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Creative Circle competition launches to drive more culturally relevant work

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By Seb Joseph, News editor

March 30, 2016 | 2 min read

Creative Circle, celebrating the best of the UK's advertising creative work, and Creative Equals, a group committed to changing the gender ratio of adland's creatives, have joined forces to search for the most culturally relevant work in the country.

They will do this is via competition asking students to create a 48-sheet posters that will run in the week leading up to the Creative Circle Ball at the end of April (28 April). Primesight and Kinetic have donated the poster space.

Entries will aim to showcase why those teams with diverse perspectives are able to generate the more diverse work that can work on multiple levels.

It’s only open to students and the creatives behind the winning entry will be awarded tickets to sit with the judges at the Creative Circle Ball. They will also have their idea put into production.

"It made sense to engage the future generation of creatives where diversity isn’t so imbalanced with an issue that could potentially affect their future,” said Jeremy Green, chief executive of Creative Circle.

Ali Hanan of Creative Equals added: "At the moment, only 14 per cent of London’s creative directors are female – and yet 85 per cent of consumer purchasing decisions are made by women. At the same time, 91 per cent of female consumers say advertisers don’t understand them. With more work created through a female lens, we believe – as an industry – we can create more effect work and better connect with this powerful audience."

Closing deadline is April 5. A full version of the brief is here.

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