Rising stars or falling comets: do business awards really matter?

By Michaela Krause

In the vast galaxy of German business recognition, there seems to be an award for everything short of "Best Coffee Machine Operator in a Mid-sized Agency." As someone who's spent two decades navigating the intricacies of the communications universe, I've seen the awards landscape expand faster than our actual universe. But here's the burning question: are these countless lists and awards propelling businesses forward, or are they just floating space junk in our professional atmosphere?

When getting to the launchpad is harder than taking off

Preparing award submissions often feels as complex as planning a space mission. You need extensive documentation, thorough reviews, and a prayer that everything aligns perfectly. The investment goes beyond just time – there are application fees, PR resources, and a significant amount of hours spent polishing those submissions until they shine brighter than a rocket’s nose cone. Without a proper strategy, these efforts can quickly turn into a black hole, sucking in resources with no visible return. (trust me, I’ve been there twice this year)

But let's talk about impact. When a respected industry award lands in your orbit, it can indeed boost credibility and act as a powerful third-party endorsement. Yet, discerning clients – the ones we actually want to work with – know that not all awards are created equal. They can either spot the difference between a prestigious industry recognition and what essentially amounts to a participation trophy, or they trust agencies like Laika to spot the difference for them.

The networking aspect shouldn't be overlooked either. Award ceremonies and lists often bring together industry leaders and influencers, creating a gravitational pull of opportunities. These events can be valuable launching pads for new partnerships and business prospects – assuming you can navigate past the endless speeches and rubber chicken dinners.

Major Tom to ground control: navigating the asteroid field

Here's where mission control comes in: being strategic about which awards to pursue is crucial. Not every shiny object in the sky deserves your attention, and frankly, some of those glittering objects are just expensive space junk designed to separate you from your money.

The hallmarks of legitimate recognition:

✅ Clear, transparent judging criteria and process

✅ Respected industry professionals on the jury panel (with names and credentials listed)

✅ No pay-to-play elements beyond reasonable administrative fees

✅ Winners from previous years you actually recognize and respect

✅ Categories that make sense and aren't suspiciously broad or niche

✅ (Not a must, but a nice to have for them and you!) Media coverage from credible industry publications, not just the organizer's own channels

Red flags that scream "cosmic debris":

❌ Fees that seem disproportionately high for the recognition offered

❌ Vague judging criteria or anonymous jury panels

❌ Everyone who applies seems to win something

❌ Organizations you've never heard of suddenly offering you awards after a quick LinkedIn search

❌ Heavy pressure to buy expensive award ceremonies tickets, plaques, or "publicity packages"

❌ Categories like "Most Innovative Use of Email in Q3 by a Mid-Sized Agency in Northern Europe" or anything overusing Em Dashes

The unfortunate reality is that there's serious money to be made from professional egos, and some operators have turned award schemes into sophisticated cash-grabbing operations. When in doubt, ask yourself: would winning this actually impress the clients I want to work with, or would I have to explain what it is?

If still in doubt: ask an external comms specialist for their opinion (such as Laika *wink wink, my DMs are open*). We deal regularly with these awards for several clients, we know in most cases what is hidden under the hood and having a brief talk with us on the matter will in most cases be cheaper than if you were to waste the application fee on a scam. Also we tend to be paranoid about it for our own brand, so that should help.

Charting your course through the stars

The key is integration. Awards should be part of a broader strategy, not just random attempts to collect cosmic debris. When properly aligned with your business goals, they can amplify your market position and attract both talent and clients. But without this alignment, you're just adding to the cluttered space of meaningless accolades.

And speaking of clutter – have you noticed how some of these lists seem to multiply faster than space debris in low Earth orbit? Even LinkedIn offers you to be a “Top Voice” just for asking ChatGPT to provide you with answers to questions you have absolutely no clue about… We are basically at a point where being on a "top" list might actually say less about your achievements and more about your ability to fill out application forms or your PR team's persistence.

At the end of the day, whether these awards are rising stars that boost your business or falling comets that burn through your resources depends entirely on your approach. Choose wisely, invest strategically, and remember: in the vast universe of business recognition, it's not about collecting the most stars – it's about finding the ones that actually light your way forward.

Oh and of course: keep your fingers crossed for the two awards we applied for this year!