I had the pleasure of judging the ADDY Awards in Destin, Fl this past weekend - I love an excuse to eat seafood!
The award judging process took all day on Saturday, but it was so well organized that it was easy on us. Will Maberry, director of marketing, at Destin Properties had everything ready to go and was a very helpful host. Jessica Maraman of Vivid Publicity & Marketing was responsible for asking me to judge.
The process revealed several interesting things that I had suspected before. First of all, it was clear that many companies do not enter their work. Paradigm has worked for several years in Florida and many of the ads, brochures, etc. that I have seen in the area were clearly absent. Secondly, it confirmed my belief that this really ends up being a “beauty show” more than dicerning the most effective piece.
Because there are so many entries and no context is provided for the work, the judges will tend to score entries higher that stand apart visually from the others. Unfortunately, a higher score doesn’t mean the submittal is the most effective collateral pieces to the particular end user or client. Never-the-less it does also remind one that being unique does capture attention.
So at the end of the day I concluded that ideally the award process would allow the judge to not only visually respond to the submital, but to also understand the target audience and success - I would like to see a case study with each.
Lastly - there are way too many categories. It is confusing for the submitter and just plain silly at times. Note to national ADDYs - delete redundant categories - and/or create clear definitions.
I hope I have the chance to do this again soon and it would be so much better if some tweaks were made.
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