Published by Sue Johns-Chapman
Published Date 30.07.2025 
Karen Webber spills the beans on judging and why it’s a serious matter.
Industry awards have become a bit of a joke, haven’t they. Pay your entry fee, get your mates to vote, and suddenly you’re “award-winning”…
The Northern Digital Awards are different. And I know this because I’ve been behind the scenes for many years, watching the process evolve whilst its integrity is maintained.
This quality of both entries and judging is exactly what sets these awards apart from the glut of shameless revenue generators masquerading as recognition that’s flooded our industry.
Judging is Addictive!
Every year, I tell myself I’ll start judging entries for the Northern Digital Awards well ahead of time. I’ll be organised, methodical, and definitely not leave it until the last minute.
And every year, without fail, I find myself frantically scrolling through entries the day before they’re due, muttering “why do I do this to myself?” whilst simultaneously being completely absorbed by the brilliant work I’m reviewing.
You’d think I’d have cracked the time management thing after many years of being a judge. But the truth is, once I start reading the entries – no matter how much I Pomodoro myself – I get completely absorbed. There’s something addictive about seeing what the best digital minds in the North have been up to, and something that awakens my inner detective getting lost in the numbers.
How It Actually Works
Here’s what happens when you enter: your entry doesn’t just get a quick scan from someone who’s barely paying attention (or AI). Each judge receives a hefty pack of entries to pre-score independently. There’s detailed analysis against specific criteria that you, as entrants, know about upfront.
I spend hours going through these. Reading the strategy, examining the creative, scrutinising the results. It’s like being a detective, but instead of solving crimes, you’re working out whether that 400% increase in engagement actually means anything…
The pre-scoring happens in complete isolation. I don’t know who else is judging the same categories as me, and they don’t know I’m involved.
Also, if it so happens that an entry is assigned to me and there’s any reason why I can’t objectively judge it (for example it’s a client or people I know are involved), I have to declare that interest. I will then not score that entry, nor be involved in the discussion around who wins that category.
Pure, honest assessment of the work on its merits.
Where It Gets Interesting
After the prescoring comes the online judging session – arguably my favourite bit apart from the awards night. The judges get together on a call and we thrash it out to choose the winners. Sometimes there’s instant consensus. “Yep, that campaign is clearly brilliant, moving on.” But other times there are real debates.
I’ve seen judges passionately argue for campaigns that others think are style over substance. I’ve watched heated discussions about whether innovative technology trumps solid strategy.
It’s robust in the best possible way. If your campaign wins, it’s because it’s survived scrutiny from multiple experienced professionals who’ve looked at it from every angle.
The Unexpected Bonus
Something I love about judging these awards is that I get to see what the very latest trends and tactics are in digital marketing every year. As a solo consultant who left agency life eight years ago, this process keeps me absolutely current with what’s working, what’s innovative, and what’s pushing boundaries.
I see campaigns using AI in ways I hadn’t considered (and others whose “revolutionary AI-powered solution” is actually just ChatGPT trained to avoid using em-dashes).
I discover new platforms and tactics. I watch how the best agencies are solving problems I’m working on with my own clients. I get to see the actual numbers and strategies and play spot the difference between genuine innovation and repackaged old ideas with buzzword seasoning.
It’s like having a direct line to the collective genius of the North’s digital marketing community.
The People Who Make It Work
The other judges are genuinely brilliant. Over the years, I’ve worked alongside some of the most respected names in Northern marketing – people who’ve built agencies, launched brands, and created campaigns that have genuinely changed how we think about digital marketing.
These aren’t people who’ve been chosen because they’re available or because they know someone. They’re there because they know their stuff, and they bring that expertise to every discussion.
Why It Matters
These days, anyone can slap “award-winning” on their website by entering competitions with more categories than a village fete. The Northern Digital Awards and Don’t Panic Awards in general actually maintain something precious: credibility.
When I watch the winners celebrate at the awards do, I know that every single winner has earned their moment. They’ve survived independent scrutiny, passionate debate, and the collective wisdom of some of the North’s best digital minds.
That’s why, despite my chronic inability to start judging early, I keep coming back. Because these awards still actually mean something substantial, unlike so many others.
And yes, I’ll probably still be judging last-minute this year. Some things never change.
About the Author
Karen Webber rescues good people from bad marketing. As the founder of Goodness Marketing, she helps small businesses and impact-driven organisations do marketing that feels good, does good, and gets good results. Previously Karen worked as a marketing director in an agency and held editorial and comms roles in London, Manchester, and South Africa. Over the years, she has taught thousands of people how to do marketing that’s both sustainable and effective.
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