Now that the entry period is closed and all work is submitted, we at Direct Marketing News and creative leaders from around the globe can focus on judging, which happens November 4 and 5. Last year nearly 75 judges from around the world saw more than 800 pieces of great work.
This year’s judges will convene in New York’s Time Square from nearly 20 countries. Most campaigns in this year’s event were no doubt launched during the ongoing recession, which could prove to be a boon for creativity, given the extra attention and response that each piece needs to elicit.
On the flipside, data’s role in creativity has played an exponentially greater role the past few years, particularly in the US, and it will be interesting to see if a more targeted, scientific approach hinders creativity in any of the markets around the world. Either way, I’m looking forward to seeing the work and, even more, hearing what the pros have to say about it.