In a recent online session with Pimento, industry experts convened to discuss the impact of awards on agency success. The session featured a dynamic panel of speakers who shared valuable insights into how agencies can strategically leverage awards for new business growth, improving company culture, and talent acquisition.

Laura Perry, Head of Growth at Tangerine, kicked things off by highlighting the incredible importance of awards for gaining recognition. Even a simple shortlisting can draw the attention of like-minded brands to your agency. These aren’t just shiny trophies; awards are a powerful engine for organic growth, helping to propel new and existing business. Wins and shortlists elevate your agency’s profile, landing you on coveted ranking lists and sparking the right kinds of conversations with potential clients.

Ric Rodriguez, Director of Growth at Healthera, emphasised that awards play a crucial role in identifying the quality of smaller agencies. These accolades can open the eyes of brands to innovative alternatives offered by smaller, independent shops, rather than sticking with pricier, global players. There’s also a feel-good factor: wins provide teams with the recognition they deserve, boosting morale and motivation.

A thoughtful, strategic approach to your award entries is absolutely vital. Don’t just throw submissions at every category, focus on your specific region or sector to maximise your chances. Developing a clear process to justify your award strategy allows you to manage expectations from both higher-ups and clients.

Perry revealed that 40-50% of an agency’s marketing budget might be needed for entries, so a clear strategy is paramount. She recommended selecting a “hero” piece of work each year to enter into the main categories, followed by more targeted submissions into niche categories. Also, understanding where your target audience lies is crucial. Sector-specific awards are brilliant for strengthening ties with current brands and attracting new business within those specific industries.

Owen Catto, a highly experienced strategic advisor, added a critical piece of advice: clarity is paramount in your submissions. Crafting a clear tone of voice that represents your agency, highlights what makes you different from the crowd. He advised against cookie-cutter entries, stressing the importance of only submitting work you’re truly confident in – otherwise it’s dead money.

Alex Slade, Events & Operations Director at Don’t Panic, pointed out that ‘best places to work’ awards are a definite trend at the moment, with agencies pulling focus on attracting top talent. Host Stephen Knight emphasised the importance of seeking out awards that will help carve out your agency’s niche. Awards can be a fantastic platform for amplifying specific areas of your business you want to grow.

Rodriguez made his point clear: it’s about getting to the heart of the client’s challenge, and showing innovation in the work. Agencies need to be realistic about their chances of winning – although even being shortlisted can be a win for brand awareness. It’s also about balancing reputational (brand-building) capital with direct ROI; both are important, but in differing ways. He also noted that potential clients often track specific awards up to 6 months in advance when scouting for new agencies.

It’s much better to get your client involved in the award submission, as this can provide you with greater insight and metrics. Slade offered practicality, with supporting documents not being scored, it’s crucial to keep them focused on backing up the entry. The quality of your answers is what counts, rather than getting bogged down with fancy design elements.

Talking on the evolving nature of award shows, Rodriguez noted a welcome change in how they are shifting in our current climate. Gone are the stuffy, formal affairs; in their place are more comfortable, relaxed networking environments that resonate with younger generations. This shift reflects the evolving marketing world, which will greatly benefit those coming up within the industry.

Evidence shows a strong link between winning awards and attracting the best talent – inevitably resulting in more agency growth. Remember, those who judge your submissions are potential clients. Thus, the way your agency presents itself can either lead to new and exciting opportunities, or reflect on you badly.

Here at JAA we’re very proud of our award winning work, with some of our biggest achievements being:

JAA’s presence at the Third Sector Awards throughout the years has shown our charity work to be a constant. The string that threads throughout JAA is backing the underdog, working with brands to make their media work harder in the face of adversity.

Our 2024 “hero” piece of work was the rebrand launch of the RSPCA’s For Every Kind campaign, marking the charity’s 200th year. The rebrand campaign was created to be more than just a brand platform or an end line. It’s a rallying cry to invite every kind of person to be kind in every possible way to every kind of animal. 🐮🐝🐌

Enabling the campaign to be a topic of discussion for families nationwide,  a special 2-minute ad aired during the first break in Gogglebox. It featured stars of the show with their pets reviewing and reacting to the new brand ad.

We champion our people also. Celebrating and amplifying our underdog attitude, going up against the big dogs and cash cows in awards categories. Our CEO Richard Temple was named Campaign 40 Over 40 in 2021, an award that recognises the industry’s hidden heroes. JAA’s Marketing Director Caroline Ayling, and Business Director Sophie Bellon-Gibbons are both proud members of The Media Leader UK Future 100 Club. Plus Caroline, alongside our CCO Jonathan Newton, have both made it on to BD100 lists.