Why awards are your agency’s secret weapon for growth

Ever wonder how some agencies seem to effortlessly attract top clients and talent?

Well, we’ve got a not-so-secret weapon for you: awards. Now, before you roll your eyes thinking it’s just about shiny trophies, let’s talk about why pursuing industry recognition might be the smartest move you make this year.

First off, standing out in the creative industry isn’t just nice – it’s necessary. Awards do more than stoke egos; they’re powerful tools that can drive growth for your agency.

A study by the Centre of Quality Excellence at the University of Leicester looked at big companies that snagged quality awards and compared them to those that didn’t. Guess what? The award winners saw their operating income shoot up by a whopping 48%. And sales? They grew by 37%. Smaller companies that won awards saw a 63% boost in operating income. And their sales? Up by 39%.

The research doesn’t suggest that all the benefits were down to winning the awards, but with such a strong relationship between awards and success, wouldn’t you want to give it a go?

1. Boost your credibility

When a potential client is choosing between agencies, which one do you think they’ll lean towards? The one with a track record of award-winning campaigns, or the one without? Awards are like a seal of approval from the industry, telling clients, “Hey, these folks know their stuff!”

2. Attract top talent

Want to attract the crème de la crème of creative talent? Awards can help with that too. The best in the business want to work where their skills will be recognised and celebrated. It’s not just about the accolades – it’s about being part of a team that pushes boundaries and gets noticed for it.

3. Strengthen client relationships

Winning an award for a client project? That’s like giving your client a high-five and a gold star all at once. It strengthens your bond and often leads to more work and referrals. After all, who doesn’t want to brag about working with an award-winning agency?

4. Media exposure

Free PR? Yes, please! Let’s face it, we’re all looking for ways to get our name out there without breaking the bank. Award wins often come with press coverage, giving you that coveted media exposure without the hefty price tag of traditional advertising.

5. Benchmark your brilliance

Entering awards isn’t just about winning. It’s a chance to see how you stack up against the competition. Use it as a learning opportunity. Didn’t win this time? No worries. Use the feedback to refine your approach and come back stronger next year.

6. Increase your pricing power

Let’s talk money. Award-winning agencies often command higher fees. Why? Because clients are willing to pay more for recognised expertise. It’s not about being greedy; it’s about valuing your work properly.

Now, we know what you’re thinking. “Sounds great, but where do I start?”

Quick tips to get started:

• Pick wisely. Choose awards that align with your agency’s strengths and goals.
• Make it a team effort. Get everyone involved in the submission process. It’s great for morale!
• Shortlisted or won something? Shout it from the rooftops (or at least your social media channels)
• Learn from the process. Use judge feedback to keep improving
• Sweat that award entry by turning it into a case study for your website and socials. It gives you double the value for your effort

Winning an award is just the beginning. The real magic happens when you use that win to open new doors and drive your agency forward.

Need some help?

Keen to grow your agency with awards but don’t have the time? If you need help with your award writing, get in touch with the team today for an informal chat. You can reach us at [email protected], on LinkedIn and 0208 7207307.