Award Entry & Judging Criteria

The information below refers to all Awards except the New Marketing Talent (NMT) Award. For information on this Award please refer directly to the NMT section of the website.

Entry Rules

  • Entries not submitted in accordance with the details set out below will not be judged.
  • Entries for the Awards must have been used for promotional purposes between the 1st January 2020 and 31st December 2021. Entries fulfilling this criteria but have been entered in previous years can be re-submitted, but it should be noted that they may not score highly on originality.
  • The VMA reserves the right to refuse entries submitted after the closing date of 7th January 2022.

Entry Submissions

  • All entries must be submitted online at before the closing date of 7th January 2022, 23:59.
  • Each entry will need to include:
    • A formatted entry board image file (JPG/JPEG or PDF) capable of being printed to A2 size (594mm x 420mm). Files should be high res (300 dpi) but not exceed 25MB.
    • The required details for the category into which the piece is entered – you will be prompted for the details when submitting your entry.

Entry Fees

  • There is a fee of £92.50 (+VAT) for each entry submitted, with the exception of the Best B2C Campaign which is FREE to enter. Charges are to cover the costs of administration of the awards, the judging expenses plus the production of your entry board for displaying at the event. After submission you will be sent an invoice for payment by BACS, using the following details: a/c number 22953388; sort code 60-04-23. Note: the invoice may take 24 hours.
  • Entries cannot be accepted until full payment has cleared. Entries submitted without payment will not be accepted and will not be judged. Please send remittances or payment questions to

Entry Process

  • Please complete the requested information – all fields are compulsory.
  • Upload your entry board – JPG/JPEG or PDF capable of being printed to A2 size (594mm x 420mm). Files should be high res (300 dpi) but not exceed 25MB. For certain categories you are encouraged to submit short video’s or links to similar media to demonstrate the entry in use; for example, a detail aid or exhibition entry. Videos should be no more than 2 minutes in length and be utilised to further demonstrate the entry. Note: videos will be judged on content only they do not need to be of production quality
  • For the Packaging/Application/Delivery Award and the Digital Innovation Award if your entry relates to new technology it is strongly recommended to provide actual packaging, applicators or devices for judging. Should you wish to do so, please contact us directly to arrange accordingly.
  • Complete the payment – by BACS.

Judging Process

Judging will be a two-phase process: online judging to enable a large and diverse panel of judges to review entries, followed by a judging day at the IPA with a smaller panel of judges who will discuss and debate shortlisted entries to decide category winners and highly commended entries. The process is as follows:

  • Stage one, 26th January 2022 – 11th February 2022: All entries reviewed and scored online by a panel of judges in accordance with the judging criteria for the category. Up to ten entries from each category will be shortlisted for stage two judging.
  • Stage two, week commencing 21st February 2022: Judging day at the IPA, London. The shortlisted entries from each category will be further reviewed.
  • There will be an appointed independent head judge at the judging day who will not express their views but will encourage other judges to express theirs and manage the debate, conducting voting when necessary.
  • At the judging day the overall winner and two highly commended entries will be decided for each category.

Judging Panel

  • There will be approximately 25 judges who will judge the first online stage and of these approximately 8 who will be involved with the second stage judging day.
  • The judging panel will contain a wide mix of demographics: Skill sets; experience and expertise; gender; age and geographic locations. Judges will include distinguished representatives from the veterinary profession, and prominent healthcare advertising figures such as creative directors within leading agencies.
  • Judges will be allowed to judge any category unless they have work in contention or any other conflict of interest.
  • Details of all the judges will be available on the VMA website prior to the commencement of the judging process.

Judging Criteria

What Happens Next?

  • Your entries along with judging criteria will be made available for the online judging in January.
  • Shortlisted entries will then be printed digitally and made available together with their scores from the online phase at the judging day in February.
  • NO entrants will be notified of the results in advance of 18th March 2022.
  • All entries (except PR and social award entries) will be on display at the awards ceremony on 18th March 2022, unless specifically requested not to – please contact should this be the case
  • ONLY the top five from each category will be included in the stage presentation at the ceremony.
  • At the ceremony there will be an Award for the company and agency submitting the winning entry in each category and highly commended certificates for runners-up in each category.

Good luck!