THE PRE SCREENING AND SCAM REVIEW PANELS
A pre-screening panel and scam review panel will be selected to review all the entries prior to the judging. The pre-screening panel will evaluate the eligibility of the entries, their suitability for the category and also address any other issues pertaining to the entry and its conformity to the entry criteria.
The Scam review panel will evaluate an entry’s authenticity with regard to “scam”.
THE BRIEFING
The Chairs of the Judging Committee and the Blue Print Committee or their representatives will brief each panels on the procedure and their responsibilities. They will be advised at the outset of their role and their entitlement as well as the system, the norms and the rules that must be followed.
Local agency panelists will be required to identify the work produced by the agency they represent to the other members of the panel to ensure transparency. It is mandatory that they do not act in anyway which can damage the integrity of The Chillies, especially by supporting their own work or acting against any entry which may be a direct threat to an entry of their agency.
The panel will be required to fulfill their responsibility within one sitting, however, if any person so desires, he or she can request the panel to view any category or entry for an additional review. This would require the unanimous consent of the other panelists.
The Pre-Screening Panel will comprise:
- 2 people nominated by the agencies for the TV and Radio and for the Print and Non Traditional Media sections respectively and selected via a vote from the advertising agencies who participated at The Chillies in the previous year.
- Non agency representatives from the Judging committee.
The assistant moderators.
All entries will be reviewed by the Pre-Screening Panel. At this juncture the panels will evaluate each entry for the following.
- Suitability of entry for the category
- Eligibility of the entry
- Conformity to entry submission criteria.
- Completeness of entry form and the information contained in it.
If any issues arise at this stage, the entry in question and the issues will be notified in writing to the agency, which would be required to revert in writing with a response within 48 hours (2 days) of receipt of the letter.
The Scam Review Panel will comprise:
Senior representatives from the advertising agencies comprising Management, Account Management, Planning, Media and any other related areas can serve on this panel.
The agencies will be requested to nominate 2 persons to serve on this panel. The scam review panel will consist of 6 persons and 3 persons will serve on each panel to review the entries at the time of pre screening. Their responsibility will be to evaluate the authenticity of the submissions in the area of scam based on the process and criteria specified.
The Definition:
“Any advertising clearly developed solely to win at awards shows, with no legitimate client source or though clearly having a legitimate client, has no legitimate client need or rationale.”
The criteria for evaluating scam ads
A four point evaluation system will be deployed for this purpose.
1. Legitimate Client & Client Statement
Is it a genuine marketer, importer, distributor or agent for the product that is being advertised? Agencies are requested to give the name, address and name of CEO or Marketing Director of the client for the entry in question.
2. Usage of Media
2.1 Is the publication, station or placement appropriate?
2.2 Is the media title a mainstream publication or channel?
2.3 If it’s a niche medium or fringe media, is the use of this medium appropriate?
3. The Rupees and Cents
Does the product, its market and the opportunities warrant a
campaign or ad of this nature and the investment for it, both in terms of production costs and media budget ?
4. The Schedule
4.1At what times, over which channels and for what period was the ad run? If so, is the reason justified? Does this point out to a legitimate ad or campaign or does it signal scam?
4.2 If the ad looks like a campaign ad, was it run as a campaign over a period of time? If not, why not?
The Process:
The 3 members will independently note by ticking appropriately, if an entry was questionable on any of the criteria specified. They will not engage in a discussion at this juncture. Once the panel has completed their responsibilities the secretariat will identify the entries which had more than 50% of criteria questioned by the panel. This would mean 7 notations (ticks). This is derived from 3 panelists evaluating 4 criteria, would total to 12 notations (ticks).
In the event that there are two notations (ticks) in any one of the criteria, the panel assigned for this task will have a discussion regarding the entry at the end of the session and determine whether this entry must also be included for review by the entire panel.
These entries will be reviewed by the entire panel comprising 6 persons under the Chairmanship of the Judges and Judging Committee Chair. At the conclusion of this discussion the panel will decide as follows:
- Seek further clarification from the agency or a third party as required.
- Inform agency of the unanimous decision of the panel and ask them to justify it to be otherwise.
The Scam Review Committee may seek the following clarifications to legitimize an entry:
1. Legitimate Client & Client Statement
Seek business registration of company.
Contact client persons or a Board member directly.
Clarify address, location etc.
Seek documentary proof pertaining to importer, distributor or agent for the product that is being advertised.
2. Usage of Media
Evaluate media choice vs. audience.
3. The Rupees and Cents
Evaluate the arithmetic of the ad/campaign vs. potential sales.
4. The Schedule
Seek proof from media pertaining to schedule and length of campaign.
The issues that are identified will be notified in writing to the agency, which would be required to revert in writing with a response within 5 days from receipt of the letter. If the explanation received is satisfactory the entry will be included for the festival. If not, the agency will be asked to meet with a representative panel to discuss the entry in question. If the agency fails to respond to the letter as specified, the said entry would be deemed as scam by the Scam Review committee and this information will be notified to the Trustees and the Boards of the 2 Associations for further action.
The representative Scam Review panel will comprise 5 persons:
2 representatives from the Trustees
1 person from the Judging committee
1 person from the Blue print committee
1 Senior Moderator
The 2 Presidents of the Associations will sit in as observers at this juncture.
If an entry that is being discussed is directly related to any member of the panel, he or she will refrain from serving on the panel. In such an instance another member from the said group could be asked to serve in the panel.
The Scam Review panel will inform the 2 Boards of the Associations and the Board of Trustees in writing of the entries they identified as Scam and were either not supported or were withdrawn after review.
An entry which was supported by the agency and is entered in to the awards festival, not necessarily an award winner is later proven to be scam to the Board of Trustees, the trustees will evaluate the evidence and determine if the said entry is a scam entry. If it is so determined the said agency will be banned from participating at The Chillies for the following year. If such submission received an award, the said award will also be withdrawn and this information will be communicated to the participating agencies in writing as well as the details of the decision with name of agency, client and entry will be published in the media.
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