UKNM: Creativity

[Ray Taylor]

This comment has already been raised on the UK Online Ad list but I

thought it would also be relevant to the wider online marketing biz. 

Hope nobody minds the cross post but UKOA is a small list, only just set 

up, and numbers are still small. And BTW thanks for the comment in NMA, 

about the two lists _not_ being competitive, Sam.


What I wanted to raise was a question about creativity in banner ad 

design. There are severe restrictions with banner ads, but I still see 

no reason why you should not be able to create superb, stunning images 

with the space available. I just think we have been asking the wrong 

people to do it (the briefing, etc., not the designing) and not letting 

the real creative brains have a go. One of the best banners I have seen 

recently was produced as a designer's first attempt, working entirely on 

her own, without any marketers, agency execs, or others standing over 

her as she worked.


What I would like to ask members of this list is - would there be any 

value in setting up a banner design competition, cash prize, open to 

individual designers? The purpose of the campaign would be to identify 

new (or existing) talent and to push the creative limits of the medium. 

Entry would be open to anyone, whether freelance, working in an agency, 

student, etc. There would be no need to run to the expense of a big 

award-giving ceremony since we could easily set up a judging process 

online.


I know there are already many new media awards schemes but the problem 

with them is that they are bound to collect existing players through the 

normal PR process, whereas what we need to do is to stretch the 

boundaries and find new talent, with a cash or other valuable incentive 

(as opposed to a gong).


What do people think?


Thanks again for allowing the cross-post, Sam, and for the following 

little promo:


Anyone not already a member of UKOA who wants to join, please email me 

for details. The list is co-moderated by me and Kirsty Race, of Walker 

Media.


Ray Taylor

taylornmcadplan [dot] com

NMC/Adplan 0181 639 0015

www.nmcadplan.com - everything you need to know in just three lines of text


********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

khalilexcitecorp [dot] com (mailto:khalilexcitecorp [dot] com)

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html