Inside the Microsoft Advertising Partner Awards: What are judges looking for?

Unveiling the criteria and expert insights behind successful nominations 

Each year, the Microsoft Advertising Partner Awards recognize the ingenuity, impact, and excellence of the partners who are pushing the boundaries of digital advertising. With the nomination window now open, hopeful applicants may wonder: What exactly are the judges looking for in a standout submission? To help illuminate the process, we’re offering a behind-the-scenes look at the guiding principles and qualities our esteemed panel of judges seek when evaluating nominations. 

The core criteria: What defines a winning nomination? 

Before putting pen to paper — or fingertips to keyboard — it’s valuable to understand the foundation on which every entry will be assessed. Here are the pillars that underpin the judging process: 

• Innovation and creativity: Judges are drawn to campaigns and solutions that demonstrate original thinking and break new ground in the digital advertising space. This might mean employing emerging technologies, crafting unique audience strategies, or developing inventive cross-channel integrations. 

• Impact and results: At the heart of every winning entry is measurable success. Judges look for demonstrable outcomes, using clear metrics to illustrate how the nominee’s work has driven business growth, improved ROI, or delivered transformative results for clients and communities. 

• Customer-centric approach: The best nominations place the customer at the center, showcasing how deep insights and strong relationships have driven results. Judges will be attentive to stories that show true understanding of client needs and thoughtful, effective solutions. 

• Collaboration and partnership: Microsoft values exceptional collaboration — both between partners and their clients and with Microsoft Advertising teams. Judges want to see evidence of teamwork, knowledge sharing, and a spirit of partnership that goes beyond the ordinary. 

• Commitment to diversity and sustainability: Increasingly, the panel seeks nominations that reflect a dedication to diversity, equity, inclusion, and sustainable business practices. Initiatives that foster positive change in our industry and communities truly stand out. 

What makes a nomination stand out? 

Judges sift through hundreds of submissions. To rise above the rest, your nomination should be: 

• Clear and concise: Tell your story in a focused way, with a beginning, middle, and end. Avoid jargon and make your achievements accessible to judges from varied backgrounds. 

• Supported by evidence: Back up every claim with data. Use statistics, testimonials, and case studies to provide credibility and context. 

• Authentic and passionate: Let your voice shine through. Judges appreciate nominations that are genuine and reflect the real passion behind the work. 

• Forward-looking: Highlight how your work not only achieved results, but also set the stage for future innovation or long-term impact. 

Insights from the judges 

To further guide your nomination process, we gathered a few perspectives from members of this year’s judging panel: 

• "The most compelling nominations are those that tell a clear story of impact—backed by measurable outcomes and brought to life with authentic partner voices. I always look for entries that go beyond buzzwords to show how innovation, collaboration, and customer success came together to drive real results. A common pitfall? Forgetting to connect the dots between the work and the ‘why’—why it mattered to the partner, to Microsoft, and to the customer." – Renee Stopps, Regional Sales Director, Channel Partner Sales APAC

• “In two words, I’m looking for creativity and data. Creativity take many shapes, it could be a creative way of pairing products together, or the more traditional creative copy/images, or any number of things. In short, doing something different than most others in their space. As for data, this is the true equalizer. Without data backed results it’s hard to say how effective a campaign was at achieving the goal.” – Darragh Simm, Sr. Marketing Manager

• "You really have to check your own bias, especially your subconscious bias. What might be taboo in your home market might be groundbreaking in another region or country. That means you have to keep an open mind with every entry and really lean on the judging criteria, the context and the results. My second go-to is really challenging the results, often results are not prioritized in entries however I think these are key. Doesn't mean creativity isn't important but testing the idea and execution against the criteria and the outcomes is key. It separates good work from great work." – Ryan Miles, Director, International Marketing

Final thoughts: Your moment to shine 

Being recognized at the Microsoft Advertising Partner Awards is about more than accolades — it’s a testament to the innovation, dedication, and positive impact each partner brings to the digital ecosystem. As you prepare your nomination, remember that every detail counts. Let your work speak for itself, supported by data, narrative, and the human touch that sets your partnership apart. 

Submit your nominations now! If you’re an Elite or Select Partner, submit your nominations by Thursday, July 3, 2025, at 11:59 PM Pacific Time. 

Best of luck to all nominees — we can’t wait to celebrate your achievements!