Judges share advice on submitting a strong entry for this year's Prolific London Awards
The Prolific London Awards are set to return later this year after a fantastic debut that attracted hundreds of industry figures to the Montcalm Marble Arch Hotel last July.
In accordance with public health and safety measures, the Prolific London Awards (PLAs) have been moved to October 21st, 2020, and will once again take place at the stylish Montcalm Marble Arch hotel.
Last year's inaugural PLAs marked a momentous occasion for Prolific London with judges and organisers being thoroughly impressed with the diverse range of high-quality entries from companies in London and the South.
Entries came in from production studios, both in-house and agency marketing teams, advertising firms, animation & graphics companies, digital PR companies and more.
Besides the opportunity to earn some highly-regarded recognition for the hard work done by your creative team, the awards are also an opportunity to network with other leading figures from the capital.
The awards night this autumn will be nothing short of a must-attend event for anyone wanting to properly engage with London's creative network, and have fun whilst doing so. Click here to see the categories open for entry this year.
With the entry deadline for the 2020 PLAs approaching, we decided to speak to some of last year's judges and share their advice for submitting a strong application.
The judging panel is made up of an esteemed group of experts from the range of sectors that we cover on Prolific London, and the full list of this year's judges will be revealed soon.
Michelle Wilding-Baker, Head of Digital & Content at Freesat
After experiencing what it's like to be on the Prolific London Awards judging panel, Michelle said: "Every business, whether in-house or agency-side, loves the bragging rights of being ‘award-winning’ to validate high-quality work and capabilities. However, even better than that, is the feeling of recognition for teams and individuals for putting in the hard yards.
"Did I mention the celebration on the actual award night? Devour a tasty three-course meal with your team, mingle with your industry and then enjoy the party. Work hard and play harder!"
Michelle's three tips for a strong entry:
- Follow the entry form requirements to a tee. Stick to word counts; write tight, never waffle and use bullet points for ease of digestion. Most importantly, set really clear business/campaign objectives that are measurable (SMART) so us judges can understand what the purpose and targets of your entry were… and how the performance and results compared.
- We must be able to benchmark what ‘great’ would look like and if you achieved the objective. Don’t be afraid to insert graphs into your entry to visualise your performance, include creatives from your campaign or photos of your team where appropriate if it’s a team/agency award.
- Really shed light into the company culture beyond just sharing commercial growth figures; it’s about the people too. If you’re unsure of what category to enter, get in touch with the organisers. And the golden rule? Don't ever lie. We're experts at judging and can usually verify pretty quickly if your digital claims are true or not.
Arianne Donoghue, Founder & Consultant of Tempest Marketing
According to Arianne, "entering is the chance to validate the quality of your work against your peers - it's a stage like no other to see how what you do stacks up against everybody else.
"If you're fortunate enough to win an award. It announces to the world that you're truly best in class - and it's a huge morale boost and form of recognition for your team, as well as an amazing way to attract new business, especially for agencies."
Arianne's three tips for a strong entry:
- Stick to the guidelines - simple things like using the entry format (as tempted as you might be to use your own, prettier document), sticking to the word count and using supplementary materials well are key - it makes it easier for the judges to read, digest and score fairly relative to everyone else. It ensures we don't miss any key information because it's all in the right place.
- Tell a story - tell us about the backstory - what's the history to the entry? In the strategy section focus on telling us WHY and HOW you decided to do what you did. Then in implementation and creativity, it's all about WHAT. Tell us about the business impact, or any wider implications of your work. Make us root for you to succeed.
- Be specific - I cannot emphasise this one enough. As judges, we have to be able to stand by and explain our decisions, so giving us specifics makes it easy. With your objectives, don't just list them - list the amounts you want to drive them by, and if you can, use actual numbers rather than percentages. Think about and list what else goes into executing a campaign - how many people worked on it? How many hours? What other costs did you have in terms of tools or tech to help you deliver?
Nick Entwistle, Creative Director and Founder of One Minute Briefs and Bank of Creativity
Nick said: "Entering the Prolific London Awards is important as you can measure the creativity and effectiveness of your work against the competition and reward your team for the hard work they put in with the recognition they deserve. These prestigious awards can also help attract new business and talent to your company."
Nick's three tips for a strong entry:
- Keep your entry simple. No jargon or buzzwords. Let the work speak for itself.
- How effective was your idea? It can be the most creative looking piece of content in the world…but did it actually work?
- Originality. Make the judges think… “I wish I’d thought of that”.
Another way to get involved in the Prolific London Awards is by sponsoring the event or a category award. Get in touch with Jill Taylor on firstname.lastname@example.org to find out more.