly by the total score the agency has received in this year’s Awards. Commissioned to an independent research agency, the marketers voting is an open-ended survey conducted via email and telephone, which normally commences soon after the launch of call-for-entry.

 

Advertising Agency of the Year

Winner to be determined partly by marketers votes and partly by the total score the agency has received in this year’s Awards. Commissioned to an independent research agency, the marketers voting is an open-ended survey conducted via email and telephone, which normally commences soon after the launch of call-for-entry.