What will it take to have your work make it to the winners’ circle?
ANA’s Judges’ Journals features a series of Q&A sessions with leading industry executives participating on 2024 ANA Award juries. Gain insight from the judges on what they will be looking for and what makes the difference between a good vs. award worthy submission.
In this segment, Denise McDevitt, senior vice president, award programs at ANA connects with Cos Mingides, executive co-founder and head of effectiveness, at true and 2024 ANA B2 Awards judge.
Cos> B2B is going through a pivotal period of change triggered by the recent influx of B2B-specific research on marketing effectiveness. This is seeing stronger focus on brand investment, greater investment in creativity with bolder, more standout ideas, and investment in more sophisticated measurement techniques that prove the value of longer-term brand initiatives, not just short-term approaches such as attribution.
Cos> I will avoid awarding campaigns that take us back to the old, expected world of B2B stereotypes. I’ll be looking for work that’s pushing boundaries and moving the category forward. Ideas that are fresh, inventive, original and stir something inside you. Work that’s distinctive and memorable with a high level of craft in the execution.
Cos> I don’t think anyone can ignore the empirical evidence on B2B effectiveness that’s now available to us. Every CMO we speak to fully understands that brand building is the key to long-term commercial growth. Instead of selling the need for brand building, our priority has shifted to building a compelling investment case that resonates with the CFO.
Cos> Budgetary constraints remain the biggest challenge for creatives in B2B. Low budgets significantly stifle creative potential, often leading to uninspired stock-reliant ideas that feel very expected. There’s an inordinate cost to producing dull work and more companies are beginning to realise the importance of investing in the creative product – but there’s a long way to go.
Cos> For me, consistent creative excellence can only be achieved by building a strong creative culture that permeates the client/agency relationship. There needs to be a common understanding around what creative excellence actually is, and a common ambition to achieve it.
Cos> There’s been a lot of focus on attribution modelling in recent years, but it’s massively flawed as a measurement approach, generally overstating the value of marketing activity that sits closer to the sale. Marketing Mix Modelling provides a holistic understanding of how brand and performance marketing activities work in synergy to impact key metrics. I’m hoping to see some entries that have used this approach.
Cos> For me, the biggest risk to a brand is being dull. It’s so easy to fit in and create work that is ‘safe’, that sticks to category norms – but that’s actually the biggest risk to marketing performance. Effectiveness comes from standing out. Being memorable. I’ll be really focused on awarding work that demonstrates that.
Cos> Break the mould in your category. Stay away from category conventions and make sure your brand has a distinctive voice.
Cos> …. be sure your submission captures judges’ attention upfront, telling a compelling story with real clarity all the way from the business problem and objectives through to the strategic thought and execution.
Recognising excellence in results-driven marketing, the ANA B2 Awards program is dedicated solely to B2B marketing and communications.
The final deadline to submit work into the 2024 B2 Awards is March 8, 2024.
Awards will be presented to top-performing B2B marketer and agency teams focused on driving demonstrable business growth across 50 different categories plus the B2B Agencies of the Year, Marketer of the year, and the Best in Show honours at the B2 Awards Gala - a special evening reception/dinner awards ceremony event at the 2024 ANA Masters of B2B Marketing Conference on June 12 - 14 at the Ritz Carlton Naples in Naples, Florida.