This document summarizes the IABC UK annual conference, which focused on the Gold Quill Awards. It provides an overview of the conference agenda, which included presentations on winning Gold Quill entries from eBay and HSBC. It also discussed the judging process, noting that judges receive training, evaluate entries against six criteria using a 7-point scale, and are required to provide written feedback. The document concludes by announcing changes to the upcoming Gold Quills 2015 competition, including earlier deadlines and new award categories for agencies and teams.

1. The Secret of Gold Quill Success
LOGO AREA
23rd September 2014

2. Welcome
Tessa O’Neill – President IABC UK
WELCOME

3. A Global Affair
281 overall winners
13 countries
8 UK winners

4. Agenda
• eBay Heroes & The Future of Shopping – Sara Luker,
eBay
• HSBC Now – Jenny Varley, HSBC
• TCS Summit – Ashish Babu, Tata Consultancy Services
• Here Comes the Judge – Matt Frost, VP Corporate
Membership IABC
• Get Ready for Gold Quill Awards 2015 – Tessa O’Neill

5. Going for gold: why
winning IABC awards is
pretty cool
Sara Luker, EU Content Editor

6. THE CHALLENGE
THE ENTRIES
THE RESULTS
TOP TIPS

7. THE CHALLENGE
“How can we better
demonstrate to our
internal stakeholders
the quality of the work
we do?”

8. WHY THE GOLD QUILLS?
GLOBAL
RIGOUROUS
APPROACH

9. THE ENTRIES
EXTERNAL
FUTURE OF SHOPPING
INTERNAL
HEROES RECOGNITION CAMPAIGN

10. THE
RESULTS

11. READ THE JUDGES’ FEEDBACK
COULD DO MORE TO SET
THE SCENE
“It would help to understand the
urgency of the need. It's not clear from
your entry, how the higher scores
would help eBay”
CLEAR OBJECTIVES
“Well organized goals and SMART
objectives demonstrate a clear
understanding of the project success
criteria”
MEASUREMENT – NOT
JUST THE FACTS
“A written explanation interpreting the
results and your opinion of the success
would be a good addition to the entry.”
STRATEGIC APPROACH
TO PLANNING
“Very well put together entry with clear
organization. The strategic approach to
planning this project definitely shows.”
LOOK TO USE MORE
EXTERNAL RESEARCH
“If you had research this would have
been a good place to share it with
respect to shopping and selling
behaviours. Your audience overview is
still strong and puts many things in
context.”
HEROES - 5.993
FUTURE OF SHOPPING - 5.868

12. TOP TIPS
1.Read the entry criteria! (Format, headings etc)
2.Show clear objectives that link to business ones
3.Tell a story – beginning, middle and end
4.Your work sample must show the breadth, depth
and innovation of your execution
5.Learn from the feedback – and use it to improve
your next entries!

13. SEE YOU IN
SAN FRANCISCO!

14. HSBC
• Jenny Varley

15. TCS Summit
• Ashish Babu

16. Judging the Gold
Quill Awards
Matt Frost | 23 September 2014

17. My 3 take-aways
Preparation, training and support
• Advanced reading of 7-point scale of excellence
• Pre-evaluation evaluation to establish benchmark
• Onsite support – fantastic buddy system
• Consistency is key!

18. My 3 take-aways
7-point global scale of excellence
7 Outstanding: an extraordinary or insightful approach or result
6 Significantly better than average: Demonstrates an innovative, strategic approach, takes all elements into
account and delivers significant results
5 Better than average: Demonstrates a strategic approach and aligns the communication solution with the
business need to deliver meaningful results
4 Average: Competent approach or results, professionally sound and appropriate
3 Somewhat less than satisfactory: Several key elements that are critical to the strategy or execution are
missing, incorrect or under-represented
2 An inadequate approach or result: A significant number of critical elements are missing
1 Poor: Work that is wrong or inappropriate

19. My 3 take-aways
Evaluate each entry against six points:
1. Business need or opportunity
2. Stakeholder analysis
3. Goals and objectives
4. Solution overview
5. Implementation and challenges
6. Measurement and evaluation
Written feedback on each point now a requirement, to encourage
learning. Your marks and feedback are discussed with your buddy
before agreeing on score and submitting evaluating

20. Get Ready for the Gold Quills 2015!
Tessa O’Neill – President IABC UK
WELCOME

21. Gold Quills 2015 – what’s changed?
• Moved up deadlines:
– Early bird: 12 November 2014
– Final entries: 7 January 2015
• Made it simpler to submit into Communications Skills
category
• Now recognising global agencies and teams of the
year
21

22. Gold Quills 2015 - more information
• Website & brochure: http://gq.iabc.com
• iabcuk@gmail.com
• Tessa O’Neill – President IABC UK