Any awards scheme that takes hundreds of thousands of pounds from the
best people in its industry and gives not one award in a particular
category in return, really has had its day.
London has many of the best copywriters the ad business has ever known.
I am quite sure that, at the very least, 50 beautifully constructed,
well-argued, wittily written ads were entered in this year’s D&AD awards
- even though many of them may not have featured the words ‘Beaver’,
‘It’s the dog’s’ or ‘Get stuffed’.
If not even one of these ads has been chosen for the quality of its
copy, then I can only assume that the entire jury compounds arrogance
and ignorance to a mind-boggling degree. No doubt the decision was
regarded as brave and tough, even principled, at the time.
But it wasn’t - the decision was to state that the members of the jury
were above everyone else. That their skill, judgment and understanding
of today’s excellence was somehow better than all the rest of their
fellows’ in advertising. That they were the cream and everyone else the
As a result, the rest of us will shake our heads at the vast sums we
wasted on entering these awards - awards that are less and less
None of us will be able to read the carefully sieved words or lightness
of touch of Britain’s best copywriters because not a single word of
their ads will be in the book in a point size large enough to read.
The result of this silliness may be to have done irreparable damage to
the very scam upon which such jury members often depend for their own
survival - the nice, cosy, unelected awards juries that continually vote
for the work of the friends and agencies that they know.