In an exclusive chat with Campaign India, on the sidelines of D&AD judging process, Tim Lindsay, chief executive of D&AD, shared his thoughts on what makes the ‘Pencils” extra special; future of D&AD and some of the challenges facing this award show.
“Unlike the other shows D&AD awards work of the highest standard, meaning the quantity of top awards given fluctuates year on year The scrutiny and the rigour imposed by the internationally acclaimed judges is legendary, and ensures that only the best work receives the coveted Yellow and Black Pencils,” he said.
In the last 50 years, there have been 49 milestones in form of D&AD Annual that is a record of best creative work from around the world, addedLindsay. “It is only in the last 10 years that we have become truly global as before that D&AD was a UK-specific show.”
The organisers are now looking to aggressively expand the footprint of D&AD globally by being physically present in two creative centres of the world, outside of UK, within the next 12-18 months. While Sao Paulo has been identified as one of the hubs, the second one is still being finalised, with Mumbai being on the top of the consideration list.
“We cant claim to be a record of best business communication work unless we are truly global, as the world is now coming from different parts of the world. Also, we want t plant the D&AD flag, raise awareness, do what we do – nurture excellence in creative education and business communication, raise our membership, get more award entries into the professional categories and offer professional development to the industry,” added Lindsay.
One of the accusations leveled at D&AD, according to Lindsay, by the UK creative fraternity is that reason for the awards to go global is the fact that half the jury is made up of non-Britishers who cannot understand the nuances of British creativity and vice-a-versa. “We have to bear in mind that our juries are made up of senior creative people who are used to judging work outside their countries of origin and have international roles within their scope of work. Good work shines out globally.”
On creative effectiveness, Lindsay said, “At the heart of D&AD is an assumption that good stuff works better than bad and average stuff. It is not our job to prove that. There are lots of award shows that meticulously work towards proving effectiveness of creative work. Our aim is to stimulate, award and reward; we leave the burden of proof to others.
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