I had nothing to do.
I did not pick the jury.
I did not brief the jury. When you have a jury this experienced you
don’t give them guidance, you just let them get on with it.
I was not allowed to vote.
However, in the event of a tie, I was allowed a casting vote.
There was no tie.
In the case of fierce heated debate, I was to steer the discussion
towards a result. Brilliant!
There was no fierce heated debate.
(That’s not to say that the jury weren’t passionate about the work. They
were just passionate about the same work.)
So I spent two days watching one of the hardest working juries I have
ever seen read and then reread more than 2,000 press ads.
The results of their toil are recorded in this book.
And what are this year’s trends?
Well to be honest, the same as last year’s. Simple advertising remains
Long copy remains out of fashion. Fresh ideas are favoured over fresh
Visual clarity beats visual fireworks.
As the maelstrom of information increases, we instinctively yearn for
simplicity and clarity.
As the world appears to become more facile and superficial, we yearn for
intelligence and wit.
Congratulations to this year’s winners. They are probably some of the
simplest, clearest ads that this awards scheme has ever thrown up.
My thanks to the jury for giving me two days off and to Campaign for
continuing to support the cause of press advertising.
NICK CROSS - Marketing director Selfridges
DAVID HEPWORTH - Editorial director Emap Consumer Magazines
GREG DELANEY - Chairman, Delaney Lund Knox Warren & Partners
STEVE DUNN - Executive creative director, Ogilvy & Mather
ADAM KEAN - Creative director, Wieden & Kennedy
CHARLES INGE - Creative director Lowe Lintas
LEON JAUME - Creative director, WCRS
SUE UNERMAN - Director of strategic solutions, MediaCom TMB
PAUL SHEARER - Deputy creative director Euro RSCG Wnek Gosper
NICK GILL - Senior copywriter Bartle Bogle Hegarty.