Awards always go to the best work right?
Simply enter your great idea and cross your fingers.
Well, in theory. It’s just a bit naive.
Because not all awards work the same way.
You’ll increase your chances by examining how each event works.
Is it Worldwide, National or Regional? Your well-known UK brand may not have as much chance in a US comp.
Who are the judges? Creatives, clients, journalists? They all look for different things.
What’s won before and why? Adjust your entry to match.
Big schemes get loads of entries. Been a year full of famous work? Some will be tougher to win than others.
Do they only give one each of gold, silver and bronze? Or award every entry that deserves it?
Some awards are split by channel, like ‘Press’ or ‘Poster’. Look at what you might be up against. Is your nice work going up against something everyone raved about?
Others go by product area, like ‘Food’. Will your brilliant quarter-page press be up against an blockbuster 3 minute TV ad?
What’s the range of categories? Look at them all. Less obvious ones get fewer entries.
This might sound cynical.
I don’t mean it too.
Entries are exactly like creating an ad. When we’re looking for the best way to sell the product we put everything in the right place, to the right audience at the right time. Your entries are just the same.
What will win a Grand Prix in one scheme might not even place in another. I’ve had that happen.
There’re no guarantees but in my experience this approach gave a higher percentage of wins than hitting and hoping.
Assuming your work’s good enough in the first place.
