Bednash, who is the UK consumer marketing director at Google looks out for entries that add value to culture and are surprising and original.
If the campaign is built on an interesting insight, award entry writers should also be sure to bring it out and highlight how they arrived at the insight.
Finally, good campaigns put the user first. Beyond the cool tech and the brilliant idea, it has to put the end-user first.
Watch on for his tips on writing award entries and the tech he'd like to see used in this year's awards entries.