Author: Sue Johns-Chapman

In our webinar, The Definitive Guide to Entering the Search Awards, a panel of seasoned judges, David Edmundson-Bird, Jim Banks, Dawn Anderson and Neville Hobson, walk through every section of the entry form and explain the dos and don’ts in simple terms.

If you’re planning to enter any of our Search Awards this year, it’s essential viewing.

Watch the full webinar here →

Why Judges Love Real Numbers

Real numbers do two things: they demonstrate that you actually tracked and measured your work, and they give judges the concrete evidence they need to score your entry confidently. Think percentage uplifts, revenue figures, traffic growth, conversion rates, cost-per-acquisition improvements. If you can benchmark those numbers against industry averages or your client’s historical performance, even better.

The judges are not asking you to share commercially sensitive information carelessly; they’re asking you to be precise about what you achieved. A campaign that delivered a 47% increase in organic revenue is infinitely more compelling than one that “significantly grew organic performance.” As long as you prove it.

Not able to provide concise numbers, the judges understand. Use the bands detailed in the criteria to show an approximation of your budget, spend and results.

The Importance of Storytelling and Engagement

The best entries the judges see take them on a journey: here was the challenge, here’s how we thought about it, here’s what we did, and here’s what happened as a result. That narrative thread keeps judges engaged and makes your work memorable.

Think about the language you use, the flow between sections, and whether someone reading your entry cold would understand the context and appreciate the significance of what you achieved. If your entry could apply to any client or any campaign with a few name changes, it’s not specific enough. Make it yours.

Demonstrating Unique and Creative Thinking

Creative and unique thinking doesn’t have to mean big-budget campaigns or elaborate production. It can be a smart insight that led to a pivot in strategy, an unconventional approach to keyword research, or a way of structuring content that nobody in your sector had tried before. What judges want to see is evidence that your team thought, not just executed.

Be explicit about this. Don’t assume the judge will infer your creativity from the results alone. Explain the decision-making, the reasoning, and why the approach was distinctive.

The Value of Testimonials

A well-placed client testimonial can be one of the most powerful elements in an entry, but only if it’s doing real work.

What judges value is a testimonial that speaks directly to the impact of the campaign, one that corroborates your numbers, validates your approach, articulates the difference the work made to the client’s business or speaks of the relationship you have built. If your client is willing to say something specific and meaningful, their words carry weight with a judging panel.

A Word on Word Count

Work within the limits. If anything, treat the word count as a discipline: what’s the most important thing to include in each section? What can be cut without losing meaning? Strong entries are tight, purposeful and well-edited. Every word should earn its place.

Judges want to offer entrants a fair playing field, and if you exceed the word count it’s not fair, and you could be penalised.

Agency of the Year? You Should Also Be Entering a Campaign Award

This is a point the judges feel strongly about, and it’s easy to see why. If you’re putting together an Agency of the Year entry, you’re making a case for your agency as a whole: your culture, your capabilities, your body of work, your growth. That’s a compelling story. But it’s also an abstract one.

Entering at least one campaign-specific award alongside your Agency of the Year submission gives the judges and the industry concrete evidence of how you rate your work and what you’re capable of. It shows your thinking in action, your approach to a real client brief, and the quality of your output.

If you’re only entering Agency of the Year, you’re asking judges to take a lot on trust. Give them the proof.

Changes to the Innovation and Software Categories

The Innovation and Software categories have evolved, and for good reason. Agencies are no longer just using market tools; increasingly, they’re building them. Whether it’s proprietary software to automate client reporting, custom platforms to manage content at scale, or bespoke tools developed to solve problems that off-the-shelf solutions couldn’t address, agencies are creating technology to support their clients and their own operations.

The judges discussed how these categories now reflect this reality. If your agency has developed its own software or technology, even if it started as an internal efficiency tool, it could be worthy of recognition. Don’t assume these categories are only for tech companies or pure-play software providers. If you’ve built something that works, that delivers value, and that demonstrates innovation, the category may be a better fit than you think.

Watch the Full Definitive Guide to Entering the Search Awards Webinar

The panel goes into considerably more depth on all of these points and more, including specific advice on individual sections of the entry form in the full webinar. If you’re entering this year, it’s the best preparation you can do.

With resources more stretched than ever and the never-ending pressure to deliver more with less, it would be reasonable to wonder why you’d spend time and resource on award entries. It’s even harder to commit that resource if you don’t have a clear framework for putting your entry together that gives you confidence you will be successful.  

But if you can requisition the resource and formalise your framework, winning awards can deliver big.  

In this guest blog, Louise Turner managing director of Awards Writers gives us a look under the bonnet of what it takes to win an award – and the reasons you should want to.  

Over to Louise

I’ll make a start with what one of our clients had to say about the reason they made a long-term commitment to awards. Since 2020, digital agency Ascensor has won a clutch of awards for their work and for the agency itself.  Andrew Firth, the agency’s MD, has seen first-hand the benefit of winning awards. 

“Winning awards has resulted in enquiries and definitely helped us win more of the work we’re great at. We include our winner and finalist badges in all our pitches and packs as independent validation that we are as good as we say we are.  

“The team are proud to work for a multi-award-winning agency – something that’s important in the race for talent. Being consistent in our wins creates an award-winning mindset that helps keep our standards incredibly high.” 

At Awards Writers, we’ve been helping companies win awards since 2012. From international brands to small local agencies and everything in between, we’ve applied our winning formula to help them secure the glory they deserve – with all the benefits being a winner brings.  

The winning formula 

A winning award entry will seamlessly combine a strong narrative with excellent numbers. The evidence supporting the story will go beyond the easily measured volume numbers and into impact.  

So you ran a great online campaign and delivered millions of views. Great! What did that turn into for the client? What’s the value of the sales they made or the business they won as a result? 

You created a shiny new website on time and on budget. So far so good. But how did conversions increase and what did that mean the client’s return on their investment was?  

It can be tricky for agencies to get this kind of golden data, because it’s often held by the client. Good benchmarking at the start of projects can really help your award entries by giving you an idea of the data before you worked your magic. If the client can give you the numbers before you start, they can most likely give you the same metrics now so you can do the comparison.  

Strong stories 

We talk about films to help clients understand the narratives we’re trying to weave in award entries.  

Think about James Bond films. They follow the same plot – there’s an existential threat to the world, a big bad villain, and Bond eventually overcomes both to save the day. Christopher Booker called this the overcoming the monster plot. The monster in your business could be a competitor, a crisis (the pandemic was everyone’s monster) or a tech issue that almost caused a calamity. If you’ve overcome a monster, it’s likely the judges will love your story.  

Most people are familiar with the Cinderella rags to riches story. It’s essentially an improvement story, with Cinders ending the film the same girl, but with a much better dress, a palace and a prince. If you’ve improved processes, products or tech and can evidence the change, you could have yourself an award-winning tale. 

