Judges Top Tips 2026

Matt Adams
Global CEO Stagwell Media Platform | Stagwell

What are you looking for in winning entries?
Id be looking for someone who did more than just their job. Entrants who have impactful roles are always going to do a great job - but what was it specifically that set you apart? what was it that made you different to the rest - focus on those areas vs just doing a good job that you turn up for every day.

What top tip would you give to this year's entrants?
A great entry proves out the direct contribution you made to the business or organisation that you work for - showing clear impact through to the goals you have and your direct role in making that impact will see you well.

Dinah Williams
Founder & CEO | Avenir Network

What are you looking for in winning entries?
I'm looking for work that has real depth and impact. Entries should show clear results, evidence of progress, and leadership that's driven by purpose, not ego. Impact that lasts beyond the campaign or initiative is what stands out.

What top tip would you give to this year's entrants?
Be honest and clear about your impact. Show evidence of real change, not just activity. Clarity beats hype, tell the story of what you've built, why it matters, and who it's benefited.

Amanda Pitt

Partner and Head of Executive Search | TheZoo.London Executive Search

What are you looking for in winning entries?
I am looking for people who've made a real, positive difference to our industry. The strongest entries show brave ideas, clear results, and real leadership, and they also show how the person has lifted others up, not only their own career.

What top tip would you give to this year's entrants?
Tell a clear story. Explain what you did, why it mattered, and what changed because of it. Be specific, use real examples and results, and make it easy for the judges to see the impact you have had on people, clients, and the wider industry.

Caroline Forbes
Head of Sales, Out of Home Agencies | Bauer Media Outdoor UK

What are you looking for in winning entries?
Campaign's 40 Over 40 celebrates individuals whose leadership and innovation have made a profound impact on their business and the wider industry - whether through sustained excellence or transformative, immediate change. Winning entries demonstrate influence that extends beyond personal success, creating platforms for future leaders and driving meaningful progress. Recognition in this list is pivotal: it validates a career of impact, amplifies credibility, and positions winners as industry trailblazers shaping the next generation of talent.

What top tip would you give to this year's entrants?
Show the measurable impact of your work - don't just list achievements. Explain how your leadership has transformed your business and the industry, whether through sustained excellence or bold, immediate change. Highlight how you've created opportunities for others and acted as a platform for future leaders. Judges want to see influence that goes beyond your role and demonstrates lasting value.

Robert Stevens
Managing Director | Optix Solutions Limited

What are you looking for in winning entries?
As an entrepreneur, I look first at ROI and real impact. Did the work deliver against the objective and can the results be clearly evidenced. If the outcome stacks up, I then look at the craft, the thinking and the originality. Does it make me wish we had created it ourselves. Finally, I care about the experience behind the work. Was the team aligned, was the client genuinely engaged, and did people enjoy the process. The best work tends to come from projects where there was trust, momentum and a sense of shared ownership, not where it felt painful or forced.

What top tip would you give to this year's entrants?
Evidence, evidence, evidence. Make it easy for judges to see the impact and ROI of the work. Independent validation carries real weight, especially when it comes from the client rather than the agency. The strongest entries avoid marking their own homework and let results and client voices do the talking.

Cat How
Founder & Executive Creative Director | How&How

What are you looking for in winning entries?
I'm not looking for a perfect CV. I'm looking for proof of momentum. A winner to me will show depth, not just duration. Yes, you've been around the block‚ but what have you done with that experience? How has your thinking evolved? What risks have you taken once you no longer had to prove yourself? I want to see leadership with teeth. Not necessarily just hierarchy, or titles. Real leadership. The kind that builds teams, backs talent, changes culture and leaves things better than it found them. I'm interested in people who have shaped the work, not just shipped it. Who've influenced direction, raised standards, challenged bad habits, and pushed their industry forward‚ sometimes quietly, sometimes loudly. But there has to be a shift either way. Impact matters. Commercial impact. Cultural impact. Human impact. Show me how your decisions moved something meaningful‚ a business, a brand, a community, a conversation. And please: bring personality. At 40+ (best decade, yeah?) your edges should be sharper, not sanded down. I want clarity of point of view. Conviction. A sense of humour doesn't hurt either‚ if you're still taking yourself deadly seriously at this stage, we need to talk. Ultimately, I'm looking for people who prove that experience isn't a slowdown, it's a bloody superpower. Still curious. Still brave. Still building. 40s are when things start to get interesting.

What top tip would you give to this year's entrants?
Don't play it safe. This is not the moment for modesty, autopilot bios or carefully ironed LinkedIn summaries. So tell us what only you could say. At this stage in your career, your real value isn't just what you've achieved‚ I'd argue it's what you've learned, and what you've had the courage to change or challenge along the way. So in light of this be specific. Be reflective. Show your judgement. In your application, talk about your decisions, not just your outcomes. Your influence, not just responsibility. And how you've grown teams to be better and stronger, not just 'at scale'. And remember: leadership isn't about being everywhere. It's about being useful. To your teams. To your industry. To the next generation coming up behind you. If you've made mistakes‚ great! Join the club. If you've evolved‚ even better. If you're still curious and still pushing‚ that's gold. Own your story. Confidence isn't arrogance. It's clarity. And clarity always stands out.