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A bluffer’s guide to writing an awards paper

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Open Strategy
Open Strategy

The document provides tips for writing an awards paper, including focusing on perspectives, structure, results, and craft. It recommends: - Framing the paper around key perspectives on the challenge, strategy, and results. - Structuring the narrative using a five-act story structure with inciting incident, complications, midpoint, climax, and resolution. - Focusing the results section on both soft and hard metrics, unconventional measures of success, and comparisons to competitors and past campaigns. - Employing craft techniques like starting with the results, writing fast and slow, framing problems in human terms, and including relevant materials to support the narrative.

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A bluffer’s guide to writing an awards paper
WRITING AN AWARDS PAPER On perspectives On structure On results On craft (helpful tips)
ON PERSPECTIVES
MICHAEL / ME BEING INSPIRING AND INFLUENTIAL IN WHAT NEEDS TO BE DONE BEING CREDIBLE AND CONVINCING IN THE ACHIEVEMENTS THAT HAVE COME TO PASS
WHAT’S YOUR PERSPECTIVE OF THE PAST?
DIFFERENT VIEWS Rudge There is a randomness and spontaneity to historical events Macaulay Key events can set us on a path that cannot be changed Hegel History is the clash of opposing forces and ideas that are eventually synthesised. A series of imaginative leaps One key decision changed everything A tension that was reconciled
WHAT’S YOUR PERSPECTIVE? E a s y j e t A series of imaginative leaps A single key decision that made all the difference A tension that was reconciled What if we framed torture trading in the form of local politics, instead of global politics? / What would a trade campaign look like for an arms fair selling torture equipment? Being a very old brand, can be refreshingly new We would position easyJet as a genuine middle way between the flag carriers and ultra low cost fliers.
ON STRUCTURE
A bluffer’s guide to writing an awards paper
THE 5 ACT ROADMAP OF CHANGE The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery
THE GODFATHER The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery
APPLYING THIS TO WRITING A PAPER The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery THE PROBLEM AND OPPORTUNITY THE MAJOR CHALLENGES THE STRATEGY THE CREATIVE IDEA & CAMPAIGN IMPLEMENTATION THE RESULTS
HOW AMNESTY INTERNATIONAL TOOK ON THE UK GOVERNEMENT AND WON The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery All Hushed Up No one knew an arms fair trading in illegal torture equipment was happening at the London ExCel. – and had happened in previous years… …The UK government had never come out against it, nor closed the legal loophole that allowed this – we had to provoke a reaction from them… More problems than you can shake a sting baton at …We had a shoestring budget but that was the least of our worries… there were countless other things to be concerned about… …BUT we knew social media could be a way to overcome them… Torture on your doorstep However social media is hard now, with greater emphasis on paid, we had to be super relevant to gain organic traction… …The revelation came in not focusing on those affected like previous campaigns, but on how it affected us - that it was torture on our doorstep. Launching the ad campaign they never wanted …Therefore we decided to give the arms fair and UK government the campaign they never wanted, taking inspiration from the trade show category we did a spoof campaign.. …All of which got great publicity and traction on social media. Torture Tackled Great as social results were, this importantly translated into actual action, with increased petition signings, and greater efficiency compared to previous non-profit marketing society winners. …And prompted a response from the UK government and closed the loophole.
ROYAL LONDON, 150 YEARS IN THE MAKING The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery The Humble Giant Despite being the UK’s largest mutual for life ,pensions , and ivnestments– no one knew about us… …this had to change if we were to continue to grow A once in a 150 year opportunity …Financial services were the least trusted category in the wake of the 2008 crisis… …but we had a genuine organisational difference and integrity that could set us apart You’re only as old as you feel Our old school commitment to enduring values was endearing – but could be quite dull as a story… …so we would position ourselves as a brand new 150 year old brand… Our story would be our enduring values, but behave in q quirky tone… “We’re so yesterday” We gave our branding a new lease of life, and developed our creative idea “We’re so Yesterday” We then launched it in advertising, internal comms, customer comms, sponsorship.. …it even translated to bespoke D2C and Intermediary comms… The best start to the next 150 years Our advertising cut through… Our brand became know… We achieved record business results.
ON RESULTS
WHERE TO BEGIN? Top - down Write a wish list of the results you’d like to see Bottom – up Look at all the data and find the best results
EVERY RESULTS STORY TENDS TO FOLLOW A SIMILAR PATTERN The advertising cut through The brand became more powerful People acted upon the advertising The business became more successful (+ advertising was without doubt, the contributor of this success) SOFT INTERMEDIATE HARD
MAKE USEFUL COMPARISONS DIRECT COMPETITORS PREVIOUS WINNERS PREVIOUS CAMPAIGNS
FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
ON CRAFT
“THE FIRST DRAFT OF ANYTHING IS SHIT” ERNEST HEMINGWAY
WRITE A ONE PAGER BEFORE YOU BEGIN
START FILLING IN THE RESULTS BIT FIRST
WRITE FAST AND WRITE SLOW More instinctive More thoughtful JACK KEROUAC: FAST NICK HORNBY: SLOW
TRY TO DEFINE THE PROBLEM IN MORE HUMAN TERMS ROYAL LONDON WAS THE LARGEST AND OLDEST BRAND YOU HAD NEVER HEARD OF WE HAD TO BUILD A BRAND WHILST CUTTING COSTS A GLOBAL CHARITY FACED A LOCAL ISSUE
INCLUDE SLIDES, BRIEFS, AND STIMULUS THAT YOU USED A slide used in a strategic deck A brief Stimulus for the creative team
QUOTES CAN BE USEFUL IN FILLING IN THE GAPS
SHOW THE CHANGE IN APPROACH
STRIKE A GOOD BALANCE OF RHETORIC AND RIGOUR
BE AWARE OF HOW THE AWARD SCHEMES POSITION THEMSELVES Advertising can deliver a radical change in fortune Planners are amazing A celebration of marketing’s power Social is more than just Facebook posts and tweets
BE YOU.

