MediaGuardian.co.uk | Awards 2009

Does the innovation help build loyalty for the brand, or could it put some people off?

Does the entry make you feel better or worse about this brand?

Is this PR innovation a bit too clever for its own good?

Was the innovation effective in practice?

Watch the judges discussing last year's winner.

This category rewards the most innovative PR campaign for any product or service. Whilst the winner selection will be driven by a creative, pioneering approach to PR, some attention will be given to the effectiveness of the campaign.

Entrants will be asked to explain the brief, rationale, reality, budget and results.