The ADVERTISING Club of New York’s International ANDY Awards this week has released An Open Letter to the Industry, outlining major updates to the 2018 awards and beyond. The ANDYs recently appointed a Creative Council consisting of some of the industry’s most high-level, and respected creative executives and the group was tasked with rethinking the direction of The ANDYs in response to recent shifts in the awards landscape and ongoing industry concerns (see the full list of Creative Council Members below).
While The ANDYs are sticking to one jury made up of the best creative minds in the industry, who typically agree on the best ideas, earning them “predictor status” year after year as one of the season’s first major awards, the major changes moving forward include:
- Throwing out categories and eliminating duplicate wins. The ANDYs are going back to basics by saying that if you have a great idea, you don’t have to pay additional dollars to enter it in each separate category — a great idea is a great idea, and should be able to stand on its own against any category. Enter one idea, one time, and be eligible to receive one ANDY Award from an integrated cross-discipline jury of the top creatives in the ad industry.
While they are eliminating categories, the following areas of recognition will remain for the ideas entered:
- Distinction for Craft
- Socially Conscious Ideas
- RESET (innovative or groundbreaking ideas)
- The Bravery Award (best examples of creative/marketer collaboration)
- Student Work
- First-time intimate look inside the jury room. The ANDYs will capture shareable video content of key judging session as an educational opportunity to hear from some of the most respected executives in the business. They feel it is important to lift the veil of secrecy and be fully transparent around what goes on in judging rooms.
The letter, which also appears on The ANDYs website, can be found in full below.
- Pete Favat, Deutsch North America, Los Angeles
- Eric Silver, McCann, New York
- Colleen DeCourcy, W+K, New York
- Tom Punch, Vice Media, Brooklyn
- Laura Jordan Bambach, Mr. President, London
- Andrew Keller, Facebook, New York
- John Patroulis, Grey, New York
- Elvis Chau, Anomaly, Shanghai
- David Nobay, Marcel, Sydney
- Jaime Robinson, Joan, New York
- Jeff Kling, Fallon, Minneapolis
An Open Letter to the Industry:
The International ANDY Awards have pressed RESET.
Award shows in their truest form are a barometer for our industry. In our shared quest to serve it, we have listened to the community and consulted with its leaders and outliers. Then we did what any great brand does, we looked inward to our unique strengths and asked the question: what’s next for us?
Our mission is to build a show that looks to the future and remains true to our core values as an idea-based show judged by an integrated jury of global creative leaders. Over the course of the last three years we have taken small steps to reinforce that ideas come first.
This year, we’re taking things one giant step further by instituting the elimination of categories. Enter your best ideas to be judged purely and rewarded accordingly.
We know that it takes a lot of careful consideration and dollars to ensure you’ve entered the right work in the right categories. And it’s our feeling that if you enter your best work and it wins ANDY you shouldn’t have to enter it multiple times for it to get all the recognition it deserves — because a great idea is a great idea.
Yes, we are eliminating categories, however, the best ideas will win an ANDY and additionally your work will be considered in the following areas:
- ANDY RESET (innovative or groundbreaking ideas)
- ANDY Distinction for Craft
- ANDY Socially Conscious Ideas (Richard T. O’Reilly Award)
- ANDY Bravery Award (best examples of creative/marketer collaboration)
- Student Work will remain its own competition (Glenn C. Smith Award)
Finally, we will continue to name a GRANDY winner (best in show) and award a scholarship to the winner of the student competition, as well as make a donation to the charity behind the best in show for pro bono work.
As the first show of the season, we’ll also be sharing an intimate look into our judging room in a partnership we’ll be announcing soon. This will allow the community to observe and learn from the deliberation over the best ideas of the year, and offer key insights for future jurors on how they identified and curated them through the lenses above.
Awards are indicators of all that is dynamic in our industry, let’s reclaim that position and make sure creative teams, marketers and partners know that awards, when done right, have an impact on brands, on business, and our collective success.
We look forward to receiving your best ideas and thank you for your continued trust with them.