Cannes UnCanned: How To Win A B&T Award
In this Cannes UnCanned session, attendees learned what it takes to craft a winning entry for the B&T Awards, with insights from winning agency CHE Proximity’s Chris Howatson and one of the Awards’ regular jury members, Emma Jensen – Director, Go-to-Market, Optus.
Howatson and Jensen took a deep dive into what it means to win a B&T Award, the importance of awards, deciding what work gets entered, how the judging process works, how to answers the hard questions and so much more in this jam-packed session.
On why awards are important and not just for “boastful agencies”, Howatson said: “Awards ceremonies give you an opportunity to think about your business and get your proposition right. It helps make sure that you’re considered in the category where you play your strongest.
“And I think for those two reasons, if we all truly understand the benefits from that point of view, it removes that sort of vanity metric that awards are just for boastful agencies or agencies that aren’t really worried about commercial outcomes, but it’s the absolute opposite. Those things are what drives an agency forward. ”
From a judge’s point of you, Jensen said what she loves about judging the B&T Awards is the inspirational work, as well as hearing from agencies about what really sets them apart.
“I think it is really interesting being on the other side and being one of the judges because what you really see across both the written and the presentations and the live judging is an agency coming to life.
“And for me, what I’ve loved about being involved in the awards, is the ability just to see so much inspirational work.”
The one question she always asks when judging?
“I always ask, ‘what is the one thing that sets you apart?’ Because we’ll have maybe 10 to 15 agencies that we see on the day, and if you don’t really nail what your key message is and why you are different, it’s easy just to blend into the crowd.”
On deciding what work gets entered, Howatson said it’s a good idea to think about your agency proposition and narrative and showcase the work that solves that narrative.
He said: “Our best people are always the people who run our awards, and I think that’s just because it’s not just a submission. We’re not just ticking boxes. Your agency proposition is the narrative, and then the work has to solve that narrative. I think that’s what’s really important.
“You can’t say you’re really good at A, and then do a whole lot of work examples that don’t prove that you’re good at A.
“You’re also looking for work that has some level of fame and understanding, something the judges would have hopefully seen, and then some other bits and pieces. ”
Speaking to how she sifts through the first round of entries, Jensen said it’s important agencies remember the judges are assessing on the criteria.
She said: “I tend to do a quick scan through all the submissions and then really go through in detail and we really assess heavily against the criteria. You’d be surprised how many agencies, just miss out on one of the criteria and, you know, it’s hard to mark you in that way.”
Howatson offered this advice: “When you’re an agency responding, layout the response in the structure of the criteria, but make it easier for the judge.”
Jensen also talked about her surprise at the some of the submissions and their lack of creativity.
“It’s interesting because we’re in such a visual industry and the submissions you sometimes get, sometimes it’s like a year 12 essay, which always surprises,” she said.
“You need to be clear on what your key messages are. The second thing for me is just be authentic. I think it’s amazing how on some submissions even in writing that the real heart and the personality of the agency comes across and others, it feels like it’s just behind a mask. That’s another important point when you’re looking at what you put in your submission: just be you, in all your authentic glory. Be you and really celebrate who you are as an agency.
“Those are things that I would really look for when I get the hard copy submissions, and then I see how it translates into the live judging.”
On the hardest question Howatson has ever received and how he responded, he said there are always going to be “prickly” judges and questions, so preparation is key.
He said: “There’s always a prickly room. There are some rooms with some lovely judges and then rooms with prickly judges. What is tricky is everybody often wants to know what didn’t go well, and what you did about it. That’s a big question that often comes up.
“Every question can be a tricky question if you’re not really prepared for it. I think it comes down to the preparation before you go into the room and to know who’s answering what subject matter. We have a rule that no one can answer in addition to the person who answered the question, otherwise, everybody has a go.
“Tricky questions can always be managed, but it’s how you manage it, and it requires preparation and clarity.”
You can watch the full session HERE with more amazing tips on how to win a B&T Award.
Massive thanks to our Cannes UnCanned sponsors!
Latest News
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.