JUDGING
THE CREATIVE ENIGMA
Peter Young,chairman of the judging panel of the B2B Marketing Awards,applauds the
winners but laments the lack of quality or interest in certain categories
With these awards now in their notable was the difficulty in their paper for multiple
“
third year and entries up 60 per translating an understanding of categories by doing no more
cent on last year,the passion and the brief into a solution with than altering the title and
pride of everyone in the B2B industry has captivating creative work.Jury category number.
never been more obvious.And,if we take the members agreed this was not Congratulations to all the
general calibre of this year’s entries as merely a consequence of winners.You have survived a
indicative of the work out there,the pride is sometimes low budgets in the rigorous vetting process and,for
rightfully felt. B2B sector,more a case of most categories,a high number
The awards gave plenty of opportunities for lazy creative output. of competing entries and
“Congratulations to all the
recognising great thinking,although some There was also an deserve your accolade.My
winners. You have survived a
categories were poorly entered.‘Supplier of the irritatingly frequent use of personal thanks to each of the
rigorous vetting process and,
year’and ‘Newcomer of the year’had impenetrable jargon in the jury members for their
for most categories, a high
disappointing levels of interest.Where are all narrative of the entries, dedication,analytical
number of competing entries
those companies that contribute in the making them appear more intelligence,sound judgement
and deserve your accolade”
background to make a real difference? Where complex than they needed to and good humour during some
are those rising stars? Put yourselves forward. be.Those entries that had the very long days.You helped make
PETER YOUNG
Recognition now will ensure the industry human touch of plain speak, my task a painless and
Chairman of the judging panel
“
prospers in the future. that could cut through and enjoyable one.
B2B Marketing Awards 2007
The organisers were fortunate in securing explain a complex process in I hope all who read through
the contribution of a panel of judges drawn easy terms,really stood out. the winning entries in
from many industries and disciplines.These Especially when reading through the 120th this programme are inspired to enter
senior individuals selflessly gave their time and submission paper. next year.
expertise,diligently ensuring every entry Some companies were clearly proud of
received careful attention.In several cases the what they were putting forward.They had With over 20 years industry experience, Peter
margin between the winner and the runner up considered how to present their entry,what to Young held client and agency management roles
was wafer thin,provoking some interesting and put in and what to leave out,and how to tie in the UK and Europe with Saatchi’s, Y&R and
hotly contested debate. results in with objectives.But for too many McCann Erickson before being appointed MD of
Overall it was felt all entries demonstrated a their entry smacked of a last minute Friday an independent integrated agency. Clients have
good understanding of the often complex afternoon dash to dump something onto the included P&G, Eurotunnel and BUPA.
market challenges being faced.But the judges page.And then,presumably in the hope of
did comment on several recurring issues.Most improving the chances of a win,submitting peter@thehappycows.com
ABOUT THE JUDGING PROCESS
Judging for the B2B Marketing The judging panel was: ALAN FLACK,strategic brand manager
Awards 2007 was a rigorous,thorough MARK ALLATT,MD,FS Business for advertising and sponsorship,IBM
and entirely independent process, ANDREW COLWELL,MD,French Colwell NICK FRAZER,head of B2B marketing,
conducted by industry experts.The ANA ANSELL,marketing manager,Travelex Experian
judging took place over two rounds, JANE BURGESS,marketing director,RBI MIKE HOWE,MD,100 per cent Direct
with three expert panels required to first NICOLA BUCKLEY,marketing manager,Ryder Marketing
shortlist entries and then appoint winners VICTORIA COE,head of marketing services, RICHARD LLOYD,MD,Cyance
based on the criteria specified in the Grant Thornton ALEXIA MAYCOCK,marketing manager,
‘Call for Entries’document.Judges were STEVE DYER,committee member of ABBA; Mkodo
required to appoint a winner in each MD of Clockwork IMC SHANE REDDING,MD,Think Consulting
category,and where it was merited, PAMELA EDMOND,global brand development DEBORAH ROBERTSON,marketing director,
a runner up andr highly commended. manager,Linde UK Online
FIONA STEVENS,director of marketing
& strategy,The Crocodile
4
For more information on the winners, go to www.b2bm.biz/awards
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