The third film we use is The Grinch, which is a transformation story. He’s a materially different creature by the end of the film, going from hating Christmas to loving it. If you have overhauled anything for your clients or within your agency, this could be another great awards narrative.  

Should you use AI to write your award entry? 

AI has rapidly become a companion for many people and businesses looking to save time. But using it to write your award entry isn’t necessarily in your interest. (And yes, I would say that, but hear me out).  

Judges on Don’t Panic’s programmes aren’t keen when they see entries which are obviously all written by AI. And 2025 research by the Independent Awards Standards Council found 71% of  judges think they can spot it, with feedback suggesting AI-written entries “lack soul” and create “bland, generic-sounding copy”. 

The problem is, AI creates predictable text, so without a human making strong edits to a rough first draft, it writes something that sounds like everyone else, makes bold claims without backing them up, and can undermine what might otherwise be a brilliant story.  

We think of AI as being the thing that gives us answers. But the real talent when it comes to uncovering the perfect award narrative is more about asking questions, because they are what get you to the unique angle your story needs.  

I understand why people think using AI will speed up creating their award entries. If you’re determined to use it, I’d exercise caution, and always only use it to generate a very first draft to build on.  

Why bother with awards? 

Isn’t that the million-dollar question?  

It’s easier to let another of our clients tell you why they invested in entering awards. Here’s what Andrew Ash, MD at Enjoy Digital, winners of Best PPC Campaign at the UK Agency Awards 2025 had to say: 

 ”There’s no better endorsement of your work than winning an award that your peers and clients genuinely value. Our wins have given the team a real boost and often come up in conversations with clients and prospects. Putting together a strong entry takes time and effort, but the rewards are more than worth it when you bring home the trophy!” 

For help with your awards strategy or next entry, get in touch with the Awards Writers team. Check out Don’t Panic’s comprehensive range of awards programmes to find the perfect category for your next entry.  
 

Author Bio

Louise Turner has been telling stories professionally since 2000. She’s written about everything – from bubble bath to a brief for the prime minister. Since 2012 she’s run Awards Writers, a specialist agency supporting clients to win awards. They’ve helped international brands, boutique agencies, and everyone in between to win awards in the UK and Europe. In 2025, 92% of all their entries were on a shortlist and 56% took home a prize. 

Louise is also an experienced awards judge and has set up several awards programmes. During the pandemic she wrote a book, Glory, the Magic Formula for Winning More Business Awards,  and she has trained hundreds of people on how to use the Awards Writers framework for winning entries. 

Find Louise on LinkedIn.

Awards are one of the most powerful, low-cost strategic tools in the boardroom arsenal, and the sharpest leaders know exactly how to use them.

In a world where every brand, agency, and business claims to be innovative, trustworthy, and brilliant, how do you actually prove it? Independent validation. And that’s exactly what a well-chosen award delivers, every single time.

CEOs and CFOs aren’t sentimental about trophies. They’re strategic about outcomes. And the outcome of a credible industry award? It’s staggering when you add it all up.

Cost of Entering an Award = From £200 to £400 (the earlier you enter a Don’t Panic Award, the more cost-effective your entry will be)

Industry Validation Over Self-Reported Claims = Over 78% of companies experience and increase in client trust after receiving an award.

Reach: Investors, Customers, Talent & Team = Increased attention, increased interest, increased retention.

The Strategic Power Play

Think about what a CFO actually needs: proof points that satisfy investors, reassurance that due diligence will hold, and signals that reduce risk perception. An award from a recognised body does all three, instantly.

And for the CEO? It’s a shortcut through noise. In a pitch, a proposal, or a press release, “Award-Winning” lands differently than “we think we’re pretty good.” One is an opinion. The other is a verdict.

An award is a glorious moment of triumph with a trophy and…

• a marketing asset

• a recruitment tool

• an investor signal

• a morale boost

all wrapped in one credible moment.

The CEO & CFO Effect

Here’s what often gets overlooked: awards don’t just benefit the company. They transform the individuals holding the top roles.

When a CEO or CFO wins, or is shortlisted, they step into a spotlight that most marketing budgets can’t buy. Suddenly, they’re not just running a business. They’re a recognised voice in their sector. And that changes everything.

Industry media starts calling for comment, features, and expert opinions all part of building a public profile that compound over time

Conference and event organisers seek them out as speakers, positioning them as thought leaders in front of exactly the right rooms

Podcast hosts want their stories, personal brand reach that no advertising spend can replicate

Competitors take notice, reinforcing the company’s position as the benchmark in its category

Clients and prospects see a leader who is externally validated, not just self-promotional, which accelerates trust

New business conversations open differently: you’re walking in as an award-winner, not a contender

This is the compounding nature of award recognition. One win seeds the next opportunity. A shortlist leads to a speaking slot. A speaking slot leads to a podcast. A podcast leads to inbound enquiries. Popularity starts growing, and it costs next to nothing to get it going.

Low Cost. Disproportionate Return.

That’s the bottom line, and CFOs in particular will appreciate it. In a world where every marketing channel demands an escalating budget, the ROI on awards is almost embarrassingly good.

Entry costs are minimal. The asset you create, “Award-Winning [Your Company Name]” lives on your website, in your proposals, across your social channels, in every investor deck, and in every job ad for years. It’s evergreen credibility at a fraction of the cost of a campaign that disappears the moment the budget stops.

Smart leaders don’t ignore awards. They pursue them deliberately, celebrate them loudly, and use them strategically. Because in business, being brilliant is the starting point. Being recognised as brilliant? That’s the competitive advantage.

Entering industry awards is one of those strategic moves that feels risky on the surface but pays off in far more ways than just “winning a trophy.” The fear of entering and not winning is completely normal, but it’s also the least important part of the whole equation.

Why entering awards is worth it, even if you don’t win

1. Visibility and credibility increase the moment you enter

Award organisers, judges, sponsors, and other entrants all see your work. That’s a powerful audience. Your work reaches this audience whether you get shortlisted or not. Next step, you make the shortlist and that gives you a badge of credibility you can use in marketing, pitches, and collaboration conversations.

2. The entry process forces your team to articulate your value

Writing an award entry makes you step back and evaluate your work. The entry form asks you to consider where your project started (objectives) and what you did on your journey to meet those, and achieve exceptional results.

• What impact you’ve made
• What results you can prove
• What differentiates you

This reflection sharpens your messaging and strengthens future proposals, sales decks, and client pitches.

3. You get content opportunities regardless of outcome

Use the entry process to support your socials and show who you really are. A team sharing their willingness to participate and showcase their work is a team proud of their what they do, enthused by competition, and confident in who they are and what they do.

What can you share? Behind the scenes entry posts, why we entered stories, testimonials and narrative hooks that keep your brand visible within the industry.

