Having had a good look at the Judging Criteria, you may be asking yourself “what else should I think about as I write my TV Planning Awards entry?” Well here are a few ideas to give your entry that extra shine.

1. Answer the brief

You should clearly state what your objectives were and how they were met.   This apparently simple requirement still eludes many previous entries!  We were given lots of results, but often they bore no relation to the initial objectives stated. 

Also, if your entry is in the “integration” category, make sure you demonstrate how it was integrated, and don’t just list the other media used.

2. Explain key decisions

Full explanations of why and how key decisions were made in the planning of the campaign will help judges to understand how conclusions were reached.

3. Get the client on board

Get client approval at the earliest possible stage. Utilise your client’s knowledge and ability to provide help and information on certain aspects, such as calculating and validating payback. And a client endorsement will add weight to your argument and marks for your entry.

4. Multi-faceted?

If you have a good campaign, feel free to enter it into more than one category if appropriate (it's free after all), but bear in mind you may need to redraft it accordingly.

5. Results are vital

Don’t forget to say how effective the campaign was. Show hard evidence that the campaign worked, including demonstrating payback and showing that your campaign was financially valuable as well. Previous entries have lost significant marks because of a lack of evidence.

And, in addition to the category you're entering, if you want to be considered for the low budget special award don't forget to include the budget figure for campaigns with a budget maximum of £500k. (This low budget special award cannot be entered and is chosen by the Judges. However the budget figure will need to be stated to be eligible for consideration.)

6. Tell us a story!

Make it good a read with the idea as hero.  Don’t exceed the word count; the judges have a lot of entries to read and won’t thank you for it. Stick to a well-written, clear and concise entry that is easy to read.

7. Do some research

Check out last year’s winning entries for some inspiration.

8. Proof-read your entry

Consistent mistakes will undermine the quality of your paper.  Pure planning genius will make us ignore repeated spelling and punctuation nightmares, but why run that risk?  Get someone else to read it.

9. Use visuals

Images will enhance the paper, aid understanding and make it more interesting and engaging for the reader. And of course, as these are the “TV” planning awards, include A/V of your ads, sponsorships etc.

10. Don't ignore the deadline

Give yourself plenty of time. An entry written in a hurry two days before the deadline probably won’t be as good as one written with the benefit of time.