Adrian Mills, partner – creative, brand and media at Deloitte Australia represented Australia on the Creative Strategy Lions. Mills along with most of the other Australian and NZ jurors writes exclusively for CB.
For your consideration are a few quick observations from a week of jury duty at the first Creative Strategy Lions.
Firstly, with nearly 900 entries at about a $1000 AUD a pop this is a bit of a no-brainer from a business perspective (even after costs).
Secondly, when we genuinely appreciate of the role of strategic rigour in the creative business the Lions will naturally be considered more strategic.
Thirdly, good strategy will build credibility in the industry’s most important showcase. And without it, quite a few of us will struggle to find an annual, plausible excuse to get to the Riviera for ‘work’.
The Creative Strategy Lions have shown that by focussing on the role of challenge setting and insight gathering, and understanding their multiplying force in the process, we really can change a few minds. Indeed, each of our 10 jurors had their minds changed multiple times over three days and most of didn’t expect that.
By the way, if you want to win in this category next year I recommend you focus on the written criteria.