The MAA Worldwide
2010 Global Academic Challenge

The Marketing Agencies Association Worldwide is the only organization dedicated to CEO's, Presidents, Managing Directors and Principals of Marketing Services Companies - an extraordinary assembly of the top marketing minds in the World.

For 24 years, MAA Worldwide has been recognizing the very Best of the Best Promotion Marketing Campaigns from Asia, Australia & New Zealand, Canada, Europe, the Middle East, North America, South America and the United Kingdom via the MAA GLOBES Recognition Program.

In 2006, in an effort to discover and recognize young Marketing Professionals throughout the World, MAA Worldwide invited Universities and Business Schools with Marketing Classes, to compete in the first MAA worldwide Global Academic Challenge.

The Program was a resounding success, immediately attracting entries from 15 Countries with the first Winners of the Challenge coming from Universities & Business Schools in Indonesia, Canada and Malaysia.

The brief for 2009 was "KickStarting Tourism". Student Promotion Marketing Agencies from Universities and Business Schools across 6 Continents competed in a very close fought Challenge demonstrating to a Global panel of Judges, representing Academia, Clients and Promotion Agencies, how they would address a marketing brief, for a fictitious Client.

The 2009 Winners of the MAA Worldwide Global Academic Challenge.

The MAA GLOBE was awarded to the Imagine Israel Team from the IDC Herzilya – International School, Israel, for their “Imagine Israel” Campaign.

The BuzzyBee Team from Binus International in Jakarta, Indonesia and the Jambura Team from the Institute of Business Administration, University of Dhaka, Bangladesh were both awarded a Silver Award for their campaigns "The New Age Marketing" and "Come as You Are" respectively.

The Ark Scholz & Friends Group Team from the State University, Higher School of Economics, Faculty of Management, Marketing Communications Department, Moscow, Russia were awarded a Bronze Award for their "Making Friends with Ded Moroz" Campaign.

MAA Worldwide invited Liat Karpel the Imagine Israel Team Leader, to receive her Teams’ GLOBE at the 2009 GLOBES Award Ceremony in Boston, USA in October last year.

Rebecka Metzer, Dotal Weiss & Liat Karpel, from IDC Herzliya, International School, Israel, with their MAA GLOBE in Boston

The MAA Worldwide 2010 Global Academic Challenge

To Lecturers in Marketing in Universities & Business Schools,

MAA Worldwide challenges Marketing Classes in Universities and Business Schools throughout the World to take up the Challenge for 2010, "Giving Young People a Helping Hand".

Marketing students must demonstrate their ability to answer the brief as though they were the Promotion Agency being briefed, in this case by a fictitious Client. Promotion Agency Teams may work on the brief at any time to suit their Class Calendar, as long as their Entry is lodged on the MAA Worldwide Site by 5pm (local time in each entrant’s Country) on 31 July 2010.

Full details of this year’s Challenge are on the following pages.

A Global Panel of Judges representing Academia, Clients & Agencies will score all Entries in August. The highest score will win the Challenge and a member from the Winning Team will be invited to receive the GLOBE at the 2010 MAA Worldwide GLOBES Award Ceremony in Washington DC, USA in October. This year the Winner will also be invited to attend the MAA Worldwide Fall Conference.

If you wish to take the Challenge, please click on the following link and enter online: http://www.maaacademicchallenge.com/

The very best of luck!

Mike Da Silva,
President, MAA Worldwide.
Email: mdasilva@mdsa.com.au

An Invitation to take up the MAA Worldwide 2010 Global Academic Challenge.

The Brief: "Giving Young People a Helping Hand"

Overview

The Cause-Related/Philanthropic Marketing sector is cluttered with a myriad of Causes, covering medical, environmental, social, cultural & business themes, right across the globe.

Many Causes are successfully managed by Organisations who really stand out because of the quality of their Media coverage, celebrity involvement & financial support from Government, Corporates & the Public, whilst other Organisations struggle for awareness, accountability, acceptance & financial support. Overlying all of the above, are natural disasters, which occur anywhere, any time, dominating media and drying up available Government, Corporate & Public funds.

