CREAM AWARDS 2016

Steve McGauley - 05/12/2016
Boss man Steve was a judge at this year’s Cream Awards, which rewards the best talent in creative advertising and design. He’s given us his thoughts on his judging experience:
 
I was recently invited by The Drum onto the judging panel for the 2016 Cream Awards.
 
For those who aren’t familiar with The Drum, it is the leading marketing platform for the creative world and do a great job of championing our industry. The Cream Awards reward and showcase the very best talent in creative advertising and design across the Midlands, East, South West and Wales. 
 
The panel was made up of industry experts and our brief was to 'use our knowledge and skills to whittle down the entrants and decide on the winners'. We were looking for 'innovative work with a new approach and a concept that stands out from the crowd'. Sounds simple, right?
 
The submissions were fantastic. The quality was extremely high and the ideas were both impactful and memorable. The categories included: TV and Outdoor campaigns, Websites, Packaging and Integrated Campaign. The judging day took place in Glasgow, and for me, started with a very strong coffee -  the deliberations could then begin.
 
As judges, we were asked to mark each piece individually against various criteria, then meet up as a panel and discuss our winners for the Gold, Silver and Bronzes awards. It was a long but very enjoyable day.
 
When you work within this industry it’s easy to get tunnel vision, concentrating totally on your own and your client’s work. It’s easy to not be massively aware of all the great stuff happening around you.
 
After the judging was complete and I came away, I felt a great sense of achievement and pride at the creativity coming out of the UK. It reaffirmed my belief that we have the best creatives and it’s an exciting time to work in the sector. I met some great people and it reminded me why I love what I do. All in all; a truly inspiring experience.
 
Good luck to all the entrants!

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