The jury was chaired by W+K's ever calm and gracious Global ECD Colleen
DeCourcy with representation from adam&eveDDB, J Walter Thompson,
BBDO, Ogilvy, Y&R, Publicis, Marcel, Leo Burnett, BBH, Fallon,
Saatchi&Saatchi, McCann-Erickson, FCB, Deutsch, Cheil Worldwide,
Mori Inc, Mr President, Thinkstr, Jung von Matt and Barton F. Graf 9000.
And although each juror took the week's judging as seriously as a Matador does a bullfight, you couldn't meet a nicer bunch.
ANDY award judging happens in three stages. First up, the work is
judged in a preliminary round undertaken by top creatives each juror has
nominated in her or his local city or country. Work that passes the
preliminary stage then enters the arena in Spain where the jury takes a
second pass to arrive at a shortlist. In the third round, only the
contenders for metal remain and these get pushed and pulled, debated and
discussed until they confess to their strengths.
As we reviewed the
hundreds of entries a number of trends became obvious. Many brands
appear to be trying to attach themselves to heart-string topics of one
sort or another. Mothers' Day is an example that too many brands attach
themselves to without any meaningful reason to do so. Promoting such
calendar events and causes comes across as lazy and lacks the
authenticity it takes to make people care about the brand behind the
Another noticeable trend points to the industry piling in on
causes that have popped up through globally awarded work in previous
years. Autism is a current favourite. The rise of digital in people's
lives deservedly gets increased attention amongst agencies and clients
however, it looks like this might be at the expense of print and OOH.
The lack of work we reviewed says we care less about static mediums than
ever. Or is it that we merely do less? If it's the later, all the more
reason that when we do create print and OOH, it should be better than
ever. On the flip side, we might just begin to be getting how to be
creative with digital display such as pre-roll. The great example of
Geico from last year appears to have got some folk thinking and not
merely running Telly ads on-line. That said, much of what the work
created for digital display assumes people will watch rather than skip. A
So, what after 5 days of waging merciless
brutality upon anything less than great work did the jury arrive at? A
show that's a kind of bell-weather for 2016. The first global show in
the year, the ANDY awards is a snap shot of what's to come. The unique
window in which it falls also benefits from mixing the latest great work
with some of the best work we've seen over the past 12 months.
above all, the ANDYs knows what it's about - this is not SXSW or
KickStarter, it is not an Innovation or User Experience show - the ANDY
awards holds to its heart one thing more dearly than any other - brave,
bold and creative work from advertisers and agencies striving to make
emotional connections with consumers. Creative work that stirs people,
that sparks a relationship, builds personality and makes people feel
something about a brand. And that's something in this increasingly tech
obsessed marketing world that brands and agencies need more than ever.
if you discover your work missed the cut this year, I hope you can use
the news as a bull would a red rag and charge full-on into the next
creative opportunity with even more energy than before.
If the 2016
ANDY award jury did select your work as one of the best in year, you can
be proud that it's amongst the few percent that will set the bar for
all others this year. Congrats and enjoy the show.