Judges’ Top Tips

Claire Richardson-Critcher

Digital Business Development Director, McCann Connected

“What I look for in a great award entry is threefold:

  1. The seed – what sparked the idea? Was it data? Was is a cultural insight? Or a business need?
  2. The crux of the idea itself – how did you create something that stands out, or stands for something, that grew from the original seed of an idea?   
  3. How effective was it and how did you measure this success? What customer need did it tap into / awaken? What commercial impact did it have for the business? Would you do it again?”