PRmoment founder Ben Smith caught up with Manifest CEO Alex Myers to ask why Manifest enter PR Awards. Here’s what he had to say…
Why does Manifest enter awards?
For us, it's about testing our work across the industry and setting ourselves a standard to match the best there is. Awards are a great benchmark to ensure we are consistently pushing boundaries and making not just successful, but significant work.
Ben Smith: Why are the PRmoment Awards so important to Manifest?
Alex Myers: The credibility of the PRmoment Awards is reflected in the breadth and influence of the agencies and brands shortlisted. There is a genuine sense that this is a true collection of the best work from the past year, so it's always a real honour to be on stage.
BS: Do you think winning awards has helped Manifest's growth?
AM: Manifest is an independent agency, so we've always relied on industry reputation to grow as we have and awards are a major part of that. It's rare we are on a shortlist for a major brief where the client isn't aware of a recent award win.
BS: Do you see new clients reaching out to you when you win awards?
AM: We are frequently on pitch lists constructed at least in part from category shortlists at awards and certainly, this has been the case with the PRmoment Awards in the past. It's easy to forget these awards require not just creativity but results, so brands appreciate the agencies shortlisted produce effective work.
BS: What is the best tip that you know now, that you wish you knew when you started entering awards?
AM: From my experience as a judge, it's all about simplicity. The problem, the strategy, the idea and the results. It's easy to waffle or get into the weeds when writing awards, but it's so important to cut to the chase and chop anything out if you think every entry can say the same thing.
BS: What is your thought process when you start to write your award entry?
AM: 'Why should anyone else give a shit?' is the first question every award entry needs to answer. Everything builds from there.
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