The Brand of the Year Award is open to all advertising and communications agencies, brands and production companies. Interested participants are required to submit an original branded-entertainment campaign with videos playing a central role. The video can be a TV or web-based series or film, fiction or non-fiction. The submissions must have been aired between March 2012 and March 2013.
According to the organisers, the campaigns will be evaluated on:
- The brand's commitment to branded entertainment as a key element of its marketing mix
- Coherence and innovation of the media distribution and content platforms
- Quality of execution and production
- Performance and efficiency (including the capacity to generate earned media and engagement)
The deadline for entries is February 22 and. Three finalists will be announced on March 18. The winning brand or agency is required to attend MIPTV/MIPCube to receive the award, which will be presented in Cannes between April 8 and 11.
Past winners of the award include AmEx in 2011 and Heineken in 2012.
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