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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
V OX P OP: AWARDS Are themajor award shows fair dinkum? DANNY SEARLE EXECUTIVE CREATIVE DIRECTOR BBDO, SINGAPORE For my money, the only t rue world award show i s Can nes. I nt er- national Jury. International ent ries. Intern atio nal loca tion. But tha t doesn’t make it the most difficult to win. The reason Aus sie agenci es enter shows l ike D&AD an d Th e One Show is because they are actu- ally harder to win because they are parochial. And there’s a certain sat- isfaction beating someone on their home turf. The other reason shows like D&AD, The One Show an d Clio are entered is to he lp the net- works in The Gunn Report, recog- nised as t he inter national leag ue table for c reativity. Wi n t his an d you c an lay c laim t o th e t itle of World ’s Most Creative Agency. And with more and more mul tina- tional clients loo king f or a st rong multinational agency, these creative credentials often get you on the li st and sometimes clinch the deal. 10 CA MPA I GN B RIEF Searle: “The other reason shows like D&AD, The One Show and Clio are entered is to help the networks in The Gunn Report, recognised as the international league table for creativity” Devine: “Cannes is tough more because of the international politics than the quality of the jury. I used to think D&AD was biased towards the Brits, but having just judged D&AD I now know it isn’t.” Compared to the other big shows - Cannes, The One Show and Clio - where the UK consistently gets less than 20 percent of the winners and finalists, at D&AD this percentage is over 50 percent (79 Nominations out of a world total of 151), and 257 In Book out of a world total of 564 - some would say a statistical impossibility if the judging was fair. A question on the CB blog about this prompted a spirited response with many happy it was still the most difficult of the international awards to win and therefore the most coveted. Campaign Brief asked five creative directors for their views on the big four international awards - Cannes, D&AD, Clio and The One Show - to determine which awards they most want to win, and which ones Aussie agencies have the most - and least - chance of winning. MATT DEVINE SENIOR CREATIVE THE GLUE SOCIETY, SYDNEY The awards Austra lian creatives have the greatest chance of winning totally depends on the quality of the entry and the quality and make-up of the judges. No show has weak judges individually - but sometimes a jury can favour a certain type of work if it is biased towards that sort of work. D&AD tends to be made up of the people who have won at D&AD in previous years. And so this tends to make them the tough- est judges. Cannes is tough more because of the international politics than the overall quality of the jury. I used to t hink D&AD was too biased towards the Brits, but having just judged D&AD I now know it isn’ t. They h ad a good balanc e between the nat ionalities of the judges and the British guys were focused solely on how original and well execu ted the idea was, not wher e i t came fr om as was ? MAY/J UNE 2 007
July August 2007