4. Being shortlisted is often as valuable as winning

Shortlisted organisations get:

• Announcement opportunities
• Social media mentions
• Website badges
• Ceremony invitations

If you are clever your brand can use your shortlist nomination just as effectively as the winner.

The Don’t Panic Team sit on judging panels for every award we deliver to ensure fair process. We see first-hand the passion and dedication judges have for recognising groundbreaking work. Sadly, not everyone makes the shortlist, which means when you do you need to celebrate the achievement. There may not be a trophy, but it is very special and worth celebrating.

5. Networking opens up, and judges remember you

Awards attract exactly the people you want to be in front of. Industry leaders, potential partners, sponsors, and media. Attending the ceremony as a nominee or entrant can spark valuable conversations and if you do leave a winner, well that’s just a bonus.

By entering you will have caught the attention of leading names in the industry, the judges. They keep an eye on and champion standout entrants. These connections can lead to:

• Speaker invitations/podcast or webinar appearances
• Collaborations
• New business opportunities

So… You didn’t win or make the shortlist – what did you gain?

• A stronger understanding of your strengths
• A benchmark against competitors
• Feedback from a panel of industry experts
• A reason to talk about your work publicly
• A story to tell: “We entered, we learned, and we’re coming back stronger.”

Not winning doesn’t harm your reputation. Not showing up at all does.

Ready to enter? Take a look at our awards calendar here.

For many agencies, entering awards is about industry recognition. For 94N Digital, a remote-first paid media agency based across Europe and Asia, it’s been about much more than that.

Over the final months of 2025, 94N took home wins across four major programs: the Global Digital Excellence Awards, Global Search Awards, UK Search Awards, and the European Paid Media Awards. But what followed wasn’t just celebration; it was momentum.

We spoke with founder and CEO Alex Tkacovs about what changed, how the wins played into business growth, and what it meant to their globally distributed team.

Building Visibility — and Credibility

In today’s digital-first world, agencies need more than a great track record. They need trust signals. That’s exactly what the award wins delivered for 94N.

“We’ve definitely seen more eyes on us,” Alex explains. “Traffic is up, leads are better qualified, and it’s clear our presence in the industry has grown.”

Being featured in press releases, award shortlists, and win announcements has also contributed to better discoverability — especially in AI-assisted search and algorithmic content surfacing.

“Some of the new leads we’ve gotten have mentioned finding us through content we didn’t even realise was ranking. That’s been a big plus.”

New Business Wins – and a Perfect Month

While the exposure helped, it was the fit of those new leads that really stood out. 94N has seen an increase in B2B clients that align with their values, communication style, and performance-driven approach.

January 2026 marked the agency’s most successful month yet – five new clients closed, with a 100% conversion rate.

“The awards gave us a stronger position. When people arrive already trusting your capabilities, the sales process becomes a lot more natural.”

Internal Growth Through the Awards Process

Behind the scenes, the process of entering these awards shaped how the team worked, too. Writing entries pushed the agency to define its strategy, outcomes, and approach in ways that resonated outside the day-to-day.

“It forced us to reflect,” says Alex. “At first, it wasn’t easy to translate our work into award entries, but it became a valuable exercise. We now actively plan which projects could become strong case studies.”

The outcome? A more commercially aware team, and clearer storytelling around results — both internally and for clients.

Celebrating Culture Across Borders

94N’s team spans Latvia, India, and beyond. For many team members, the award wins carried deep personal and professional meaning.

“It’s not every day a Latvian agency wins at this level. That’s had a big impact on morale,” Alex says. “We’ve seen it help with hiring, too. Talent wants to join a team that’s recognised for its work.”

It’s also strengthened client confidence, particularly for those still adjusting to remote-first partnerships.

A Community Worth Competing In

The ceremonies themselves proved to be more than just celebrations. From building new industry relationships to making friends in the paid media world, 94N found the events energising.

“We didn’t expect to walk away with potential partners, but we did,” Alex shares. “Everyone was open, collaborative, and it reminded us we’re part of a community that really values craft.”

What’s Next?

While 94N hasn’t started benchmarking against competitors just yet, they’re aware that the wins position them well for bigger conversations in 2026. For now, they’re focused on leveraging the recognition to keep improving — and to keep growing.

“The awards were never just about a trophy,” Alex reflects. “They’ve helped us improve how we show up — online, with clients, and as a team.”

Choosing to enter awards is a big decision. Entering is an investment of time, effort and reputation. As experts in the awards industry, we know first-hand that not all awards are created equal. That’s why accreditation, specifically the Awards Trust Mark, is such a vital consideration for anyone thinking about entering industry awards this year.

Why Award Accreditation is Crucial and What it Means for Entrants, Nominees and Winners

At Don’t Panic Events, accreditation is integral to how we design and run every awards programme we deliver. Out of our 23 awards, all are currently judged as Outstanding in 2025, and we’re actively working to maintain this high standard, with half of our 2026 awards already accredited as such. This is a testament to our commitment to fairness, transparency and ethical judging

What is the Awards Trust Mark?

The Awards Trust Mark is a not-for-profit accreditation initiative run by the Independent Awards Standards Council (IASC). It exists to promote trust between those entering awards and the organisations running them. At its core is a voluntary code of conduct that award organisers commit to covering entry accessibility, transparency, judging integrity, communication and more.

There are three levels of accreditation:

• Awards Trust Mark – Accredited
• Trust Mark – Advanced
• Trust Mark – Outstanding

The higher tiers (Advanced and Outstanding) require more rigorous standards, such as independent validation of processes, meaningful judge training, clear scoring systems, and structured feedback to entrants.

Why Accreditation Matters for Award Entrants and for us as Award Providers

Accreditation is a signifier of quality and trust. It should be high on your decision-making process when you choose your award programmes.

1. Confidence in the Judging Process

One of the major barriers for organisations entering awards is concern about subjectivity or bias in judging. Accredited awards must demonstrate that:

• Judges are truly independent with no commercial conflicts.
• Judging is conducted in accordance with the published procedures and scoring frameworks.
• Feedback, where required, is clear and available.

Entrants, and especially nominees who don’t win (as there can only be one winner and, at the judges’ discretion, a Silver award), know they’re being evaluated fairly and transparently.

“I choose to judge the European Search Awards because trust and credibility are essential in our industry. Having worked across a few international markets, I understand the level of strategy, responsibility and measurable impact behind a successful project. The best entries are not always the ones with the biggest budgets, but the ones that tell a clear and credible story supported by solid reasoning and real data. It’s all about the data. A rigorous judging framework rewards work that is well contextualised and clearly connected to real business growth.”

Laura I. Abreu, Judge at the European Search Awards

2. Transparency Builds Credibility

Research behind the Awards Trust Mark found that around 80% of businesses entering awards would be influenced by such an accreditation when choosing which awards to enter. Entrants value transparency just as much as they value recognition.

