DIARY: De Bono, Byrne and a Sony bloke constitute Isherwood's geniuses

During these harsh times, what better way to earn an extra bit of cash than by entering Saatchi & Saatchi's third Innovation in Communication award?

It's perfectly simple - identify a world-class innovation that has the power to make the world a better place, write it up and send it to the judges, and Bob's your uncle, $100,000 could well be yours.

Saatchis' worldwide creative honcho, the aptly named Bob Isherwood, is in charge of the veritable coachload of "genius" judges, which includes the former Talking Heads crooner, David Byrne, a chap from Sony, a, er, global client of the network, and none other than the lateral-thinking guru Edward De Bono.

Isherwood says it's a delight to have an international team of "unprecedented authority of genius" to judge the award. "If that's not motivating enough, we're hoping the prize pool - which will help the winner take his idea from prototype or compelling concept to reality - will be." Er, that's great Bob, but we'll probably just take the money. And, bizarrely for a Saatchis initiative, no word from the worldwide chief executive, Kevin Roberts - perhaps he's working on his own entry.

As well as the hefty cash prize, De Bono is also handing out what must be his version of a booby prize, "The Edward De Bono Medal for Thinking", which he'll give away to the outstanding new idea he considers to be "simple, practical, effective, and in use".

Considering Saatchis' parent company, Publicis, seems to be in cost-cutting mode, how about doing away with the $100,000 and getting everyone in the network to win some new business?


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