Fresh Awards 2004: Awards should work harder

Let's face it: awards are judged by the people that win the awards. And they (perhaps unwittingly - though I doubt it) look for ideas that are familiar to the ones they entered when they won.

It's why just about all the awards schemes that I am familiar with have fairly distinct "formulas" for pretty much guaranteeing an accolade of sorts (ie. no words + cute animal + sex = Cannes Lion). If you want to join the club, be prepared to wear the club tie. So do we really need another awards scheme that behaves the same way?

Well, no we don't. But we do need awards schemes that, yes, celebrate creativity, but also insist that every entry is also judged on its success in delivering on its proposition.

Or, in other words, the (good Lord no) clients' objectives (how about getting clients and punters on the jury to offer their perspective on the work?). And we definitely need awards schemes that are prepared to encourage creativity well beyond its exclusive core.

Most importantly, though, we need awards schemes that are working for the industry, not for the financial benefit of its founders. Particularly awards schemes that are prepared to give a substantial percentage of their income to Nabs, for instance. It's with all of the above in mind that I'd like you all to stand and give a big warm, welcoming industry hug to the Fresh Awards.

So on to the winners.

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