This year, Joint CCO of Grey London, Vicki Maguire, set a challenge to the industry, not to enter the Creative Circle Awards– UNLESS you believe in championing the best of British work, to celebrate the chancers and diverse, different people, who aren’t just like you. To support the many and those who wouldn’t normally get the chance. Some of the industry’s greats are taking up the gauntlet.
Here, Katie Keith ‘first lady’ at production company Rattling Stick, tells adland why Rattling Stick will be entering the Creative Circle in 2018.
“Yes, the advertising industry on the whole does have a tendency to be rather self-congratulatory with annual award show numbers in double figures, and yes, this is yet another awards show, but at least The Creative Circle are staying true to their ecliptic name and values: To get back, you must first put in.
Not only do Creative Circle celebrate the best creativity in the UK, but they do it in a fairer way; without an elite jury for the longlist. Any creative can register, making it an awards show with a jury where everyone’s opinion counts: An awards show for the many not the few.
Creative Circle is about pure, unadulterated creativity, in all forms... and nothing else. Being part of the judging process for the craft awards last year was great. We weren’t being asked to judge the idea for its effectiveness; we were looking at all the elements that make the film. It’s about separating the idea from the execution.
We all know talent is the lifeblood of the creative industry; it comes in all guises and not enough is done to champion talent that doesn’t come from the obvious places, the easy options. The Creative Circle Foundation is such an important initiative because it promises to be the start of some serious change in the industry. With 10% of every Creative Circle entry fee and a whopping 100% of membership fees being used to create pathways into the industry for young people. If that goes any way to helping improve the balance of diversity in the UK creative industries… I’m in.”