Seven Reasons Why Agencies Should Enter LMWA

The Local Media Works Awards, powered by JICREG and launched by TSB Bank chief marketing officer Pete Markey, celebrates the UK’s most outstanding planning talent across media agencies. The awards challenge media agencies to demonstrate how they have utilised local media in a past campaign, or how they would integrate it within past campaigns.

Here are seven reasons why agencies should enter the awards this year:

  1. Local news brands provide a powerful and engaging context for national advertisers. With over 1,000 local news brands in print and digital, read by 40.6 million adults a month, advertisers can reach the heart of local communities across the UK. The brief provides entrants an opportunity to understand the context and relevance of local news brands.
  2. The awards are judged by a panel of national advertisers, providing entrants an opportunity to showcase their campaigns to industry experts. Richard McCarthy, pensions campaigns team leader, DWP, said: “I am looking forward to seeing how the entrants utilise local media across all print and digital platforms to get the most out of their client’s campaigns. When used strategically, local media resonates strongly in communities thanks to its unique and trusted relationship with readers.”
  3. The awards enable planners to learn more about the new JICREG cross platform database which allows media agencies and advertisers to see how local media in print and digital is consumed across Great Britain, right down to the postcode level. LMW judge and JICREG chief executive Keith Donaldson said: “JICREG provides brands and agencies with an opportunity to deliver advertising to highly targeted local audiences down to postcode level. LMWA entrants can use JICREG to create highly effective campaigns – good luck to all who enter.”
  4. Award wins create PR opportunities for agencies. The LMWAs are promoted on social media and across LMW’s on and offline platforms – generating brand visibility for entrants and their agencies.
  5. Hosted at the Hospital Club in Covent Garden, the awards night is a chance to celebrate planning successes, as well as a great opportunity to network with other agencies, publishers and national advertisers.
  6. Whether showcasing a local media element of a past campaign or demonstrating how to integrate local media into a past campaign, the brief challenges entrants to re-evaluate past work, ensuring entrants stay innovative and strategic in future campaigns.
  7. To be shortlisted is public recognition of an agency team’s effort and achievement, as well as a chance to celebrate your campaign.

The awards are organised by the News Media Association’s local marketing arm Local Media Works. To enter the awards, respond to the brief and send entries to The deadline is 4 September and winners will be announced in November 2019.