Insider tips from a judge

We all love a good award submission, don't we? But when it comes to judging them, what makes winners stand out from the crowd? Clue: It might not be what you think. Sometimes the entries that look perfect on paper fall flat with judges, while the more modest ones shine because they tell a clearer, more compelling story.

This year, I've loved being involved in judging several awards. I wanted to share some of what I’ve learned to help you prepare for the 2026 awards season. Here are the top things to keep in mind.

Introduce your brand

My fellow judges and I don't know your brand, so please don't presume that we do. You’d be surprised how many entries assume familiarity — and that instantly creates confusion. Judges often work across multiple sectors, which means we need context upfront.

In one or two lines, tell us what your brand stands for, its values and what makes it unique. A clear brand snapshot sets the stage for the rest of your submission and helps us understand the significance of your results later on.

Choose the right category

The last two judging panels I participated in involved a lot of debate about whether entries were in the right category. And trust me, once that question is on the table, the entry rarely recovers — because judges must score strictly against the stated criteria.

Read the criteria closely and tailor your narrative accordingly. A perfectly good entry can fall flat simply because it’s in the wrong place. There's nothing wrong with submitting the same entry to multiple categories, but please make sure it's genuinely relevant to the category you're applying to. 

Craft a compelling entry

Most awards platforms will provide you with word count guidance for each section of the submission. Please, please, write to within those limits. If you exceed the word count, no one will thank you for it. It will simply frustrate judges and dilute your message. Be concise, stick to the facts and don't ramble around the point. Above all, make your story engaging.

If you're using AI to assist with your entry, that’s fine, but please ensure there's a human storytelling element to your submission. Too many AI entries are bland, uninspiring and lack human insight.

Show your impact

Including your campaign or project budget is a necessary part of every submission. It helps judges see the level of creativity and imagination that has gone into your work.

Also include ROI figures, if possible — it can make all the difference to your entry. You might have the smallest budget but deliver the biggest return on investment and/or the most impressive creative output. A competitor might have the biggest budget yet deliver little ROI or produce uninspired creatives. You never know what you’re up against.

Make your case

And finally, tell us why your entry should win. This isn't about arrogance, it's about demonstrating your passion for creativity, your dedication to clients, and delivering the best possible outcomes. Even if the application process doesn't request this, it's a huge opportunity for to highlight what was bold, innovative or challenging about your work. It also leaves the judge with a clear reason to pick your entry out of the pile.

Use these tips to tell your story clearly, show your results and give your submission the edge it deserves.