The marketing and advertising industries are awash with awards, but are they worth the time, effort and fanfare?

The Brand Newsroom team takes a close look at the value of awards to an agency and, more importantly, to the client.


Here are some key take-outs:

  • Awards are run by people either wanting to promote their own brand or make money — so ask yourself whether the award is credible, why it has been created, and what the benefit is to your business from entering.
  • Before you enter an awards program, ask yourself whom you’re entering it for? Is it you and your agency? Or the client and their goals?
  • Carefully choose which awards programs you want to enter. Pick ones with credible judging panels and some kind of status.
  • Awards have a shelf life. Stop trying to leverage awards that are two or three (or 10) years old.
  • Awards are likely to earn you only limited earned media, because most are sponsored by a media outlet and that’s the only one likely to provide coverage.
  • Awards should serve the customer.


On My Desk


Have you heard the one about…

Recently James, Sarah and Nic took a close look at media intelligence.


And here’s a discussion looking at the questions you should ask before engaging any kind of communications agency.


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