Submissions are judged on the strength of concept, quality of execution, and the ability to persuade. Respected creative professionals with a depth of industry experience sit on several judging panels. The Summit Creative Award employs blind judging: company names are withheld. Judging takes place beginning one to two weeks after the final deadline with judging taking approximately one month. All entrants are notified of award results electronically after the judging stage is complete. Winners are sent and in-person winner packet.
Each category employs slightly different judging criteria, however, broadly, the following is the SCA judging criteria:
The strength of Concept/Ideation/Big Idea (originality and uniqueness of approach, message targeting and honing, the synergy between concept, copy, and layout/execution) 1-20 pts. Quality of Execution (How well the idea was executed (visual appeal, the tone of voice, chosen media, placement, etc.) 1-10 pts. Ability to Persuade (How well did the creative move the target audience closer to the action or encourage a change in thoughts) 1-10 pts. Judges PowerPoints (used at the discretion of judges to boost certain submissions which they identify as exemplary) – 0-10 pts.