Mosaic Awards Categories & Criteria


All entries should be able to demonstrate the value of an entrant’s program(s) or campaign(s) and include supporting evidence. Each entry should also include a 250-word (maximum) executive summary. If you are selected as an official winner, the submitted executive summary will be used in the 2011 Mosaic Award Program Book.

Mosaic Award entries are judged by a panel of senior-level advertising, marketing and communications industry professionals. Judges individually review all entries and the winner of each category is determined in the judges caucus.

1. Workforce Diversity – This category recognizes companies that demonstrate a strong effort to recruit, retain and promote persons from various ethnic and cultural background and also develop programs that enhance employee sensitivity, knowledge and understanding of the various ethnicities and cultures within the corporate environment. Please provide any additional materials that may show proof or support for your company’s workforce diversity initiatives: brochures, print/media ads, career fair participation, research, graphs, etc.

2. Multiethnic Talent in Advertising– This category recognizes companies that demonstrate a strong effort to use multiethnic talent in their advertising campaigns. This category focuses on diverse talent used to promote and market services, goods and products. The winner of this category uses diverse talent—actors, models, musicians, artists, and writers. Please provide any additional materials that may show proof or support for your company’s use of multicultural talent.

3. Multiethnic Ad Campaign – This category recognizes a series of three (3) or more related advertisements that demonstrates understanding and sensitivity of targeted ethnic audiences and their buying practices and behaviors. This includes the combined use of any of the listed mediums in the ad campaign: print, TV, radio and Internet ads.

4. Multiethnic Media Usage – This category recognizes the targeting and usage of specific multiethnic media outlets to convey ad campaign messages specifically to multiethnic markets. Multiethnic media outlets are defined as culturally specific publications, Web sites and stations targeted to primarily serve a multiethnic audience.

5. Multiethnic Interactive Media– This category recognizes companies and organizations that have actively participated in online or interactive marketing. The winner of this category displays a concerted effort to utilize interactive media targeted toward multiethnic markets. This includes digital media, interactive advertising and video game production advertising.

6. Multiethnic Supplier Partners– This category recognizes companies and organizations that have made a concerted effort to develop and implement programs to increase their partnerships with minority vendors.

7. Multiethnic Student Programs– This category recognizes companies and organizations for their development, execution and management of programs designed to increase student diversity and awareness of all career opportunities within the advertising industry.

Mosaic Award entries are judged by a panel of senior-level advertising, marketing and communications industry professionals. Judges individually review all entries and the winner of each category is determined in the judges caucus.