You are the Head of a Promotion Marketing Agency who has been approached by the CEO’s of six large market leader Corporations in your City. These Corporations include: a Software Company, a Snack Food Company, a Pharmaceutical Company, a Brewer, an Automotive Manufacturer & a Bank, all of whom have agreed to provide US$250,000 in seed funding to establish and maintain a Foundation intended to inspire, nurture and recognize young people who are about to enter the workplace.

Your Agency’s task includes the following:

• Give the Foundation a name. The more creative the name, the more likely it will capture attention.
• Create a set of Marketing Objectives for the Foundation. How will the Foundation inspire, nurture & recognize?
• How will the Foundation allocate the seed capital in the first 6 months? Assume all Administration costs (accommodation, staffing & overheads) are covered.
• How will the Foundation promote its achievements to the public & future young people who will benefit?
• Would you use a Spokesperson as a figurehead for the Foundation? If so, how will you best use this person?
• How will you build credibility and stature for the Foundation?
• Your seed funding will only last 6 months. How will you maintain funding for the Foundation, without just asking Corporates for money?

Your response to this brief will be judged for creativity, ingenuity and accountability.

Your Budget is the US$250,000 seed money, which is intended only as a guide to the scale/magnitude of the Promotion you need to plan. You aren’t expected to provide a budget breakdown in your response.

Terms & Conditions of the 2010 MAA Worldwide Global Academic Challenge:

(i) Who is eligible to enter

Students currently studying any Marketing subject in Universities and Business Schools in all Countries.

Students need to be grouped into Teams of no less than two students. Entries are not permitted from Individuals.

Entries can be received from more than one Team in any participating University or Business School, but only one entry is permitted for each Team.

(i) Parameters upon which your entry will be judged

You are not expected to estimate results, but your Entry will be judged for:

Teams are encouraged to provide copy and artwork to further support their concept, but this material will not be judged for quality.

(iii) Entry specifications

Each Team will enter as a Promotion Marketing Agency and will need to provide their Agency Name in their Entry.

Each response will need to be prepared in English and in a PDF format. Audio or Visual footage are not needed.

An online Entry Form must be completed for each Promotion Marketing Agency.

The copyright of all entries will remain the property of each Entrant. MAA Worldwide reserves the right to publish all or any part of any Entry.

(iv) Closing date

All entries need to be submitted on the MAA Worldwide web site: http://www.maaacademicchallenge.com/ before 5pm (local time in each entrant’s Country) on 31 July 2010.

(v) Judging

The Promotion Marketing Agency whose entry achieves the highest score, as judged by the Academic Challenge International Panel of Judges representing Academia, Clients and Promotion Agencies, will win a MAA Worldwide GLOBE, the pinnacle in global Promotion Marketing excellence for 24 years.

The decision of the Judging Panel is final.

(vi) The Prizes

The Grand Prize.

The GLOBE will be awarded within the 2010 Worldwide MAA GLOBES Award Program which recognizes the very Best of the Best in Promotion Marketing from Award Programs run in Argentina, Australia & New Zealand, Asia, Brazil, Canada, Europe, Israel, Japan, UK and the USA.

One member of the Winning Promotion Marketing Agency, chosen by themselves, will be provided a return economy airfare and accommodation, to attend the 2010 MAA Worldwide Fall Conference and GLOBES Award Ceremony this October in Washington DC, USA.

The GLOBE will be retained by the Winning University or Business School, and each Member of the Winning Promotion Marketing Agency will receive a GLOBE Certificate. Copies of the GLOBE can be purchased by Members of the Winning Promotion Marketing Agency from the MAA Worldwide Secretariat.

The Certificates

Silver and Bronze Certificates will be awarded to each Member of each of the Promotion Marketing Agencies, with the second and third highest scores.

Order of Merit Certificates will be awarded to each Member of the Promotion Marketing Agencies, whose Entries the Judging Panel feel are worthy of this recognition.