Judging is a selfish exercise

I have been part of the jury panel of 2018 the 2018 DMA ASIA ECHO Awards recently. Some of my friends wonder why I take on guest lectures and award judging given my even otherwise a very hectic work schedule. The answer is plain and simple - its a selfish thing to do! Strange as it may sound, it's true. Now, let me explain why.

Our work life, in normal course, leaves us with very little time to what we would like to do. In my case, read up, see what's happening around. Confession time, I am subscribed to so many blogs and newsletters but I barely even read their headlines ! But when I am getting ready for a guest lecture, I make it a point to spend at least some hours in the preceding workdays refreshing my knowledge. For getting my actual lecture notes ready, its like good old agency days pitch time - read up some more, look for latest campaigns, images that make sense and also look for cartoons to make the lecture more enjoyable. Most times, again akin to a pitch, I am up late putting the stuff together. By the time the lecture begins, I definitely have learnt more. And during and after the class, with the many queries that students bring forth, I am even intellectually stimulated. Same goes for award judging.

Of course, judging does not allow pre-prep. And one shouldn't pre prep. Seeing the entries, reading up and understanding the marketing challenge and then seeing the solution and results, it definitely refreshes one's mind and thinking ability. The most compelling emotion is that there is so much more to do, so many more ways to do it, and that's when you go back once again intellectually re-charged.

The judging for the recent 2018 DMA ASIA ECHO Awards was no different. Judging the experiential category was more fun that I expected. Some of the entries were truly innovative - a brand decided to bring alive the EXTRA it gave its customers, and they worked with probably a team of engineers to bring it alive. That's some commitment to an idea.

Another brand worked with a media partner to achieve its goal. The fact that the brand is a giant in the Indian retail industry did not stop it from seeking help where it needed. That was my learning from it (how often we brand owners are vain to think someone smaller than us can help solve our problem!)

Some brands made me want to reach out to them and say, "You have a fantastic insight which you have brought alive so well. Why are you restricting it to a woman's day campaign?" I do think that the campaign can be a game changer and thought changer for women overall, not just the brand or category. They have a winning campaign on hand and with perhaps a life of probably even 3 years (such stuff does not come by easily nowadays). I sincerely hope the brand takes the idea beyond just this significant day. (Can't name the brand now - will do in my next blog or perhaps edit this one after the winners are announced)

There were, as it happens in marketing and advertising award campaigns, many a 'social-service' campaign. However, when you read the objective, the solution and saw the results, it was easy to see which campaign was a real one and which perhaps was an ''awards only' CSR campaign. One such campaign was something that is close to my heart- promoting the local language. I wish the brand wins - though I also think it has better to chances of winning at an international forum; as in India we still do not appreciate the need for a local language promotion.

This article would be incomplete if I did not share why some campaigns didn't shine thru. As an advertiser turned marketer, I cannot emphasise more why real results (like sales growth - that is the bottom-line really) are so much more important than engagement or reach or what's app forwards alone! Real campaigns work for the advertiser and marketer. Hence, I would implore brands and advertisers to keep a real business objective as the goal and achieve it.

Here's wishing the shortlisted entries the very best of luck and may the best win. I have my list of the Top 3! And hope my co-judges too agree.

#DMAI2018 #CREATEFFECT #ECHOASIA #Marketing #creative #innovation