Have you heard? The B&T Awards are back and promise to be bigger and better in 2021.
While we’re always amazed by the calibre of our entries, this year we’re helping you get an extra edge with our new series ‘How to win a B&T Award’.
We’ll be talking to a who’s who of judges, past winners and top creatives about the awards and how your entry can stand out.
Our first B&T Awards expert is Google’s head of YouTube marketing for Australia and New Zealand, Mark Wheeler.
We spoke with Wheeler about our newest category – Best YouTube Campaign.
“Aussies and Kiwis love coming to YouTube to explore their passions and be educated and entertained,” he said.
“Advertisers see YouTube as an essential part of their media mix to grow both their business and their brand and we’re excited to celebrate their work in the new category.”
Wheeler also had some advice on what the judges are looking for in this new category.
“Judges will primarily focus on the effectiveness of the work and the impact it had on the business and brand. Then they’ll consider audience engagement and a demonstration of creative best practises on YouTube, choosing the best formats and creative storytelling tools that capture and maintain their audience’s attention.”
And while all of these things will play a role in the judge’s assessment of campaigns, Wheeler had one simple pearl of wisdom to help everyone entering the awards.
“The best ads don’t feel like ads, they’re content the audience wants to watch,” he said.
To find out more about the 2021 B&T Awards click here.
You can also find out more about the Best YouTube Campaign here.
