What do Marketers look for when putting their business out to pitch? What drives brand leaders to engage in conversation? What does stand-out look like? What makes a great partnership?

Lively debate this week from marketing business leaders on what makes for impactful agency marketing and even better client/agency partnerships during Oystercatchers’ 2016 Awards judging –  designed to reward and recognise agencies for outstanding achievement in new business and client relationships.

With criteria set afresh each year to reflect contemporary culture, we uncovered two over-arching themes: commercial impact [“visitors and likes are meaningless unless they have proven business impact”]; and, the need for humanity in a data-driven world [“we are not algorithms – we are people”; “humanise content – I engage as a consumer first, Marketer second”].

The twenty strong client jury, led by Suki Thompson, Peter Cowie, Richard Robinson, Vladimir Komanicky, Harry Meakin and Victoria Sinclair, broke into four groups to judge four categories, “Best Client/Agency Partnership”; “Best Agency Marketing”; “Best Agency Film” and “Best Agency RFI”.

Fundamentals marketers look for [in no particular order]:

Be clear about your offer

Ingenuity really does matter

Be a catalyst, an innovator, challenge assumption

Be simple, succinct, and, stand-out

Have credibility

Exude commitment and advocacy at all levels

Lead with agility

Put tech in the right place

Demonstrate commercial impact

Keep your own identity when case studying partnerships

A big thank you from all of us to all our jurors:

Coming soon: watch client judges give their perspectives on why they engage at pitch time…

Awards night takes place on at our Club evening on 22nd November at the May Fair Hotel – when winners will be revealed.