Gearóid 'Ged' Carroll Interview(s)

PHNX offers an opportunity to disrupt the award industry. Increasingly for a number of sectors, there are projects done exclusively for awards entry and are a world away from the work done for clients. This and other factors are why it's important for greater competition in awards platform and greater authenticity in the entries.

It makes sense, without sounding like Oprah it takes an agency to make a campaign and having the different perspectives together is more the process that campaigns typically go through.

I think it's a good idea. Anything that moves away from which agency has the largest marketing budget.

Borrowing heavily from Dieter Rams:

A winning campaign is innovative
A winning campaign makes a product relevant
A winning campaign has taste
A winning campaign translates to make a product understandable
A winning campaign is memorable
A winning campaign is honest and based on a fundamental truth
A winning campaign has longevity
A winning campaign is thorough
A winning campaign invites the audience in and evokes a shared emotion

Unfortunately, the idea of 'good enough'. This comes from multiple areas:
Channel fragmentation
Audience fragmentation
Societal fragmentation
Business pressures
Technological pressures
Burnout

I think its a bit too early for that!