2008 Advertising Annual
As a direct reflection of the economy, entries were down for this year’s Advertising Annual and, like last year, the biggest decline was in traditional print and TV and the biggest growth was in online and integrated campaigns. To put it in perspective, the latter two categories only represent about 10 percent of the entries in a competition still dominated by print. “The highlight of the Annual is always the print work and I was not disappointed,” said juror Judy John. “People continue to find fresh, new solutions.” “Public service print was the strongest category,” said juror Sonya Grewal, “it had the best ideas, which is not surprising since most of the work probably didn’t go through focus groups.” “A lot of the World Wildlife Fund advertising was new to me,” added juror Tony Calcao. “Some of it was so good, I wanted to change my profession.” “I saw some very nice work in categories not known for gathering awards: toothpaste, stain removers, dog food, pens and highlighters,” said juror Randy Snow. “I was pleasantly surprised to reconfirm that great ideas can come in any product category.” “Advertising has a history of adapting,” Grewal concluded. “It’s definition is getting broader and its potential greater.”
"Consumers are the new media. We as marketers have to search
for unique ways to include our brands in their conversations."
— Lisa Bennett