Really boring stuff • This presentation as been put together so that I can

show my grand children what I did to earn a living. Keeping that in mind, it may be of no value to you. The 40 odd slides after this one is really an anal look at the judging process by an over curious member of the jury.

• I am sure you can do more important things in the next 45 minutes. Poke someone, tag a picture of your friend, send out a tweet, whatever. The reason, I presume you are reading this is because you have nothing else to do.

JURY POINT OF VIEW

Jury MembersNot

Photoshop

Jury Members

• Human beings• Some of the best minds in the business• Hall of fame(rs)• Multiple grand prix winners• Been there done that(ers)• Fair• Curious• Too big a group to be biased

The process– Hollywood style welcome party– Introductions– Rules of the game

• Three stages of judging

1. Generating shortlists2. Voting shortlists3. Voting for metal winners

Awarding Points

Awarding Points

• Points from 1 to 9• Under 4 heads:

– Strategy 20%– Idea 40%– Execution 40%– Results 20%

Generating Shortlists

• Jury divided into groups of five• Three day process• Groups change everyday• Starts at 9 AM goes on till the day’s entries

are done

Round 1 judging booth

How jury looks at stuff

• Entry forms in files• Entry video if available• Entry board• The physical piece

The first thing

This comes secondJpeg Image

Video file if any

URL

One board per booth

The physical piece

Entry Forms

• Every juror has one• No smart alecy headlines• Short and to the point• Don’t forget the results

The Screen• Main focus of the judges• Lost of discussions around stuff• Simple, clean videos• Different videos for different categories/

sections• Short and simple

This board works, because…

See attached

video

Video cued in

Made stuff readable

Simple, effective headline

Short, simple copy. Focus on results.

The one missed out

Looks like they are part of different campaigns

Too many things on the board

We may do many things over the year, do all of them need to be on the board?

Things I learnt while judging

• There are three opportunities to build your case– entry form– Video– entry boardNot all of them need to have the same copy and

same elements.

What jury members are looking for

• Ideas– Simple– Smart– Not confusing

• Execution– Unusual

• Strategy– Sharp– Original– Valid?

• Results– Precise– Measurable

Things I learnt while judging

• Cut video to make it relevant to category so that judges will look at it right. – If the entry is for loyalty category, cue

elements of loyalty– If it is for dimensional mail show up those

elements

Things I learnt while judging

• Nobody read long body copy.– There were suggestions from the jury wanting

to ask the organisers to limit the amount of copy on the boards and the form in the future

Things I learnt while judging

• While jurors are looking for idea and execution they are also looking strategy and results.– Cueing these things intelligently in the board

and in the entry from could improve the chances of being successful

Things I learnt while judging

• Show numbers in results, not percentages– Specificity works better than stuff that needs

to be interpreted without knowing the context or being aware of local realities.

Things I learnt while judging

• Be careful with local nuances. – Some of these things get completely lost.

The shortlists

The shortlists

Day 4

• All shortlists are laid out for all members to vote

• Videos, entry forms and boards are all available

• All jurors vote as per the norms as earlier• Votes are compiled for the final day

Day 5. Metals.

The metal awarding process

• Jury head leads the process• Shortlists need one third of votes to get a

metal.• Jury head does not vote, acts to break ties• Voting starts with the best entry in the

category• Every entry is voted from bronze up

The metal awarding process

• Entries once voted cannot be voted down, but can be voted up

• Jury members can bring up and suggest that entries need to be looked at better and can win bigger

Votes show up on screen adding to the excitement

The Grand Prix

• Across all gold winners• No public service entries are considered• If your agency entry is up for Grand Prix,

you are asked to leave the room

The Grand Prix

Press Conference

Press Conference

Press Conference

My 15 seconds

The Ceremony

The Ceremony

Thanks

nishad.ramachandran@gmail.com