Writing an award winning entry can seem daunting and competition for The Drum Awards is fierce. Here are some tips from our judges and previous winners on how to stand out and what to avoid.
The right kind of data
What is it you are trying to prove? When writing about data, statistics etc, be as transparent as possible and even get your clients to back you up. The results need to capture the objectives/brief in an interesting and engaging way.
Grab the judges attention
Reports can become long and tedious, especially after reading through hundreds at the pre-judging level. That's not to say the judges are uninterested, they just want a bit of colour splashed in. Make sure you grab their attention in the first four or five lines.
How do you add that flare but keep it short and sweet? Add in some video or visual demonstrations. Infographics are a wonderful tool to get across data in a visually pleasing way.
Tell a story
The judges love a good story and you don't even have to over complicate it. Structure those first few sentences in a way that says everything. Distill those most important facts and it will go a long way.
Orit Kopel, co-founder at WikiTribune says that grammar and spelling is very important. Check, check and triple check before sending in your application. You need to show you care about your work.
Don't over complicate your entry says Mandy Sharp, founder at Tin Man Communications and previous winner of The Drum Marketing Awards. There is no need to over fluff, just write the way you speak and be straight, but always ensure you fact check.
Patricia Lopez, head of Mobext at Havas doesn't want to see something that is over lavish, it reads back forced. So focus on the facts, imagery and visuals.
These tips came from a breakfast panel that was held at Havas in London on Wednesday 17 January with Kopel, Sharp and Lopez on the panel. Various awards are now open for entries, so make sure you enter the best report, for your outstanding work and be in with a chance to gain the acknowledgement you deserve.