Awards Season: What We're Looking For as CIPR Judges
Like Moira Rose famously said, awards is our favourite season. And we mean it.
Our founder, Viya Nsumbu, has been selected as a judge for the 2026 CIPR Excellence Awards, and we couldn't be more excited about what's ahead.
The CIPR Excellence Awards represent more than industry recognition. They're a benchmark of what exceptional communications can achieve when strategy, creativity, and execution align.
The anatomy of winning work
After years working in this industry, and a few stints judging awards, we know that award-winning work shares three key characteristics:
Strategic clarity. The best campaigns start with a sharp understanding of the problem and a clear view about how to solve it. Judges can spot when strategy has driven the work versus when it's been retrofitted.
Creative conviction. Award-winning teams don't play it safe. They push boundaries, take calculated risks, and aren't afraid to do something different. The executions that stick with you are the ones that could only have come from deep insight and brave decision-making.
Proven impact. Numbers matter, but context matters more. A 5% increase might be transformational in one scenario and mediocre in another. Strong entries contextualise their results and demonstrate genuine business or societal value.
Why entering matters
Beyond the recognition (which, let's be honest, feels pretty great!), awards entries force you to pause and reflect on what you've actually achieved. They're an opportunity to articulate your value, celebrate your team's efforts, and position your work in the wider industry context.
Whether you're an agency looking to attract new clients or an in-house team proving strategic value to the C-Suite, a strong awards entry is a powerful tool. They give teams the evidence they need to make the case for ambitious communications work.
Our advice to entrants
Don’t undersell your achievements. Be honest about the challenges you faced (they make the success more credible!). Don't be afraid to highlight what made your approach different. And most importantly, prove why it mattered.
We're here to celebrate brilliant communications work. Looking forward to seeing what our industry has achieved.
Learn more about the CIPR Excellence Awards and how to enter
