22 September, 2021

“The Bulls**t-ometer Will Be On Full Alert”: B&T Awards Live Judge William Leach Shares His Tips For Finalists

By B&T Magazine

The judging process for this year’s B&T Awards (presented by YouTube) isn’t quite over yet, with the first lot of shortlisted entrants getting ready to prove their worth once again.

Yes, that’s right – all the finalists who were named in part one of the B&T Awards 2021 shortlist (not part two) will participate in a (virtual) live judging day, sponsored by Twitch, on Monday 11 October, which is just over two weeks away.

To help all the companies with their preso, B&T has been catching up with some of the judges to get their hot tips on how to impress and what not to do.

Here, we chat to William Leach, owner of The Leach Partnership…

**Why did you decide to come on board as a judge again for the B&T Awards?**

I love the opportunity to assess the collective creativity of the industry and its leadership.

**What should the winners of this year’s B&T Awards represent?**

In most ways, it is the same as any other year – they need to be the most innovative and successful (in delivering results for clients, commercially successful and/or in awards).

Is there some sort of formula or strategy you’ll be implementing during the live round of judging to uncover the cream of the crop?

Absolutely. The bullshit-ometer will be on full alert. Look to question the questionable and dig deeper to separate those that are truly brilliant from those that are only brilliant at writing a good entry!

What’s going to really grab your attention and keep it? Are you a fan of theatrics when it comes to live pitches?

The glory of the live pitches is the opportunity for salesmanship. However, beware the agencies/businesses that mistake stunts for substance. What really grabs my attention is a good story, well told.

With this year’s live judging day being held virtually, does that make your job any harder?

It does. It is harder to ‘read the room’ in terms of presenters.

What are some absolute no-nos when it comes to live pitching, particularly in a virtual setting?

Relying on PowerPoint versus personality, allowing the ‘B’ team to ‘have a go’, and assuming the judges have retained all the detail in your written response.

Will you show sympathy for any tech glitches that finalists might suffer during their live pitch?

Of course – and sometimes we get a real feel for an agency or business personality from how they deal with such adversity.

Is there a preparation checklist finalists should be following prior to live judging day?

Yes! Check the criteria. Check your presentation answers the criteria. Signpost the criteria you are answering. Back up criteria with data wherever you can. Check you run to time!

This year’s B&T Awards will take place on Friday 12 November at the Hordern Pavilion in Sydney. You can secure your spot now HERE and then get your glad rags ready to celebrate what has been another year of brilliant work by adland!

Kudos to all of our sponsors for this year’s B&T Awards. We wouldn’t be able to put on the industry’s favourite event without your support!

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B&T Awards B&T Awards 2021 finalists judge judges judging live judging shortlist The Leach Partnership Twitch William Leach