DIARY: I’m only a punter but...

Any awards scheme that takes hundreds of thousands of pounds from the best people in its industry and gives not one award in a particular category in return, really has had its day.

Any awards scheme that takes hundreds of thousands of pounds from the

best people in its industry and gives not one award in a particular

category in return, really has had its day.



London has many of the best copywriters the ad business has ever known.

I am quite sure that, at the very least, 50 beautifully constructed,

well-argued, wittily written ads were entered in this year’s D&AD awards

- even though many of them may not have featured the words ‘Beaver’,

‘It’s the dog’s’ or ‘Get stuffed’.



If not even one of these ads has been chosen for the quality of its

copy, then I can only assume that the entire jury compounds arrogance

and ignorance to a mind-boggling degree. No doubt the decision was

regarded as brave and tough, even principled, at the time.



But it wasn’t - the decision was to state that the members of the jury

were above everyone else. That their skill, judgment and understanding

of today’s excellence was somehow better than all the rest of their

fellows’ in advertising. That they were the cream and everyone else the

skimmed milk.



As a result, the rest of us will shake our heads at the vast sums we

wasted on entering these awards - awards that are less and less

regarded.



None of us will be able to read the carefully sieved words or lightness

of touch of Britain’s best copywriters because not a single word of

their ads will be in the book in a point size large enough to read.



The result of this silliness may be to have done irreparable damage to

the very scam upon which such jury members often depend for their own

survival - the nice, cosy, unelected awards juries that continually vote

for the work of the friends and agencies that they know.



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