HOW TO: Leverage awards programmes

Awards programmes go beyond adding glassware and gongs to the boardroom cabinet. Melanie May reveals best practice advice to leverage these potentially lucrative opportunities

When it comes to awards, the marketing world is spoilt for choice. The DMAs, The Marketing Society Awards for Excellence and the Cannes Lions are all popular events in the industry’s calendar, as are the many individual publication and sector awards. While they may be popular, entering awards takes a significant amount of time, effort and money, so what is it that drives so many B2B brands and agencies to enter every year?