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Great ideas lacking craft

Judges involved in overseeing the Institute of Practitioners in Advertising 'Best of Health' awards have praised the level of creative ideas that dominated this year's selection process. However, Kate Stanners, chairman of judges and creative partner of M&C Saatchi, suggested that future awards might look at crafting of the campaigns to ensure professional standards are kept at a higher level.
Judges involved in overseeing the Institute of Practitioners in Advertising 'Best of Health' awards have praised the level of creative ideas that dominated this year's selection process. However, Kate Stanners, chairman of judges and creative partner of M&C Saatchi, suggested that future awards might look at crafting of the campaigns to ensure professional standards are kept at a higher level.

"There were some stand out campaigns that caused a good debate amongst the judges," said Stanners. "The quality of the ideas of some of the campaigns, however, was often stronger than the actual crafting of them, which is something to think about for the coming year."

Out of 328 entries from 59 agencies, 82 have been shortlisted from different categories including press, poster and new media. Agencies from the UK, Ireland, Germany, Spain, Italy and Australia submitted campaigns to be considered for the top prizes in healthcare advertising.

Entrants were subjected to intense scrutiny from the panel and only those considered to have attained the highest creative standards were shortlisted.

"All of the judges were as open and honest as expected and there was a fair amount of debate around some of the winning entries," said Orrin Pollard, convenor of judges and creative director of DBB Health UK. "The standard generally was encouraging. Not surprisingly, the entries that received the highest accolades were clearly ahead creatively."

The judging of the 2008 awards, which aim to recognise creative thinking in the field has been heralded as one of the best-organised to-date.

Winners will be announced at an awards ceremony at The Conservatory, Royal Hospital Chelsea on July 3, 2008. The top campaigns in the healthcare sector and the consumer sector will each be honoured with a 'best in show' accolade.

The top entries will be on display at the event and presented in a supplement published to mark the occasion. Results of the IPA awards will also be posted on the Best of Health (www.bestofhealthawards.co.uk) website.

22nd May 2008

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