What the judges are looking for

Here are some thoughts from our jury to give you an insight into what they are looking for when judging entries.

"I'll be looking for ideas that AI couldn't have created. For me, standout campaigns typically come from an unexpected human insight and are deftly delivered in a culturally connected way. Considering the nation's current mood, I'm excited to see campaigns that offer real-world solutions, make people smile, or do both!"

Jo Chappell, executive creative director, Unlimited

"It’s an honour to return for the 3rd time to the Creative Moment Awards jury. As always, but maybe even more this year, I’ll be looking for fresh ideas that are both timeless and timely, that are culturally relevant, capture the zeitgeist, and are earned media drivers, brought to life through campaigns that generated substantial results for the clients who had the courage to make them happen. Best of luck to all the participants!"

Gabriela Lungu, founder, WINGS Creative Leadership Lab

"Stoked to be judging The Creative Moment Awards again this year. As the bar gets higher yet again, what an absolute privilege it is to have the opportunity to wallow in all of the best in class creative thinking from across the creative industries."

Don Ferguson, deputy MD, Hope&Glory

"Creativity is a wonderful thing. It allows us to change the way we view the world and to think that little bit differently; allowing us to broaden our horizons, enrich our lives and solve problems great and small. It's a joyous, positive spirit and I can't wait to see the best of it in this years Creative Moment Awards."

Marc Allenby, creative director, Harvard

“Last year was a tough year of restrictions and consistently changing rules and parameters, which is a nightmare for most creatives. I look forward to seeing campaigns/initiatives that were clever, showed real strategy and allowed nuance to guide it even with the imposed limitations.”

Kim Allain, creative, MSL

"I am looking for ideas so singular, so beautifully simple and clear that a 6 year old can get it."

Indy Selvarajah, chief creative officer, Ketchum

"I’d love to see ideas that have been brought to life through sophisticated chemistry between relevant insights and beautiful creativity."

Ala Uddin, executive creative director, mudorange

“I love work that is original in thought, and executed excellently. I love the stuff that a team has taken way beyond what was probably expected by a client. And I love creativity that has made a mark in popular culture too. That’s a lot of love.”

James Cross, CCO & founder, Meanwhile

"I want you to make me sick with jealousy, wishing I'd done it! Top entries will have clear objectives, a highly creative answer to the brief, and impactful results."

Henry Warrington, partner and creative director, Third City

“The world has changed in the last year, I want to see work that reflects and embraces that in the most interesting, weird and wonderful ways.”

Rich Miles, CEO, Diversity Standards Collective

“I'm looking for authenticity, a piece so seamlessly executed I can easily relate to the creator of the piece in question.”

Emmanuel Areoye, creative, Quiet Storm

“Something that's made it out of the echo chamber of the marketing world and become something that your (other, more normal) friends or family would recognise and talk about.”

Ollie Edwards, creative director, Good Relations

“It’s an honour to be part of the Creative Moment Awards once again! I’m looking forward to see ideas even greater than last year’s amazing work. As a judge, I am always excited to see innovative, surprising and disruptive ideas, that make an impact in the culture. Simple stories that have great impact.”

Pedro Americo, executive creative director, McCann, Germany

"I'm thrilled to be back judging the Creative Moment Awards this year! When it comes to winners, I'm looking for work that inspires and excites. Work that's brand relevant and drives real results. Work that makes people think and pushes for change. Basically, work I couldn't imagine creating in my wildest dreams. Having written Creative Corner for two years now, I know that's not too much to ask!"

Angharad Planells, head of PR & culture, Radioactive

“I’m really looking for campaigns and work with real-world impact, that impressed the target audience as much as it did the industry (ideally even more). It’s also worth saying that when reviewing dozens of entries, the way it’s written and presented is vitally important. Keep it punchy.”

Kevan Barber, associate insight & creative director, Launch

"I'm looking for ideas that make me FEEL something, insight-led and leave a lasting impression, so much so that our great-grandkids will talk about it in many years to come (I’m young, so that will be in 100 years or so). Campaigns that secured the coverage, drove buzz on socials and were the topic of many group chat conversations."

Olivia Mushigo, creative lead, John Doe

“This year I am looking for craft, strategy and a single minded approach to a comms challenge. Something that inspires and really challenges the audience to rethink or see themselves in the creative.”

Naresh Subhash, deputy creative director, Made Brave

"Stand out creative which seems so obvious yet so bloody clever with the impact stats to back it up."

Paul Lucas, director, Fanclub PR

"Entries need to entertain and tell the full story from brief to execution through to evaluation – I’m keen to see ground-breaking creativity and a clear relationship between the work and stated commercial objectives."

Pete Mountstevens, chief creative officer & managing partner, Taylor Herring

"I'm looking forward to seeing entries that brilliantly do the simple communication challenge we all face; relating to folks where they're at to find the thing that inspires them to action. I hope to see some really human-centred action points too, from brands and charities wanting to share messages beyond consumption."

Josh Akapo, co-founder and head of strategy, archtype

“I love campaigns which tap into consumer passions to generate tangible, business-orientated results. Creativity is great, but if there’s no passion, there’s no purchase. If there’s no purchase, there’s no point. I’m also a sucker for when earned creative is the star of the show – we can all pay to get our work seen, campaigns that truly earn it are the purest creative moments.”

Greg Double, creative director, Mischief, part of the MHP Group

"For me it’s all about dare, share, care: is it daring enough to capture attention, is it easy enough to pass on and share, do people care enough about it to take a different course of action."

Sarah Firth, strategy & creative director, Speed

"The best ideas in the world win our hearts before they win awards. They're simple, smart and sharp and have three elements that make them brilliantly unique: greatness, freshness and disruption. I look forward to seeing the work submitted to the Creative Moment Awards this year and praising its best."

Daniel Bnaya, chief creative officer, Blanco

"I’m on the hunt for work that blows my mind with a brilliant idea and impeccable craft. The kind of creative that leaves a lasting impression on the industry and the audience.
Give me that combo of out-of-the-box thinking and skilful execution and i’ll give you all the gongs under the sun."

Dan Roberts, creative director, The Romans

"I am looking for stand out work that has made a real lasting impact in the industry and beyond. As we are continuing to face challenging times, consumers desire brands that reflect transparency and stand for causes that will contribute to positive change. The work that will grab my attention will have made an effect on social, economic or ESG issues, as well as being creatively unique and bold."

Chloe Davies, head of social impact, Lucky Generals

"I'm looking for something that gives me no choice but to ask others 'have you seen...?'"

Emmanuel Areoye, creative, Quiet Storm

"I’ll be looking for creativity, craft and can’t-stop-thinking-about-this-idea."