When an awards programme is accredited, it signals that:

• eligibility criteria are clear
• fees and timelines are openly published
• entrants can see how winners are determined

That clarity matters, especially in a landscape where some awards are perceived as inconsistent or even pay-to-play.

3. Value Beyond Winning

For many entrants, there’s immense value in participation itself. Accredited awards often:

• provide insightful feedback
• elevate brand reputation
• strengthen internal morale
• boost marketing opportunities even for shortlisted finalists

When entrants know an award programme has passed independent scrutiny, the value of being shortlisted, let alone winning, increases in the eyes of clients, partners and peers.

“We’ve definitely seen more eyes on us. Traffic is up, leads are better qualified, and it’s clear our presence in the industry has grown. Being featured in press releases, award shortlists, and win announcements has also contributed to better discoverability, especially in AI-assisted search and algorithmic content surfacing. Some of the new leads we’ve gotten have mentioned finding us through content we didn’t even realise was ranking. That’s been a big plus.”

Alex Tkacovs, 94 N

What Accreditation Means for Winners and Nominees

Being a winner or finalist in an accredited awards programme means more than a trophy! It means recognition that has been earned through a trustworthy process. Accreditation:

Strengthens Brand Trust

When organisations display trophies or badges from independently vetted awards, stakeholders see that achievement as credible rather than arbitrary.

Provides Independent Verification

The Awards Trust Mark boosts confidence in the legitimacy of a nomination or win. Entrants and winners can be confident that their accolades reflect genuine excellence, backed by a trusted external standard.

Encourages Continued Improvement

Because higher accreditation tiers expect structured feedback and scoring transparency, entrants get more actionable insights, even if they don’t win. That’s why feedback from judging panels is so valuable, and why we, and others accredited awards programmes, work with judges to streamline their process each year.

Why Don’t Panic Choose to Be Accredited

At Don’t Panic Events, we benchmark all our awards against independent standards. The Awards Trust Mark process means our awards are:

• independently assessed
• held to a voluntary code of conduct
• transparent from entry through to judging and outcomes
• externally validated by the Awards Trust Mark panel

That’s why every one of our awards has achieved the Outstanding accreditation in 2025, and why we’re committed to retaining that in 2026.

Accreditation isn’t just a logo we display; our team work hard to deliver transparent, fair entry and judging processes that give entrants faith, judges clarity, and winners recognition that really means something.

Want to Know More?

If you’d like to explore the Awards Trust Mark, including the full code of conduct and research behind it,  you can visit their official site and even access the underlying research that informed the standards.

Our Advice

There are hundreds of award programmes across every industry that you can enter. Before you do, take a look to see if they are accredited by an independent standard that holds them to account for their entry and judging process. If not, are you investing wisely? You may win an award, receive an entry asset and feel pretty proud of yourself; however, ask yourself if they are worthy of you and your brand?

If you have questions about our awards, email [email protected]

SIXGUN share the impact of Awards on their team and business.

At SIXGUN, we’ve always believed that strong search performance is built on strategy, accountability and measurable impact. For us, the APAC Search Awards have become more than an industry event; they’re a meaningful benchmark for the work we do and the standards we hold ourselves to.

Why We Enter the APAC Search Awards

Preparing entries for the APAC Search Awards forces us to slow down and interrogate our work properly. We don’t just ask what worked we have to explain why it worked, how the strategy was formed, and how performance was measured against real commercial outcomes.

Credibility That Supports Growth

While awards are never the reason clients choose us, recognition at a regional level plays a valuable supporting role. Being shortlisted or winning at the APAC Search Awards helps validate the quality of our work to prospective clients across Asia-Pacific, often before the first conversation even begins.

In the words of Managing Director David Pagotto “Being an APAC Search Awards winner has definitely helped in our ability to attract and close new business. It’s rarely the deciding factor for prospects, but it adds genuine credibility that is seriously lacking in our industry. Participating in the APAC Search Awards has been well worth the investment.”

Recognition That Matters to Our Team

One of the most meaningful impacts of the APAC Search Awards has been internal. Delivering SEO performance is demanding work, and great results are rarely accidental. Seeing that effort recognised by experienced judges gives our team confidence that their work is delivering results and meeting best-in-class standards across the region.

It’s also helped us attract like-minded talent, people who care deeply about strategy, testing, and long-term performance rather than short-term tactics.

Nathan Davies, a senior digital strategist at SIXGUN, puts it like this “Weighing up agencies to join, I’ve worked with enough over the years to know the difference between a ‘proper’ agency and the ones just existing on hype. Seeing SIXGUN winning APAC Search Awards and getting that industry recognition was a real signal that they weren’t one of the latter – it showed me they were transparent about their work and had the credibility to match. That mattered a lot in my decision.”

Raising the Bar Across APAC

What we value most about the APAC Search Awards is their role in elevating industry standards. By celebrating campaigns that combine technical execution, strategic clarity and measurable impact, the Awards encourage agencies, including our own, to continually improve how search marketing is delivered.

For SIXGUN, being part of that ecosystem is important. It keeps us accountable, curious, and committed to evolving our approach as platforms, markets and client expectations change.

Why We Continue to Engage

Awards don’t define great agencies, the work does. But when approached with the right intent, the APAC Search Awards offer something genuinely valuable: reflection, validation and motivation.

For SIXGUN, The APAC Search Awards have played a very meaningful role in shaping our journey so far, and they continue to motivate us to raise the bar. As we work on our expansion into New Zealand, we have no doubt that the Search Awards will continue to be a valuable touchpoint for benchmarking our growth, strengthening our credibility, and staying aligned with the standards that matter across the region.

Interested in the Latest Search Trends? Who better to share their insights than our European Search Award winners?

We asked ‘What should agencies and teams be looking out for in 2026?’ and these are the all important answers from those in the know.

Jade Powter, SEO Lead at MRS Digital 

“AI search platforms are rapidly becoming mainstream, which means that businesses need to expand their SEO strategies to capture broader audiences searching this way. However, it’s important to remember that a lot of journeys still begin on Google, so a balanced approach that blends existing techniques with newer, experimental techniques is necessary in 2026 to succeed. 

In my opinion, an undisputed search trend for 2026 centres around E-E-A-T (Experience, Expertise, Authoritativeness and Trust). Now more than ever, businesses need to really invest in showcasing the expertise behind their business, as well as the overarching sentiment of their brand. Who are your experts? How are they involved in your content? What awards have you gained? Be open with your customer reviews, incorporate real-world stories – give AI something that cannot be replicated elsewhere.”

Jade Powter / MRS Digital

Monika lwanczyszyn , Performance Marketing Specialist, and Andrzej Ucher, PPC Specialist, Monsoon Agency

“Looking ahead to 2026, automation will continue to redefine how search campaigns are managed. Google’s steady push toward smart bidding, Performance Max, and the emerging “Max Search” model signals a future where campaigns are increasingly machine-led. While this opens exciting opportunities for scale, it also comes with challenges. Overly broad AI-driven targeting can dilute intent and waste spend if not carefully managed. At MONSOON, we see the winning approach as one where agencies deliver clean, reliable conversion signals to the system while applying strategic oversight to ensure automation stays aligned with business objectives.

