Best advertising for advertising
In his guest commentary, Frank Bodin noted seven things during the Goldwürfel awards ceremony.
Guest commentary Frank Bodin noticed seven things at the Gold Cube awards ceremony.1. Swiss advertising is world class: If the film "Hochzeitstag" (Wedding Day) for Fleurop by the Walker advertising agency had gone platinum or won a Grand Prix, it would have been awarded by the jury. "Hochzeitstag" can be counted as one of the big favorites from Switzerland at the major international festivals.2 Switzerland is also a film country: The fact that 2006 is one of Switzerland's best film years ever is shown by the two other film gold cubes. In total, only eleven spots made it onto the film shortlist - which means that even a shortlist placement is something to be proud of.
3. quality beats quantity: When quality criteria based on international standards were demanded for ADC Switzerland a few years ago, there was an outcry. Today, almost every creative person knows them by heart: judging primarily according to quality criteria instead of quotas has positive consequences. The very good work can be more clearly distinguished from the good. And the level of top creation from Switzerland has risen. This means that Martin Suter's statement years ago that "ADC improves advertising by judging it" is perhaps correct after all. The quality criteria have another consequence: the agencies are more self-critical - even with the entries. Hardly any agency submits work that has no chance of being represented by a client. This explains why 141 fewer entries were submitted this year than last year.
4. more excellent advertising with more relevance: Well-known clients and brands are represented among the winners. Even though the ADC primarily judges creativity and innovation, the relevance of the advertising is also a criterion when awarding the precious metal - handicrafts and fakes have a hard time.
5th Award-winning work for award-winning clients from award-winning agencies: 35 agencies and their clients can look forward to at least one shortlist. With five gold cubes, the Walker advertising agency is safe
the big winner of this year. Most of the awards were won by a creative octet: Walker, SFLB, Wirz, Publicis, Ruf Lanz, AY&R, Euro RSCG Switzerland, Jung von Matt.
6. definition difficulties in the categories New Media, Overall Campaign, Low-'n'-now-Budget, POS, Sales Promotion: The fact that underpants should also be outdoor advertising is already evident in the creativity of the submissions. In some categories, the interpretations are almost adventurous - the ADC board will tackle the problem.
7 The Spirit of ADC: The jury members often agreed on the gold and silver level, while the one or other bronze was the subject of some discussion: the differentiation ranges, at least verbally, from "bad bronze" to "feel-good bronze". What is certain, however, is that with the new judging system, every agency submitting an entry has an equal chance - the fact that small agencies with few or no ADC members are not at a disadvantage is illustrated by this year's result, which is the best advertising for the best advertising in Switzerland.
Frank Bodin is President and CEO of the advertising agency Euro RSCG.
3. quality beats quantity: When quality criteria based on international standards were demanded for ADC Switzerland a few years ago, there was an outcry. Today, almost every creative person knows them by heart: judging primarily according to quality criteria instead of quotas has positive consequences. The very good work can be more clearly distinguished from the good. And the level of top creation from Switzerland has risen. This means that Martin Suter's statement years ago that "ADC improves advertising by judging it" is perhaps correct after all. The quality criteria have another consequence: the agencies are more self-critical - even with the entries. Hardly any agency submits work that has no chance of being represented by a client. This explains why 141 fewer entries were submitted this year than last year.
4. more excellent advertising with more relevance: Well-known clients and brands are represented among the winners. Even though the ADC primarily judges creativity and innovation, the relevance of the advertising is also a criterion when awarding the precious metal - handicrafts and fakes have a hard time.
5th Award-winning work for award-winning clients from award-winning agencies: 35 agencies and their clients can look forward to at least one shortlist. With five gold cubes, the Walker advertising agency is safe
the big winner of this year. Most of the awards were won by a creative octet: Walker, SFLB, Wirz, Publicis, Ruf Lanz, AY&R, Euro RSCG Switzerland, Jung von Matt.
6. definition difficulties in the categories New Media, Overall Campaign, Low-'n'-now-Budget, POS, Sales Promotion: The fact that underpants should also be outdoor advertising is already evident in the creativity of the submissions. In some categories, the interpretations are almost adventurous - the ADC board will tackle the problem.
7 The Spirit of ADC: The jury members often agreed on the gold and silver level, while the one or other bronze was the subject of some discussion: the differentiation ranges, at least verbally, from "bad bronze" to "feel-good bronze". What is certain, however, is that with the new judging system, every agency submitting an entry has an equal chance - the fact that small agencies with few or no ADC members are not at a disadvantage is illustrated by this year's result, which is the best advertising for the best advertising in Switzerland.
Frank Bodin is President and CEO of the advertising agency Euro RSCG.
