Vinton revises D&AD’s interactive awards categories

D&AD has revamped its interactive awards categories to reflect the growing importance of digital media and to encourage creative talent to extend their knowledge of interactive communications.

D&AD has revamped its interactive awards categories to reflect the

growing importance of digital media and to encourage creative talent to

extend their knowledge of interactive communications.



D&AD has increased the number of categories in interactive media from

two to six. To date D&AD has offered entrants a choice of only CD-Rom

and websites. By comparison, the Cannes International Advertising

Festival’s Cyber Lions last year had a total of 13 categories.



The new categories in interactive media are: consumer websites; business

to business websites; online advertising; online games; CD-Rom, DVD and

kiosks; and convergent media.



The revamp of the D&AD interactive categories was spearheaded by Marcus

Vinton, creative director and head of digital communication at Ogilvy &

Mather, who is a D&AD juror next year.



Vinton, who has judged numerous interactive awards, consulted with Larry

Barker, next year’s D&AD president and the executive creative director

of BMP DDB, about drafting the new sections. He also worked with his

fellow D&AD juror, Gary Lockton, chief executive of Deepend.



Vinton said: ’I realised when I was looking through last year’s book how

limiting the interactive section was. Most awards now have at least six

to eight tighter classifications of work, which focus on different

content areas, allowing real depth of category.’



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