Entries for the annual MAA Best Awards are now open: 2011 will be the 21st birthday of the event that began as a way of encompassing below-the-line marketing and now celebrates creative excellence across the marketing industry.

Top agencies are being called on by the MMA – the Marketing Agencies Association (formerly Marketing Communications Consultants Association: MCCA) – to showcase their expertise by entering the best work they’ve created in the last 12 months. 

For the first time, the Best Awards’ media partner is UK newspaper The Guardian – which has specific media and marketing sections. The newspaper has created a dedicated microsite to host editorial articles, exclusive interviews with top industry figures and information on how to enter the Best Awards. Visitors to the site will also be able to cast their votes online in two new categories, including Best Consumer Communications Campaign and Best B2B Communications Campaign.

And, in another first, this year’s categories include one for the Best international communication campaign, sponsored by the UK Trade & Investment (UKTI), which works with UK-based businesses to ensure their success in international markets.

This new award – aimed at UK-owned agencies – will go to the best campaign in any marketing discipline that has demonstrated a significant, qualified brand impact on an overseas audience. Campaigns could include international adaptations of UK campaigns or unique initiatives for a local overseas audience.

The judging panel for the international category will be:

• Chaired by Nick Smith, managing director, Marketing Transformation, Accenture
• Morwenna Angove, sales & marketing director, Alton Towers
• Susan Aubrey-Cound, director of multi-channel development, Marks and Spencer
• Ronan Beirne, global marketing director, Guinness
• Russell Goldman, head of activation, Britvic Soft Drinks
• Kirstie Jamieson, marketing director, Rowse Honey
• Marc Michaels, director of direct and relationship marketing, Central Office of Information
• Claire Parker, marketing director, Hammonds Furniture
• Alastair Pegg, head of brand marketing, Nationwide Building Society 
• Paul Walder, global marketing investment manager, Volvo Car Corporation
• Peter Corfield, European CMO, Zurich Financial Services Direct Division.

The creative behind this year’s awards examines the heritage of the marketing industry, arguing that the best creativity ‘is in our blood’. DDB UK created the concept with the focus both on the industry’s past and looking to the next generation of creative figures. The creative features seven-generation family trees, linking industry legends such as Sir Frank Lowe and John Hegarty to modern day stars including Flo Heiss, creative partner at Dare London, and Gary Munns, creative director at Arc Worldwide.

The awards are open to all agencies, irrespective of whether they are MAA members. Entries can be submitted over the next month, until the deadline of October 7, although late entries may be submitted up until 12noon on October 14 with a late entry fee. 

The awards will be announced at a ceremony on March 3, 2011 which promises to celebrate ‘The Best’ creative work in marketing across a variety of categories. The work will be judged by a number of marketing experts, with the client judging panel including Ronan Beirne, global marketing director at Guinness, and the creative panel including John Treacy, creative director at Elvis.  

Scott Knox, managing director of the MAA, said: "In our 21 years, the MAA has had the privilege and honour of supporting some of the industry’s best creative work. This seemingly endless, yet ever-changing flow of creativity in the UK isn’t just created by luck but rather is something we have in our blood.  

"As much as this year’s awards are about recognition, it will also be an occasion to look back and reflect on the amazing heritage of our industry, as well as continuing the cycle of nurturing new creative talent. We are looking forward to seeing the range of campaigns that will be entered into this year’s awards."

Guy Bradbury, group creative director, DDB UK, said: "We were really pleased to be involved in this year’s call for entries campaign. Our aim was to create a campaign that made people proud of their creative heritage and enter their very best, most innovating work across advertising, direct, experience and digital channels. Just like those who went before them."

To see the book of entry and get more information, click here.