MANILA – On its eighth year, The Boomerangs, the country’s annual show for digital marketing excellence, honors ideas that exemplify innovation, in addition to effectiveness. The infusion of consumer-focused innovation to effectiveness is changing The Boomerangs jury, too.
Traditionally composed of top client, media, and agency people, the panel will be joined by professionals from tech startups, social networks, and digital PR.
Leading these jurors is Leigh Reyes, president and chief creative officer of Lowe Philippines. Aside from being the latest member of the Creative Guild’s Hall of Fame, she is a leading organiser of Mobile Monday, the open community of mobile practitioners.
The rest of this multi-sectoral jury are: (in alphabetical order) Samir Ahmed, Mindshare; Jill Aquino, 1DMG; Richard Arboleda, Eon; Dino Carbrera, Leo Burnett; Maria Cruz, Rappler; Shayne Garcia, iProspect; David Guerrero, BBDO Guerrero; Cyn David Icasas, Mondelez International; Ken Lingan, Google; Paolo Mercado, Nestlé Philippines; Minette Navarrete, Kickstart Ventures; Nix Nolledo, Xurpas; Carlo Ople, Di9it; Arshad Rahman, Xaxis; Chad Sotelo, Samsung; Joey Tiempo David, TBWA/Santiago Mangada Puno, and Earl Valencia, Ideaspace.
Organizers Kichi Madlansacay and Cynthia Dayco are understandably proud of their jury’s credentials and diversity.
Kichi says, “This is one for the ages. The amazing men and women of our jury represent the brightest of our industry, regardless of size, sector, and origin. We look forward to the exchange of perspectives during the jury deliberation.”
Cynthia adds, “Between our criteria and the jury, The Boomerangs may well turn into the toughest award show in our industry.”
So how can those gunning to win The Boomerang get on the good side of the jury? We asked a few judges what they’re looking for.
WHAT DIGITAL IDEAS WILL MAKE YOU SIT UP AND TAKE NOTICE?
“Cheeky: Brilliant work plays with the conventions of online advertising, gets away with it, and produces enviable results. Everyone who does YouTube pre-roll ads can recite, “get everything important done in the first five seconds.” Human’s Human Against Ads comes from the same place as Geico’s Unskippable (pre-rolls you can’t skip), but the latter won me over with pure cheek. (This Think With Google article on The First Five Seconds has a few clues.)
Mobile: This country deserves great mobile advertising. Like other emerging markets, we are mobile first. We have an inherent advantage because of this; we can develop new models of thinking that are not “classic digital work.” People will welcome mobile campaigns that are perfectly timed, and useful in the moment without being intrusive.
Ambitious: I’d love to see brands go big or go home, with ideas that scale beyond expectations and budgets.”
“Programs that are sustainable beyond the campaign period, that drive sales, and build communities.”
“What would really ‘wow’ me are digital ideas or campaigns that clearly move the needle in terms of business results. In most cases, brilliant execution of the campaign is equally important as the idea itself.”
“Nothing stands out like a story well told. I want to be wowed by digital storytelling—stories that sell, sway public opinion, or move people to action.”
“Campaigns with unique ideas that drive business results. It can’t be just innovative technology. It has to be innovation that’s relevant to the brand’s business and bottom line.”
