Following the recent sell-out PM Society Digital Awards and some of the feedback we received both formally and informally via social channels we thought we would share some fast facts. We can’t cover everything here but hopefully we’ve provided some answers to your questions.
- Isn’t Digital in everything now? Is there still a place for a ‘Digital’ awards?
When we introduced the PM Society Digital Awards 15 years ago, ‘digital’ was just getting off the ground in pharma. We are looking at our awards programme and how it should evolve, and we will have more information on that workstream shortly. Please read this recent article from Dom Marchant, chair of the PM Society, that looks specifically at the point of the awards programs and our position amongst all the competitions. But at the same time, the reason these awards have been successful is because ‘digital’ is ubiquitous. We’ve been celebrating the effectiveness and the craft of digitally-led programmes and campaigns in our industry. Awards are not about what’s next, (although we do have 2 innovation categories); they are a celebration of what is out there right now.
- Judging Process
Our judges are selected via specific criteria. We regularly review our preferred mix of pharma & agency experts alongside specific competences that may be required for specific categories. All judges are briefed; we try to create appropriate diversity; no person judges more than two categories; and each finalist judging group has a neutral facilitator. Importantly, all results are submitted to the facilitator before any discussion takes place, so no voices can steer the results. And with at least 5 judges on each panel, this should also reduce elements of individual bias.
- Creativity v Effectiveness – Positioning the Awards Programme
The PM Society Awards have a focus on creativity and craft. The PM Society Digital Awards focus on digital effectiveness and impact. The scoring criteria reflect this focus in higher percentages for different elements, so the two events are looking at very different things. Something might win a PM Society Digital award without being the most creative project. If it hit metrics and added value for client, HCP, and, ultimately, patients, that’s why it won.
- How finalists are selected
For both the PM Society Awards competitions our aim is to short-list between 4 and 6 finalists. This is based on the scoring of the first round. At the PM Society Digital Awards last week some shortlists had 8 finalists due to the closeness of scores between the top 8. Others had 3, as there were 3 clear finalists based on first round scoring. The short-listing has little bearing on whether you win; the quality of all the entries very definitely does.
- How much does this cost entrants and attendees
Put simply, the PM Society Awards and the PM Society Digital Awards are the least expensive industry awards to enter and attend in the UK. We want to try and make them accessible for small agencies. We are a not-for-profit organisation, and our pricing reflects this. We want to remove barriers to entry as far as we can.
- Awards evolution
Both of our Awards Competitions have Awards Committees who meet regularly and feedback to course correct and evolve. We survey all attendees after every event. We have two events in October specifically looking at the future direction of the PM Society Awards programme. We need feedback from all stakeholders. So do email us with anything we should be considering.
- Diversity of Hosts
Unfortunately, from a gender perspective all 15 hosts of the PM Society Digital Awards have been male. Stand-up comedy is hugely male dominated which makes things difficult, but we must – and will – do better. At the PM Society Awards we have had female comedians for the past four years. We will continue to look at this and strive for balance.
- Small agencies never win (not true…)
Independent / small agencies do win! Of course, if you are a larger agency and can take the time & cost to enter multiple times, and have a huge client roster, this appears easier to do (Klick Health won 30 awards at the Creative Floor Awards – that must be quite an internal cost). Many smaller agencies have won multiple awards at the PM Society Awards – just in the past 12 months, Anthem PR, Cognitant, Varn Health, Page & Page, MedShr, Digital Control Room, Verve, Stirred, VCCP Health, Grace Comms, Camino have all won GOLD Awards. At the recent PM Society Digital Awards, no agency collected more than one GOLD.
- PM Society is a not-for-profit organisation.
We are a not-for-profit organisation with all investment going to our CSR programme involving charitable donations, an annual Careers Event, the Creativity For Good initiative, and funding interest groups & activities all of which are focused on Raising Standards in our industry. See recent article here. Once we’ve paid for all of these activities, and our staff of 5, we aim only for a profit of around £10,000. This money going into the bank allowed us to survive the COVID years where our events revenue was cut to nothing.
10. Standard of entries
How seriously you want to take the awards is up to you. Some pay no attention to them; others feel their business will live or die by them. The standard can vary each year and in some categories we do not always pick a bronze and a silver, along with the gold. The PM Society Digital Awards have seen the quality of entries improve year on year (based on feedback from attendees). We have tried to run events post-awards to showcase the winners and explain how they won, but in the last 24 months there has been little interest once the ceremony has taken place.
11. Why did it win?
To try to answer the query around seeing the shortlisted entries and winners in more depth, at both Awards we have:
- finalists’ exhibitions, to allow attendees to see all entries in more depth -the recent PM Society Digital Awards had 3 large touchscreens
- an online results brochure that includes judges comments
- tried to run events post-awards to showcase the winners and explain how they won, but in the last 24 months there has been little interest once the ceremony has taken place
Do let us know if you have any feedback or would like any more detail on any of these facts.
Thank you.
The PM Society Board
- Rachel Farrow
- Caroline Benson
- Jenny Claridge
- Dom Marchant
- Colin Williams
- Carwyn Jones