What Judges Really Want to See in Award Entries – Advice From Our In-House Experts

Entering a brand or business into an award can feel like a big leap, so how do you make sure your entry stands out in a sea of submissions? We caught up with our clever team here at Clarion; Managing Partner Rebecca Wainwright and Associate Director James Wainwright, who are both judging at this years’ Retail Industry Awards. Ahead of deliverance day, the duo has shared exactly what would grab their attention and what would make them sit up and take notice.

Start with the “So what?”
“We will ask ourselves, why does this matter?” says Rebecca. “Start there. What’s the significance of your entry? What makes it worthy of an award beyond just being ‘good’?”

Be clear about what’s new:
James is quick to highlight that innovation needs to be more than a buzz word. “We’re not just looking for something that’s new to you, we’re looking for something that’s new to the market. Groundbreaking. Disruptive. Really spell that out for us.”

Give us the ‘why’ behind the product
There’s also a real interest in the story behind a launch or initiative. “Don’t underestimate the power of insight,” Rebecca advises. “We want to know what drove you to develop this concept. What problem were you solving, and for whom?”

Don’t forget your ‘why now?’
Timing matters. “Tell us why you’re entering this product for an award,” says James. “Was it a breakthrough in sustainability? A response to a timely consumer trend? Help us see the bigger picture.”

Show us what makes you different
Standing out is crucial. “What makes your brand or product different from everything else out there?” Rebecca asks. “We need to understand why this isn’t just another version of what already exists.” What’s more, consumer insight plays a key role in strong entries. “We love seeing how brands or businesses have responded to emerging trends or shifting behaviours,” James says. “Show us you’ve really listened to the market.”

Above and beyond always wins points
Finally, the judges are looking for evidence of effort. “We want to see where you went the extra mile,” Rebecca says. “Whether it’s innovation, execution, or impact, show us the lengths you went to and why it mattered.”

Stay tuned for more awards content over summer when we host some of the judging days at our offices following our appointment as a judging partner for the milestone 30th anniversary of the Retail Industry Awards.