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...