What Are B&T Awards Judges Looking For In A Winning Entry?

So you’ve heard the B&T Awards are back bigger and better than ever? You bet they are! And today, we’re not only giving you the usual links for entries and tickets, no. We’ve got the inside scoop from some (anonymous) judges, who have adjudicated previously and are back again this year. And they’ve dished about what they’re looking for in a winner from this year’s entrants.

Fancy a win this year? These tips could be your ticket.

One judge said they’re looking for, “Someone (person or Agency) who truly distinguishes themselves.

“Someone who backs themselves up with hard evidence (especially in the case studies). And someone who realises that every opportunity to tell is an opportunity to sell.”

Another judge listed these essential winning tips: “Originality; focus of strategy/direction of agency, and how that is aligned to services and deliverable for clients.

The same judge also expressed a desire to see “vision, differentiation for their company, how that is or will translate into profitable growth based great creative work, the challenges of fragmented media, especially around TV, and how the agency is adapting, delivering and creating new opportunity”.

One judge from last year added, “I am looking for minimum budget – maximum coverage and maximum results, unique and creative approach but most importantly some tangible results, eg. increase in enquiries, bookings, overall sales, etc.”

When it comes to the Agency of the Year categories, one judge said to “cut the bullshit”.

“We look for an agency that has a great sense of self – why is it special, what characteristics distinguish it from the field? How does it see the future and how is it prepared for that future? This is in addition (in parallel, really) to being able to knock the entry criteria out of the park.

“In other categories, is the work truly outstanding? Have teams demonstrated (rather than simply claimed) success?

“What has been the effectiveness of the work? Has it achieved real market impact? We also want honesty – cut the BS.”

One of the other judges we surveyed said, “To be a B&T Award winner I feel you need to be both creative, in ways other aren’t, and consistent because a one-off is only that.

“One bold idea is nice but delivering for your clients on an on-going basis makes you reliable and noteworthy.”

The awards are held at the Sydney Town Hall on Friday November 18, with entries open until August 5 – so get your skates on! Tickets will also sell out fast so get yourself some ASAP. And if you’re keen to check out how to win our newest five categories, see below:

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Advertising Standards Bureau Marketing Research