Winning together: How smart insight teams win big on the awards circuit
Awards season is upon us, and we know how intense it can be. We’ve spent years crafting submissions, refining our approach, and, yes, winning—five MRS awards last year alone. We are so proud to have contributed to the incredible work our clients are being recognised for.
While thinking about this year’s submissions, we took a step back to reflect—on what we’ve seen work well, what often falls short, and what can really make a submission stand out.
We wanted to share these reflections for the people we partner with—whether you're already working with us or thinking about it. If you're looking to showcase the impact of your insight work, this one's for you.
Here’s what we’ve learned along the way.
Why awards matter
Winning isn’t just about recognition (although, let’s be honest, it’s nice). It’s about proving the value of your work, showcasing the impact of insight, and giving your team the credit they deserve.
So, before we get into the how, let’s talk about why our clients love these awards.
A seat at the table – Awards raise the profile of insight and the teams who deliver it. They open doors to bigger budgets, greater influence, and stronger buy-in from stakeholders.
Recognition – Put simply, you and your team worked hard—this is a chance to shine a light on your achievements and celebrate the impact that insights can make.
Networking & exposure – Winning (or even being shortlisted) puts your work in front of industry leaders, opening up new opportunities to connect, collaborate, and grow.
Lessons from the awards circuit: How to strengthen your submission
In our experience, a winning submission isn’t just a great project written down—it’s a compelling story, backed by evidence, and presented strategically. Here’s what we think works:
1. Make a plan
A strong submission takes time—pulling together results, securing testimonials, and crafting a compelling story. We always start by setting deadlines, assigning responsibilities, and kicking things off way ahead of time.
Top tip: We recommend clients keep a running list of potential award-worthy projects. You’re the ones closest to those key decisions and standout moments—jotting them down as you go (we’ve got a simple tracker if it helps) makes the submission process much easier later on.
2. Tell a compelling story
A winning submission isn’t just a list of actions—it’s a narrative. Judges want to see the challenge, the journey, and the resolution.
We always ask: What was the problem facing the business? How did our work become the solution? What changed because of it?
Top tip: We find it helpful to map the story across these four areas:
Setting the scene – What was at stake?
The challenge – What problem needed solving?
Your approach – How did you tackle it?
The impact – What changed because of your work?
From there, you can build out a submission that’s easy for judges to follow, adapting to fit the word count and requirements of the award you’re after.
3. Impact, impact, impact
Judges want clear evidence that your work made a difference. To be frank, if a study didn’t lead to action, it won’t make the cut.
Hard numbers? Ideal. Revenue growth, cost savings, market share shifts—these are gold.
But strong signals are just as valuable. If your insight led to a CEO strategy shift, changed how a team operates, or influenced a major decision, that’s well worth including.
Top tip: We like to gather proof along the way. Capturing key decisions, internal reactions, and stakeholder feedback early on makes your case stronger—and saves you from a scramble at submission time.
4. Play the long game
Award-winning work doesn’t happen overnight. More often than not, the strongest submissions showcase projects from 1-2 years ago—once the full impact is visible across the business.
Top tip: We don’t always go for the most recent project. Revisit past work. If you have a great piece of work that’s had time to create real change, it could be a winner.
5. Testimonials matter
Your submission is more compelling when others tell your story for you. Whether it’s a senior stakeholder, a client, or a customer, these voices add weight to your submission and make the impact feel real.
Top tip: If someone raves about your work in a meeting, drops you a message on Teams, or grabs you in the corridor: Always remember to ask if they’d be willing to give a short testimonial for an award submission. You never know when you’ll need it.
6. Find the ‘unusual’
Award-winning work often has something unexpected—a fresh perspective, a bold insight, or a creative approach. Innovation isn’t just about AI or new tech; it’s about challenging assumptions, finding a new way to deliver insight, or breaking new ground with a hard-to-reach audience.
Top tip: We always ask ourselves, “What makes this different?” If it broke conventions, uncovered something surprising, or took a risk that paid off, that’s a sign it might be award-worthy.
How we can help
We know what it takes to win, and when we've been part of the journey, we help our clients do the same. From identifying the strongest contenders to shaping the story and capturing the impact, we can:
Provide a framework for assessing award potential
Audit your projects to find the best contenders
Help craft a compelling story that maximises your chances of winning
(And yes, we do this because we love seeing great work get the recognition it deserves.)
Final thoughts: Capture everything mid-flight
Great award submissions don’t start at the deadline—they start when the project begins.
Our key takeaways for clients targeting awards:
Note down key decisions and moments as they happen.
Capture impact metrics as early as possible.
Keep a ‘success file’ with client feedback, key quotes, and major shifts.
That way, when awards season rolls around, you’re ready to go.