GUEST POST · DON'T PANIC Why the real work of award-winning campaigns happens long before the results roll in. There's a particular kind of excitement that comes with working in awards. The shortlists, the ceremonies, the moment a winner is called to the stage. The Don’t Panic team has spent years championing the very best in industry recognition, through our portfolio of ethically judged awards, so are well placed to know how to get the win. In judging sessions, it is apparent that the campaigns that make the shortlist and win aren't the ones that worked hardest at the end of the campaign. They're the ones that started properly that dug into the brief and objectives before the planning even started. Why The Brief Makes the Difference When a new campaign kicks off, it's tempting to get straight into execution. Content calendars, creative briefs, campaign assets, the exciting and tangible stuff, clients love. But the most valuable thing you can do in those early weeks is slow down and ask a harder question. “When a client says they want more traffic, they rarely mean traffic. They mean leads, or donors, or sales, or reputation. The traffic is just the metric they’ve been told to care about. The first two weeks should be spent interrogating that gap: not executing on the stated objective but understanding the real one.” David Pagatto, SIXGUN That gap between what a client asks for and what they need is where great campaigns are born. And it's where award-winning entries are written, even if the entry form hasn't been opened yet. Objectives That Go Deeper Every strong award entry needs a strong objective. One that is SMART -Specific, Measurable, Achievable, Relevant and Time Bound. One that is an honest account of what you were actually trying to achieve and why it mattered to the client's business. That means the beginning of your campaign should include a conversation with your client about what success looks like for them, in terms of metrics, and in terms of their world.

Awards don't just help you win customers, they can help you win the right people too. In her latest article for HR Magazine, Donna O'Toole explores why independent recognition has become a powerful recruitment tool, helping businesses build trust, strengthen their employer brand, and stand out to talented candidates in an increasingly competitive hiring market. If attracting and retaining exceptional people is a priority for your organisation, this is a must-read. When people think about business awards, they often think about marketing. Visibility. Credibility. A nice logo for the website. Those things certainly matter, but they're only part of the story. One of the biggest benefits of recognition is something many organisations don't fully appreciate until they experience it for themselves. Awards can make it easier to attract brilliant people. People choose award-winning employers Recruitment starts long before someone applies for a role. Candidates are researching your business. They're looking at your website, your social channels and what others say about you. They're trying to work out whether your values match theirs and whether your organisation feels like somewhere they can build a career. Independent recognition helps answer those questions. An award tells a potential employee that someone else has looked closely at your business and recognised the quality of what you do. That creates trust in a way self-promotion never can. Recognition gives people confidence Every recruitment decision involves an element of risk. Candidates are asking themselves whether they're making the right move. Employers are asking themselves whether they've found the right person. Awards don't remove that uncertainty, but they do provide reassurance. They show commitment to high standards, continuous improvement and doing business well. For many candidates, that's exactly the kind of organisation they want to join. Awards reflect the culture behind the business The strongest award entries are never just about financial results.

The August Recognition team recently spent the day at the National Sales Conference: Leadership Edition before joining industry peers at the National Sales Awards Networking Lunch. As proud partners of both events, it was a fantastic opportunity to support the sales community, celebrate excellence and share our expertise in awards, while hearing from some of the UK's leading sales experts, catching up with familiar faces and making new connections. One of the highlights of the conference was hearing from Mike Soutar, whose keynote explored the importance of leadership and effective decision-making. One message, in particular, stood out: sales professionals are closest to the customer. They are the people having conversations every day, identifying trends, understanding challenges and gaining first-hand insight into what's happening in the market. His distinction between tactical and strategic decision-making also struck a chord. Tactical decisions should be made quickly, tested and refined to keep businesses moving forward, while strategic decisions deserve more time and consideration because of the lasting impact they can have. Another standout session came from Julie Holmes, who shared a refreshingly practical approach to using AI through her 20-60-20 framework. The concept is simple but incredibly effective. The first 20% belongs to you – your strategy, ideas and direction. AI can then support the middle 60%, helping to improve efficiency and productivity. The final 20% is where human expertise matters most: reviewing, refining and ensuring the final output reflects the quality and judgement your audience expects. Her question summed it up perfectly: “Can AI do it, versus should AI do it?” Following a fantastic networking lunch and an impressive performance from Ben Hanlin, the afternoon brought a particularly proud moment for Team August. A particular highlight for August Recognition was seeing our very own Head of Sales and Partnerships, Brooke host her first live panel discussion and audience Q&A. Joined by National Sales Awards judges Tony Hughes and Paul Cochrane, Brooke led the session, “What Does a Winning Nomination Look Like?”, providing valuable insight into the qualities that distinguish successful award entries.

