What the judges are looking for

“A compelling story that resonates with the target audience and showcases the brand’s raison d’etre is a must. It’s about having a simple concept, brilliantly executed. Clear objectives and outcomes together with ROI will go a long way to securing a happy ending. Every story should have one.”

“I’m looking for evidence of insight, creativity, simplicity and above all else, exceptional execution. If the work makes me reflect, and if I’m totally honest, envious that we hadn’t thought of it first, then someone has probably nailed it!”

“If you can sell your idea in a single sentence, you’re probably onto something. I would love to see original ideas that actually have an impact beyond vanity metrics. And ingenious creativity. The kind of creativity that makes you a bit jealous that you didn't think of it yourself.”

“Given the year we've had when most had budgets and resources slashed, I will be looking for how you maximised what you had to work with and levelled-up on creativity. If I had sat in your initial pitch, what did you convey that would have made me want to choose your approach over others and what set you apart.”

“An amazing entry isn’t necessarily about the sexiest brand or biggest budget – it’s one that by the end I can’t see how they could have done anything differently, that the idea and execution is just *chef’s kiss*. The entry which tells me a story that makes me feel I was part of the campaign."

“I’ll be looking for campaigns based on insight which use stand-out creative to deliver genuine outcomes that make a difference.”

“I’ll be focused on ideas that evoke that hybrid emotion that every creative knows well… the combination of envy and admiration. We’re talking meaningful campaigns, smart perhaps even counter intuitive creative and flawless execution that had real world impact. Stuff genuinely worthy of a spot on the podium.”

“I’m really hoping to see campaign results written up with quantifiable impact across a range of measures. Phrases like ‘beat all expectations’ without understanding what those expectations were, are at best, unhelpful, at worst, bring down the overall score.”

“I’m looking for entries that are insightfully researched, creatively designed, brilliantly executed and results-driven.”

“Work that makes a genuine, tangible impact to the client is what separates the great from the good in our industry. The standard and volume of award entries is always high, so authenticity is what really cuts through, combined with instant clarity on what your goal is.”

“I'm looking for creative that packs a punch and is built on a 'can't-believe-I-didn't-think-of-that' insight. The best entries get to the point. What was your 7-second pitch to media? How did it really connect with consumers? We need to believe in the real impact your campaign had and how it drove conversation or galvanised interaction. Build off this and take us on the journey.”

“Think out-the-box ideas. Think intelligent execution. Think genuine creativity. I'd like to see compelling entries that clearly articulate your story. Last but certainly not least, include metrics to support your statements and backup your brilliance.”

“I am looking for how data is used to influence the creative campaign and audience targeting. Then how this strategic planning runs through to metrics and evaluation. Also absolute mind-blowing creativity - 'how did they come up with that.”

"I'm looking for entries that show they have really solved the business or organisation need. I want to know that you've thought about the actual problem or challenge, connected it to the audience through insight and come up with a solution that feels like the only answer, with results that prove it."

"I'm looking for impactful work that goes beyond creativity as a standalone and provides measurable value to clients. Think SMART objectives connected to business goals and the real-world outcomes your work drove."

"I’ll be looking for campaigns that grab my attention, tell a compelling brand story and make a lasting impression. Killer insight, carried through to excellence in activation is a must. As well as evaluation that proves the genuine impact of the work, in outcomes as well as outputs."

“The power of earned creativity is greater than ever, I'm looking forward to seeing campaigns and projects that harness this power. Creativity is at its most effective when it is born from true insights and consumer problems a brand is looking to help solve.

“We want to see creative campaigns that really hit the mark. But winning entries tell the story of how and why the campaign was the best possible approach to solving a problem or market challenge; entries that demonstrate how insights and research led the team down this campaign path; and of course, entries that demonstrate how they met the objectives of the client and that connected to broader business outcomes and goals.”

"I’m looking for entries that set out measurable objectives and that showcase the demonstrable impact that has been delivered for their stakeholders."

“I am hoping to come across innovative and ambitious campaign approaches that have real-world impact. In a very noisy media landscape with so many issues vying for attention, I want to see how other organisations are achieving cut-through to achieve their ambitious objectives.”

"In an increasingly polarised media landscape, I’m looking forward to hearing about campaigns that have cut through, maintained credibility and created genuine impact. I’m ready to be wowed!"

“Clear strategy, good creative, well-articulated outcomes… with a minimal amount of hyperbole and a maximum amount of data, clarity and context. All winning features in my book!”

"The best comms campaigns are those that get to the heart of an issue, cutting through any noise and delivering tangible business impact. It might be the most creative idea or it could be a simple idea executed flawlessly but I’m looking for well-conceived campaigns that deliver against a clear business objective."

"I'm very excited to get that sickening feeling of jealousy when I read some entries which buzz with real world insight and creative juiciness! Evaluation corkers that show genuine business impact will be straight to the top of my list too."

"A great entry has crispness of thought. A clearly articulated commercial challenge, a solid strategic communications response to it, an idea that brings that approach to life and results that link back to the original challenge and show how the idea or activity delivered. They show bottom line results, not just headline results. Judges want to know how campaigns clicked with people and how many people clicked, how you shifted awareness, perceptions or behaviour."

“I’m greedy, I want to see strong award entries which clearly shows a team’s hunger for the client, the campaign, and the PR craft itself. One where the brief has been ripped apart to get to the juicy bits and then the team has really savoured every morsel – by being exceptionally creative with how it’s sliced and diced for maximum amplification.”

