How to write an award-winning entry

Writing an award-winning submission can be challenging, but fear not. Scroll down and discover the secret recipe for crafting successful entries, provided by our judges.

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Jingle Therapy Grand Prix, Digital Industries SBS & Asociación de Alzheimer de Puerto Rico by VML

“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 of marketing, Netflix (The Drum Awards for Social Media judge)

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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.

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02

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.

“Easy on the eye please. We have a lot of entries to go through so make it visual...”

Julia Linehan, chief executive and founder, The Digital Voice (The Drum Awards for PR judge)

03

Avoid excessive jargon

While some industry-specific terms are acceptable, overusing jargon can be off-putting. Judges appreciate simplicity and clear communication. ​

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“Tell a cohesive story. I’m a marketer, and I want to be marketed to.”

Palmer Houchins, head of marketing, G2 (The Drum Awards for B2B judge)

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04

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. ​

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05

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.

“Capture attention. The first paragraph is key! Entries that are engaging from the outset and that really sell in the campaign within the first few lines or first paragraph.”

Shahkeh Petros, managing partner, Evolve OOH (The Drum OOH Awards judge)

06

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. ​

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“Clear data and dates. Don’t submit work from 2/3 years ago and keep reusing the same entry. Share real data and not vague graphs and percentages. Always show ROI with workings out.”

Samuel Hurley, co-founder and MD of Novos, director at The Living House (The Drum Awards for Search judge)

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07

Pay attention to spelling, grammar and formatting

Professional presentation and attention to detail are essential for making a good impression on judges. ​

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08

Collaborate with the team

Involve the team responsible for the campaign to gather all relevant information and perspectives. ​

“Is it impactful? That campaign summary. Does it grab your attention and make you want to read on? This is the opportunity to keep the judges engaged.”

Rintje Barnes, executive creative director, Revere Agency (The Drum Awards for B2B judge)

09

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. ​

Entry name in here Awards in here Category in here Agency in here

Entry name in here Awards in here Category in here Agency in here

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. ​

Want more entry tips?​

You can now register to The Drum Awards webinar. Find out from our expert judges, past winners and awards experts on how to write a winning entry.

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