Judgement Day

First published in edited form in Campaign, 16th October 2014: http://www.mediaweek.co.uk/article/1317140/media-awards-herald-era-creative-bravery?DCMP=EMC-CONMediaPMBulletin&bulletin=mediapm

While it seems early to be reflecting on the year, the evident changing of the seasons over the last few weeks has coincided with the annual judging for media awards. I love judging awards as much as I dislike the autumnal drizzle. They are invaluable mainly for being an opportunity to seek inspiration from the endeavour of others. They say good artists borrow, great artists steal. As a result I find it a good idea on these days to sit near a great artist to copy their notes. James Webb Young told us in his invaluable book ‘A Technique for Producing Ideas’ that creativity is nothing more than combining elements of previous existing thoughts. Judging media awards allows the opportunity to see brilliant applied thinking to use as your own personal stimulus. Most people consume media awards through a fug of red wine and ‘banter’, it’s always a good idea to take a look at the work afterwards if you get the chance.

Having judged entries for the last few years, there felt like there was a noticeable change taking place in 2014. Like a similiar tune with a more spritely beat. Having gone through a period of conservatism — where doing the basics with a better tuned engine was sufficient for success — now we’re seemingly entering an era when bravery is rewarded. Some of the best ideas this year had an admirable risky self belief to their approach. Whether it was the beautifully conceived and executed Lego ad break on ITV or the genius opportunism of turning the #NoMakeupSelfie social contagion into a money spinner for Cancer Research UK. These ideas weren’t certain to work but when they did it was heroic.

The sense of bravery was most evident when the judges took to their tour bus to go and judge the best agencies and media owners. We all live in a post-TED, post Steve Jobs area where the standard of presentation is better than ever before. This has permeated some parts of media more than others. Certainly even an artfully crafted set of Powerpoint slides look increasingly cautious and dusty as a way to communicate anything. As Simon Daglish from ITV told me ‘our rule for presenting is find a prop’.

The way that agencies are beginning to present themselves is becoming as fresh and memorable as some of their brands. It certainly leaves you with a sense that we’re advancing into an exciting time in the world of media. Agencies who are able to touch the head and the heart with authentic and well evidenced positioning are in a singular position to succeed. This can’t be just true of awards but also for winning clients’ business. One piece of video content shown from an agency’s biggest pitch of the year was spellbinding beautiful — and brimful of risk. There wasn’t a single judge in the room who begrudged them their audacious win.

Such was the sense of optimistic adventure this year that one of the judges, Nick Bampton — thrice team of the year winner, no less — turned and breathlessly exalted “what an amazing industry to work in”. When judging your peers leaves you stultified with nerves, when the brutality of making a judgement wears heavily on you, it’s impossible to disagree with Bammo’s assertion. We’re lucky to work amongst such talent.

So maybe the lesson of the awards season this year is that recession breeds conservatism and recovery rewards adventure. Looking ahead it fills you with hope. What an an exciting time for young talent to find a band of daring likeminded conquistadors — it feels like there’s a great era just ahead of us. Sign up quick.