What the jury president says
WW The Crossmedia Award is a brand-new competition. How do you go about establishing evaluation criteria for the first time as a jury?
WW The Crossmedia Award is a completely new competition. How do you proceed when you have to set up evaluation criteria for the first time as a jury? Dominique von Matt: At the Crossmedia Award, we honor the art of networking. This can be qualified with four questions: Did the communication tools reinforce each other or were they merely coordinated? Did they break new ground? Does the creative implementation set new standards? Are there any measurement standards from other competitions that you can adapt? no, fortunately not. We also want to create a new award category and not simply add another one.
As jury president, you had a say in selecting the other members. What profiles did you use to select these people?
The jury is made up of personalities who all share the vision of
of intelligent networking, but have access to it from very different areas. The fact that all of the requested jury members spontaneously accepted shows the importance of the topic of cross-media.
In your opinion, how far has cross-media already developed in Switzerland, also in comparison to other countries? Instead, the media must reinforce each other. In contrast to integrated communication - which is traditionally practiced in Switzerland, but often does not go beyond visual uniformity - crossmedia is about mutual reinforcement of media and thus synergies. There is still a lot to do in this area. I think that the USA and the UK are clearly ahead of us here.
Why are you involved in this new competition? On the one hand, this award is important because it is an expression of the development of the communications industry. On the other hand, there are many awards that recognize soloists, i.e. individual disciplines. With us, it's the ensemble that comes into play.
Do you think the ADC will include the rating as an additional criterion in the Werbewoche agency ranking? It would complement the awards that are currently in the ranking very well.
As jury president, you had a say in selecting the other members. What profiles did you use to select these people?
The jury is made up of personalities who all share the vision of
of intelligent networking, but have access to it from very different areas. The fact that all of the requested jury members spontaneously accepted shows the importance of the topic of cross-media.
In your opinion, how far has cross-media already developed in Switzerland, also in comparison to other countries? Instead, the media must reinforce each other. In contrast to integrated communication - which is traditionally practiced in Switzerland, but often does not go beyond visual uniformity - crossmedia is about mutual reinforcement of media and thus synergies. There is still a lot to do in this area. I think that the USA and the UK are clearly ahead of us here.
Why are you involved in this new competition? On the one hand, this award is important because it is an expression of the development of the communications industry. On the other hand, there are many awards that recognize soloists, i.e. individual disciplines. With us, it's the ensemble that comes into play.
Do you think the ADC will include the rating as an additional criterion in the Werbewoche agency ranking? It would complement the awards that are currently in the ranking very well.
