AD and myself managed to wrangle some tickets for last nights IPA event focussing on the best international work of 2009. Our head honcho Kate Stanners showcased some winning work along with some of her fave bits from the last 12 months.
I actually found it more interesting to hear about the judging process and how twenty or so senior ad people come to a decision whilst locked in a jury room. According to Kate the edgier stuff doesn't triumph because it polarizes too much opinion, instead the least offensive nominations are the last ones standing - and therefore victorious. Inevitable when things are decided by committee.
This is a pattern that follows an idea throughout the creative process as work is judged first by your CD, then a gaggle of planners and account people, before seventy seven layers on client side.
Another debate was how exactly to judge ads from differing cultures. Each piece is clearly thought out well and insightful but what is relevant to a U.S. audience obviously differs hugely to what resonates in India.
Does all this mean that the broadest ideas will continue to win through? I don't know, but I'm sure you couldn't get away with these brilliant ads in the overly P.C.U.K:
Tuesday, 1 December 2009
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