What will it take to have your work make it to the winners’ circle?
ANA’s Judges’ Journals features a series of Q&A sessions with leading industry executives participating on 2024 ANA Award juries. Gain insight from the judges on what they will be looking for and what makes the difference between a good vs. award worthy submission.
In this segment, Denise McDevitt, senior vice president, award programs at ANA connects with Simon Au, executive creative director at The Kitchen @ Kraft Heinz and 2024 ANA In-House Excellence Awards Judge.
Simon> To distinguish exceptional entries, I'll be closely examining several key components:
- Innovative thinking, pushing the boundaries of what's possible within the given constraints.
- Strong strategy and insight that lead to the idea.
- How your results directly tie to your campaign objectives.
- Show me you understand your audience, their needs and preferences.
Simon> Ultimately, the work will be judged on how the new technology enhances and bring the core idea to life, using the tech for tech sakes without a great idea always falls flat.
Simon> I am hoping entrants to share how their solution was truly unique and the inspiration behind the “ah-ha” moment. I'm hoping to learn about their ability to think differently, adapt to challenges, and craft solutions that have a direct positive impact on their campaigns.
Simon> Tell me a story that showcases how your team worked together creatively to bring the idea to life. I would like to see details like:
- From concept to execution – walk me through the creative process.
- How you reached the strategy behind the work
- Any challenges faced during implementation and the solutions you came up with to address them.
- How did your campaign successfully meet (or exceed) its objectives.
Simon> Earned impressions is important to me, it shows how well it impacted culture.
Simon> A truly bold breakthrough idea always carries risk, without it the work will be wallpaper. I rather see something that ‘risky’ and challenge me then not at all. I push my team every day to make bold decisions and I would like to see the same in the work that I’m judging.
Simon> Make sure the work is backed up with a strong strategic insight that is based on human truth.
The ANA In-House Awards programme is dedicated to showcasing the most creative, strategic, and growth-driving advertising created by any type of in-house team dynamic.
The final deadline to submit work into the 2024 In-House Excellence Awards programme is February 9, 2024.
Awards will be presented to top in-house teams for the best advertising and marketing projects of 2023 across thirteen different categories plus the In-House Agency of the Year honor at the In-House Excellence Awards Gala - a special evening reception/dinner awards ceremony event at the ANA In-House Agency Conference & Awards Gala | May 15, 2024 | Omni La Costa Resort & Spa, Carlsbad, CA.