Written by Alan Hard, CEO of Marketing Impact, this article explores the fulfilling experience of serving as a judge for the Marketing Association awards. Alan shares his excitement for collaborating with industry leaders, discovering marketing innovations, and evaluating diverse entries. Read on to see why judging is a highlight of his year and a role he eagerly anticipates.

Every year for quite some time now I’ve received an email from the Marketing Association asking if I would be available to serve as an awards judge.

My answer is always the same: Available!!!

Judging is one of the highlights of my year (and NO, it’s not that I need to get out more) so is something that I happily make myself available for. Ahead of pretty much everything else actually.

I really enjoy the judging process.  I love it even. Do you want to know why?
Well, for a start judging provides a chance to rub shoulders with the marketing industry’s best. Which means that it’s something of an honour to be invited.

Right there that’s a good vibe.

Then, each year judging exposes you to the latest marketing solution thinking. I recall when the letterbox featured heavily with entrants going all out with the mail and courier channels.  Aubergine. Butterfly chrysalis. Gumboots. Swiss balls.  I’ve seen all of these in entries. Today is more about virtual reality experiences and hyper-personalised cross-channel customer journey automation. In other words, each year judges get to see the latest in executable marketing tech and thinking. That’s very cool.

But for me the real joy of judging comes from the stimulation of the judging process itself. Entries are typically incredibly diverse – both within and across entry categories. So picking a winner (which is sometimes incredibly easy and sometimes incredibly hard) within a category requires a decent amount of analysis. Going into judging day thinking “oh that’s a winner just because” doesn’t work - particularly if there is a divergence of opinion within a judging group. And even more so if that divergence is significant (which happens).

At these times it’s not uncommon to get down into the weeds.

  • “Does an entry actually qualify for the category in which it has been entered?”  Sometimes they do not – maybe they cover a period of time that’s out of scope.
  • “Is the entry written and constructed clearly with answers to each entry section meeting the criteria for that section? A surprisingly large number do not.
  • “Are results clearly defined, are they plausible and are they credibly measured.” Again, many entries do not pass this test – even where you might have a feeling that there’s some brilliance hiding in the entry somewhere – if only it had been clearly argued.

For me working through these types of issues feels something like a jury process. Has the entrant proven beyond reasonable doubt that their work deserves a win? Considering this can become quite technical.

This “jury service” dimension is my favourite part of the judging process – particularly where there’s disagreement around the judging table and you have to argue your points to your fellow judges… testing your marketing thinking and your power of reason and persuasion. As a judge, it’s such a privilege and a fantastic learning opportunity to hear what other marketers think, to hear their arguments. To get to discuss and dissect such brilliant work.

Finally, being a judge means you’re part of something that delivers a very high integrity service and value back to the marketing industry and the Association. I feel it’s a great honour to be invited to serve as a judge.

Oh, and did I mention… the food is fantastic!

If you want to find out more about becoming a judge for the New Zealand Marketing Awards, please email contactus@marketing.org.nz

Source: Alan Hard, CEO, Marketing Impact + Co-Chair, Marketing Association’s For Purpose Special Interest Group