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Creative The Drum Cream Awards

Cream Awards judges weigh in on the regions’ creative drive as the nominations are announced

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By John McCarthy, Opinion Editor

October 20, 2016 | 5 min read

With a new roster of work now nominated for The Drum Cream Awards, The Drum caught up with judges Neil Sheakey, Lisa Nichols and Steve McGauley to learn how the agencies are faring in the face of Brexit uncertainty.

Cream Awards

Cream Awards judges

Each of the judges, tasked with judging the finest entries from the Midlands, East, South West, Wales, were asked to sum up the value and fighting spirit of the regions, especially as the Brexit rattles the pockets of consumers and clients alike.

Neil Sheakey, design director of brand and design at Uniform, said that the regions attract good quality talent, especially those people who are increasingly being pushed out of London as “it’s a very competitive marketplace down there for recruitment into agencies”.

Instead, the likes of Manchester, Liverpool and more are attracting – and creating – top talent. “People look at the regions and think I can have a great standard of life and as a result we’re generating creative culture.

On Brexit, he said that agencies are fortifying against uncertainty, consolidating any potential risk taking. “The pound falling presents good opportunities for businesses against the dollar, American business coming here will get more for their money.

He warned however: “Businesses and brands must be at their most reactive when the competition is playing it safe however, if spend is down, how do you resonate with consumers?”

On what makes a top Cream Awards entry, he said: “It’s got to be disruptive, it must be something different that makes me say ‘wow I wish I thought of that’ and from a craft point of view, I want to see really good work.”

Lisa Nichols, executive creative director at TBWA\Manchester, agreed that the regions are more than capable of competing with London: “We take a challenger viewpoint, there is something quite powerful to be had out of this position.

“It gives you a hunger and an edge to your creativity. ‘What is the clever little thing I can do to beat the big boys’.”

On Brexit, she stated: “It’s been from one extreme to another, there’s been a lot of concern from clients, it’s not exactly from an economic point of view, the best thing.”

She warned: “From a creative point of view, British brands have to work for an international audience,” adding that they must be outward looking to maintain their glowing global reputations.

On what catches her eye during judging, Nichols said: “If someone has a great idea, that clearly communicates and wraps up the situation, that is a joy for me.”

Steve McGauley, executive creative director at Liquid Agency, said the regions have found new life as clients move away from the “old fashioned view that you needed to be a London agency,” adding. “Now clients are more aware of talent nationally and certainly as an agency, we win a lot of work in London, clients are more than happy to come up for a few days to the agency.”

“We probably have a slightly more open view to creativity as we are more easy going north of Watford [he joked]. We’re pulling talent out of London when we advertise for a creative role and half of the talent is based in London but is keen to get out looking for a better quality of life and lower living costs.”

As the Brexit looms, McGauley said a lot of agencies are pausing to take stock. “It’s a bit tricky now as we’re not really sure where the industry is going”.

On what makes a perfect Cream Awards entry, McGauley said: “I’m looking for simplicity, something that just captures the essence of what they are trying to achieve in a few seconds.”

Judging panel chairman, Malcolm Stewart, co-owner of Tayburn, said: "When you're judging creative work, you're always looking for ideas you wish you'd done yourself. And here, the cream of what we saw absolutely did that.

"The best work was simple, engaging and relevant (with the occasional touch of humour) and the Chairman's award was something anyone would be proud of."

Read the full list of nominations for the awards here, its sponsored by DRP, TINT, RAR and The Drum Network.

Grand Prix and Chairman’s Awards will be announced on the night,16 November at The Jam House, in Birmingham. You can purchase tickets here.

Creative The Drum Cream Awards

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