The Guardian hosted a seminar for the APG on Tuesday night featuring Craig Mawdsley and Bridget Anger – Joint CSOs odf AMVBBDO – talking about their experiences of short listing and the ethics of this year’s competition and David Wilding, CSO of PHD and Mark Finney – of the Guardian – outlining the case for media thinking and the Guardian’s Special Prize.
These are some the highlights from the advice given and the questions asked.
- Point out what’ s clever about the paper
- Beginnings & endings are very important
- Illustrate your point with visuals too (planners love a diagram)
- Check it reads well/test with a friend
- New learning doesn’t have to mean new media although we d like to see some interesting cases that explore this.
- The implementation of planning ideas by planners hasn’t been properly exploited as yet…
- Read as many past papers as you can to learn the thinking
- The work has to be good to enter but it doesn’t need to have won an award
- It has to be a story based on fact, the storytelling has to be good – but it has to be true
- If relevant point out how hard was it was – jeopardy helps the case – adding a personal anecdote makes it an interesting read
- Point out what you didn’t do and why/what you learned
moral of the tale, think what you now know that you didn’t before
- Know what your end goal is; it makes it much easier to write a coherent and interesting story
- If you’re writing about a good campaign expectation is higher
- What’s the bit in the middle (from brief to creative work)? Telling this story well can be really influential. How did John Lewis get from Never knowingly undersold to ‘Always a woman’?
- What’s your killer punch – that will help the shortlisting judge make their decision & sell it in to the others
- Make it easy to read – chapters to the story
- What have you contributed to the Planing community? A reminder that old learning reinterpreted (Dixons) can be as important as new…
Speaking as media planner
- The roles of account planner and media planning roles are mixing /getting harder to distinguish o go ahead and write papers singly and in collaboration
- APG Creative Strategy Awards are especially interesting and distinguished because they are about creatively unlocking a problem
- 2011 yielded some strong examples of media thinking- so as a media planner don’t be put off that you re not an account planner – see Yeo valley, NHS stop smoking,
- The Guardian is about openness and collaboration: forward looking, curious people who embrace change and technology.
- It’s proud of its advertising and its association with the APG
- The Guardian’s special award for Progressive Thinking will reward campaigns that create engagement across platforms with great stories that are not just customer journeys