Top industry experts representing agency and radio station communities are carefully selected to judge the Crystals. Recent Crystals winners are offered seats on the judging panels first. To ensure that every entry gets a fair chance, there are two rounds of judging.
First, a 24-person panel (agency creatives and radio station creatives from across Canada) conduct an online elimination round. This industry mix ensures credibility, transparency and fair representation across both stakeholder groups.
The second and final judging session will be held independently at a central jury forum in Toronto. Judges will include 12 agency creatives and radio creatives. The panel will listen, vote, debate and re-vote until all winning entries have been chosen. Their decision is final.
How clearly does the entry demonstrate the benefits that the product or service promises the listener?
How successfully does the entry motivate the targeted listener to take up the Call-to-Action (purchase the product; or call the phone number; or visit the website, etc.)?
How effective is this entry at urging you to listen - or follow the call-to-action?