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WHY SUBMITTING FOR AD AGENCY AWARDS IS WORTH IT

Renee Talavera

Last year we celebrated CALLEN’s small agency win for the second year in a row. And Lafayette American, whose Head of Client Services, Stephanie McMillan, spoke on the panel titled, "How to beat the majors" (pictured at the top right). Also in attendance, Convicts.

By Renee Talavera

Agency awards. No one in their right mind would take them on willingly. So why should you do them if you’re not going to win?

We’re talking about the editorially driven awards: agency awards such as Ad Age A-List, Adweek Agency of the Year, Fast Company Most Innovative Companies, and individual awards such as the Creative 100s, 40 under 40s, and Leading Women. Every award is inherently a long shot. You have no idea who you’re up against. But, as we say here, awards are the one pitch that reporters are required to read. So, whether you win or lose, here’s why participating in ad agency awards is an investment in your agency's future:

If you win, you gain: 

  1. New business: The best reason to enter awards? Phones will ring. Journalists take notice, stakeholders applaud you, and competitors acknowledge your skill. Motivation is through the roof. This recognition opens doors to new opportunities.

  2. Talent: People want to work for agencies that have a good reputation. Winning awards serves as a call to professionals who want to be part of a successful and innovative team.

  3. Credibility: Awards are a subtle but powerful way of saying, "We know what we're doing." They establish credibility and expertise without self-promotion.

  4. Showcasing Achievements: Winning an award gives you the perfect opportunity to proudly display your title on your website, share it on social media, and include it in your email signature. Additionally, it provides valuable backlinks, great for SEO and visibility.

If you don’t win: 

  1. Fail fast, fail forward: There could be several reasons why you don’t win – and you may not always know until the winners are announced. But, as Michael Jordan says, you miss 100% of the shots you don’t take.

  2. Practice: Take a look at past winners and take notes. Understanding the required level of expertise and creating a compelling submission tailored to the right award or category is essential.

  3. Craft your story: The best way to get clear on your story is to tell it to an external audience. Take the opportunity to state your case so next year you’re in a better position to win.

Ad agency awards are more than just trophies and titles. They're an investment in your reputation, talent, and future success. Whether you win or not, participating in these awards is a worthwhile journey.