Crossmedia award felt?

And once again a competition where the jury is also the winner. It's amazing how the big players in the industry always manage to put themselves in the limelight where they previously had deficits. Over the last 10 years, hardly any "new media project" from a large, traditional agency has won an award, but miraculously in 2005, three out of five entries on the shortlist for the Crossmedia Award were suddenly from precisely these agencies. And miraculously, these three agencies are on the jury. Of course we also entered, of course we were not shortlisted, and of course the author can be accused of writing out of sheer envy and disappointment. But that's not the reason, the reason is the obvious nepotism that serves to feign competence in an area that has so far been neglected. Because it has been realized that this field is becoming increasingly important, a new award was quickly created so that the potent agencies in cross-media can make their mark. That benefits everyone. Except for those who have been practicing crossmedia for 10 years.Thomas Bollinger, partner at the Bern-based ASW advertising agency Werbal René Eugster, on the article "Crossmedia also means crosswork" in WW 21/05.