Award entry writing is a skill, yet with a little thought and self-critique you can produce a winner. Here are some guidelines you might want to consider;
Answer the brief and only the brief
You should clearly state what your objectives were and how your campaign met them. You know your business far better than any judge so please be explicit in explaining your task and how you met it. Remove any superfluous information.
Explain your decisions
Judges will want to know why you made decisions, not that you just ‘did’. Full explanations will help judges understand how your conclusions were reached.
Get your team involved
Successful advertising is a team sport. Our advice is that entrants gather information and evidence from all stakeholders in the campaign - buying, planning, account management and creative. A client endorsement will also add weight to your argument.
If it reads well, it will be well read
Begin with an Executive Summary. Go on to explain the steps you took in sequence and with a narrative – how one step of your process led into the next. While erring on the side of brevity, if you make your entry read well, then it will be well read.