June Laffey CCO and Creative Leadership Coach’s Post

Transcript

Have a great idea. Beautifully crafted #1. Of course. Umm, talk to the guys at New York festivals. Talk to them. Because if you're in any doubt about what category you should end or or categories you should end, and they will help you. I have a long association with New York festivals which goes, which goes back to actually starting to show in APAC, which was replicated over there. And so I know all of the people really, really well then, and they're they're not, they're not ogres, they're incredible people. And so #1 talk to them #2 when you write, when you write an idea or when you come up with a creative idea. That you think potentially has has potential to be an award winner. Start writing your case study right then. Because if you can actually then live the case study and shoot for it. When you're shooting, shooting whatever it is you're shooting, assuming that you're shooting, think, think about how you're going to measure results. Think about what. Think about if you hold it back a year, if you don't have any results and you know it's starting to get where momentum, is it better to hold off or is it better to just go full bore? Think about those things. I'd also say if if you're in A1 jury room and you want to put in your entry multiple times, really think hard about that because over entering can actually hold you back. If people are seeing an idea the first time and they love love love love love and I've seen this happen, I've seen this happen. It can actually where where a piece of work has come up, people are blown away by by the time they see it. The sixth time in the room that day, they don't want to look at it anymore and they're starting to find fault with it and there's no surprise in it. And so I've seen something go from a silver to actually list and then I had, I had to say something to say, look they made a mistake but the work is still good. So think about that if you can separate, if you, if you've got budget to enter six times, look at where else you can enter across different juries. Make sure that make sure that your entry is category specific if you are if you're entering into copywriting. It shouldn't be the same entry as you put in for direction you you need to tell me a judge who might have 303 hundred pieces to look at in a day with with multiple people that are getting tired and it might be that we come across copyright and right at the end and you're not telling me why it's a great copy copy written piece. So you know you talk about if there's a cultural nuance if there's. If there's a something that makes this extraordinary, it might be the, the, the, the. The poetic nature of it, it might be that the humor of it, but just make it easy for me to judge it well. So I'll be really paid attention because you just gotta master class. How to enter New York festivals and probably all award shows as well, but. Let's keep it here right now, New York festivals. But that was amazing. Thank you. And I'll just point out there's listening and watching that you got to always thought though, you have to have a good idea, great insight or great insight, good idea and great craft.