Submissions will be judged by a 12-strong panel, including Nick Ashley, head of media at Tesco, and winners will be feted at an evening ceremony in June and in Campaign print and online. The contest is free to enter here, with a deadline of 9 March.
YouTube Works for Brands was created and is run in partnership with the Account Planning Group to showcase innovative and effective online video. Successful entries will need to show how brands have used YouTube to build brands, make a cultural impact or generate other positive business results.
BT Sport and Mattessons were joint Grand Prix winners in last year’s inaugural competition. Zaid Al-Qassab, chief brand and marketing officer at BT and a judge for 2018, said: "The awards are a great opportunity to surface and celebrate work that truly makes the most of the [YouTube] platform; executions that use creativity and context to cut through and deliver for brands. The competition was fierce last year, so I’m keenly looking forward to going through this year’s entries with my fellow panelists."
Alison Hoad, chief strategy officer at BBH and YouTube Works for Brands chair of judges this year, said YouTube is "becoming a crucial part of any media plan as marketers recognise its uniquely engaged and attentive viewers. I anticipate a very high level of competition here as the industry presents the best of the best when it comes to brand building."
The full judging panel for 2018 is:
Alison Hoad, chief strategy officer at BBH and YouTube Works for Brands chair of judges; ounding partner at Lucky Generals;
Cat Wiles, head of planning at VCCP;
Dom Boyd, chief strategy officer at Publicis;
Jen Smith, global creative officer at Maxus;
Kevin Chesters, chief strategy officer at Ogilvy UK;
Lillian Sor, head of strategy at Grey;
Hamid Habib, joint chief strategy officer at OMD;
Sue Unerman, chief strategy officer at MediaCom;
Zaid Al-Qassab, chief brand and marketing officer at BT;
Will Whalley, brand planner at Google/YouTube;
Nick Ashley, head of media at Tesco.
Entries will be judged equally on three criteria – how well is the story told, how big was the effect, relative to what could be expected within the category and the budget of the campaign, and how much did YouTube add to the effectiveness or efficiency of the campaign?
There are eight prizes up for grabs:
- Best UK long term effectiveness with YouTube;
- Best UK media & creative agency collaboration;
- Best UK use of ad formats;
- Best UK audience insight;
- Best UK breakthrough advertiser;
- Best UK YouTube integration;
- Best UK use of YouTube by an advertiser (Grand Prix);
- Best UK cultural impact through YouTube.