Innovation will always catch the eye, but it has to be fit for purpose and strengthen the execution, says RRDCreative’s head of agency and creative director, Corey Stewart.
Now in it's fifteenth year, the nominations for The Drum Cream Awards have been announced and innovation is the lead trend for this year’s crop of entrants.
Stewart, a member of the judging panel, said: “There has been a clever use of digital format in corporate reporting which sets a good standard of how digital reporting should be used and give other companies confidence that it doesn't always have to be printed. But as always good work with thoughtful concepts will set the bar and win over gimmicks.”
The nominations for publications are: ArthurSteenHorneAdamson, borne, Chapter Agency, Clarks in House Design Group, Milestone Creative, One Black Bear and Stocks Taylor Benson.
James Cross, creative director at BBC Creative believes that this year’s Cream entrants know how to make the most of their limitations.
He said: “I think there was some really fresh thinking in charities, new and smart ways to get real bang for the client’s buck was incredibly impressive. In fact, ‘smartness’ – making the most of the limitations of perhaps budget and media – is something that Cream entrants have down to a fine art.”
The nominations for best use of illustration are: Flourish Digital and Direct Marketing, Chapter Agency for: Virgin Trains, The Spirit of Christmas and Halfords; and Pencil Studio.
Sponsors for this year’s event are: GBM, The Drum Network, The Drum RAR and TINT.