Our CEO and Managing Partner, Anil K Nair, spoke to Brand Equity about his experience as a judge at the mobile marketing jury at the ongoing D&AD awards. He shares his take on being a part of this buzzing category, the overall standards of the entries and the Indian show.
An eclectic jury
My fellow jury members comprised of the very experienced and awarded Wain Choi (chief creative officer, Cheil) and others like Jon Carney of McCann London, Alex Kozloff of the Internet Advertising Bureau, Christoffer Persson of Forsman and Bodenfors, Sweden, Libby Robinson of M&C Saatchi and Matthias Harbeck of Serviceplan based in Munich.
Mobile is buzzing, but where are the entries?
I expected this category to be the most populated, given the youth and technology connect but it turned out that some of the more traditional categories had better participation. The various digital related categories that have emerged in the D&AD competition this year include digital design, digital marketing, integrated and innovative media and mobile marketing. The potential overlaps could be one of the reasons why the number of entries were not as much as one expected from this category.
The India story
What was also disappointing was the lack of entries from India, given our sheer numbers and the increase in mobile penetration.
We were looking for inspirational category defining mobile experiences with fresh innovative use of the medium and underlined with great insightful ideas. Though there were quite a few stellar executions deserving of higher order pencils, what I personally found lacking was work based on IOT and VR.
Campaigns that stood out