We recently had the pleasure of attending the Speaker Summit and Awards 2026, where professional speakers, thought leaders, and industry experts connected from around the world. The event provided a fantastic opportunity to exchange ideas, build new relationships, and champion the strategic value of business awards in driving credibility, growth, and influence for Speakers looking to grow their profile. There was a real appetite for growth, recognition, and continuous learning among the speakers at the event. Every individual had a unique story to share, creating an inspiring atmosphere that resonated with the August Recognition team. It was a powerful reminder that behind every successful speaker is a journey of perseverance, purpose, and impact. All of which are qualities that deserve to be recognised and celebrated. All the speakers were brilliant and so energizing. But one idea in particular has stayed with us. Maria Franzoni’s message about simplicity. We often think we need to say more to create more impact, when actually the opposite is often true. The clearest message is usually the most powerful – but wow it takes the longest to create! The Panel with Steve Lindsey, Claire Young Entrepreneur and Damian Hutt was equally brilliant. They discussed how award-winning speakers absolutely stand out to bookers, but also how important it is to enter quality, credible awards. Another moment we won't forget was Leanne Christie from House of O sharing the real truth on the proposal process from pitch to approval for speakers. So funny but so true, and another element that awards can support with to make your proposal stand out. Also big shout out to Nicky J Davies who delivered a workshop on connecting with corporates that was packed with value and tips about building corporate connections. Every speaker brought a different perspective, but they all reinforced the same point, relationships matter. At August Recognition, we believe every achievement deserves to be celebrated, whether it's a major milestone or a small step forward. Speaker Summit and Awards was a fantastic opportunity to connect with like-minded professionals, share ideas, and explore how recognition can help individuals and businesses build credibility, confidence, and lasting success.

With the warmer weather is well and truly here, and it’s a busy time for awards season – and for many major award programmes. The entry period is slowly coming to a close. Even with deadlines approaching, there’s still time to enter some of the world’s leading award programmes and secure the recognition you truly deserve in 2026. Below is a list of just some of the impactful awards that are now open for entry in July 2026. If you are unsure of where to start with your awards journey, you can also get a free awards list by completing the quiz on our website to find out which awards are best suited to your achievements. Awards Open for Entry ICXA 2026 offers a credible and rewarding awards experience designed to recognise genuine excellence in customer experience. Entry Deadline: 21st August 2026 Ceremony Date: 5th November 2026 The Global Digital Excellence Awards are a fully virtual awards programme, celebrating outstanding digital achievements from organisations and individuals around the world. Entry Deadline: 13th August 2026 Ceremony Date: 22nd October 2026 Nominate a coach who changed your life – or enter yourself and show the power of what coaching can do. Whether you’ve worked with a life-changing coach or you are one, this is your moment. The Paseda360 National Coaching Awards shine a light on the coaches creating true transformation. Entry Deadline: 30th September 2026 Ceremony Date: 4th February 2027 The Stevie Awards for Sales & Customer Service recognise the achievements of contact center, customer service, business development and sales professionals worldwide. Entry Deadline: 3rd February 2027 Ceremony Date: 29th April 2027 The Learning Awards Logo Profile Picture White on Black The Learning Awards recognises Innovation and Achievement in Workplace Learning. Entry Deadline: 25th September 2026 Ceremony Date: 11th February 2027 Every idea starts somewhere. But not every idea gets the recognition it deserves. This is where that changes. The Drum Awards Festival celebrates the work, the people, and the thinking shaping what’s next in marketing and media. With categories across every sector, discipline, and channel, it’s one of the industry’s biggest global awards programmes.