What the judges are looking for

“A compelling story that resonates with the target audience and showcases the brand’s raison d’etre is a must. It’s about having a simple concept, brilliantly executed. Clear objectives and outcomes together with ROI will go a long way to securing a happy ending. Every story should have one.”

“I’m looking for evidence of insight, creativity, simplicity and above all else, exceptional execution. If the work makes me reflect, and if I’m totally honest, envious that we hadn’t thought of it first, then someone has probably nailed it!”

“If you can sell your idea in a single sentence, you’re probably onto something. I would love to see original ideas that actually have an impact beyond vanity metrics. And ingenious creativity. The kind of creativity that makes you a bit jealous that you didn't think of it yourself.”

“Given the year we've had when most had budgets and resources slashed, I will be looking for how you maximised what you had to work with and levelled-up on creativity. If I had sat in your initial pitch, what did you convey that would have made me want to choose your approach over others and what set you apart.”

“I’m looking for a razor-sharp strategy that leads to insight you can’t argue with. A cultural truth that makes you think ‘of course that’s the campaign they had to do’. And work that only works for the brand it’s designed for – if you can switch it out for someone else, it’s not the right idea.”

“I’ll be looking for campaigns based on insight which use stand-out creative to deliver genuine outcomes that make a difference.”

“I’ll be focused on ideas that evoke that hybrid emotion that every creative knows well… the combination of envy and admiration. We’re talking meaningful campaigns, smart perhaps even counter intuitive creative and flawless execution that had real world impact. Stuff genuinely worthy of a spot on the podium.”

“I’m really hoping to see campaign results written up with quantifiable impact across a range of measures. Phrases like ‘beat all expectations’ without understanding what those expectations were, are at best, unhelpful, at worst, bring down the overall score.”

“A well-conceived campaign and story based on solid insights and research. It’s not about being creative for creative sake but being creative with a purpose – to deliver on the agreed business objectives. There has to be a clear and proven link between business goals and results.”

“Work that makes a genuine, tangible impact to the client is what separates the great from the good in our industry. The standard and volume of award entries is always high, so authenticity is what really cuts through, combined with instant clarity on what your goal is.”

“I'm looking for creative that packs a punch and is built on a 'can't-believe-I-didn't-think-of-that' insight. The best entries get to the point. What was your 7-second pitch to media? How did it really connect with consumers? We need to believe in the real impact your campaign had and how it drove conversation or galvanised interaction. Build off this and take us on the journey.”

“Think out-the-box ideas. Think intelligent execution. Think genuine creativity. I'd like to see compelling entries that clearly articulate your story. Last but certainly not least, include metrics to support your statements and backup your brilliance.”

“I am looking for how data is used to influence the creative campaign and audience targeting. Then how this strategic planning runs through to metrics and evaluation. Also absolute mind-blowing creativity - 'how did they come up with that.”

"I'm looking for entries that show they have really solved the business or organisation need. I want to know that you've thought about the actual problem or challenge, connected it to the audience through insight and come up with a solution that feels like the only answer, with results that prove it."

"I'm looking for impactful work that goes beyond creativity as a standalone and provides measurable value to clients. Think SMART objectives connected to business goals and the real-world outcomes your work drove."

"I’ll be looking for campaigns that grab my attention, tell a compelling brand story and make a lasting impression. Killer insight, carried through to excellence in activation is a must. As well as evaluation that proves the genuine impact of the work, in outcomes as well as outputs."

"The creativity coming out of the PR industry seems to get stronger and stronger each year, so I can't wait to see this come through on the entries I will be judging, along with the insight of why it worked for the brand. I'll also be looking for the measurable impact the campaigns had on the brand / business; how it contributed to wider business objectives, did it impact sales, and website visits."

“We want to see creative campaigns that really hit the mark. But winning entries tell the story of how and why the campaign was the best possible approach to solving a problem or market challenge; entries that demonstrate how insights and research led the team down this campaign path; and of course, entries that demonstrate how they met the objectives of the client and that connected to broader business outcomes and goals.”

