How to write an award-winning entry
Writing an award-winning submission can be challenging, but fear not. Scroll down and discover top tips from our judges on how to craft successful entries.
DEPT® for eBay Category: Automotive Award: Advertising 2024 Winner Case Study
01
Understand the judging process
Expert juries are made up of specialists based on their specific skills and expertise. Each jury works together like a well-oiled machine to select their winning work and led by a globally recognized chairperson. Judges have lots of submissions to read. To stand out, make sure your entries present a clear and compelling story that outlines your specific marketing challenge. Find out how your entry will be judged.
02
Enter the right category
Ensure the submission matches the appropriate category to increase its chances of recognition. Misaligned entries may be disqualified or placed in a more suitable category.
03
Start strong with the executive summary
The executive summary is crucial, and judges often start there. It should provide a clear and engaging overview of the entry, including the objectives, x-factor, and results.
“You don’t need big marketing budgets any more – you need really good team strong social channels and the ability to tap into the right conversations at the right time.”
Dirujan Sabesan, CMO, Wingstop UK (The Drum Awards 2025 judge)
Channel 4 Category: Creative Use of Budget Award: Advertising 2024 Winner Case Study
04
Include supporting material
Supporting materials, such as videos or images, can enhance an entry if they add value and complement the story. Keep them concise and relevant to avoid overwhelming judges.
05
Avoid excessive jargon
While some industry-specific terms are acceptable, overusing jargon can be off-putting. Judges appreciate simplicity and clear communication.
06
Tell a great story
Craft a narrative that flows logically from the problem to the solution, highlighting creativity and innovation. Focus on the audience and ensure alignment with the awards criteria.
“The idea and execution is only 50% of your success. Give equal weight to showcasing how the work translated into genuine impact.”
Prashant Lyer, director, films & series marketing, Netflix (The Drum Awards 2023 judge)
Design Bridge and Partners for Harvey Nichols Category: Packaging Award: Design 2024 Winner Case Study
07
Don’t be discouraged by budget constraints
Budget size is not a deciding factor for winning. Judges focus on the idea, creativity, and effectiveness of the campaign or project, regardless of the budget.
08
Pay attention to spelling, grammar and formatting
Professional presentation and attention to detail are essential for making a good impression on judges.
09
Collaborate with the team
Involve the team responsible for the campaign to gather all relevant information and perspectives.
“It should be your team’s passion project, not just something your agency has polished for you. If the marketer hasn’t been deeply involved, it’s usually obvious.”
Louise Wardle, VP, international marketing EMEA, Subway (The Drum Awards 2025 judge)
Droga5 New York for General Entertainment Authority Category: Sound Design & Sports Award: Advertising 2024 Winner Case Study
10
Allow sufficient time
Allocate enough time for crafting the entry and gathering feedback from colleagues to create a compelling and well-rounded submission. Work to deadlines even if extensions may be available.
