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AAF 4th District
Summer Conference ADDY Workshop 2 Judging
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The judging is the competition. This is what
the ADDY Awards are all about rewarding
excellence in advertising.
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Take it seriously Have respect and integrity
with every part of the process. Maintain and
elevate the image of the ADDY Awards by
keeping it a serious competition. Have fun
and be inspired!
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Selecting a Judging Chair

• Be experienced respected
• Understand believe in the ADDY competition
  process
• Have no conflicts of interest trustworthy
  unbiased
• Know all of the competition rules
• Know what judges look for
• Be familiar with the market
• Be comfortable with the judges
• Be able to make decisions
• Anticipate questions, know all of the answers

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Judging Chair Responsibilities

• Selection of judges
• Selection management of Judging Committee
• Management of judges
• Overseeing judging process
• Competition wrap-up
• Entry forwarding
• Follow-up with judges

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Judging Committee

• Rule of thumb 4-6 people for every 400 entries
• Neutral people no one whos agency or who
  individually has entered.
• 2 data entry people
• 1-2 AV people
• 2-4 runners

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Judging Committee Milestones

• Identifying, screening selecting judges
• Securing Judging Weekend location
• Making travel arrangements for judges
• Participating in Entry Day
• Screening the entries between Entry Day
  Judging Weekend
• Setting up for conducting Judging Weekend
• Sending winning entries to the photographer
  production company
• Providing winners list info to the show
  committee, winners book and PR committees
• Follow-up with Judges
• Getting entries off to District

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Selection of Judges

• Creatives, preferably senior Senior Copywriter,
  Senior Art Director, Creative Director,
  Associate CD, VP/Executive CD, etc.
• From other markets out of Florida if possible
  do not neighbor your own market
• Minimum of 3 judges. Larger markets, a minimum
  of 5
• Mix from markets your size and larger
• Well-rounded experience in print, broadcast
  interactive
• Screen before inviting interview to make sure
  they meet criteria and that youre
  comfortable with them.

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Selection of Judges More Helpful Hints

• Avoid husband wife teams
• Avoid two or more people from the same agency
• Be professional and respectful of their time
• Start early! Schedules book up.
• Communicate your market and size, and typical
  number of entries and time frame before
  booking them.

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Send Packets to Confirmed Judges

• Confirmation letter specifying dates, time and
  location of Judging
• Travel arrangement details including who will
  be picking them up
• Call for Entries ask that they review and
  become familiar with rules and categories in
  advance
• List of other judges they will be judging with
• Itinerary for Judging Weekend
• Contact information for Judging Chair and ADDY
  Chair

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Prep for Judging Weekend

• ADDY Chair, Judging Chair Input person(s)
  should KNOW the ADDY Online Competition Software
• Check all physical entries against the ADDY
  Entry Database
• If you move entries to correct categories, be
  sure to change it in the database!
• Set up judges and give them passwords in the
  Entry Software
• Check all entries organize them by category
  and entry number
• Print out the judging sheets from the online
  system compile judges books
• Check that all CDs and DVDs are in working
  order, also check equipment
• Check all interactive entries to make sure the
  links work properly
• Email judges links to to interactive entries so
  they can judge ahead of time
• Plan the order of category judging and breaks
• Set up the judging room the night before
• Be sure you have gifts for the judges

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Judging Weekend

• Pick the judges up from the airport or meet them
  at the hotel if theyre driving
• Give the judges time to relax prior to first
  meeting
• Give them an agenda
• Entertain them but dont keep them out too
  late or booze them up
• Feed them! breakfast, snacks drinks always
  available,
• Bring lunch in save time
• Treat them to dinner out
• DO NOT DISCUSS ENTRANTS OR WORK WITH THE
  JUDGES AT ANY TIME DURING THE WEEKEND

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Starting Off the Judging Process

• Do Introductions, make sure everyone is wearing
  name tags
• Judging Chair gives the Charge to the Judges
• the market and competition overview
• method of judging
• rules and expectations
• number of entries being judged
• schedule for judging
• Allow for questions from the judges
• Hand out judges notebooks
• Encourage judges to work at their own pace,
  but be mindful of time

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Numerical Judging System Why?

• It is strongly recommended and just short of
  being mandated by AAF and the 4th District.
• Minimizes potential judging biases
• Provides a more objective method of judging
• More efficient with the ADDY Judging Software
• Provides valid, objective back-up data in the
  event of a dispute

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Numerical Judging System About

• Based on scores given to each entry by each
  judge
• The judges independently score entries on a
  scale of 1-100 (or 1-10), with 100 being the
  highest score
• This system requires SILENT judging (excepting
  Best of Show, Best of Category and other
  special awards)
• After the judges are done and scores are
  entered, an entrys scores are averaged. That
  average is its numerical score in the
  competition
• Do not round numbers off to help prevent ties

