Finnish Agencies have launched a “Global Competition” for marketers and advertisers. They’re searching for the “Best Brief in the World”. MTL, a trade organisation representing the advertising and public relations industry in Finland, has officially launched “The Brief Competition”, a unique, new, international competition for marketers.

MTL wants to raise the esteem of briefing as a prerequisite for better advertising and succesful marketing. Online entries can be submitted at www.briefcompetition.com until May 7th.

The Brief Competition is a new, annual, international and unique competition for marketers.

The goal of competition is to find The Best Brief of The World and to highlight the importance of briefing as a key driver for successful marketing campaigns. A brief is the basis upon which the creative agency produces their work.

It is the most important piece of information issued by a marketer to an agency. It can be considered the platform for the communications campaign. A brief is the key milestone of the strategic process.

There is no other competition highlighting the meaning and function of the brief in the relationship between the marketer and the creative agency. The Brief is launched and organized by the MTL Finnish Association of Marketing Communication Agencies as a part of its drive to promote the profitability of marketing communications investments amongst marketers.

The competition is organised in two categories: accounts and campaigns.

The winner of The Brief will be selected by an international and authoritative Jury headed by Mr. Jari-Pekka Rautamaa, CEO of Publicis Helsinki and Chairman of MTL. The first round of the competition consists of online judging text-format entries, and the Jury will convene to Turku Archipelago in South-Western Finland 12-13 June to pick up the winner.

The first round of Judging Process will be online and individual.

The scores given by the Jury will be in the scale of 0-250 points. In both categories, 100 points will be awarded on the evaluation of background elements description and 100 points on the evaluation of action elements description. Each category will have category specific judging criteria worth 50 points maximum.

Both categories will have separate short lists. The number of entries to be included in the short lists will be decided by the Brief Office. The number depends of the number of entries in the competition. The short lists will be announced in public. Individual points scored will not be announced. Before the public announcement, the Brief Office will notify the entrants whose entry is on the short list.

The second round of judging process will be offline and collective and based on informal discussion between the Jury members, aiming at finding the Best Brief in the World. All entries on the short lists have an equal chance, i.e. there is no legacy of points from Round 1. The Judges are invited to Turku Archipelago, Finland at 11.-13. of June 2007. Round 2 of the Judging Process is hosted by the City of Turku.

MTL Finnish Association of Marketing Communication Agencies is a trade organization of the marketing communications expert services industry. It is the only organisation of its kind in Finland representing approximately 100 enterprises — mostly creative agencies, media agencies and PR agencies, but also an increasing number of new types of services.

MTL was founded in 1942, has its seat in Helsinki and is a member of international bodies such as EACA and ICCO. MTL is also the official representative of Clio and Effie competitions in Finland.

The Brief Competition partners include Taloussanomat Financial Daily, Finnish Foreign Ministry and the City of Turku. The competition website at www.briefcompetition.com.

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