The best of the 106 entries submitted for this year's 4A's Jay Chiat Planning Awards will be announced today at the American Association of Advertising Agencies' Account Planning Conference in Miami.
Award co-chairs Adrian Ho of Fallon and William Charnock of JWT said they emphasized that the work be evaluated not just within the planning community, but also within the broader industry. "We wanted winners that aren't just examples of great planning, but are also great examples of communications," Charnock said.
Judging was completed in two rounds. Planning heads of leading agencies gathered in five cities—Boston, Chicago, Los Angeles, New York and San Francisco—for the first round, and they reduced all the entries to a shortlist of the top 21. The second round of judging invited industry leaders—including creative directors, planning directors, a journalist and clients—to determine the level of award (gold, silver, bronze or honorable mention) for each paper on the shortlist.
Said Ho of the judging process: "It was very tough to impress these judges. Many papers that were examples of good planning weren't recognized simply because that's all they were. In the end, however, the winners are ones that really did inspire all of us. They showed planning's impact not just in the idea and the work, but also in how and where the campaigns came to life."