Hockney unveils restructure of D&AD awards system

LONDON - Michael Hockney, the newly appointed chief executive of D&AD, has unveiled an overhaul of the annual awards.

The event is being renamed as the D&AD Congress and is ditching its traditional Earls Court venue in favour of Old Billingsgate Market.

The event will take place over 22 days, during which period the judges will convene. There will also be workshops, exhibitions, screenings, lectures and networking events. The final night of the three weeks will be the awards night, when all the winners will be announced.

Hockney said: "It is about bringing D&AD's work together in a more holistic way."

The awards night is being held immediately after the judging process to prevent entrants from discovering if they have won an award and consequently whether it is worth them buying a table on the night.

The judging process and awards night is still designed to appeal to creative professionals, but it is hoped that the rest of the congress will appeal to all businesses that have a commercial creative output.

Hockney's plans were outlined as D&AD unveiled its annual call for entries.

Some of the awards categories have been overhauled for next year's event.

Integrated Creativity has been renamed Integrated Communication and three clear sub-categories introduced. The changes were based on the findings of a focus group, held jointly by D&AD and Yahoo! Europe.

Other changes include the Writing for Television award becoming recognised as part of the Television & Cinema Advertising Crafts category.

Louise Fowler, the D&AD awards director, commented: "Yellow Pencils don't stay still until they reach the winner's mantelpiece. We have constantly to keep on our toes and stay at the cutting edge of industry developments. All of the category changes we make are in consultation with leading working practitioners in each separate field."

The juries for the wide range of awards categories has also been unveiled.

Twenty-four leading directors and senior creatives, including Richard Flintham (Fallon), Damon Collins (Lowe), Paul Silburn (TBWA\London), Danny Kleinman (Large Corp) and Farid Mokart (Goodby Silverstein & Partners), will convene to judge the entries.

Television & Cinema Advertising Crafts will be judged by a 14-strong jury including Nick Gordon (Academy), Walter Campbell (Campbell Doyle Dye), Tony McTear (TBWA) and Peter Raeburn (Soundtree Music).

The "call for entries 2004" campaign was created by Innocence. Mark Smith, the company's creative director, produced the idea, which won in a competition entered by 98 other contestants.

The campaign is composed of stickers placed on awards from rival schemes.

The stickers read: "My other award's a yellow Pencil."

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