Beyond automation, the very definition of “search” is broadening. We expect image and video-based queries to grow rapidly, voice search to gain mainstream adoption, and conversational AI platforms like Gemini or GPT to function increasingly as search engines in their own right. For a digital marketing agency like MONSOON, this shift means preparing clients for discovery journeys that extend well beyond the traditional SERP. In practice, that involves creating campaigns and assets that anticipate multi-modal search behaviours – whether someone is speaking a query, snapping a product photo, or asking a chatbot for recommendations. As we move into 2026, the standout trend won’t just be automation itself, but the ability to blend human strategy with AI-driven systems across a much more diverse and dynamic search landscape.”

Monika Lwanczyszyn / Andrzej Ucher / Monsoon Agency

Klaudia Smykla, SEO & UX Specialist, Midero 

“The future of SEO in 2026 isn’t about “more of the same” – it’s a profound evolution powered by AI, true multi-channel strategies, and advanced personalization. Websites will need to be designed for actual users, not just algorithms; Google is no longer the only source of traffic, with platforms like TikTok, YouTube, and AI voice assistants steadily gaining prominence. The brands that succeed are those who deeply understand user intent and real purchase journeys, and who can agilely build strategies around the dynamic behaviours of their audiences – leveraging predictive tools, automation, and content adapted for visual and conversational channels. Ultimately, strong synergy and expert-level trust between specialists and clients will become the foundation of effective action – because only then can you accurately define target groups and deploy technologies that don’t just keep up with trends, but actively set them.

Instead of chasing green graphs, let’s focus on actions that truly drive the client’s business forward – let’s treat their goals as our own, because only then does SEO make sense and deliver tangible results. The era when the main measure of SEO effectiveness was the sheer number of keywords in the TOP3 or TOP10 is over. These metrics still matter, but they’re no longer the ultimate goal – SEO has become a tool for optimizing real profits, gaining conversions, and building long-term value for the client. Achieving this requires a shift in approach: we need to look broadly, stay agile, analyze user behavior more deeply, and make sure every optimization or campaign directly addresses real business needs, not just improves the report. SEO should be a means to results that truly matter to clients.”

Klaudia Smykla / Midero

Fabiënne Elshout, Content Marketeer and Karlijn Smolders, Business Development & Team Lead, Fingerspitz

“AI has completely turned the search world upside down. That’s why it’s essential to adapt to these changes. But the key isn’t just hop onto the AI trend; optimizing your content for Answer Engine Optimization (AEO) is crucial. AEO ensures thatmyour content directly answers users’ questions, increasing the chances of being visible in search results.

Improving your search rankings remains important. However, AEO takes this to the next level by focusing on search-related questions and providing targeted answers.

In addition, Google users now search and consume information differently. Zero-click searches now dominate the results, where users get direct answers without clicking through to a website.

To effectively respond to this changing search behaviour, you need to optimize both your SEA campaigns and your website content, aligning them to adapt to this new search reality. Ensure your ads are visible in the prominent search areas, even when users don’t click through. By aligning your search strategy with this new experience, you increase your brand’s visibility and impact, regardless of click-through rates.”

Fabienne Elshout / Karlijin Smolders / Fingerspitz

Didem Himmetli , Marketing Executive, Zeo

“The biggest change we see is that SEO is moving past keywords and into signals. Search engines, LLMs, and AI overviews are already pulling from scattered user data such as reviews, forums, social chatter and micro-interactions, then turning it into answers. The challenge for SEOs is to stop treating these signals as noise and start structuring them into strategy. That is where automation and GenAI step in.

At Zeo, we are working to automate the parts of SEO that used to take ages, from manual checks to repetitive data handling, so teams can focus on the work that actually makes a difference. By cutting down the slow, manual work, we make room for deeper analysis and decisions that really push growth. In 2026, the SEOs who stand out will be the ones who clear away repetitive tasks and focus on the decisions that matter.”

Didem Himmetli / Zeo

Kevin Kapezi, SEO for B2B & E-Commerce brands and Glen Chamisa, Growthack

“As we move into 2026, search will be less about ranking in one engine and more about visibility across ecosystems. AI-powered answers, social content being indexed, and brand authority signals will decide who surfaces in both search results and generative platforms. The brands that win will be those who treat SEO as brand building, creating assets, stories, and experiences that are discoverable whether someone searches on Google, TikTok, or the next AI assistant.” Glen Chamisa, Technical Lead at Growthack

“From what we are seeing in client accounts, in particular if you are a service provider, is the ever-increasing reliance on trust signals. At a basic level, this would comprise of your reviews on Google as well as other platforms that could be more industry-specific. For example, the legal sector has various points of trust such as the Legal 500, legal review sites etc. Brands that outperform competitors will place more emphasis on the very systems that ensure reviews and other trust points are easily captured from customers across the entire organisation. If things like CRMs have been put to the side for a while, now is the time to place it at the heart of strategy. In addition, good data as a whole and improving this will be key. I can certainly see server-side implementations being more talked about in 2026.” – Kevin Kapezi, Founder of Growthack

Mark Sansum, Co-Founder, outbloom

We see a shift ahead where brands and agencies will need to step back from micromanaging campaigns and instead invest in understanding the bigger picture, how their data connects, how channels influence each other, and where the real levers for growth lie.

Paid media teams can no longer afford to think only in terms of CPCs, CTRs, and ROAS in isolation. The reality is that these numbers mean little if they aren’t tied back to how the business actually makes money. Understanding product margins, fulfilment costs, return rates, inventory depth, and even customer service capacity is becoming a non-negotiable part of the job. Knowing the true cost and value of a sale, teams will make very different decisions about which products to push, which categories to scale, and when to hold spend back as they will have a holistic view of performance, not just a short-term goal.

This commercial awareness will feed into how performance is reported and communicated. The most valuable teams won’t be the ones sharing weekly dashboards of impressions and clicks, but those who can sit alongside finance and merchandising to show how paid media spend translates into profit, new customer growth, and lifetime value – taking a broader view of the customer journey and an ability to connect the dots between channels, rather than treating each platform in isolation.

Mark Sansum / outbloom

Amanda Walls, Director, Cedarwood Digital

E-E-A-T continues to play an important role in SEO – and we’re starting to see the “Experience” angle and genuine experts becoming more important than ever as this term evolves from a nice-to-have “checklist” to a holistic framework, especially for websites in the YMYL sector where Google holds these to a higher standard. 

