It is refreshing not to have to deal with hundreds of categories, designed to increase entries for award-hungry agencies and make money for organisers. More often than not, this proliferation of categories just ends up confusing entrants and judges. It’s great to have a level playing field where "digital" no longer has its own strange corner. Finally, we have caught up with how real people view the world.
Hopefully, multiple Agencies of the Year, artificially divided by specialism, will also disappear in years to come.
Looking at recent awards shows from around the world, our industry is in danger of celebrating its own cleverness instead of real work that has helped to solve clients’ business problems and affected culture. We need to recognise this or we will become irrelevant.
That’s why I was pleased to see the jury awarding work such as Procter & Gamble’s "#LikeAGirl" campaign, Ikea’s memorable "beds" commercial and John Lewis, which continues to show us how to smash retail at Christmas – this time with penguins.
This doesn’t discount smaller stunts designed to blow up in media, such as Carlsberg’s "probably the best poster in the world" that I had the pleasure of sampling in the Old Truman Brewery car park.
Or, indeed, charity work such as "every man remembered" – a huge and worthy undertaking.
Challenging and trying to do things differently were part of Paul Arden’s make-up. So the choice of NHS Blood and Transplant’s "missing type" campaign was particularly apt. Letting organisations get involved with the idea by removing letters from their properties was a brilliantly bold move. Honda was also awarded (a silver) in this category, as well as in the Automotive category, for its seamless interaction demonstrating "the other side" of its Civic model.
Congratulations to all the winners. It was good to see a real mixture of agencies being awarded for a variety of ways of solving business problems beyond just traditional advertising. More of this in the future, please.
Tony Davidson is the chairman of the Campaign Big Awards and joint executive creative director at Wieden & Kennedy
FILM SPONSOR’S STATEMENT
Once again, we are delighted to sponsor the Campaign Big Film Agency of the Year award.
We hear all the time now that omnichannel is the new multichannel – which used to be the new broadcast. That’s all true, but it is still great to be in a position where we can celebrate and support good old-fashioned high-quality films.
What makes a high-quality ad, film or otherwise? Content, of course – by which we mean simply "the idea" combined with some high-quality production values.
At Adstream, we value the quality of your production as much as you do.
In the increasingly demanding world of HD, we rise to the challenge of delivering your content to its destination (whether traditional broadcast or the more diverse online media) in the same quality that it leaves your post-production facility, regardless of the size and origin of the broadcast-ready master.
Congratulations, then, to all those hard-working individuals who were involved in the creation and production of such an impressive body of work. You create quality ads; we’ll deliver quality ads.
Phil Edmonds is the head of Adstream UK
OUTDOOR SPONSOR’S STATEMENT
We are delighted to be a partner at this year’s prestigious Campaign Big Awards. It is a hugely exciting time to be working in outdoor. As a medium, outdoor has always created stature and fame for brands, but we now also have an opportunity to use the medium as a dynamic communications channel, not just pure-play advertising.
This presents amazing creative opportunities to engage consumers while they are at their most receptive. It also provides you with the ultimate canvas to showcase the incredible creative talent this industry has to offer. The Campaign Big Awards nominees have all produced fantastic work that capitalises on the dynamism of digital out-of-home, and it is an honour to be sponsoring this category.
Outdoor Plus was founded in 2006 with a vision to develop the best landmark digital outdoor network in London. Now an industry leader in the premium out-of-home sector, we specialise in iconic, large-format digital advertising, premium London backlights and banner locations, delivering the best in digital out-of-home media.
Outdoor Plus’ clients include media and creative agencies, out-of-home specialists and advertisers from the full range of the Campaign Big Awards categories.
Grant Branfoot is the sales director at Outdoor Plus
DIGITAL SPONSOR’S STATEMENT
Awards remain a mainstay of the creative industries – we all love "a bit of a do" but winning awards is hard work. And getting harder.
Winning any award is the sharp end of the entire agency process; it’s a Venn diagram that mixes the right culture, right people, right clients and, of course, great planning and creative execution.
The reality is that, in the new agency landscape, the competition is now greater. With traditional agency boundaries being blurred, the number of awards and those entering them have become broader.
For the past nine years, The Blueprint has helped many of the most progressive agencies to focus.
Focus not on winning awards but on creating the right culture, processes and proposition, and attracting and retaining the right people. The awards are a by-product of getting the focus on these pillars right.
Gareth Moss is the managing partner and founder of The Blueprint