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Droga5’s Ted Royer on Getting Jealous at Spikes

Trends and Insight 274 Add to collection

Film, Print, Outdoor and Radio jury president shares his hopes and tips

Droga5’s Ted Royer on Getting Jealous at Spikes

LBB> This year you’re heading up the Film, Print, Outdoor and Radio jury. That looks like a big undertaking! How have you been preparing for it?

TR> It is a big undertaking, but, fortunately, it's a fun one. I've been lucky enough to judge a few other shows, and even chair them, so I know a bit of what to expect. It's always a process of patience and not letting anything great slip through the cracks.

The best part is getting to know the judges. You spend such a concentrated time together, laughing and debating. You always leave with a couple of new friends.

LBB> And how do you think judging such a range of creative media is going to influence the judging process? 

TR> Film, print, outdoor and radio are the ‘traditional’ juries, and they are the mediums I've known all my life. Creative in these has to be succinct, powerful, digestible and above all, pretty immediate. It won't be difficult to shift gears between the categories.

Sure you look for different things in each (obviously radio, for example, has to do a particular kind of attention-getting job), but the principles are the same: What stood out? What stretched the category? What made me jealous?

LBB> What are you hoping to see from the entries?

TR> Let's continue with the jealous theme. I'm looking for work that makes me think ‘damn, I wish I had done that’. Work that pushes boundaries, pushes the form. I want to see bravery - from clients, as well as creatives.

LBB> And what words of advice or guidance will you be giving the jury?

TR> Let's be respectful, honest, ruthless and smart. Let's carve out the best show this region has seen. 

LBB> As an American CCO, what do you hope to gain from judging on such a mass of work from the Asia-Pacific market?

TR> Well, I used to live in Singapore, so I have some idea of Asian work - its challenges and its opportunities. So my perspective isn't completely American. I've also worked in South America and Australia. I have a pretty good sense of ideas that can cross borders and continents.

That said, I also relish great work that is incredibly specific to one market. I saw some stuff in the Dubai Lynx a few years ago that was crazy, but once it was translated (and explained) properly, it proved to be insightful, weird and very funny.

I'm hoping to leave inspired and thrilled by the future of Asian advertising.

LBB> Not sure if you’re going to get much of a chance to engage with the festival outside of the jury room, but I was also wondering if there was anything else you were particularly looking forward to at this year’s Spikes?

TR> I will do some drinking. It's inevitable. So there's that. And I still have some very good friends in Singapore, so I won't be drinking alone.

Also I plan on sneaking out at some point and going to a hawker center to get some Sambal Goreng. Oh my God, do I miss Sambal Goreng.

Ted Royer is Chief Creative Officer at Droga5 NY

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LBB Editorial, Mon, 22 Sep 2014 15:31:22 GMT