In addition to focusing on what’s on the page, we’re now also looking more deeply at how this is validated, who’s behind it and how the broader web reflects that trust. Brand reputation has never been more important for Google to understand why you are a trusted source of information – and also for people looking to understand more about your brand/service/product, especially if they are coming across it for the first time.

Real-world signals, including author bios, comments in trusted publications and consistency of expertise, will continue to play a significant role in E-E-A-T, and brands should be optimising these as part of a holistic SEO strategy.

Amanda Walls / Cedarwood Digital

Where did the name Don’t Panic come from?

There are a couple of references that it could be, but the actual one… One Sunday afternoon, when we were creating the company, we were brainstorming names, and we came up with all sorts of different names, all of which were a bit lame. Andy, my husband, often joked that it would have been Nicky Wake Events if I’d been left to my own devices. Anyway, Andy was reading The Hitchhiker’s Guide to the Galaxy, and on the front of that book, written by Douglas Adams, are the words, don’t panic. And Andy said that’s it. And he was right, and so it was and is still now.

What was Don’t Panic’s first event?

The very first event we delivered was one of our most successful, and it was delivered in partnership with the University of Sunderland. So they basically had an event idea, but no budget, and they said to us, if you can make it pay, you can keep the cash. So, we did, and we made it pay. We re-ran that event nine times around the UK. That demonstrates that entrepreneurial spirit, which is at the heart of Don’t Panic. And I genuinely think that spirit is the thing that’s kept us alive for 20 years. The approach of, we’ll build this, we’ll own it, we’ll deliver it.

What are some of the challenges you have faced?

I guess one of the most memorable was having no staff.

You know, when we started Don’t Panic, it was me in our back bedroom running everything. Eventually, Andy left his well-paid job at GMP to come and join us, and it was just the two of us for a very long time. That was a challenging time as we were working 24/7 and also trying to have a baby at the same time.

Obviously, another challenge which we need to talk about was the effect that COVID had on the events business. I remember in 2020, when the country started going into lockdown and we realised, at that point, it was going to affect our events business. I had to sit down with the whole team and discuss redundancies, but thankfully furlough was introduced so they didn’t all have to happen. But also running alongside that challenge, I sadly lost Andy, my late husband. I was wrestling with grief and navigating a business through COVID, the darkest and hardest of periods over the past 20 years.

With the help and support from an incredible team of people and a lot of friends and family, we managed to navigate through those choppy waters, and I’m delighted we are still going strong today.

What changes have changed the business?

in 20 years, we’ve seen a huge number of changes. I think possibly one of the biggest has been the drive and the change in social media as a marketing tool for events and awards. Content is a massive part of it. And we’ve taken those industry changes and built them into our awards. We now have specific categories and awards for all the new business developments that have occurred over our time.

What have you learnt along the way?

The experience of leading Don’t Panic has fundamentally changed me. I’ve grown up with Don’t Panic.

I’m a very different woman from the one I was 20 years ago. It’s ignited my entrepreneurial spirit. It’s taught me what it’s like to lead a business and to work with some incredibly talented people. I’ve learned a lot about how to run a company and also how not to run a company, but I hope that most of the time, I get it nearly right.

What keeps you motivated, 20 years on?

It’s creating things. I just can’t stop having ideas and creating things, whether that’s in the panic or one of my other businesses. I love that as an entrepreneur, I can just come up with a crazy idea and make it happen.

And what’s next for Don’t Panic?

So, what am I excited about? What does the next 20 years hold?

I’m excited to watch the team grow, develop and blossom and to come up with their own ideas and deliver their own awards. And I’m looking forward to taking things a little slower and perhaps being more of a background founder in the future. I’m hoping that my days of stuffing delegate bags, putting trophies out and stuffing envelopes and all of that may well be over.

But I’m very excited to watch from the sidelines with pride as the team absolutely smashes.

And some questions for fun?

Favourite Destination?

I’ve been privileged to travel to hundreds of incredible destinations with Don’t Panic. I very cleverly built a business that allowed me to fly around the world at delivering award shows.

My absolute favourite, and possibly one of the most memorable ever, was the SEMRush Awards, actually, which took place at Sydney Opera House.

It was a lifelong dream of mine to deliver an event in that spectacular, world-renowned venue. And I was honoured to have the privilege to do that.

Favourite Awards Dress?

My favourite award dress, well, there are many, and I’m very blessed that I can actually put them through the business. I have a range of different gowns, but my particular favourite is a black silk floor length number with feathers all over the neckline, completely over the top, exactly what’s needed for UK Search Awards or something equally glamorous.

Favourite Don’t Panic moment?

Some of my favourite Don’t Panic moments are our now legendary afterparties. One of my favourite afterparty venues is Sway, which we use in London every year after the UK Search Awards. We party till 6:00 AM, and it’s usually the first week in December. The party night ends the year, and the team dances the night away with entrants and judges to all our secretly favourite Christmas tunes. Always a fabulous and memorable, or not so memorable, night for our guests.

At Don’t Panic, we pride ourselves on delivering prestigious, globally recognised awards. Our sponsors play a vital role in making these events truly extraordinary, and we’re delighted to share sponsorship insights from one of our headline sponsors, Diginius.

In this exclusive Q&A, they discuss why they chose to collaborate with us, the value they’ve gained from sponsorship, and why other companies should consider joining our thriving network of partners and sponsors. Read on to discover what makes sponsorship with Don’t Panic a rewarding experience!

Don’t Panic: What motivated Diginius to sponsor the prestigious Search Awards and Paid Media Awards?

Diginius decided to sponsor the Search Awards and Paid Media because we wanted to align ourselves with an event that celebrates excellence in the digital marketing industry. As a company, we are committed to innovation and quality, and we were sure that both Don’t Panic and all the incredible nominees and winners feel the same.

Don’t Panic: How did Diginius research the impact of the Search Awards before deciding to sponsor?

We conducted thorough research into the reputation and impact of the Search Awards. This included analysing past events, the calibre of participants, and the overall reach and influence of the awards within the industry.

Don’t Panic: Which key audience did Diginius aim to reach through sponsorship?

When we first decided to sponsor, our primary audience was PPC agencies or digital marketing agencies that also do PPC. This is still the case, but over the years, we have really developed our all-in-one marketing and sales software, Diginius Insight, and added B2B intent data and lead generation tools. That has opened us up to a larger audience because our software has solutions for any business. Don’t Panic’s audience is so vast, engaged, and welcoming that it remains incredibly valuable for us as we evolve.

Don’t Panic: Was the strong reputation of Don’t Panic a deciding factor for Diginius?

Absolutely, awards and events can be very stressful and complicated, so we only wanted to work with organisers we trust. The whole Don’t Panic team are total pros!

Don’t Panic: How has Diginius leveraged sponsorship to grow brand presence and business opportunities?

We have leveraged our involvement by attending events, scheduling our own meetings around them, and actively sharing our participation across our marketing channels. This includes social media and our email marketing, ensuring our audience is aware of our commitment to industry excellence.

