Entering an industry award can be a powerful way to gain recognition and showcase your achievements. But with competition fierce and judges scrutinising every detail, how can you create an entry that stands out? Understanding the judging process and evaluation criteria is key to crafting a compelling submission.
Understanding the judging process
FP Awards are judged by a panel of senior marketing experts drawn from both in-house teams and agencies. To ensure fairness, judges are carefully vetted to avoid conflicts of interest, and each judge only assesses categories they have agreed to evaluate. This means your entry will be reviewed by specialists with relevant expertise.
Each category is judged independently and scored numerically. Scores are combined to determine finalists and winners. When scores are tied, the panel chair holds the deciding vote. Usually, five finalists make the shortlist in each category, while some high-scoring runners-up may receive a “Highly Commended” recognition – although it’s important to note that this is at the judges’ discretion and not guaranteed.
The key criteria that judges look for
FP Awards score entries on a scale of 1 to 10 across various criteria, which combine to give a total score out of 100. Here’s what judges typically focus on:
- Organisational Objectives
Judges want to see a clear connection between your marketing efforts and your company’s broader business goals. The strongest entries align campaigns tightly with these objectives. - Financial Awareness
Demonstrating smart budget management is crucial. Show how you optimised limited resources, leveraged partnerships, and planned financially to maximise impact. - Audience Focus
Evidence of deep understanding of your audience stands out. Highlight segmentation, personalisation, and how you gathered and acted on audience feedback. - Creativity
Originality counts. Bold, fresh, and innovative ideas score highly, while entries relying on outdated or generic approaches lose points. - Channel Strategy
Your choice of marketing channels should be deliberate and justified. Explain why you selected specific channels based on audience behaviour, objectives, and resources. - Delivery Capability
Strong collaboration with your team or external agencies is valued. Judges look for realistic appraisals of your team’s strengths and limitations, along with examples of effective delivery. - Innovation & Technology
Use of cutting-edge tools, data analytics, or novel methods earns higher marks. Demonstrating forward-thinking approaches shows you are ahead of the curve. - Leadership
For individual categories especially, showing leadership is important. Provide examples of how you guided your team, engaged stakeholders, or fostered cross-department collaboration. - Return on Investment (ROI)
Ultimately, judges want to see commercial impact. Evidence of measurable outcomes, financial gains, or improved KPIs is highly persuasive. - Independent Validation
Support your claims with testimonials, case studies, external awards, or endorsements. Third-party validation strengthens credibility.
Tips for a Winning Entry
Be Clear and Concise: Use straightforward language and focus on what matters most to the judges.
Use Data and Examples: Back up your statements with measurable results and real examples.
Tailor Your Entry: Make sure your entry addresses each evaluation criterion directly.
Show Passion and Personality: Especially in leadership categories, judges appreciate entries that convey enthusiasm and drive.
Proofread Thoroughly: Errors can undermine professionalism, so double-check your submission.
A well-crafted awards entry doesn’t just celebrate what you’ve done — it tells a story of strategic thinking, creativity, leadership, and measurable success. By aligning your entry with the judging criteria and presenting your achievements clearly and convincingly, you increase your chances of standing out in a competitive field.
To enter FP Awards, visit here: https://zealous.co/rhoticmedia/opportunity/financial-promoter-awards-2025/