Results announced...
About the Awards
The Benchmarks Awards are designed to set a standard in the recognition of excellence in brand communications. They differ subtly, but significantly from traditional awards schemes, both in their scope and in their spirit. In terms of scope, the entry Categories represent market sectors rather than design applications. This means the judges compare chalk with chalk and cheese with cheese.
The Benchmarks have focused until now solely on full-blown branding programmes. This year though they have been extended to include one-off campaigns to enhance or extend the brand. There is potential, therefore, for two separate awards in each category: one for a branding programme; and one for a campaign.
All Benchmarks entrants are asked to demonstrate how their branding programmes or campaigns work across a variety of different communication platforms. While a single example of brilliance cannot win a Benchmark, a strong strategic concept, which can be shown to work effectively in a variety of areas, will be a lively contender within its category.
Entrants are judged on the consistency of the brand message, within the programme or across the campaign, overall creativity and innovation achieved within the constraints of the brand guidelines. The judges also consider the appropriateness within the relevant market sector.