Executive Creative Director
Cossette Chicago
Chicago
Comments
It was a huge honor to be included in the Radio and Audio jury this year with such a talented group of people. Especially since this meant I got to spend 4 days sitting by a pool with headphones on, which beats about any alternative you could come up with (considering the other juries spent most of their days in rooms with air conditioners set to levels that mimicked the interior of a Romanian apartment during a particularly bone-chilling January).
There were several themes that I took away: humor still does well. Simple still does well. Writing long copy is extremely hard and too many agencies use it to disguise a non-existent idea. Speaking of which; real, brand-building ideas do amazingly well.
I was happy to see more entries in Innovation of Radio, even if we were still struggling to find our footing in this category. Radio hasn’t innovated as quickly as the other mediums and we need to experiment more. I wish more creative teams tackled radio briefs as furiously as they tackle the TV and Digital briefs.
In the end, our pick for the Grand LIA was unanimous for this reason: audio is at the heart of the idea and it was so much bigger than a simple radio spot.
And, lastly, if you’re reading this, enter more work into the Humor category next year. Trust me on this.
It was a huge honor to be included in the Radio and Audio jury this year with such a talented group of people. Especially since this meant I got to spend 4 days sitting by a pool with headphones on, which beats about any alternative you could come up with (considering the other juries spent most of their days in rooms with air conditioners set to levels that mimicked the interior of a Romanian apartment during a particularly bone-chilling January).
There were several themes that I took away: humor still does well. Simple still does well. Writing long copy is extremely hard and too many agencies use it to disguise a non-existent idea. Speaking of which; real, brand-building ideas do amazingly well.
I was happy to see more entries in Innovation of Radio, even if we were still struggling to find our footing in this category. Radio hasn’t innovated as quickly as the other mediums and we need to experiment more. I wish more creative teams tackled radio briefs as furiously as they tackle the TV and Digital briefs.
In the end, our pick for the Grand LIA was unanimous for this reason: audio is at the heart of the idea and it was so much bigger than a simple radio spot.
And, lastly, if you’re reading this, enter more work into the Humor category next year. Trust me on this.