Don’t Panic: How does Diginius utilise sponsorship assets to maximise brand visibility?

Whenever we receive assets, we promote our sponsorships across many mediums, these mainly include socials, email marketing and across our website.

Don’t Panic: What does sponsorship mean to the wider Diginius team?

Being involved with the Search Awards is a source of pride for the entire Diginius team. We love attending the events and engaging with other professionals in the field. It helps us all keep our ears to the ground in the industry and stay up-to-date on the next big thing before it happens. Plus, it’s always fun to get all dressed up!

Don’t Panic: What global benefits has Diginius experienced from sponsoring the Search Awards?

The benefits have been substantial, including increased brand visibility, networking opportunities, and the chance to showcase our expertise on a global stage. It has helped us break into new markets and develop markets beyond our UK base. We are a global team, so it is also nice to get to travel together and meet up with team members who are not based in our headquarters. In addition to the incredible business opportunities, it is such a great way to bring the team closer together.

Find out more about sponsoring our awards. Email: [email protected] or call + 44 1706 828855 to arrange an informal chat or to request our sponsorship brochure.

Connect with Diginius

Website / LinkedIn / Instagram

Marketing is never just business as usual! Constantly changing, it has to be faster, leaner, and more inventive than ever. Budgets are tighter. Expectations are higher. But Agencies and teams willing to embrace the challenges will reap the opportunities.

Budget Pressures? Get Smart with Spend

It’s no secret: marketing budgets have taken a hit across the board. That means teams are being asked to do more with less yet still deliver smarter campaigns, sharper insights, and undeniable ROI.

Now more than ever, every pound/dollar counts.

AI: Friend or Fatigue?

AI tools are reshaping everything from brainstorming to SEO optimisation, but not without some growing pains. Here’s where we’re at:

• 51% of marketers use AI to improve SEO.

• 50% are co-creating content with AI.
• 45% lean on it for idea generation.

(Figures from Digital Marketing Institute)

But we’re also entering the age of AI fatigue. There’s a growing scrutiny of robotic writing styles (yes, em dashes and emoji overuse — 👀we see you). The trick? Use AI to accelerate, not automate, your voice. Your authenticity is still your superpower.

Social Media: From Influence to Impact

Forget follower counts. The smartest brands are shifting focus from influencers to individuals. That means:

• Empowering employee advocacy and using real voices to create real trust.
• Building behind-the-scenes stories that feel human and transparent.
• Investing in UGC and content that’s flawed, funny, and totally real.

Newer platforms like Threads and Bluesky are being explored, while X (formerly Twitter) remains in flux. Paid opportunities will evolve, but for now, organic storytelling reigns.

And don’t forget short-form video, live streams, and Q&As continue to perform and punch above their weight.

Search Is Getting Social, Vocal, and Generative

Search is transforming fast, again! Here’s what we know:

• Social Search: Users are searching on TikTok and Instagram like they used to on Google.
• Voice Search: With smart speakers in every other kitchen, voice optimisation is making ground on traditional search.
• GEO (Generative Engine Optimisation): Google now uses AI in 1 in 5 searches. If you’re not optimising for generative responses, you’re already behind.

Google’s latest updates (May 2025) also crack down on repetitive, low-quality AI content. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and the Helpful Content Updates are where you are making connections.

Content Marketing: Audit, Refresh, Repeat

AI is pumping out content at breakneck speed for some users, but search engines are rewarding quality, originality, and relevance. So what wins?

• Refresh your archives: Reinvigorate old posts with new insights, data, and original research.
• Balance AI with human creativity: Let AI draft but let your team shape.
• Stay authoritative: Especially as Gen Z and Gen Alpha begin to engage with brands, credibility is currency.

Pro tip: Gamify your content and spotlight sustainability, diversity, and equity to engage next-gen audiences.

Skills of the Future: Tech Meets Caring

Yes, AI skills are a must. But ironically, the rise of machines is making human skills even more vital. The best marketers are:

• Technically savvy with AI, SEO, and analytics.
• Emotionally intelligent and understands the value of listening, mentoring, and connecting with real people.
• Community-minded, giving back through volunteering and advocacy.

In short? A bit robot, a lot more human.

The Takeaway: Flexibility is the New Strategy

If there’s one rule for digital marketing in 2025, it’s this: Stay flexible. The landscape will keep shifting. But those who remain curious, data-driven, and emotionally connected will not only keep up, but they’ll lead.

Top tips for 2025 marketers:

• Embrace new tools but refine your voice.
• Prioritise personalisation and empathy.
• Reimagine what it means to be authentic.
• Never stop learning.

The future’s not just digital, it’s deeply human. And we’re excited to see where it goes.

Working with Myriam Jessier, technical marketing consultant and trainer, we’ve put together a short checklist to cut through the noise and have folks hone in on the key message you are putting out there. Cognitive accessibility is about making your content and digital spaces friendly for every brain – especially your marketing awards entries! 

Quick hot take about cognitive accessibility

This isn’t just about ticking boxes. It’s about real people navigating real barriers, whether they have PTSD, autism, dyslexia, or are just plain overwhelmed by digital noise. If your content makes sense to the most distracted, dopamine-hunting mind in the room (Hi, that’s Myriam!), you’re on the right track. Ensuring you achieve cognitive accessibility means creating content that is user-friendly for readers who have different brain wiring, such as Down Syndrome, PTSD, autism, dyslexia, and ADHD. 

What Makes Neurodiverse Folks Rage-Quit Your Content?

Let’s be brutally honest. You lose people when you:

• Use jargon, acronyms, and cryptic copy. All are the enemy.
• Overcomplicate websites? Nope
• Include rigid forms and ticking clocks? Hard pass.

So, How Do You Fix It? Make it more accessible!

As someone navigating the world with ADHD, here’s Myriam’s pragmatic guide to getting cognitive accessibility right:

1. Looks Aren’t Everything, But They’re A LOT:

• Guide the Eye: Use clear headings. Use subheadings. Use bullet points (like this!). Make it scannable. Show people where the important stuff is.
• Visual Cues are Your Friends: Use icons, borders, or subtle highlights to point people where you want them and where they need to be.
• Whitespace is Sacred: Don’t cram everything together like a digital hoarder. Let your content breathe. Separation prevents overwhelm.
• Images with Purpose: Break up text walls with meaningful graphics. 
• Font Sanity: Choose clean, simple fonts. Seriously, no one’s impressed by unreadable calligraphy. Legibility first.
• Keep it Horizontal: That’s how most people read. Don’t try to be avant-garde with vertical or tilted text. It’s annoying and hard to read.
• Front-load the Good Stuff: Get straight to the point, above the fold. Respect people’s time. Don’t make them hunt for the core message.
• Mix It Up (Formats): Text, images, video, audio. Give people options. Let them choose how they want to absorb your brilliance.