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A bluffer’s guide to writing an awards paper

  • 2. WRITING AN AWARDS PAPER On perspectives On structure On results On craft (helpful tips)
  • 4. MICHAEL / ME BEING INSPIRING AND INFLUENTIAL IN WHAT NEEDS TO BE DONE BEING CREDIBLE AND CONVINCING IN THE ACHIEVEMENTS THAT HAVE COME TO PASS
  • 6. DIFFERENT VIEWS Rudge There is a randomness and spontaneity to historical events Macaulay Key events can set us on a path that cannot be changed Hegel History is the clash of opposing forces and ideas that are eventually synthesised. A series of imaginative leaps One key decision changed everything A tension that was reconciled
  • 7. WHAT’S YOUR PERSPECTIVE? E a s y j e t A series of imaginative leaps A single key decision that made all the difference A tension that was reconciled What if we framed torture trading in the form of local politics, instead of global politics? / What would a trade campaign look like for an arms fair selling torture equipment? Being a very old brand, can be refreshingly new We would position easyJet as a genuine middle way between the flag carriers and ultra low cost fliers.
  • 10. THE 5 ACT ROADMAP OF CHANGE The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery
  • 11. THE GODFATHER The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery
  • 12. APPLYING THIS TO WRITING A PAPER The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery THE PROBLEM AND OPPORTUNITY THE MAJOR CHALLENGES THE STRATEGY THE CREATIVE IDEA & CAMPAIGN IMPLEMENTATION THE RESULTS
  • 13. HOW AMNESTY INTERNATIONAL TOOK ON THE UK GOVERNEMENT AND WON The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery All Hushed Up No one knew an arms fair trading in illegal torture equipment was happening at the London ExCel. – and had happened in previous years… …The UK government had never come out against it, nor closed the legal loophole that allowed this – we had to provoke a reaction from them… More problems than you can shake a sting baton at …We had a shoestring budget but that was the least of our worries… there were countless other things to be concerned about… …BUT we knew social media could be a way to overcome them… Torture on your doorstep However social media is hard now, with greater emphasis on paid, we had to be super relevant to gain organic traction… …The revelation came in not focusing on those affected like previous campaigns, but on how it affected us - that it was torture on our doorstep. Launching the ad campaign they never wanted …Therefore we decided to give the arms fair and UK government the campaign they never wanted, taking inspiration from the trade show category we did a spoof campaign.. …All of which got great publicity and traction on social media. Torture Tackled Great as social results were, this importantly translated into actual action, with increased petition signings, and greater efficiency compared to previous non-profit marketing society winners. …And prompted a response from the UK government and closed the loophole.
  • 14. ROYAL LONDON, 150 YEARS IN THE MAKING The Inciting Incident Complications The Mid-point Climax Resolution ACT 1 ACT 2 ACT 3 ACT 4 ACT 5 Ordinary World Call to adventure Obstacles and barriers Encouragement Further tests The Supreme Revelation Experimenting post knowledge Acting on knowledge Achievement Resurrection Total Mastery The Humble Giant Despite being the UK’s largest mutual for life ,pensions , and ivnestments– no one knew about us… …this had to change if we were to continue to grow A once in a 150 year opportunity …Financial services were the least trusted category in the wake