The Gerety Awards x Creativebrief
On Wednesday 30th September, we'll be offering a behind-the-scenes look at the Gerety Awards, lifting the lid on the trends and learnings from this year’s shortlist
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As part of this year's Creativebrief Explores series, we're partnering with the Gerety Awards to bring you a brilliant session on creativity. Editorial Director Nicola Kemp talks to the judges of this year's Gerety Awards - the awards redefining the standard to which advertising is held.
Our Key Takeaways:
Diversity is everyone’s responsibility
Katie Jackson turned to the words of Karen Blackett when asked how we broaden the lens of advertising. “Look around a room and if everyone looks and sounds like you, start again.” Adah Parris also said that if we’re to produce work that isn’t clumsy, but impactful, then “we need diversity not just in the creative and the judging but in the sign-off too.” It’s not something that should rest on the shoulders of the minority, but be a focus of everyone not only in the room, but from the start to the finish. And crucially, as Adah continued, “people need to be braver in just going: ‘I don’t know – help me.’”
Ask yourself why
“We are in a world now that doesn’t look anything like it did before,” said Adah Parris. And we have a lot of people wanting to do the right thing, but not sure how to. Which has resulted in a lot of clumsy work. The panel encouraged brands to “proceed with caution”, but to also plug in to the communities and experts to ensure they’re broadening their lens in an effective and appropriate way. Stacie June Shelton said how marketers should “find those moments behind the camera to consult with experts and the communities.” Whilst Katie Jackson added that “brands need to think carefully about why they exist and ask themselves this simple question more and more: why are we doing this?”
Share gifts and build for people
Fura Johannesdotir said how being on the UK jury and seeing the range of amazing work, but also some of the work that didn’t quite come off, had made her question how we recruit and staff. She saw this lack of representation as the reason behind the missteps made in broaching of the bigger topics. She continued, “We need to do that to stay relevant … it makes me think ‘What do I need to do better as a leader?’” Elizabeth Valleau equally emphasised the importance of inclusivity when talking about perspectives. When asked for her advice on continuing to broaden the lens, she urged marketers to “build stages and give the mic away. Show up and share gifts. Use your power to build for people.”
The Gerety Awards redefine the standard to which advertising is held. Named after Frances Gerety, the copywriter who coined the slogan “A diamond is forever”, the awards mark the first time that juries have been brought together to select the best in advertising – all advertising, not just advertising made for women – through the female lens. Women make up to 80% of all purchasing decisions globally, and so our talented judging panels set a new benchmark for creative communications relevant to market reality. We’re unique in that our sessions are held around the world, with international Executive Juries of agency and brand leaders determining a shortlist of finalists, which is then submitted to a Grand Jury of creative experts, creating a truly diverse and qualitative winners showcase across multiple creative disciplines. By determining winners based on scores achieved across the board of international juries – regardless of the product advertised or medium submitted – ensures that only the very best work, that resonates with the world’s most powerful consumers, is awarded.
On Wednesday 30th September, we'll be offering a behind-the-scenes look at the Gerety Awards, lifting the lid on the trends and learnings from this year’s shortlist
Global marketers share their experiences from judging the Gerety Awards 2020, exploring advertising for good, creativity as a driver of commercial success and how the industry can push for progress.
The Gerety Awards offers a fresh, diverse way of celebrating outstanding work in communications and marketing. Creativebrief is delighted to partner with them by hosting the 2021 judging panel
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