Feature: DMA Digest: Trophy life

It’s awards entry time again. Something about lighter mornings galvanises the “Call for Entries” to broadcast across the industry. Some of these awards are brilliant and, as a recent judge in the ISP Awards, I can vouch for the robustness of the judging process. Nice line in pastries too.

Some are not so good, with little group discussion and an odd mixture of “experts” to pass comment. The main point though is they exist and they work. Staff get motivated, clients are happy, pitch credentials grow and there is always an excuse for a party to fill your boots. Having judged many of the industry awards there are some things to comment on to improve your chances.

Firstly, enter more than one award with the same work. Why so many companies only enter their own industry awards is a mystery. A sales promotion entry is eligible for many different awards. And the bulk of the entry is already written.

Secondly, check for the introduction of a new category. Because of the first point, an industry is slow to catch on if there is something different and therefore entries are generally low in year one.

Thirdly, get the entry written by a professional. You would be amazed how enthusiasm in the entry form overtakes sense and factual delivery. Do it early as well – 90 per cent of award entries are late and last minute which questions the quality.

Fourthly, make sure the digital entry is as good as the paper-based entry. Basic screengrabs or a website address for the judges to search for will not be impressive – and this online presence as we know is where a lot of the work is going now.

Finally, bribe the judges. Especially those with glasses, greying hair and a plate full of pastries in the corner. [This is a joke. I hope – Ed]