Go back to the afternoon of the event and there Gilmar was stood in the middle of a room, our awards submission on the screen, talking to a 35 ‘pure customer’ jury. The jury consisted of CMOs and marketing decision-makers from well-known companies such as Bahlsen, Burger King, Gardena, Kaldewei, McDonald’s, Mercedes-Benz, Subway, OTTO and Warsteiner.
Forget the way we’re all used to submitting to awards, being shortlisted, and then receiving our awards – with The Best Agency, the 65 submissions within 7 categories are reduced down to 23 finalists. Those 23 finalists then had 10 minutes (yes, only 10 minutes) to present in front of the client jury on the day of the awards ceremony. The jury then decided on the lucky few who took home an award that night.
As we all know, there’s nothing quite like working to a deadline!
What’s interesting about being judged by a jury of clients is that you’re being awarded by a group of people who are looking at the work with the perspective of being just that, a client, your client, or even a potential client. At GW+Co we have made it a rule to only submit to awards that are judged by clients. We know we might lose out on a few awards this way but it makes the ones we win so much more meaningful.