CAMPAIGN POSTER ADVERTISING AWARDS 2001: Creative cream is a little thin

As you leaf admiringly through the following pages, you could be

forgiven for thinking that the UK poster medium is on pretty good

creative form right now.



There is, indeed, some very fine work on show here. Congratulations to

those who are responsible for this, the cream of our industry's

output.



But I think it's fair to say that our jury thought it was a worryingly

thin layer of cream this year - with an awful lot of skimmed milk

lurking just below the surface.



"A disappointing entry."



"Well below average."



"Nothing to get really excited about." "Even the Golds are 9 carat,

rather than 24."



These were the remarks going round the table during our two days of

ruminations.



There were a couple of categories where we felt hard-pushed to make any

award at all.



I was left wondering whether our industry had collectively abandoned the

basic ground rules for creating a great poster.



What had happened to qualities such as clarity, impact and

conciseness?



Where was the intelligent and powerful headline writing? Why did so many

of the entries seem to strive for the absolute maximum of pug-ugliness -

with a striking degree of success in many cases?



But this was to ignore the most worrying question of all: why weren't

there any great new ideas around?



It's mildly depressing when you realise that both this year's Gold

winners are a direct continuation of a campaign first conceived back in

1989.



Certainly, I never thought that work for The Economist would one day

leave me feeling more like The Pessimist.



On a more positive note, my thanks to the jury for their dedicated and

consistently fair-minded appraisal of more than 1,400 entries.



That, at least, is one advertising craft I've rarely seen in better

shape.



THE JUDGES

Jeremy Carr, COPYWRITER - ABBOTT MEAD VICKERS BBDO

Nigel Mansell, MANAGING DIRECTOR - CONCORD

Jim Hytner, MARKETING AND COMMERCIAL DIRECTOR - ITV

(DIRECTOR OF MARKETING, CHANNEL 5 AT TIME OF JUDGING)

Roger Kennedy, HEAD OF TYPOGRAPHY - SAATCHI & SAATCHI

Clive Pickering, CREATIVE DIRECTOR - BARTLE BOGLE HEGARTY

(SENIOR COPYWRITER, BMP DDB AT TIME OF JUDGING)

Kevin Brown, PARTNER - SOUL

Paul Belford, CREATIVE DIRECTOR - OGILVY & MATHER

Tony McTear, ART DIRECTOR - BARTLE BOGLE HEGARTY

Adrian Holmes, CHIEF CREATIVE OFFICER - LOWE LINTAS & PARTNERS WORLDWIDE

(CHAIRMAN OF THE JUDGES)

Robert Campbell, CREATIVE DIRECTOR - RAINEY KELLY CAMPBELL ROALFE/Y&R

Nick Bell, EXECUTIVE CREATIVE DIRECTOR - LEO BURNETT



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