Leading up to our event tonight, we chatted to our guest speaker, Graham Warsop, founder of The Jupiter Drawing Room, about what we can expect later this evening. Graham discusses his favourite awards, how awards are measured, and what agencies should consider before entering their work.
You have won plenty of awards across the globe. Do you have one favourite piece of work that you’re particularly proud of – perhaps more than the rest?
A 9800 word print ad we did for Nike’s sponsorship of the Comrades. It was the longest print ad in the history of advertising. It personified the hallmark of what I’d like The Jupiter Drawing Room to be known for; creativity and craftsmanship. The ad had the word DURBAN in the top left corner. And the word PIETERMARITZBURG in the bottom right hand corner. In between, the nearly 10,000 words of copy described what it was like to participate in this gruelling race, seen through the eyes of a first time competitor. It finished with the line: CHALLENGING TO READ? TRY RUNNING IT.
Digital awards focus heavily on results – for example, in South Africa the Bookmarks apportion 40% to measurable results for judging entries. Do you think this is starting to have an impact on creative award events such as the Loeries? (Like the new ‘effectiveness in advertising’ award)
The beauty of the Digital medium is that it’s easier to track results than has historically been the case with traditional media. Studies by Leo Burnett Worldwide, and findings published by James Hurman in “The Case for Creativity” make out an overwhelming case that more creative work is more effective work, and therefore more creative businesses are more successful in the marketplace.
Do you think there is a bias towards reputation in judging awards?
I’d like to think not: it’s of the utmost importance that judges come to the process determined to ensure the very best work gets recognized, irrespective of what client it was for, and which agency produced it.
What are your thoughts on the work being produced by South African digital agencies in relation to International work that you have seen?
I believe we have some very talented people in our digital agencies locally, but what I think of the work isn’t really relevant. The fact is, locally produced work can only claim to be of a world class creative standard if it competes and wins in world class creative awards shows.
Without giving too much away before your Heavy Chef talk, what is your top tip for digital agencies to consider when entering their work into events?
You can’t win, if you don’t enter. Familiarize yourselves with the entry categories and quality of work that wins in the respected global shows. Strive to enter your best work into those shows, especially Cannes, and help keep South Africa’s reputation alive as the creative epicentre of the African continent. It’s absolutely critical that we are able to secure this reputation in the Digital space.
Thank you, Graham. We look forward to more of this tonight at our event.
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