"I’m looking for entries that set out measurable objectives and that showcase the demonstrable impact that has been delivered for their stakeholders."

“I am hoping to come across innovative and ambitious campaign approaches that have real-world impact. In a very noisy media landscape with so many issues vying for attention, I want to see how other organisations are achieving cut-through to achieve their ambitious objectives.”

"In an increasingly polarised media landscape, I’m looking forward to hearing about campaigns that have cut through, maintained credibility and created genuine impact. I’m ready to be wowed!"

“I am looking for creative campaigns that land a measured outcome – not just a mountain of shiny coverage, but actual business outcome – be that a shift in business perception, license to operate, sales, awareness, interest etc – that meets a strategic objective and represents good return on investment. So, the moon on a stick, basically.”

"The best comms campaigns are those that get to the heart of an issue, cutting through any noise and delivering tangible business impact. It might be the most creative idea or it could be a simple idea executed flawlessly but I’m looking for well-conceived campaigns that deliver against a clear business objective."

"I'm very excited to get that sickening feeling of jealousy when I read some entries which buzz with real world insight and creative juiciness! Evaluation corkers that show genuine business impact will be straight to the top of my list too."

“I am looking forward to seeing entries which had impact. I want to see what the issue or business need the work was seeking to address, the story that was told, the insight that shaped it and importantly the measurable difference it made with the evidence to back this up.”

"A great entry has crispness of thought. A clearly articulated commercial challenge, a solid strategic communications response to it, an idea that brings that approach to life and results that link back to the original challenge and show how the idea or activity delivered. They show bottom line results, not just headline results. Judges want to know how campaigns clicked with people and how many people clicked, how you shifted awareness, perceptions or behaviour."

“I’m greedy, I want to see strong award entries which clearly shows a team’s hunger for the client, the campaign, and the PR craft itself. One where the brief has been ripped apart to get to the juicy bits and then the team has really savoured every morsel – by being exceptionally creative with how it’s sliced and diced for maximum amplification.”

"I am looking for campaigns that demonstrate that they really have the consumer at the heart of the strategy. A team that understands the behaviour of their desired audience and has created work that draws the consumer in, is relevant and creates action. I would love to see work that cleverly integrates the PR model into the broader business goals and makes an impact with the consumer."

“I’m looking for creative campaigns that inspire me and spark that little bit of annoyance that I didn’t think of the idea first! I want to see something that isn’t performative, a credible campaign that is authentic to the business and has had a clear impact, either for the business or its audience.”

"I want entrants to drop the corporate speak to help yourself stand out and bring a little personality to your entry. Everyone loves a good story – so make sure your entry tells one. It will make you unforgettable, and will keep my attention to the end."

"I know I’m going to be inspired, impressed, provoked and maybe a little envious too, but I’ll be looking for a really clear articulation of what makes each entry worthy of industry wide recognition. I want the why to jump off the page!"

"I am looking for entries that start with a clear strategy and explain WHY this strategy was chosen. Entries that use insights, tie the communications objectives to the business objectives and end with outcomes that show an impact will grab my attention. This could be an up-lift in sales, changing perceptions or provoking the target audience to act. Outcomes should be quantified and deliver against the business goals. Show it. Not just coverage for coverage sake."

"Aside from the hygiene factors of strong insight, solid execution and tangible impact, I want to react to that ‘secret sauce’ which makes the idea beautifully simple and envy inducing!”

“I’d love to see something different – a creative idea backed by evidence that makes me want to find out more.”

"I’m looking for strategy and evaluations that shine with a clear relationship between the business goals and the campaign outcomes. Tell us why your approach was the best way forward. Showcase inspired use of insights and creative storytelling. Often the best campaigns are rooted in a real-world ‘truth’, have a simple idea at the heart of them, and resonate emotionally with the target audience. Tell us why people cared."

"I’m excited to see some passionate people doing work which makes a real difference, to brands, to the market, and to the end consumer. Ideally, that includes an element of purpose – not results for the sake of it, but building to a strategy, a story, and an end result. I’m hoping we’ll see a thread of inclusion running through campaigns too."