MAAW Globe Awards are the
highest standards of excellence

The MAA Worldwide
Global Academic Challenge

The Marketing Agencies Association Worldwide (MAA) is the only organization dedicated to CEOs, Presidents, Managing Directors and Principals of marketing services Companies. An extraordinary assembly of the top marketing minds in the world.

Each year, MAAW recognizes the very best work in Promotion Marketing from Asia, Australia, Canada, Europe, the Middle East, the United Kingdom, USA and South America, in the MAAW GLOBES Recognition Program.

We wish to extend recognition to Marketing Students in Universities and Business Schools around the World in the first annual MAAW Global Academic Challenge.

The MAA Worldwide 2008 Global Academic Challenge

MAA Worldwide is inviting Marketing Classes in Universities and Business Schools throughout the World to take up our Challenge for 2008. To answer one Brief: “Changing Climate Change”, for a fictitious Government Client.

Marketing Teams must demonstrate their ability to answer the brief as though they were the Promotion Agency being briefed by the Client. Teams may work on the brief at any time to suit their Class Calendar, as long as their Entry is lodged on the MAA Worldwide Site by 5pm on July 31st 2008.

Full details of the Challenge are on the following pages.

A global panel of Judges will score all Entries in August. The highest score wins the Challenge and a member from the Winning Team will be invited to receive the GLOBE at the 2008 MAA GLOBES Award Ceremony in the USA in October.

If you wish to take the Challenge, please complete the Entry Form and email it to: academicchallenge@maaw.org

The very best of luck

Mike

Mike Da Silva,
President, MAA Worldwide.
Email: mdasilva@mdsa.com.au

 Download entry form here


An Invitation to take up the MAA Worldwide 2008 Global Academic Challenge.

1. Operational dates.

All entries (in PDF format only, with a copy of your Entry Form) need to be submitted to the MAA Worldwide via email to rhonda@mdsa.com.au before 5pm on July 31st 2008. Please make sure all entries carry the name of each Team, and should the work be more than 5M, please provide a compressed PDF.

Judging will commence mid August and will be finished by the end of the Month.

The Winning Team will be notified mid September, allowing enough time to organise the Trip for a representative of the Team to the 2008 MAA GLOBES Ceremony at the Park Hyatt, Toronto, to accept the GLOBE.

2. Who is eligible to enter ?

Marketing classes in Universities and Business Schools.

Entries can be received from more than one team in any participating University or Business School, but a separate Entry Form needs to be completed for each Team.

Entrants must enter as Teams, numbering 3 or more students. Entries are not permitted from Individuals.

3. The Brief: “Change Climate Change”

Overview:

Your Client is the National Government Department in your country responsible for the Environment, and specifically, for urgent national action on Climate Change.

We are assuming that your country’s prime energy source is generated from coal-fired electricity, which is the major contributor to carbon emissions into the atmosphere, which, in turn, is the major cause of Global Warming and therefore, Climate Change.

Whilst the Department has implemented a number of policies for renewable energy sources (long-term effect) and drafted intervention strategies for Industry and Commerce (mid-term effect), the residential (Household) sector has been identified as the most opportune area to reduce CO2 emissions in the short-term, as research indicates that about 20% of all electricity used in households, is wasted. (Leaving lights on, excessive cooling or heating, buying appliances which are not energy efficient, standby appliance power, excessive hot washing or long showers etc)

The Department recognises that if households become more energy conscious, they will carry the “energy efficiency” message into communities and then workplaces. The Department also recognises that this is a difficult task, requiring behavioural change.

Because the use of electricity in households is socio-technological (ie: consumption is unique and relies on householders, their habits, their household appliances, the construction of their residences and even their location) the Department believes there is need for a Communication campaign to be tested for 6 months and directed to households in the largest city in your Country to effect measurable change. If the results are favourable, the campaign will then roll out nationally.

The Assignment:

To develop a Communication Campaign which will run for 6 months in the largest City in your Country, encouraging and motivating householders to voluntarily reduce electricity consumption.

A Budget of US$250,000 has been allocated for this test Promotion.

Each Marketing Team will need to communicate their strategy to the target householders via Promotion Marketing techniques, Partnering with logical/strategic partners, Digital marketing, Event Marketing and even using Social Marketing tools.

Each Marketing Team will need to communicate their strategy for reaching the target householders via Promotion Marketing techniques. These techniques could include but are not limited to:

  • Strategic partnerships
  • Digital Marketing
  • Direct Marketing
  • Event Marketing
  • Social Networking

Traditional Television, Press and Radio cannot be used other than in a Promotion sense.

We do not expect actual results, but we do need each Marketing Team to provide the following elements in their response, viz?

  • A clear set of Campaign Objectives.
  • A concise Marketing Plan.
  • Execution recommendations, including creative suggestions.
  • A process for measuring and evaluating results.

Entry specifications:

Each Marketing Team will actually become a Promotion Marketing Agency for this exercise and will therefore need to provide a name for this Agency.

Each entry will need to be in English and cover the following sections:

(i) Overview and Promotion Marketing Objectives.

Describe the marketing situation leading up to the development of the campaign. What specific marketing goals are expected to be achieved through this Promotion. What other important factors are relative to the test Promotion and its success?

(ii) The Recommended Strategy.

What strategy does the Team recommend to meet the Programme Objectives.

(iii) The Creative Idea and Campaign Execution.

What are the operational mechanics of the activity. What creativity will be used to assist in the execution. What communication mediums will be used and why?

A degree of creativity will be required to support each execution, but the quality of the creative will not be judged. We are looking for ideas.

(iv) Expected Results.

Show a process for measuring and evaluating results of the Campaign.

Entry format:

Each response will need to be prepared in English and as a Word doc, a PDF or a Powerpoint deck and an equivalent of up to a maximum of 6 quarto or A4 pages for each of the 4 above Sections. Audio or Visual footage are not needed.

The copyright of all entries will remain the property of each Entrant. MAA Worldwide reserves the right to publish all or any part of any Entry.

4. The Prizes.

The Marketing Team whose entry achieves the highest score by the International Panel of Judges representing Academia, Clients and Promotion Agencies will win the MAA GLOBE, the pinnacle in Promotion Marketing excellence for 22 years.

The GLOBE will be awarded within the 2008 MAA GLOBES Award Programme which will recognise the very best of the Best in Promotion Marketing from Award Programmes run throughout 2008 in Argentina, Australia & New Zealand, Asia, Brazil, Canada, Europe, Israel, Japan, South Africa, UK and the USA.

One member of the Winning team will be provided an airfare to the 2008 MAA GLOBES Award Ceremony in October 2008 in the USA. The actual location will be announced early in 2008.

The GLOBE will be retained by the Winning University or Business School, but each Member of the Winning Marketing Team will receive a GLOBE Certificate.

Silver and Bronze Certificates will be awarded to each Member of each of the Teams with the second and third highest scores.

MAA Worldwide.