Companies are becoming ever-more innovative in communicating with their audiences. This category is for in-house or agency teams to enter campaigns centring on sales, driving behaviour change, launches, research or increasing awareness. The campaign can utilise a variety of media including digital, PR or marketing.

The judges will be looking for campaigns that are strongly evaluated against their original aims. Success will be considered against the original objectives and should include a variety of measurements, not just AVE or 'likes'.

The judges will be looking for a campaign that is creative, achieves its objectives, is clearly evaluated and robustly demonstrates its value for money.