of the 2008 crisis… …but we had a genuine organisational difference and integrity that could set us apart You’re only as old as you feel Our old school commitment to enduring values was endearing – but could be quite dull as a story… …so we would position ourselves as a brand new 150 year old brand… Our story would be our enduring values, but behave in q quirky tone… “We’re so yesterday” We gave our branding a new lease of life, and developed our creative idea “We’re so Yesterday” We then launched it in advertising, internal comms, customer comms, sponsorship.. …it even translated to bespoke D2C and Intermediary comms… The best start to the next 150 years Our advertising cut through… Our brand became know… We achieved record business results.
  • 16. WHERE TO BEGIN? Top - down Write a wish list of the results you’d like to see Bottom – up Look at all the data and find the best results
  • 17. EVERY RESULTS STORY TENDS TO FOLLOW A SIMILAR PATTERN The advertising cut through The brand became more powerful People acted upon the advertising The business became more successful (+ advertising was without doubt, the contributor of this success) SOFT INTERMEDIATE HARD
  • 18. MAKE USEFUL COMPARISONS DIRECT COMPETITORS PREVIOUS WINNERS PREVIOUS CAMPAIGNS
  • 19. FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
  • 20. FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
  • 21. FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
  • 23. “THE FIRST DRAFT OF ANYTHING IS SHIT” ERNEST HEMINGWAY
  • 24. WRITE A ONE PAGER BEFORE YOU BEGIN
  • 25. START FILLING IN THE RESULTS BIT FIRST
  • 26. WRITE FAST AND WRITE SLOW More instinctive More thoughtful JACK KEROUAC: FAST NICK HORNBY: SLOW
  • 27. TRY TO DEFINE THE PROBLEM IN MORE HUMAN TERMS ROYAL LONDON WAS THE LARGEST AND OLDEST BRAND YOU HAD NEVER HEARD OF WE HAD TO BUILD A BRAND WHILST CUTTING COSTS A GLOBAL CHARITY FACED A LOCAL ISSUE
  • 28. INCLUDE SLIDES, BRIEFS, AND STIMULUS THAT YOU USED A slide used in a strategic deck A brief Stimulus for the creative team
  • 29. QUOTES CAN BE USEFUL IN FILLING IN THE GAPS
  • 30. SHOW THE CHANGE IN APPROACH
  • 31. STRIKE A GOOD BALANCE OF RHETORIC AND RIGOUR
  • 32. BE AWARE OF HOW THE AWARD SCHEMES POSITION THEMSELVES Advertising can deliver a radical change in fortune Planners are amazing A celebration of marketing’s power Social is more than just Facebook posts and tweets

Editor's Notes

  • #7: Rudge The good – there needs to be space to champion the creativity of the campaign, you ‘a-ha’ moments and genuine moments of brilliance The bad – you can’t overplay that card, looks disingenious plus it could present your narrative as chaotic and the results in the end lucky Macaulay The good – shows rigor and a constant eye on the end result The bad – may understate those moments of imaginative brilliance, also if you present what had happened as not having any problems along the way you could make the end result less remarkable Hegel Proabably the best The good – presents your camapign as encountering constant challenges that need to be overcome The bad – you could present things as a bit too formulaic. Danger that you may present your strategy as bit of a fudge rather than a bold direction that transcended the challenges, rather than accommodate them.
  • #8: Easyjet Imgiantive leaps – it was about the experience at destintion Working towards a singular goal – the integration worked to champion the experience at the destiantion Reconicling – we wanted to build
  • #18: It’s a structur though that people knowingly break Seen some papers that start with the business results and then go – how we got there