Inside the Jury Room at The Drum Awards for B2B
Judges share what went on behind the scenes as they deliberated entries to this year’s awards.
Deloitte UK was nominated in the B2B Advertising category
The Drum Awards for B2B celebrate the companies and people who bring creativity to B2B marketing across the globe.
This year’s Awards were chaired by Cos Mingides, co-founder and head of effectiveness at True and Kristin Barry Collins, head of B2B client experience at institutional Vanguard. They led a jury that included representatives from the likes of New York Times, Uber, Google, HSBC and Nokia.
The Drum’s Jen Faull caught up with Mingides and Barry Collins to talk about what went on inside the jury room as they deliberated the entries.
After reviewing all the work entered, Barry Collins said the key trends she saw emerge were B2B brands embracing work that veered off the "traditional" creative path.
"Storytelling and more bold emotional choices versus what could be in years past considered more...cold B2B campaigns. That really came through,” she says.
Mingides revealed that the jury was also split several times on how big-budget work should be rewarded.
"There were a few heated discussions. The Grand Prix was particularly debated. We had an hour-long call and couldn’t make a decision, so had to have a second one to cast a vote," he says. “It was clear everyone cared about the work, but there was a difference in opinion on whether something done with a smaller budget but was really clever should be given the Grand Prix versus something bolder and braver. It was a healthy debate.”
Watch the video above for more insights into the work entered this year and the chairs' top tips for impressing them in future. You can check out the nominations for The Drum Awards for B2B here.
Winners will be announced during The Drum Awards Festival, taking place from November 27 to December 8. For more information on the Festival and how to attend, visit the website.