how to write an award entry that stands out from the crowd and gives your campaign the exposure they deserve.

1. Chris Webb
Associate Director and Head of
Measurement, Pegasus
cwebb@thisispegasus.co.uk

2. Inspiring
Healthy
Decisions
is what we do
Pegasus is an
integrated
comms
consultancy

3. Our best ever year for awards

4. 1. Tell a story with your entry
• Give context
• Don’t presume
• Take judges on a journey
• Explain the why before the what and how
• Highlight innovation and creativity

5. 2. Put measurement at the heart
• Reflect sentiment of the awards
• Practice what you preach
• Start with the business objective
• Set out the SMART objectives
• Show the impact it made, don’t stop at outputs

6. 3. Put yourself in the judges’ shoes
• What makes your entry a worthy winner?
• Why does it stand out from other entries?
• Help judges see the marks
• Make it engaging, clear and easy to follow
• Allow sufficient time to review and refine

7. 4. Be human
• Be real, objective and honest
• What worked well but also what didn’t? What
surprised you?
• What changes did you make along the way?
• Inject personality, show passion, be proud of
what you have achieved

8. 5. Share feedback from the top
• Reflect the true measure of success - positive
outcomes for your client/business
• Use sound bites from senior management to
help demonstrate business impact
• Show how this work has put measurement best
practice up the agenda

9. 6. The power of presentation
• Don’t under estimate it’s important
• Allow time to make it visually engaging
• Use sub-headers, bullet points and thumbnail
images to help tell the story
• Attention to detail

10. Why bother?
• Reinforce motivation and galvanise support for
measurement ethos
• Reflect on key achievements
• Benchmark
• Learn lessons for future
• Opportunity for positive promotion