Experts Weigh In On What Makes A Great Ad
PSFK caught up with execs from McCann and R/GA London about the makings of a great campaign and their favorite work this year.
D&AD has been awarding creative excellence in design and advertising since 1962, and any recipient or nominee understands that this type of recognition means serious business. The D&AD Awards judges categories ranging from Mobile Marketing to Product Design, with 200 of the world’s top creatives serving as jurors each year.
While any art director or copywriter hopes to please their client, receiving global recognition for an idea is the cherry on top of a well-thought-out campaign. A Yellow, White or Black pencil could mark the pinnacle of a person’s career, and bring about new opportunities in the near future. D&AD Award Judging 2014 took place in London at the end of March, and we were lucky enough to chat with two jurors and get a behind-the-scenes look at how the final decisions are made in each category.
George Prest is the VP and Executive Creative Director at R/GA London, and was chosen to select the best Digital Marketing campaign. Stressing that digital work needs to be grounded in strategy and insights, Prest discusses the importance of creating ideas that can live on their own, the difficulty of creating branded apps and some of his favorite work from the past year.