There was simply too much "OK" work - work that lacked confidence, character and any of that all-important cut-through.
Why? It seems the industry is in fear. Perhaps the tough economic climate we have all endured is making us play safe. Whatever the reason, I believe we must lose this mentality or we will get stuck in a spiral going only one way. Yes, the industry continues to grow and the levels of professionalism and opportunity are growing with it. But there is little sign from the 2004 entries that our creative excellence is keeping pace.
We all, agencies and clients alike, need to take a deep breath and be brave.
There were, however, some brilliant exceptions to the mass of routine work, their light shone brightly and they won hands down.
The good work was really good and exuded the confidence other work so lacked. The winners won because of sheer excellence and their obvious bucking of the conservative "safety first" trend.
Ultimately the big green field of opportunity is there and waiting. The brave clients and agencies that step into its expanses will reap the rewards and leave the rest crowded in the corner. I know where I want to be.
THE JUDGES
Keith Hawkins - Senior VP, sales and marketing, UK Broadband
Richard Madden - Executive planning director, TBWA\GGT Direct
Jack Nolan - Joint creative director, Arc Marketing
David Kyffin - Managing director, MediaCom Direct
Rory Sutherland - Executive creative director, OgilvyOne
Steve Aldridge - Creative partner, Partners Andrews Aldridge
John Wigram - Partner, Rise Communications
Peter Harle - Creative director, Claydon Heeley Jones Mason
Susie Moore - Head of brand and marketing communications, O2
Simon Andrews - Chairman, DLKW Dialogue
Simon Kershaw - Partner, Keevill Lee Kershaw
Mike Cavers - Creative director, Publicis Dialog
Chris Thomas - Chief executive, Proximity London
David Prideaux - Creative director, Rapier
Mark Buckingham - Creative director, Craik Jones Watson Mitchell Voelkel
Ian Haworth - Chairman of the judges, Executive director, head of
creative, WWAV Rapp Collins
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