When BMF group communications director Lu Borges started at the company, one of the first things she noticed was the B&T Award for Agency of the Decade, which the agency snared back in 2009.
And, there have been plenty more B&T Awards that have arrived at BMF since, including picking up Agency of the Year and NSW Agency of the Year in 2019.
Speaking to B&T as part of the ‘How To Win A B&T Award’ series, Borges shared some of her top tips for succeeding on the night of the awards.
At the top of the list is finding someone impartial to cast an eye over all entries.
“My best advice would be ask someone that’s confident enough to be honest about your idea and your entry and get feedback from them,” she said.
“Don’t ask them what they think, but ask them how could they improve your entry.
“Getting that feedback from someone that’s not partially involved… can really be helpful and can make your idea and your entry stand out.”
With judges working through piles of entries, Borges reminded participants to focus on crafting something that stands out from the crowd.
“The other thing is judges – they read a lot of entries. So you have to grab their attention, tell a good story,” she said.
“Put your idea in the best light possible without forgetting that you have to talk to them about the brief, the idea, and especially the results as well. We want ideas to award ideas that actually have real commercial results.”
Ensuring the entry is clear, while avoiding marketing jargon is also a good way to make an impression with the judges, Borges reminded.
To find out more about this year’s B&T Awards, you can visit the website here.
A friendly reminder that entries close on Monday 19 July 2021 at 5pm AEST (late entries close on 26 July).
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