Category: IT & Telecoms
Judge: Massimo Mazzeo, marketing manager, BT Business
"The more exciting and engaging entries I saw were those that didn't just focus on a call to action but were engaging in a rich content media way, with a social media framework that meant the message spread out, and cost effectively too."
Group chair: Cordell Burke, Cordscom
"The entries clearly show a shift by IT and Telecoms into the digital space, which is where that sector naturally should be. The entries we saw were relying less on direct mail, which is becoming a support mechanism rather than the main driver."
Category: Art Direction
Group chair: Steve Aldridge, creative partner, Partners Andrews Aldridge
"For the past couple of years it's been a similar conundrum comparing online campaigns particularly websites against classic direct mail and advertising. So to judge this category you have to go back to basics - does the art direction lift the idea and move it on? Does It draw you into the piece? And if it does, it shouldn't matter if it's online or offline.
"This year the five contenders for the Gold meant it was the strongest category that I've judged this year. I don't genuinely know what's won and I could justify each one of those five. So I'll be as intrigued as anyone on the night to know what wins"
Category: Door Drops
Judge: Mike Sims, head of client services, Rufus Leonard
"I was pleasantly surprised at the standard and the top three entries were definitely strong candidates for gold. Interesting to think that the DMA had dropped this category last year, and reinstated it this year.
"The classic door drop users such as retailers were particularly strong in targeting and could teach some of the other entrants a thing or two. Other well represented sectors were government/social marketing and FMCG but not telecoms and broadband. I was very surprised not to see more entries from them."
Category: Creative Solutions
Judge: Colin Nimick, executive creative director, OgilvyOne
"There was less work entered into this category than normal but was still a good solid standard. In fact, a lot of it I felt could have been entered into Cannes. The big theme being pushed this year is genuine convergence [of channels].
"In creative solutions, because you're comparing the solution and the execution as well, it's the one jury where you find judges recreating the creative work! They see the pure solution, but where the execution may be wrong. It's a great category to judge for that reason - you're getting what agencies think are the best ideas this year and then it comes down to how they execute it."
Category: Technology
Judge: Mike Sims, head of client services , Rufus Leonard
"Technology was the strongest category I judged this year and the most enjoyable in terms of the debate and seeing what's out there. I was surprised there were no iPhone apps - I expected you wouldn't be able to open the door for those entries.
"The debate was around, ‘is It new-new technology or the best use of an existing technology.
"There was a range of players in there - from small players to massive blue chips. It proves you don't have to have a big budget to be Inventive."
For Day 1 and Day 2 judges' comments, .
.jpg)
.jpeg)
