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IHAVEANIDEA.ORG > ask jancy >  What makes an ad award-winning?

What makes an ad award-winning?


I read in a previous answer or yours that awards are the only real measuring stick we have in determining who is a good creative. My question to you is what makes an ad award winning? I ask because advertising is such a subjective business. Is it the ad that combines two ideas into one in the best way? Is it the ad that is most effective in the marketplace? Is it the ad done by the person who knows the most people on the judging panel?

intro What makes an ad award winning?We’ve always observed that any given awards jury would vote a bit differently on any given day. It is subjective and it’s far from a science. Let’s assume the jury is a strong one (and plenty aren’t). Broadly speaking, the ad that wins will strike them as original, strategically smart, well-executed (the vast majority of ads entered in any show died in the execution), memorable and surprising in some way. Really great ads are effective—we often tell our clients that it’s wrong to think that there are two kinds of ads: award winning or effective. The Gunn report out of Chicago confirms that award winning ads perform better in the marketplace than average ads.

Can a jury be swayed by a popular juror making a case for an ad? Yes. Will a popular juror have their own work seen in an especially generous light? Can happen. Most shows go to some length to keep the voting integrity intact. Most jurors really do pour their best efforts into judging honestly and well. It’s a big responsibility that people take seriously. And ultimately, if the show is poorly judged, the jury looks bad. It’s not uncommon to hear one jury member or another implore their fellow jurors—”How can we vote that in? It’s got our names on it!”

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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