The awards are judged by an esteemed panel of industry leaders and experts, the judging is a rigorous two-stage process including pre-scoring to determine shortlists and a judging meeting where entries are discussed and evaluated in detail to decide the winning entries.

From a transparency perspective, we may video aspects of the judging session to show on the evening and give entrants an insight into why a winning entry was chosen.

Click here to read our judges’ advice and top tips of what makes a stand out entry.


Daniel Evans | Digital Consultant | MSL Group

Daniel leads MSL’s digital strategy offer for all of our clients. Daniel has 20 years’ experience initiating, scoping and delivering creative and effective digital solutions. His experience ranges from multi-channel communications programmes with audiences in the tens of millions to experimental digital artworks; from large-scale ecommerce sites and multi-player online games to organisation-wide programmes of strategic digital change. Daniels clients include EY, LBG, ABinBev, Heathrow, Landsec and MoreThan. Before joining MSL he spent seven years as head of the digital team at the Science Museum Group. There he fostered a culture of digital innovation at one of the world's most forward-looking cultural organisations and won some of the most prestigious accolades in the global digital industry. MSL is a creative communications agency specailising in digital and PR-led solutions. Our digital offer spans influencer marketing to corporate websites and everything in-between. Clients include Sainsburys, EY, Lloyds Banking Group, Renault, RSA and Canon. We are proud to have won multiple awards for our corporate websites, intranets, games, content development, social and influencer campaigns.

Top Tips from the Judges

Gerry White, JustEat 

  1. Don't waffle, make sure it is meat rather than buzz word stuff, if it feels like the paragraph doesn't say anything all it does is frustrate smart judges. Concise answers are often better with a fuller explanation below.

  2. Answer the question, all too often it feels like the question has been missed - going off tangent is fine but front load the answer to the question, we understand you often want to say something else something that really is important to you and your entry but our marking criteria means we need to be able to answer the question. In programming there is something called 'rubber duck debugging' imagine you are explaining this to a rubber duck it works well for programmers, the same principle would apply to award entries.

  3. Don't underestimate the judges, if you say you have done xyz, we can check - we have the knowledge and experience to validate many claims, our knowledge and experience are suitably high enough for us to be able to validate almost all claims. Percentage increases are valid but backed up with enough numbers that we understand it was a real impact not a low number to a still low number.

Daniel Evans, MSL Group

  1. Tell a story! Numbers, clicks, growth, client satisfaction etc are all good as evidence to support why you should get an award, but they are not reasons in themselves.

  2. Don’t be afraid of telling the bad as well as the good. good work in difficult circumstances, or challenges overcome, are just as award-worthy as effortless brilliance.

  3. Remember that to be worthy of an award you need to stand out, not just be creditable. Emphasise what is exceptional about what you are submitting, including what constitutes the “normal” that you are standing out against. the judges may not be as familiar with your specific area of business as you are.