There are a couple that seem a little questionable. But for the most part, I think the complexity of digital work prevents a lot of scam. You have to be pretty committed to cheating to go through the pain and anguish of producing high-quality scam in this space. In my experience, cheaters aren't typically the hard-workers in the crowd.
Yes. And no. In the first rounds, it's basically a pass/fail thing. Or rather, in or out. Then, you vote on a scale from 1 to 10. 10 being awesome and 1 being a huge waste of agency resources. In the first rounds, you can vote your agency's work "in" because, the theory is, you wouldn't have entered it if you didn't think it belonged in the show. After that, though, you have to "abstain" when it comes to work from your own agency. So, Ogilvy peeps, don't blame me if we don't do well.
That said, all entries are blind. In other words, unless the agency name is in the url or the description, judges don't know where the work comes from. Obviously, some entries are obvious, but I think it's as fair as it can be given out inbred this industry is.
In the first couple of days, we're pretty much nose in monitor. Not a lot of conversation. The great work rises to the top via mutual - but individual - appreciation. Starting tomorrow, though, we'll be discussing everything, which is when it will get more interesting. I think we'll realize that we're in new territory with this work. Things that would have won last year will not this year. Either because they have been done before or because they simply don't hit enough of today's touchpoints.
Honestly, I'm not sure. The work is becoming so sophisticated, I find that one or two awesome aspects of the work is not enough. A great idea always rises to the top. But if the execution is weak or the idea is not original, it's probably not going to measure up. We're at a very interesting point in this business. We're sort of at the beginning of maturity. Post-pubescent but still not exactly sure how best to employ all our wonderful toys.
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