Top Ten Tips: 

1. Tailor your entry to the specific criteria for your category 
2. Communicate what is different about your project 
3. Ensure your slides are engaging (be creative with colour and graphics!) and tell a story. 
4. Write in a clear, concise style that an outsider could understand. Make sure your slides are legible. Use plain English and avoid jargon. 
5. Include specific details as far as possible* 
6. Make sure your visuals illustrate your points. Charts should have clearly labelled axes, not be misleading and reference the source data. 
7. Incorporate feedback or comments from key stakeholders. If the individual cannot be named, i.e. they are a main entrant, attribute them to a job title or role.
8. Check for spelling and grammar – errors create a poor impression.
9. Don’t include loads of data – focus on the interpretation 
10. Ask a colleague not involved in the project to critique your entry 
11. Communicate what is different about your project 
12. Make sure your slides are engaging (be creative with colour and graphics!) and that they tell a story 
13. Write in clear, concise style that an outsider could understand, making sure your slides are legible. Use plain English and avoid jargon 
14. Include specific details as far as possible* 
15. Make sure your visuals illustrate your points, and that charts have axes that are clearly labelled/not misleading and reference the source data 
16. Incorporate feedback or comments from key stakeholders - make sure they are attributed to an individual, or a clear job title or role, if the individual can’t be named
17. Check for spelling and grammar – errors create a poor impression 
18. Don’t include loads of data – focus on the interpretation 
19. Ask a colleague not involved in the project to critique your entry 

* It’s understandable that you don’t want to give away a differential advantage but if you hold back vital information it may make the project less compelling. Remember that only a small group of judges will be reviewing your entry, they will treat it in the strictest confidence, and you can specify any companies (both pharma and agencies) that should not see your entry. 

You may like to use a typical STARS format to structure your presentation: 

Situation 

• What was the problem / issue you were trying to resolve? 
• What outcomes were sought? 

Task 

• What was the project brief? 

Actions 

• What methodology did you employ? 
• How did you analyse the results? 
• Include details of any innovative approaches or novel methodologies if applicable. 

Results 

• What were the outcomes? 
• Include supporting evidence, charts, data etc. 

So what? 

• What happened as a result of the project? 
• What did you or the client do differently? 
• How did this impact business / patients / the NHS? 

Definition of 'Impact'

All entries are expected to demonstrate the positive impact or outcomes for the UK. Pay careful attention to the type of impact and outcomes included in the category description.

If you are demonstrating impact on the business, this could be shown in several ways; you do not necessarily have to show an increase in sales/share. Examples might be a change in brand or field force strategy, an improvement in organisational or commercial effectiveness, a contribution to a market access strategy, a change in attitudes/practices within an organisation or even a decision not to do something

Frequently Asked Questions