What Makes Win, Place, or Show? Judging Creativity in Advertising at Award Shows

Judging advertising creativity at award shows is poorly understood. This research assessed what constitutes advertising creativity; examined the benefits and consequences of advertising-award shows; and investigated how judges bestow creativity awards.

What Makes Win, Place, or Show? Judging Creativity in Advertising at Award Shows

Douglas West

King’s College London

Albert Caruana

University of Malta/University of Bologna

Kannika Leelapanyalert

Birkbeck, University of London

Management slant

  • Assessment of advertising creativity is not something that can be precisely scaled.
  • The main objectives of advertising-award shows proved to be to establish overall standards and to reward the individuals and agencies involved.
  • The definition of advertising creativity employed and the judgment criteria adopted by judges in the majority of award shows consist of creativity, originality, and execution.
  • The...

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