Frank and Fearless: Crafting an award-winning entry
I’ve recently judged a number of different industry awards. Being in the (virtual) jury room is always exciting. It’s a chance to see the best of the best from across the industry, a chance to be inspired by the power of media to drive brand growth and a small window into what the competition are up to which helps improve standards industry wide.
After each judging session I have left with mixed feelings. The best of the best is invariably outstanding and are head and shoulders above the rest. But the rest is often a little disappointing. So, I thought this month I’d share my views on what makes a stand-out award entry.
Firstly, like all of us, judges are busy people, no busier than anyone else but busy nonetheless. So, make it easy for them. A well thought through executive summary in an easy to navigate entry that clearly highlights the beats of your story and is succinctly written is always very welcome. And make it an enjoyable read, do not underestimate the power of storytelling. Where is the jeopardy? Where is the twist? What is the insight that led you to doing something completely different to the rest of the category?
Secondly, think about your objectives and your results before you put pen to paper. Results are only compelling if the objectives are too - ‘smashing the target’ can just as easily be a poorly defined KPI as it can be a brilliant execution. Don’t write that your campaign north star was to increase sales amongst a bespoke new growth audience, if your results share consideration amongst a broad demographic. If the appropriate measurement isn’t in place for whatever reason, then don’t try and skirt around it. Whilst not a growth-proving objective, if the best you can do is report reach and frequency, and you demonstrate smart, creative and insightful ways to increase reach and frequency for less investment, make that the focus of your entry. A direct line of sight from objective to outcome is critical - and in my opinion the first thing many judges look for. If you don’t have this it can end up in a quick dismissal or worse still, a grumpy judge.
On this point, I learnt a fantastic skill from marketing legend Richard Warren whilst I enjoyed a short period of working with him. Richard encouraged me to think about the award entry when responding to the initial brief. What measurement or effectiveness tracking would you need in place if you ever wanted to enter this future work into industry awards? What outcomes would you need to prove for the work to win? This is something I always try to do, and it sharpens any and all activations by providing clarity for the outcomes we are trying to drive – and, of course, lays the best possible foundation for an upcoming award entry.
Thirdly are what I call the ‘2 Cs’ of care and craft. It sings through in entries where people have applied brilliant media craft skills which demonstrate their care for their client. Even if it’s a tiny tweak which results in buying 3 less TVRs a week it demonstrates that you treat your client’s money with the respect and care it deserves. Highlighting how you have done everything to optimise everything you do and stretch the impact of every penny spent goes a very long way.
This list could go on, but I am going to finish on memorability. What is it in your entry which will make a judge remember it amongst the dozens of papers they are reading? Maybe it’s the brilliant insight or the brilliant idea this insight leads to. It might be that you did something breakthrough for a category, or it could also be the results you drove. An award entry is much like an ad; it must be noticed and remembered to have an impact.
Summing it up, these are my top tips for crafting a winning award entry:
1. Write an entry that is easy to read and navigate – highlight the main parts of your story
2. Have clear objectives that you demonstrably turn into results
3. Explain how you applied craft and care on your client’s benefit
4. Make your entry memorable
Obviously, this is just my opinion and as I say, the list could go on. It’s a privilege to be able to judge the best work in the industry and one I enjoy greatly. I’d encourage everyone out there to make one step change: Think of the award entry when you are starting your planning not finishing off your post campaign analysis. This is the best way to set yourself up for success and submitting entries that stand out, are easy to read and, in my experience, win big.
Good luck!