2007 Advertising Annual
While we saw a slight increase in entries this year, the big news was the growth in online and non-traditional advertising (27%) and integrated campaigns (34%). “We’re seeing more and more multimedia campaigns and bigger ideas that can work with multiple touch points,” said Christina Yu, vice president, creative director of Lowe Roche in Toronto, Canada. The best method for presenting these bigger ideas to a jury, however, is still evolving. “There should be a cash award for the agency that figures out how to present its integrated and interactive work in less than two minutes,” said Mike Hughes, president and creative director at The Martin Agency in Richmond, Virginia. “Too often, it’s hard to understand the point of the work and the focus of the idea.” About this year’s entries, “It was a weak year for television,” said Mark Gross, senior vice president, group creative director at DDB Chicago, Illinois. “Skittles notwithstanding, no television blew me away or left me ultra-inspired. New media might be stealing TV’s thunder.” Rob Rich, executive vice president, executive creative director at Publicis in the West in Seattle, Washington, disagreed. “So many people have proclaimed the death of television. It’s just not true. New media options have given the broadcast media some much-needed competition. There’s pressure on TV spots to be more engaging and more entertaining than ever before. This is good.”
"Gaming and social networking have yet to make their true impact."
— Benjamin Vendramin