The Oystercatchers Awards 2026 are in full swing, and the 4th September deadline is creeping up on us, which means it is time to start submitting your entries.
But still an old question crops up – what can I do to make my entry stand out?
To help you submit your best entry possible, we asked our 2025 judging panel what makes for an outstanding entry:
Prefer to read? Here is a summary of our judges top tips:
Start by setting the scene
Give judges context before you dive into the detail. What was the challenge, opportunity or ambition posed to you? What did success look like? Don’t assume the judges know your client or category.
And, importantly, make it easy for the judges to follow your submission. As former CMO of ION Group Anthony Kennedy noted:
“I love the submission of a video or PDF file that I can walk through. I need you to spoon feed me the story that you want me to understand.”
Highlight the outcomes
Many entries describe what was done, but the best entries explain what changed as a result. Did your entry improve client retention, brand impact, or transform your client’s business?
Head of Brand and Marketing: Corporate and Investment Banking, Europe & Americas at Standard Chartered Bank, Georgina Benjamin, put this best:
“I’m looking for more than just what you’ve done, the work that your teams have done, or the ROI that you’ve delivered. I’m looking for your wider impact.”
Back it up with evidence
Judges love proof.
Results, metrics, client testimonials, NPS scores, commercial outcomes – use whatever you have. The stronger the evidence, the stronger the entry.
And, as Hovis CMO, Mark Brown, notes, there is a further advantage to using data tactically to help tell the story of your entry. He says:
“We have seen an increased use of data. It’s really (about) how data is being used to connect the whole experience within a brand – from audience, all the way through to actual brand performance and sales figures.”
Bring your agency to life
“Have a bit of fun with it. I think that the awards that really come across well are the ones where you can tell that the agency has actually enjoyed writing it.”
Chris Gough, former Head of Marketing Communications, VodafoneThree
The Oystercatchers Awards are unique in celebrating the very best in brand and agency relationships. As Chris alludes to, they are mainly about the people behind the work. So don’t be afraid to let your agency’s personality come through in your submission.
Tell us about who made this partnership work, what they did differently and what you learnt.
Having a human voice behind your entry where you can feel the energy of the team is a great way to make your entry standout.
The deadline is 4th September. Don’t miss it.
This year’s Awards are better than ever, including three new categories:
1. Leadership Excellence Award – celebrating the leaders who drive agencies forward
2. Best Marketing Transformation Partner – recognising the agency and client partnerships that deliver real transformation
3. International Agency of the Year – exploring the outstanding work happening beyond UK’s borders
Whatever makes your agency special, there is a category for it. So, take the judges’ advice, tell your story well, and give your team the recognition they deserve.