By Max Fellows, Founder of allpoints
It’s that time again. The inbox pings, the LinkedIn posts roll in, and we’re all reminded that entries are now open. The awards machine is back in motion across the events, creative, and experience industry. But it raises a bigger question, one that’s becoming harder to ignore.
Are we still as invested in awards as we used to be? Is the price point becoming a barrier to entry for many? Are the entries getting better or just more slickly packaged? And is the process behind these accolades still fit for purpose?
The team has been integrated and involved in the top awards over the past several seasons and has shared feedback, experiences, and views, which pretty much all align.
Entries Are Down, But Why?
Let’s be candid. Entry numbers have declined in several major awards programmes over the past 12 to 18 months.
There are a few factors at play. Tighter budgets are part of it. When faced with choosing between awards spend as part of the marketing mix or specific new business activity, many are doubling down on alternatives such as PR and more content-driven initiatives. Lead generation and the sales machine are another post altogether. But it is not just financial. There is growing fatigue around the format, the value, and the credibility of certain programmes.
In some cases, the ROI just doesn’t stack up. A high entry fee, a long-winded process, vague judging criteria, and a result that feels more political than merit-based all add up. And it is putting good businesses off entering. Not to mention the hidden cost in some cases to actually use the logo and win publicly.
Does That Mean Quality Is Up? Not Always.
You would hope fewer entries mean a more competitive field, but that is not always the case. While we are seeing some brilliant work come through — brave thinking, meaningful impact, real creativity (especially against more challenging budgets and briefs this year) — we are also seeing more entries that feel safe, templated, or overhyped.
The trend towards style over substance is real. And when the system seems to reward polish over purpose, it risks watering down what awards are supposed to stand for.
The Process Is Not Helping.
The truth is, many awards processes have not moved with the times. Too often:
- Categories are broad or confusing
- Shortlisting is done to sell seats
- Judging panels lack diversity or depth
- Scoring feels inconsistent
- Feedback is non-existent
And if the outcome seems predetermined or influenced by sponsorships, popularity, or profile, then the industry naturally becomes more sceptical. And rightly so. (I do not personally believe that all awards are run like this, but there have been some examples of late.)
So, Are Awards Still Worth It?
When done right, yes. They can boost team morale, act as powerful proof points in pitches, elevate your profile, and draw the attention of clients, talent, and investors alike. But only if you go in with clarity and strategy. It is a significant investment after all, and offloading it to the only free person or youngest exec in the office just does not cut it.
It should be treated like its own project. It requires investment, awareness of data and impact, storytelling techniques, and creative support.
Not every project needs to be entered. And not every award is worth entering.
The smartest agencies are being more deliberate, focusing on the stories that matter and choosing the platforms that reflect the values they want to be associated with.
What Makes a Winning Entry?
This has not changed. Tell a clear story. Set the scene, show the challenge, explain the thinking.
- Focus on outcomes. Prove value, including commercial, behavioural, brand, or cultural.
- Be concise. Judges read a lot; do not lose them with waffle.
- Sweat the craft. Poor formatting, jargon, or disjointed decks will not do your work justice.
- Root it in truth. Authenticity stands out. Spin is easy to spot.
Final Thought
Awards should celebrate the best of our industry. But they only do that when the process is robust, the judging is credible, and the entries tell stories worth sharing. Oh, and the best of our industry choose to participate.
So if you are entering, do not chase shiny logos. Use it as an opportunity to reflect, shape your narrative, and put something out that you are genuinely proud of. In most of the best winning examples, the agency has waited for the right work and approached that project with a view of getting the client’s buy-in before the event, making it a shared objective and goal.
If it is not adding value, do not enter. If it is, do it properly.
And if you need help making it count, we are here to support, with clarity, strategy, and a straight-talking view of what works.
#eventsindustry #brandexperience #awards #agencygrowth #creativeexcellence