Core Viewpoint - The Jin Xuan Award aims to be an industry benchmark for good marketing, emphasizing insight, substantial content, and emotional connection over mere traffic and rapid growth [3][6]. Group 1: Award Overview - The Jin Xuan Award was established in 2014 and has witnessed the evolution of automotive marketing over 12 years, adhering to principles of fairness, objectivity, and long-termism [6]. - The 12th Jin Xuan Award's final review meeting featured 12 authoritative judges from various fields, creating a diverse evaluation panel [7]. - The award introduced a dual-track collection mechanism for case submissions, ensuring quality by collecting over 500 initial cases and narrowing them down to 84 benchmark cases [10]. Group 2: Case Categories and Evaluation - The 84 shortlisted cases are divided into three main categories: Creative Works, Public Welfare and Sustainable Development, and Marketing Cases, with the latter further divided into 10 subcategories [12]. - The largest number of shortlisted cases falls under the Marketing Cases category, with 69 cases, including various types such as AIGC marketing, brand IP marketing, and event marketing [15]. - The award has also introduced new visual branding, reflecting a shift towards a more human-centered approach in marketing [15]. Group 3: Insights from the Review Process - The review process revealed collective anxieties and transformation pains within the automotive marketing industry, with judges emphasizing the need for genuine storytelling and emotional engagement [16][20]. - Judges agreed that effective marketing should focus on long-term social responsibility rather than short-term gains, highlighting the importance of building trust between brands and the public [20]. - The evaluation emphasized the necessity for marketing to have clear strategies and avoid exaggeration, ensuring that it aligns with consumer needs [20][21]. Group 4: Changes in Award Structure - The Jin Xuan Award has expanded its scope by increasing the number of gold awards from 10 to 20, reflecting a commitment to recognizing valuable marketing practices [21]. - The evaluation criteria have been adjusted to ensure that each category has a gold award, promoting inclusivity while maintaining high standards [23]. - The judges reached a consensus on the importance of recognizing efforts that may be overlooked by mainstream narratives, reinforcing the award's credibility and forward-looking nature [23].