HOW THE WORLD’S BEST ADVERTISING IS JUDGED
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