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The First Entry Deadline for the Marketing Week Awards is on Wednesday 18 May. We expect agencies and brands teams to be putting the finishing touches to their entries now to be in with the best chance of winning.

Marketing Week recently spoke to Andrew Geoghegan , Chief Marketing Transformation Officer at FMCG giant PZ Cussons and judge of the Marketing Week Awards who had these insights to offer on putting together a winning entry.

Pick the right category

Putting a submission together can take a lot of time, but resist the temptation to place yourself in multiple categories and different awards. Take your time and tailor your submission to the appropriate category you deem necessary. Most stories will have a dominant and powerful message, which will be key in making you stick out from other brands.

Capture the context and challenge your brand faced
Engage and communicate with your audience – bring jeopardy, opportunity, and reward to the fore as you effectively explain the shaping of your brand, your business, and your consumers. This could be the entry point from a judge’s perspective of your brand so try to energise them with a ‘hero like’ story.

Think about your consumer or shopper as another key protagonist
Be very clear in explaining your brands motivations, attitudes and behaviours. Being transparent to your audience and letting them understand the challenge you went through will enable them to respect the creative solutions you have provided a lot more.

Plan a big finale
It is good practice to leave your reader certain it was purely the marketing which delivered the results.

Let your story speak for itself
Your brand is unique and allow that to be displayed authentically. Try not to be boastful and alert judges on how many other awards your brand has won to influence a decision in your favour as this may be counter productive.

Like all great stories, you should be able to play it back simply - in no more than a couple of sentences, but with the same intensity of impact.

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The Marketing Week Awards are open for entries until Wednesday 18 May. Click here to enter now. If you need any help with your entries, please get in touch or call 020 7970 4082.

We look forward to seeing your entries!

The Marketing Week Awards team

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