HOW THE WORLD’S BEST AD­VER­TIS­ING IS JUDGED

ArabAd - - INTERVIEW -

In an ex­clu­sive in­ter­view with Michael O’rourke, Pres­i­dent New York Fes­ti­vals World’s Best Ad­ver­tis­ing, shares his take on the ef­fort that goes into se­lect­ing the best the world of cre­ativ­ity has to of­fer.

New York Fes­ti­vals World’s Best Ad­ver­tis­ing Awards Ex­ec­u­tive Jury and Grand Jury are forces to be reck­oned within the in­dus­try. How do you go about re­cruit­ing th­ese cre­ative game chang­ers and thought lead­ers to judge the com­pe­ti­tion?

A tremen­dous amount of ef­fort goes into se­lect­ing the Ex­ec­u­tive Jury ev­ery year.

Each year, we’re pro­vided with the hon­our of as­sem­bling such a tal­ented and re­spected group of in­dus­try thought lead­ers from coun­tries all over the world, rep­re­sent­ing ev­ery ma­jor mar­ket and dis­ci­pline. To ac­com­plish this, we fo­cus on a sim­ple, yet strate­gic ap­proach: lis­ten­ing and ob­serv­ing. We spend a sig­nif­i­cant amount of time re­search­ing the peo­ple who have a pro­found im­pact on the in­dus­try with re­spect to in­no­va­tion and ded­i­ca­tion and fo­cus on those who demon­strate a vested in­ter­est in im­prov­ing the in­dus­try and the work that drives it. In ad­di­tion, we also con­cen­trate on de­vel­op­ing a well-rounded col­lec­tion of jury mem­bers, rep­re­sent­ing var­i­ous dis­ci­plines and mar­kets to en­sure fair­ness and in­tegrity when it comes to eval­u­at­ing each en­try.

NYF has a unique two-tiered judg­ing sys­tem that brings to­gether two dis­tin­guished ju­ries, what was the im­pe­tus for cre­at­ing this two-tiered sys­tem?

The two-tiered judg­ing sys­tem, by where we assem­ble the Grand Jury to de­ter­mine the Short­list and the Ex­ec­u­tive Jury to de­ter­mine the Medals, orig­i­nated with the in­ten­tion of cre­at­ing more time for each group to eval­u­ate the en­tries. Jury fa­tigue is of­ten times a source of frus­tra­tion in any award show, so we wanted to take a unique ap­proach to ad­dress this is­sue. Once the Ex­ec­u­tive Jury con­venes in NYC, we con­tinue the process at a point where the work that ad­vances has al­ready been care­fully screened and deemed wor­thy of ad­vanc­ing to­wards medal con­tention. This al­lows the Ex­ec­u­tive Jury to then eval­u­ate all

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