What our judges saw: Creativity

Cordell Burke, Global Executive Creative Director (EMEA), Up There & Everywhere, Deputy Chair Creative Committee

The Film, Video and Moving Image jury was composed of a combination of sparky ‘next-gen’ talent and experienced marketeers representing a variety of agency, media, and client types. Our entries ranged from short social media videos to long-form web films that stimulated a healthy debate.

This included discussing subjects such as the merits of short-length social films versus long-form versions, the effect of attention spans on the choice of media, the relevance of long films compared to short ones and whether ‘Craft’ is appropriate or not depending on the audience the work is aimed at.

I’m proud that our judges have chosen a shortlist containing a range of insightful, well-executed films with case studies demonstrating how the use of film helps push the data and marketing industry forward.

Julie Atherton, CEO and Managing Director, Small Wonder, Creative Committee

Wow! A real privilege to judge the DMA Social Media Awards once again. It is such a great experience. Face to face, thank god! It’s a chance to see excellent work, meet new people and reconnect with old colleagues and friends. With loads of wide-ranging entries from globally integrated strategies to powerful social 1st campaigns, it is a strong testament to the strength and talent in our industry. My favourite part is the discussion and analysis of the entries with the judging team. Because of their different backgrounds, experience, and areas of expertise, it was a lively and insightful session, and I am really excited to see who will take the gold from such a strong shortlist. Roll on the celebrations.

Angus George, Creative Director, Ogilvy, Creative Committee

This year judging came with mixed feelings. It was pretty clear to our jury that there were some outstanding entries. Entries that really started to shine a light on the innovative thinking in the British industry. There were strong consumer insights, depth in customer journeys and socially relevant creative. However, there seemed to be a clear line between these examples and the rest of the pack. This might be explained by the fact the DMAs are more relevant and accessible to the UK industry than other awards programs. If we look at the entries, it gives us a unique perspective on what the wider industry is determining as "good", rather than simply agencies or production companies.

Nigel Clifton, Head of Creative, N2O, Creative Committee

Waiting to see what has been entered always excites me. And there are no better awards to judge than the DMA awards. This year was no different: I was pleased to see some brilliant insights that were honest and truthful—exposing the problem and finding intelligent and inspiring ways to overcome it. These springboards enabled the creative solution to be relevant and entertaining.

This year the craft levels were strong, relevant and purposeful. This was refreshing in a time when craft is said to be less important for campaigns, but it was there in oodles. Craft in TV ads that sparkled, enticed and raised goosebumps and craft that delivered simple messages and content in direct ways that understood the viewer’s needs. Then the discussions that follows as the data is unpacked, destroyed and rebuilt by the judges.

Now we have to wait until DMA Awards Night on December 5th to find out which one (or two) delivered well against all criteria and celebrate brilliant work that worked.