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Industry Awards: Why the underdog is always a winner

By Jennifer Kennedy, Marketing manager

Cuckoo

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The Drum Network article

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July 31, 2015 | 5 min read

During award season it can be tricky to decide which awards, if any, you want to submit entries for.

Cuckoo's sales and marketing manager Jennifer Kennedy.

Some growing agencies agonise over whether their work is good enough to compete with the most renowned agencies in the UK. For small independent agencies especially, this can be the topic of many passionate conversations during team meetings.

Unfortunately, the outcome of many of these meetings is a decision to bow out without trying. After all, it’s easier to not enter than to go through the hassle and embarrassment of entering and not even getting shortlisted, isn’t it? And even if you were to somehow make the shortlist, what chance do you really have against the big dogs of the agency world? No chance, right?

If that reflects your current attitude to award entries, it’s time to reframe your thinking. While going up against industry giants can be a daunting thought, the potential benefits of being shortlisted alongside larger industry peers are huge and well worth enduring the indignities of a few unsuccessful award entries along the way.

Every loser wins

The bottom line is that being the perceived ‘underdog’ on a shortlist of nominees is actually a great thing, for a number of reasons.

Firstly, in some ways, you’ve already won. Just by being shortlisted alongside larger players, you pick up a certain amount of prestige and signal your growing agency as ‘one to watch’. Likewise, punching above your weight with an award nomination can be a great hook for PR activity, especially at a local level or via social media, e.g. getting involved in some pre-match banter with your fellow nominees.

So, when writing an award entry, smaller agencies should frame their size as a plus point rather than drawback. If you have gone over and above for a client with your comparatively limited resources, this speaks volumes about the strengths, skills and determination of your team.

Remember that not all briefs are groundbreaking so keep the entry focused on the basics: if you have produced something that meets the brief, stays below budget and generates lucrative results for the client then you have a worthy entry on your hands. Summarise your client's initial objectives to begin with then spell out exactly what you did to meet and exceed those goals, providing hard facts as evidence of your claims.

And the winner is…

In the event of a nomination and your attendance at an industry awards bash, play it smart.

Pre-event, make the most of your nomination, using your social channels to shout it from the rooftops and engage with stakeholders. Be sure to shine a light on the contribution of all – and I mean all – members of your team players who made a contribution to the nominated project.

The gathering of so many industry bodies in the one place at the one time offers a massive networking opportunity. Do some advance research on attendees so that, on the night, you can optimize the time you dedicate to networking by honing in on the players you really want to meet.

The morning after every major awards do, there are inevitably tales of those who had ‘one too many’ and attracted the attention of their industry peers for all the wrong reasons. Don’t be the subject of one of those tales! It’s easy to get caught up in the glamour and excitement of the night and there are plenty of opportunities/reason to drink whether you win or not, so go in with a game plan and moderate your intake - at least until the ‘business end’ of the night is taken care of.

Finally, and most importantly, don’t rely on actually winning to make the most out the opportunity of being nominated. To paraphrase the old saying, every underdog has its day!

Jennifer Kennedy is sales and marketing manager at Cuckoo Design.

Shine a light on your agency - The Drum Network Awards 2015 are now open for entries.

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Cuckoo

Leading Manchester design, digital and marketing agency, bringing imaginative, effective brand solutions to a diverse range of clients.

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