Advertising is like roller blading, just because you can doesn't mean you should, according to Dave Bowman, one half of Whybin/TBWA's executive creative duo, who we've just named the co-chairs of the judging panel for this year's Glossy Awards.
Simplicity is key to great magazine ads, added Matty Burton, the other half of the duo, because they don't want to scratch their chins in bemusement when looking at ads, they just want to get it.
They also want to be jealous that they didn't come up with it first.
The creative duo will chair the judging panel for the 2014 Glossy Awards and for the first time the awards don't just focus on print but are also expanding into digital.
“If there's one thing that is universal, simple wins every time,” Bowman said.
“Magazines and outdoor are about to have a renaissance,” he continued. “Print advertising you can interact with it, people connect with it, and it's the same rules regardless of the medium whether it's TV, outdoor, digital or print, people have got to connect with it.”
Burton added: “Although regardless of where you put it if you've made a shit ad, it's going to be shit, no ones going to connect with it.”
However, when it comes to connecting people, the pair rate magazines as the medium to do it with, because it is a medium that people share and is less disposable than other printed mediums.
“Magazines end up in doctors surgery's, friends coffee tables, they're not as disposable. For people who buy magazines they genuinely enjoy them, you've got them at a moment of pleasure, and although the sales bottomed out for a bit, when people buy them they buy them for a reason,” Burton said.
“Your targeting is great, you've got people in the right mood, it's not going anywhere."
To win a coveted Glossy Award you have to impress Burton and Bowman and you can do that in the following categories: best digital ad, best digital campaign, best print and digital campaign as well as in best print-only creative.
Take out one of those awards and the Grand Prix could be yours.
Finalists and winners of the awards rack up points that go towards the AdNews agency ranking.
The awards will be held on 31 October. Entries close 16 September.
Enter the Glossy Awards here.
This year the major sponsor of the Glossy Awards is NewsLifeMedia, with suporting sponsors Pacific Magazines, Bauer and Adstream.
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