Short case studies, please. Don’t take 2, 3 and 4-minutes to sell your position just because you can. I reviewed hours of case studies. And most of them could be a lot shorter. The most refreshing ideas were those that were presented succinctly.
I was invited to judge Rochester and Oklahoma City American Marketing Association (AMA) Chapter shows. It was important to shift my perspective and view the work as a jury sees it. What does the winning work do that the losing work doesn’t? What special ingredient if anything does it have? What makes it stand out? How is it presented? What created the most deliberation? The experience of being an advertising awards judge, whether it’s for a big or small market, reminds you what it takes to win.
The best ideas touched me. It reinforced that a big idea is more than just sales tactics, they’re human ideas that people can relate to. They’re clever, touching, funny or just plain smart. They make you feel something. And the best ones stay with you.
In the end, the biggest takeaway I learned was not about the judged but the actual judging. Simply put, serving on a jury makes you better creatively. Obviously, marketing is not just about chasing trophies, but it does come with the territory and (surprise!) clients like to win too.