Ra­dio star

Ra­dio ju­ror Fi­ras Medrows dis­cusses the ex­pe­ri­ence of por­ing over 1,460 pieces of work and the de­bates that fol­lowed

ArabAd - - AWARDS - Fi­ras Medrows Ex­ec­u­tive Cre­ative Di­rec­tor DDB Dubai

Now that the Cannes Li­ons adren­a­line rush is over and I’m back at my desk and the re­al­ity of our busi­ness, I’m ready to share my judg­ing ex­pe­ri­ence with all of you.

First of all, it was an hon­our to be part of the ra­dio jury this year. It’s def­i­nitely the best thing that could hap­pen to any cre­ative. And I was for­tu­nate enough to be part of it this year and serve with 14 very hum­ble and ta­lented jury mem­bers from around the world.

We had a to­tal of five days to go through ap­prox­i­mately 1,460 en­tries. And we spent the first three days short­list­ing the wor­thy contenders. The fourth day we had to re-look at the short­list and briefly dis­cuss each piece to fi­nally lock down the list. The fifth and fi­nal day was the most im­por­tant, in­ter­est­ing and in­spir­ing, and the long­est as well. We wrapped up around 11.30pm.

The over­all judg­ing process was tough. With the num­ber of en­tries we had to go through, the work needed to be re­ally dif­fer­ent to grab our at­ten­tion and it did, es­pe­cially the grand prix and gold win­ners, where we had the least amount of dis­cus­sion around them.

We were also sur­prised to hear a lot of av­er­age work. It’s not a game of luck. Like a lot­tery where you buy a few tick­ets hop­ing that one of them could win. Cannes Li­ons is not about luck. It’s about a fresh idea built on an in­sight with great over­all craft. Trust me, hav­ing one of the two won’t help you enough. We had some re­ally nice ideas as short­lists, bronzes and sil­vers, but they didn’t go higher be­cause they ei­ther lacked on fresh­ness or craft. So, ev­ery time you think of en­ter­ing your work, keep in mind that the judg­ing process is tough and ev­ery piece of work will be scru­ti­nised be­fore mak­ing it to the short­list or an award.

At the end, it was a fas­ci­nat­ing ex­pe­ri­ence to hear all the good de­bates around the work and how each one of us had our own take on it, which some­times made sense and some­times didn’t. All dis­cus­sions were pro­fes­sional, re­spect­ful and ob­jec­tive and cen­tred around re­ward­ing the best work. And we all left happy and proud of the work we awarded.

:H KDG D WRWDO RI ÀYH days to go through ap­prox­i­mately 1,460 eqtries 7he oy­er­all judg­ing process was tough. The work needed to be re­ally dif­fer­ent to grab our at­ten­tion and it did…

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