How to enter



How to enter

1. Pick your category

There are eight categories you can enter, plus a chair’s award.

Work must have been commercially released between 1 August 2018 and 31 August 2019 to be eligible, although it can also run either side of this period.

The Newsworks Planning Awards are free to enter and open to all agencies and brand owners, provided the work entered has run in one or more of the UK national newbrands listed: The Guardian, The Observer, The Independent, Evening Standard, Daily Mail, The Mail on Sunday, Metro, Daily Mirror, Sunday Mirror, Sunday People, Daily Express, Sunday Express, Daily Star, The Sun, The Times, The Sunday Times, i, The Daily Telegraph and The Sunday Telegraph. 

Best newspaper campaign - These entries should celebrate communication investment where print display ads played a significant role during the judging period.

Best news brand campaign (uses more than one platform) News brands deliver value across many platforms today. Entries need to feature display advertising in at least two news brand owned platforms (e.g. print, mobile, PC, app, tablet).

Best topical campaign - News brands can be used powerfully and quickly for short-term and tactical objectives. Entrants must show the nature of the desired response and how the media placement boosted overall impact.

Omnimedia award - These entries will feature the use of news brands alongside the use of any number of other media (e.g. news brands + TV).

Best creative content partnership - These entries will capture work in sponsorships, native advertising, branded content, advertorials, promotions, prize competitions... and the many routes where brands can be integrated into the editorial fabric of news brands.

Best use of insight - This category recognises the importance and power of insight in news brand planning. It will reward cases that demonstrate the use of insight (based on original or published research) in developing a clear strategic role for news brands, either as part of an overall campaign or for a brand partnership.

Effectiveness award - Newsworks’ research shows that news brands utilise both context and influence to deliver return on investment and maintain long-term brand health. Entries must demonstrate the role that news brands played in boosting results.

Planning with PAMCo award -  This award recognises the best use of the readership data by media agencies and national news brands’ sales teams:

  • The agency award – Open to all UK media agencies, this will be presented to the planners that the judges feel have most effectively used PAMCo data to inform, shape and advance a campaign strategy
  • The sales team award – Aimed at national news brand sales teams, this award celebrates the best use of PAMCo in a sales story, with clear evidence of how use of the data impacted the outcome of a sale

Chair’s award - Chosen by the chair of the judging panel, this award will recognise the entry which stands out as the ‘winner of winners’.

2. Write your entry

Entrants should cover off five areas. Each paper will be marked out of a possible score of 40 points.

At the start of your entry, write an executive summary of no more than 200 words summarising the background, objective, brief details of the plan, how the activity worked with other media and the results.

The main text of your entry should cover the following five areas and be no more than four sides of A4 or 1000 words. Entries should be written in Word. Images should be hi-res JPEGS.

Please note: Case studies will be published on the Newsworks website following the awards. If any of the information in the entry is confidential, please clearly highlight as “Judges’ eyes only”.

Download .PDFPlanning Awards 2019 agency pack



Key dates

27 November - Awards party


Judging criteria

Background and objectives

  • Summarise the business, marketing and communications objectives behind the investment in newspapers
  • What was the specific role for news brands?
  • What was the planning priority? Choose from the following:
    • Fame and stature
    • Address an issue
    • Prompt action
    • Build trust
    • Enrich understanding
    • Change minds


  • What was it and how did you get there? Credit any other agencies/consultancies involved and their expertise

The plan

  • Include detail here on how the idea was executed in order to engage your target market.
  • How did it make the most of news brands?
  • How did news brands interact with and complement other marketing activities?


  • Establish the link between the communication activity and commercial performance against the set objectives
  • Is it possible to isolate the specific impact made by news brands?
  • What happened as a result of the activity? What have you contributed to learning about news brands generally (and remember that old learning reinterpreted can be as good as new)?
  • Include third-party verification where possible and please mark any commercially sensitive information “Judges’ eyes only”

Client view

  • Include a quote from your client

Scoring by category

Category Background/
Insight The plan The results Client view
Best newspaper campaign 5 10 10 10 5
Best news brand campaign 5 10 10 10 5
Best topical campaign 5 10 10 10 5
Omnimedia award 5 10 10 10 5
Best creative content partnership 5 10 10 10 5
Best use of insight 5 20 5 5 5
Effectiveness award 5 5 5 20 5
PAMCo award 5 15 15 0 5


Here are a few ideas to make your entry stand out:

  1. The judges will reward the papers that most persuasively establish the link between communication activity using news brands and commercial performance.
  2. Beginnings and endings are very important. And so are the five entry criteria, which will be marked individually as chapters to your story: background and objectives, insight, the plan, results, client view.
  3. Get your client on board at the beginning, both to provide information on commercial performance and to add weight to your argument.
  4. Think hard about the essential bit from brief to plan. Telling this story well will be really influential.
  5. Finally, proof read your entry. Don’t let a 'smelling pistake' or stray apostrophe or speech mark get in your way. Check your paper reads well and test it with a friend before submitting it.

Good luck! We look forward to receiving your entries.

3. Submit your entry

Your entry should include all of the below:

  • An executive summary of no more than 200 words summarising the background, objective and brief details of the plan and results
  • A main section, which clearly covers the five key judging criteria in under 1000 words
  • All campaign images, videos and other material related to the entry must be uploaded

Also, please be aware that by submitting an entry, you agree with our Terms & Conditions.

If you have any problems or questions, please contact or +44 203 949 7470.

Good luck! We look forward to receiving your entries.

Get in touch

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3 Marshalsea Road

0203 949 7470


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