2. Stop Making the Words Hard:

• Avoid excessive industry jargon and LLM jargon. Keep it straightforward and, importantly, readable. If you are using industry terms, provide a quick breakdown of what they mean at least once in the text.
• Active Voice = Authority. Own it! Say “We achieved X”. It’s clearer, stronger, and less open to weird interpretations.
• Focus, People, Focus: Keep it tight. Keep it relevant. Short attention spans are a reality. Get in, deliver value, get out.
• Left Align is Your Friend: Justified text creates weird spacing rivers that make tracking lines a nightmare. Centralised text is just…awkward. Stick to left alignment for easy reading.

3. Colour Isn’t Just Decoration:

• Contrast, Contrast, Contrast: Make sure text is easily readable against its background. High contrast = less eye strain.
• Don’t rely only on red/green to show increase/decrease or good/bad. Use icons (+/-), labels, bolding, something else.
• Colour Needs Backup: Don’t only use colour to convey meaning. Underlines, asterisks, bold text – use supporting visual cues.

Okay, Awards Entrants – Special Message From One of Your Judges

All this? It applies DOUBLE to your awards entry.

• Make it Judge-Friendly: Clean layout. Clear headings guide me through your entry. Judges are human, often tired, and reading a lot of entries. Make yours easy to love.
• Read the Criteria: Meet the baseline requirements. Your amazing campaign means nothing if you haven’t answered the actual questions or provided the requested proof. 
• Don’t assume we know your company’s pet acronyms or the specific nuances of your local market. Provide context. Spell things out.
• Proofread Like Your Entry Depends On It (It Does): Typos and grammatical errors scream “rushed” and “low quality.” Same goes for LLM lingo. It creates an unconscious bias, and trust me, you don’t want that.

Bottom Line: Cognitive accessibility isn’t some niche ‘extra’. It’s about clear communication that respects everyone’s brain. Make your content easy to find, easy to understand, and easy to navigate. Your audience – and yes, your awards judges – will thank you.

Connect with Myriam 

Website / LinkedIn / Instagram

There’s something undeniably special about the moment when an event comes together. Whether it’s the buzz of a live awards ceremony or the seamless execution of a virtual announcement, the excitement and the sense of achievement linger in the air, and the boasts and celebrations hit social media with a bang. Media partnerships play a crucial role in making these moments happen and, more importantly, making them matter.

At Don’t Panic Projects, we’re quite particular about our media partners. They’re chosen for their standing in the industry, their commitment to ethical business practices, and their genuine dedication to advancing the digital sector. When we say partnership, we mean it, this isn’t about slapping logos together and calling it collaboration. We know what a great media partnership looks like and why the benefits are win/win.

What is Media Partnership?

A media partnership is a mutually beneficial collaboration between an event organiser and a media organisation, such as an online platform, networking organisation, or publisher. The partnership aims to leverage the strengths of both parties to achieve shared goals, typically involving the promotion and coverage of an event.

Media Partnership is a great opportunity and a cost-effective promotional proposition for businesses that want to raise their brand awareness and connect to new targeted audiences.

Why Partner With Us?

When choosing to become a media partner, it is important to weigh up the audience that you want to target and how the partnership aligns with your business goals.

Don’t Panic has 20 years of experience in running events and awards across a multitude of digital marketing areas of expertise, including business tech, content, search, paid media and company culture.

Our primary audience is digital marketing agencies, brand marketing teams, tech innovators and software providers. Our events are a celebration of good practice, and our audience is guaranteed to be innovative and working at the top of their industry.

Award categories are carefully designed to reflect business behaviours, trends and latest developments within the industry. Don’t Panic Awards are accredited by the Independent Awards Standard Council, Awards Standards Mark, and we are proud to have achieved ‘Outstanding’ on all our Awards.

The Benefits of a Media Partnership With Our Team

Reach New Audiences

Media partnerships open doors to audiences you simply can’t access on your own. As well as introducing you to our worldwide digital marketing audiences, we can connect you with the right people, people who are genuinely interested in what you do.

Build Stronger Relationships

Collaboration has a way of deepening professional relationships beyond the usual transactional nature of business. We’re working together towards shared goals, which tends to create lasting connections with people who understand your industry challenges.

Cross-Promotion That Actually Works

Your marketing efforts complement ours, and vice versa. Rather than shouting into the void separately, we’re amplifying each other’s messages to audiences who are already engaged and listening.

Third-Party Credibility

There’s real value in having respected industry voices associated with your brand. It’s the kind of endorsement that carries weight because it’s earned, not bought.

Enhanced Brand Visibility

Strategic alignment with established partners naturally elevates your profile. Your brand benefits from association with trusted industry names, which opens doors that might otherwise remain firmly closed.

Cost-Effective Marketing

Media partnerships deliver significant marketing value without the traditional financial exchange. You’re leveraging shared resources and audiences to achieve results that would be considerably more expensive to generate independently.

Access to Resources

Our creative team, our networks, our industry connections. Media partnership means you can tap into resources that would otherwise be out of reach or prohibitively expensive to develop in-house.

Social Media Amplification

Your content reaches our established audiences across multiple channels, giving your message broader reach through trusted voices that people already follow and engage with.

Content Opportunities Available

Awards Presentation

At our in-person events, presenting awards puts your brand at the centre of celebration and recognition. It’s a natural fit that associates your name with success and achievement.

Interview Opportunities

Our partnership opens doors to thought leadership platforms where you can share insights, discuss industry trends, and position yourself as a voice worth listening to in your sector.

Brand Integration

Your branding appears naturally throughout our event materials. From promotional content to website integration. It’s seamless rather than forced, which makes it more effective.

Editorial Opportunities

The digital industry moves quickly, and fresh perspectives are always needed. Partnership provides access to editorial platforms where you can share expertise and insights with engaged, relevant audiences.

Making It Work

The events landscape has evolved considerably, particularly in how we blend physical and digital experiences. The brands that succeed are those who understand that collaboration often achieves more than competition.

Media partnerships aren’t revolutionary, they’re practical. They combine resources, share audiences, and create opportunities that benefit everyone involved. Whether we’re delivering live experiences or pushing the boundaries of what’s possible in virtual events, having the right partners makes the difference between good and genuinely memorable.

Media Partners & Don’t Panic

We already work with some incredible media partners who promote our events. You may have seen them at some of our live events, and you will have seen their logos and blog posts on our website and social media channels.

Current Partners: Tribe Global, Pimento, Digital Agency Network, Boost Awards, The Lighthouse, Social North, Flow State, Agency NXD and Search Engine Journal.

Become a Don’t Panic Awards or Event Partner

The opportunity is straightforward: work together to create something better than we could working alone!

Interested in exploring how a media partnership could work for you. Let’s have a conversation about possibilities.

Email [email protected]