Creative work often finds its footing on digital platforms. It is created by agencies, by brands and individuals and then shared across social media or generated as online advertising.
Tara Ford, Chief Creative Officer of The Monkeys was on the 2022 Integration jury, judging work presented across multiple platforms and channels. Tara stressed that the work needs to be purposeful and impactful and that ideas can’t just be hosted on different platforms; there must be value attached to having work on a platform. Tara says it is important to know why you made the work and why the idea was chosen for the platform.
Similarly, Melissa Eccles, Group Creative Strategy Director at TikTok Creative Lab on the West Coast, notes that when she was on the 2022 Digital & Social Media and Influencers jury she was considering how work was created and shared and how influencers were bringing their own distinctive creative flair to a campaign. She delved into how being just a creator differentiates from being an influencer. Melissa says, “that just because you publish a campaign on social media, does not make it social by nature.”
Please note: Melissa’s views are her own. She is not speaking on behalf of or representing TikTok in this interview.
Listen to the episode for more of Tara and Melissa’s insights into Integration and Digital and Social Media & Influencers, their jury room criterias, why work did or did not make it through, advice for entrants in the coming year, what influences the way they work and their overall creative points of views within the industry.
Show notes:
Integration winners: https://2022.liaentries.com/winners/?id_medium=3&view=icons&range=w&clear_search_session=true
Digital winners
https://2022.liaentries.com/winners/?id_medium=2&view=icons&range=w&clear_search_session=true
Social media and Influencers winners: https://2022.liaentries.com/winners/?id_medium=29&view=icons&range=w&clear_search_session=true
Credits:
Guests:
Melissa Eccles, Head of West Coast, Group Creative Strategy Director, TikTok Creative Lab
Tara Ford, Chief Creative Officer, The Monkeys
Host: Ralph van Djik, Founder Eardrum
Producer: Sarah Knights, Eardrum
Music: Brian Yessian, Yessian Music
Manager: Laurissa Levy, London International Awards
Production Company: Eardrum