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Tribal Worldwide creative director, Victoria Buchanan, signs up to judge Roses Creative Awards

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By Gillian West, Social media manager

February 16, 2016 | 3 min read

Tribal Worldwide London creative director, Victoria Buchanan, has been revealed as the latest addition to this year’s Roses Creative Awards judging panel.

Joining Bruce Duckworth, Turner Duckworth head of design; John Iredale, creative director at Karmarama; Studio Sutherland founder, Jim Sutherland and more on the panel Buchanan started her career in digital advertising more than two decades ago.

Obsessed with interactive behaviour and passionate about creating work that allows people to experience brands in a more immersive way, Buchanan welcomes the move to drop digital from job titles championed by Adam&EveDDB earlier this year.

“It’s all digital and we don’t really need all these names,” she explains. “But, you do need experts and digital is still a specialist knowledge. It’s not just a load of digital bingo words that make you digital.”

One of the few female creative directors in the industry, Buchanan was recently a mentor at the 3% Conference, and champions diversity to help develop more female creative directors and leaders.

“Slowly things are changing, people just don’t think about it,” she says, adding: “When you do think about the lack of women, especially in creative, it’s quite shocking and shocking you didn’t notice before. But it’s not hard to try and apply diversity in any job, the BBC are very good at it.

“[However] I still don’t see as many women at the top of agencies or on boards or creative directing. Must try harder.”

Of joining the Roses Creative Awards panel, Buchanan comments that it’s a “shame to think smaller – out of London – agencies don’t have a fair playing field in the big award shows” and that she’ll be looking for “good ideas, smart thinking, craft and execution” over award films.

And for those thinking of entering steer clear of “marketing bullshit”.

“Be clear, get to the point. It can’t be hard work to understand. We don’t have much time to ‘get’ work when judging.”

The Roses Creative Awards is on its final entry deadline extension with entries being accepted up until Friday 26 February. For more information on entering this year’s awards, sponsored by the Chesterfield Group and Become, visit the Roses Creative Awards website and if you’re really looking to impress the judges check out what not to do.

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