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Recommended ScoringInstructions to the Judges
85 100 Excellent! I wish I had done that. Top
of its category. 70 84 Above average work
for the market/category. 50 69 Average work
for the market/category. Good work, but not
award-winning creativity 20 49 Below
average for the market 1 19 I cant
believe they ran this, let alone entered it in
the competition! tip give each judge
a copy of this with their score books
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Determining Winners
To determine winners, the entries average
scores are compared with numerical cut-off
levels, called qualification levels, one for
gold ADDY Awards and the other for silver ADDY
Awards. Example 90 and above Gold ADDY
81.5 to 89.9 Silver ADDY If you have an
overall very low amount of awards, you can curve
the ENTIRE competition evenly (never change
individual entries). Example (lowering the
Qualification Levels by 5 points) 85 and above
Gold ADDY 76.5 to 84.9 Silver ADDY
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Determining Winners (or not)
If no entries in a category have average scores
above Gold Level, then no Gold ADDY is given. The
same is true for Silver. It is possible if the
scoring is low, there would be no awards given in
a category. If the work does not merit it, do
not give it an award!
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Best of Show and Other Special Awards
Different chapters give out different high
honor awards such as the Mosaic Award,
Outstanding Art Direction, and local special
awards. Whether your chapter awards one Best of
Show or several Best of Category awards and an
overall Best of Show, the same method of judging
Best of awards should be used. Across
chapters, Best of Show should consistently be
the highest of all.
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Determining Best of Show and Other Special Awards

• Once all entries have been judged, pull all Gold
  ADDY winners and lay them out
• Organize them by category if your chapter gives
  Best of Category awards
• Instruct the judges to select the special awards
  by consensus
• Give the judges enough time to reach a
  consensus, if they cannot you may take a
  majority vote
• If you have a Judges Choice Award, each judge
  may choose their own

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Helpful Hints for Judging

• Do not let them change the rules. But they
  should have flexibility to question
  eligibility or suggest a better suited category
  for an entry
• USE THE AAF ADDY JUDGING SOFTWARE!
• Visually separate print entries by category with
  a colored ribbon
• Make your competition important. If you dont,
  they wont
• Structure an achievable but tight schedule and
  stick to it.
• Have an experienced A/V operator on hand and
  have back-up equipment

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More Helpful Hints for Judging

• When limited on judging space, pre-set the print
  and use butcher paper to separate layers of
  print categories, as you judge, peel off a
  layer and the next category is ready to go
• Put all Radio/TV on one reel/dvd (have a
  volunteer do it, they can see the markets
  best work!)

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Category Changes
Elements of Advertising must be entered by
the creator, NOT the agency who hired them
Public Service pieces can ONLY be entered in that
category Not a change, but please remember to
make sure that All agency promo pieces,
including holiday cards, are entered only in
Industry Self-Promotion (the only exception is
letterhead) All Ad Club materials are entered
only in Industry Self-Promotion (the only
exception is letterhead) And if its not
advertising, its not eligible
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What If?
The same ad is submitted by two
entrants? Which qualifies? Which gets the
award? The agency that created the ad qualifies
and gets the awards You learn that an ad or
commercial was created, but never appeared
in/on the media? The entry is disqualified
You discover that an entry created in another
market was entered in your competition by the
(local) client? The entry is disqualified
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What If?
An Art director from Miami and a copywriter
from Orlando collaborate to create an ad? In
which market does it qualify? It needs to
be determined between the two which market to
enter the ad A TV station submits a self
promotion piece in the regular TV
categories? It should be moved to the Industry
Self Promotion category You have the same ad
from a previous year submitted again (perhaps
with a new headline, or new copy)? This is not
new creative
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What If?
An ad is submitted in the wrong category
before judging day? It should be moved to
the correct category. An ad is determined to
be in the wrong category after judging day -
and it won? You should add it to the correct
category as a winning entry You receive a call
asking into which category a book (often a local
history publication), or some other item for
which there is not a category, should be
entered If its not advertising, promotion or
communicating information about a product, it
shouldnt be in the show. A book cover should
be in cover design.
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What If?
An agency enters TV commercials for its TV
station client in the regular television
categories because the agency created the
spots Move it to television on self-promotion
Half-way through the judging process you observe
that the judges arent paying much attention
to their task (talking, not reading,
skimming) - after all, youre not supposed to
talk to the judges Get the ADDY or judging
chair to talk to the judges
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After Judging its not over yet!

• Continue to be a gracious host, making sure the
  judges have transportation to the airport or back
  to the hotel.
• Pull all winning entries and check them against
  the winners list.
• Organize the winning entries by category and
  entry number order.
• Prepare the winning entries to go to the
  photographer or production studio (for
  broadcast). Keep in mind that the winning entries
  should be in top shape when going on to the
  District competition.
• Hold non-winning entries for at least one week
• Forward the winners list and credits to the
  people preparing the winners books and show.
• Send judges thank you notes.
• Once your winners book is done, send copies to
  the judges.

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After Judging its not over yet!

• Continue to be a gracious host, making sure the
  judges have transportation to the airport or back
  to the hotel.
• Pull all winning entries and check them against
  the winners list.
• Organize the winning entries by category and
  entry number order.
• Prepare the winning entries to go to the
  photographer or production studio (for
  broadcast). Keep in mind that the winning entries
  should be in top shape when going on to the
  District competition.
• Hold non-winning entries for at least one week
• Forward the winners list and credits to the
  people preparing the winners books and show.
• Send judges thank you notes.
• Once your winners book is done, send copies to
  the judges.

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Summary

• The success of the actual judging process
  depends on adherence to the following
  guidelines
• Selection of a strong Judging Chair
• Selection of an adequate number of qualified
  judges
• Adequate time to establish the schedule/plan
• Adequate space and equipment for judging
• Effective charge to the judges
• An active, helpful and neutral committee
• Careful monitoring and management of the process