منتخبین اردیبهشت ۱۳۹۵

درباره داور مهمان

Mr. Sahameddin Bahrami, CEO of Maat Company, is the guest judge for selecting the best TV and radio ads in April 2016.

Sahameddin Bahrami, now studying DBA at Shahid Beheshti University of Tehran, carries 15 years of experience in marketing and advertising industry. He is the top entrepreneur in the field of advertising and media, cofounding MAAT (together with Mrs. Niloufar Motamed Keshavarz) in 2004. He has proved himself in fields such as development of the communication strategies aligned with the target market, implementation of creative ideas and production of various types of contents for communication and advertising, and the assessment of the communication-activity effectiveness. Goodwill and professional business ethics, has made him an example for the personnel of MAAT in efficiency and maximizing the organization’s profits; and now he holds the responsibility of organizational growth and development.
MAAT as a dynamic and up-to-date agency, fosters and puts to display the new media with creative ideas; and has developed sustainable and profitable relationships with customers, suppliers and shareholders.

بهترین آگهی تلویزیونی

بهترین آگهی‌های تلویزیونی اردیبهشت ۱۳۹۵ به انتخاب داور مهمان

In selecting the best commercials, I was looking for a rational methodology, thus considering the time limitations, first I took into account 8 factors, and finally, combining the criteria, the factors were reduced to 5. Although I am personally aware of the fact that the final scoring criteria are in themselves a resultant of numerous variables, at the same time I believe that adopting this approach will lead to scoring more fairly and more free of personal prejudices and preferences. The following factors were taken to account in this respect:
Creativity: My perception of creativity is the originality of the idea, refraining from copying the extant scenarios, and having a distance from the routing styles of ads in the industry, and an effort to make a brand new idea supported by a targeted strategy.
Music Creativity: I believe that music, background score, and even memorable jingles are to some extent neglected in TVCs and radio commercials. I consider music not as aseasoning for the communication message, but an important part of the message.
Production Quality: Apart from the quality of the core idea, I took to account the quality of the execution, which blooms in the production in my scoring system. My total perception of “the reflection of production-related processes in the final product” was my criterion for the evaluation of production quality.
Conveying a Message: Regarding the audience values, I consider the advertised product or service as a great value, and believe that transferring a message does not take place correctly unless with the support of precise understanding of the audience. The accordance between the conveyed message and the coordinates of the target society of the product or service has been my criterion for scoring this factor.
Association with the Brand Identity: I considered the structural and conceptual accordance with the identity-related dimensions of the brand as a factor in my scoring. The reason is that I believe that all positive aspects of an ad will be ineffective if not in line with the brand identity.
The total score for each commercial was calculated as the total of scores in 5 aforementioned factors in the range of 1 to 10 for each, multiplied by 2 (to have a score out of 100 points).