More mood and social control in ADC
The ADC board has abolished the license to judge the next competition
The ADC Board has abolished the judging license for the next competitionThe Art Directors Club Switzerland (ADC) has revised its judging system for the upcoming competition for the best Swiss advertising and is presenting the most radical innovation: the abolition of the judging license. In future, those whose ADC awards are more than three years old will once again be allowed to sit on the jury. The ADC board has made two important changes: According to old custom, the jury group is now to go from work to work again. The internal changes to the jury, which do not result in any changes for the entrants, are ultimately the result of the shortcomings of the 2001 judging process, explained Andreas Prokesch, head of the ADC board, and jury chairman Daniel Matter: Prokesch and Matter said that it had been established that the anonymous ticking of boxes in the first round of voting was too time-consuming and often led to questionable judgments. Frustration, and in some cases even indifference, were the reasons for this. In the first round in 2001, each jury member had to judge around 310 works in five categories, which is why many felt overwhelmed and somewhat let down.
There was no discussion, "so no atmosphere and no social control. Everyone could give their mark without being seen," explains Prokesch. The procedure also turned out to be technically complex due to the increased volume of work. The appropriate software initially had to be developed at great expense.
The ADC goes back to its roots
Because the problem of duplicate awards has never been properly addressed, the board has decided not to impose any restrictions, "which means more dice," says ADC Managing Director Helen Müller. With restrictions, because it is clear, according to Matter, that the open judging process will also lead to tougher judging. The Board of Directors put a question mark over the automatic system whereby a quarter of the submissions were awarded bronze and a quarter of these were awarded silver and so on. The financial consequences were accordingly. "In the end, we had an even thicker, but not necessarily better book and ended up with the additional costs just short of a six-figure sum," Prokesch and Matter point out. However, this additional cost was disproportionate to the additional quality, he recalls. Nevertheless, he does not want to miss the "exciting" experience that the ADC had.
"We're actually going back to the roots," explains Prokesch. He is particularly happy about the abolition of the discriminatory jury license. The three-year rule mercilessly excluded many creatives from the jury a priori. "We should reflect a little more on the fundamental values of the ADC - but also show moral courage," said Prokesch. The judging process can only be improved through consistency and not by constantly changing the mode. All that remains to be mentioned is the deadline for entries: November 23.
The fact that the ADC is only now reporting the results of its Board of Directors is due to the events of the past few weeks. The grounding of Swissair, Prokesch's largest client, in particular, has led to a reassessment of priorities. To find out how much the grounding affected him and how honestly and openly he deals with it, read
in its bulletin of November 6.
Among other things, he gives vent to his personally motivated anger that many had made PR capital at the expense of the debacle; he mentions Hermann Strittmatter and Klaus J. Stöhlker by name. "It's over, it's over: I'm back - like never before," he concludes his foreword. Luca Aloisi
There was no discussion, "so no atmosphere and no social control. Everyone could give their mark without being seen," explains Prokesch. The procedure also turned out to be technically complex due to the increased volume of work. The appropriate software initially had to be developed at great expense.
The ADC goes back to its roots
Because the problem of duplicate awards has never been properly addressed, the board has decided not to impose any restrictions, "which means more dice," says ADC Managing Director Helen Müller. With restrictions, because it is clear, according to Matter, that the open judging process will also lead to tougher judging. The Board of Directors put a question mark over the automatic system whereby a quarter of the submissions were awarded bronze and a quarter of these were awarded silver and so on. The financial consequences were accordingly. "In the end, we had an even thicker, but not necessarily better book and ended up with the additional costs just short of a six-figure sum," Prokesch and Matter point out. However, this additional cost was disproportionate to the additional quality, he recalls. Nevertheless, he does not want to miss the "exciting" experience that the ADC had.
"We're actually going back to the roots," explains Prokesch. He is particularly happy about the abolition of the discriminatory jury license. The three-year rule mercilessly excluded many creatives from the jury a priori. "We should reflect a little more on the fundamental values of the ADC - but also show moral courage," said Prokesch. The judging process can only be improved through consistency and not by constantly changing the mode. All that remains to be mentioned is the deadline for entries: November 23.
The fact that the ADC is only now reporting the results of its Board of Directors is due to the events of the past few weeks. The grounding of Swissair, Prokesch's largest client, in particular, has led to a reassessment of priorities. To find out how much the grounding affected him and how honestly and openly he deals with it, read
in its bulletin of November 6.
Among other things, he gives vent to his personally motivated anger that many had made PR capital at the expense of the debacle; he mentions Hermann Strittmatter and Klaus J. Stöhlker by name. "It's over, it's over: I'm back - like never before," he concludes his foreword. Luca Aloisi
