Abbott Mead Vickers BBDO dominated the nominations at this year’s
D&AD Awards, with frequent mentions for its Dulux and Guinness
campaigns, especially for the ’surfer’ spot.
Saatchi & Saatchi also appeared more than once for the Army, WCRS for
Land-Rover and Speedo, and Wieden & Kennedy for Nike.
However, it has been another thin year for press advertising at the
awards with only one nomination made this year for copywriting and none
at all for press advertising or art direction.
D&AD’s director, David Kester, said the standard of press advertising
this year as ’poor’, but added that it was ’not as stark’ as in 1996,
when no copywriting entries made it into the nominations.
’It’s difficult to say why the quality of press advertising is so low,’
he said. ’Three different juries - art direction, copywriting and press
- all had the same problem.’
The sole nomination this year for copywriting went to AMV for its
anti-smoking campaigns for the Health Education Authority. Posters put
up a stronger showing than press, with six nominations made in the
poster category, half of them for AMV’s Guinness work.
There was an absence of the dotcom advertising that had propelled US
agencies to the top of last year’s winners’ list. ’It was a very good
year for the British and also for mainstream brands,’ Kester said.
D&AD’s revamped interactive design category boasted 334 entrants this
year, which were whittled down to nine nominations. These included
websites for the Design Museum, a Cartoon Network game called Townsville
Terror and Sony Mavica’s online advertising.
Kester said it was too early to say whether press advertising’s poor
showing would spark any extra initiatives.
In 1996 a series of educational initiatives were launched to try to
Creative Issue, p28.