"I am looking for campaigns that demonstrate that they really have the consumer at the heart of the strategy. A team that understands the behaviour of their desired audience and has created work that draws the consumer in, is relevant and creates action. I would love to see work that cleverly integrates the PR model into the broader business goals and makes an impact with the consumer."

“For me it's about quality over quantity, landing excellent coverage in previously untapped territories can be key in an age where many audiences are turning away traditional print media. It's also important for a campaign to feel organic, purpose led campaigns are great but only if there's real appetite from a brand to practice what it's preaching.”

"I want entrants to drop the corporate speak to help yourself stand out and bring a little personality to your entry. Everyone loves a good story – so make sure your entry tells one. It will make you unforgettable, and will keep my attention to the end."

"I know I’m going to be inspired, impressed, provoked and maybe a little envious too, but I’ll be looking for a really clear articulation of what makes each entry worthy of industry wide recognition. I want the why to jump off the page!"

"I am looking for entries that start with a clear strategy and explain WHY this strategy was chosen. Entries that use insights, tie the communications objectives to the business objectives and end with outcomes that show an impact will grab my attention. This could be an up-lift in sales, changing perceptions or provoking the target audience to act. Outcomes should be quantified and deliver against the business goals. Show it. Not just coverage for coverage sake."

"Aside from the hygiene factors of strong insight, solid execution and tangible impact, I want to react to that ‘secret sauce’ which makes the idea beautifully simple and envy inducing!”

“I’d love to see something different – a creative idea backed by evidence that makes me want to find out more.”

"I’m looking for strategy and evaluations that shine with a clear relationship between the business goals and the campaign outcomes. Tell us why your approach was the best way forward. Showcase inspired use of insights and creative storytelling. Often the best campaigns are rooted in a real-world ‘truth’, have a simple idea at the heart of them, and resonate emotionally with the target audience. Tell us why people cared."

“A winning campaign for me has results that directly align with the strategic ambition - size isn't everything! If a campaign manages to directly reach the small audience it needs to, or is efficient on a tight budget, that's impressive too. Ideally, the winning campaigns will also be diverse and inclusive."

“A great PR-campaign for me is strengthening the brand long term with creativity and engagement. If it’s thought-provoking and creates strong feelings at the same time as aligning with the brand values, it’s fantastic.”

“As always I look for creativity and fresh thinking and not just a cut and paste of tried and tested approaches. I want to read entries and think “wow, that’s really cool, wish I’d done that”. Or I need to hire that agency!”

"This year I'm looking for out of the box thinking that resonates authentically all while providing true impact and value to the industry."

“Great PR can and should shift audience thinking and behaviour. Entries which are clear about the problem they are trying to fix, the key insight which informed the creative solution and the impact they have had supported by evidence are always going to excite me.”

“With B2B campaigns being increasingly well integrated, I think we’ve lost some focus on how the media results are being used. I want to see what you did with that specific piece and how you made it work for you as part of the campaign. You can’t assume that media coverage is being seen by your stakeholders, so I want to hear how you made it deliver results.”

"What excites me most is seeing the insight which feeds creativity. Understanding audience wants and needs and how these are addresses with creative and impactful campaigns is why I love judging the PR Moment awards. PR is a strategic play and seeing agencies demonstrate that is always inspiring."

“Exceptional entries for me will not only have placed their client in the centre of the cultural conversation, but also delivered a real world benefit, and proven outcomes for their client's brand and business.”

"Impact and creativity are key of course. But, what I really love is where campaigns manage to make a star of the product or service being promoted. Particularly in B2B, this has inspired some truly killer campaigns in recent years.”

“An idea that shows connection between the brief, the objective, and the output. Clear storytelling without a load of superlatives and PR speak… And most importantly results that aren’t just ‘we got a load of coverage and the client was pleased.’ Showcase your expertise and tell us why this idea was the right thing for the client to do. I am looking for thoughtful, creative ideas that I wish I had thought of myself.”

“The Ripple Effect love delivering impactful insight-backed campaigns that are rooted in creativity, with an earned-first approach. How have you used earned-PR to inspire additional elements across OOH and paid digital/audio? I'll be looking for work that lives across these three pillars, with social responsibility at heart. Does your campaign go further than that last sale? How has your client supported the community it exists in?”

"For me, a great campaign boils down to three things. The insight, the idea, and the impact. What insight did you get from the business or the industry that made your campaign necessary? How does your idea and story connect with your audience? And something that’s all too often lacking, what tangible difference did it make?"

“Our industry is bursting at the seams with talent,
and the last 12 months have been jam-packed with killer campaigns.

Want to know what sort of campaigns make me think, damn, I wish we'd done that?

- Insight-led and tap into consumer truths

- Sold in a sentence (clever, not complicated)

- original and ownable to the brand

- Maximised across different channels

- Create genuine social attraction and reaction

- Demonstrate business impact

(and generally knock the objectives out of the park).”

“I’ve been around a while now (ahem over 2 decades) and I’ve seen a lot of campaigns in my time. But every so often you see something that is either truly innovative, awe-inspiring or that gives you goosebumps. Something that’s so right, you can’t believe you didn’t think of it. They’re the campaigns I’d like to see entered and I’d like to see win.”