Xavi Sanchez talks with PM Farma Espana: the GLOBAL AWARDS
PMFARMA. / February Issue - 2018 - pg.152
Why does everyone want a GLOBAL AWARD in their showcases?
The Global Awards were essentially the first awards show that specialized in health creativity that had prestige and international relevance. The competition originated twenty-four years ago and today is part of the New York Festivals (World Best Advertising & Creative Communications) family of competitions. New York Festivals is the organization that holds one of the most important compendiums of multi-sectorial prizes in the world: New York Festivals Advertising Awards, Midas Awards, AME Awards, among others. The Global Awards have been and will always be a reference in the field of healthcare communication and its more than twenty editions endorse this career, recognition, and positioning in the ecosystem of world health creativity. Thus, the value of having the Global Award, crystal sphere, an iconic emblem of the awards, in any cabinet or shelf of the agency is simply unquestionable.
Who is who in the Grand Jury and the Executive Jury?
The members of the jury are professionals from the healthcare communication sector selected by the organization – the juries come from the healthcare creativity sector of advertising agencies. Representatives from more than 15 countries and the 5 continents comprised last year’s group. The jury is divided into two groups: The Grand Jury’s purpose is to select or generate the Short List of the pieces and materials presented that may be eligible for the prize. And the Executive Jury has the mission to grant the final awards: Finalists, Global Awards, and the Grand Global Award (Best of Show).
The Executive Jury is divided into two categories: The Pharma (RX) Executive Jury and Health & Wellness Executive Jury.
How do you vote?
The Grand Jury votes via an online judging session. The pieces and materials selected with the highest scores are the candidates for the awards and those that the Executive Jury will value. The Executive Jury meets in a single session that lasts a whole day. Executive Jury voting takes place in person in New York. Last year this session took place at OFFSITE, a modern meeting center in the midtown Manhattan. There, the members of the Executive Jury, after reviewing and discussing the candidate campaigns, award the final prizes: Awards of Excellence (Finalist), Global Awards and a Grand Global Award (The Best of Show). The latter is decided between all the winning campaigns of a Global Award and determined by both executive juries. The Pharma (RX) Executive Jury and Health & Wellness Executive Jury meet at the end of the session to make a joint decision after a robust discussion.
How do you win a GLOBAL AWARD?
In the Executive Jury, we have to evaluate an average of one hundred campaigns presented in the categories and subcategories of the contest. Some pieces have to be judged in more technical categories like “Craft”, such as illustration, copy, script, poster ... and others in more open categories, such as "Educational Awareness" or "Digital Media" and its associated subcategories. This situation requires that the campaign or candidate piece seduce the jury in a very short time, often less than a video case-study in some cases.
Having said that, what are the active principles of a winning piece? It must be able to generate and arouse primary emotions (laughter, pain, complicity, empathy, tears ...); it must shake the neurons (the feeling of an original and unique piece, never seen before is the key to an international jury that has seen thousands of campaigns around the world); must try to explore new codes and communication formats (risk in the approach, explore new content formats ...) and must have an impeccable execution (graphic or audiovisual excellence is absolutely essential). It's not easy.
Ready to win a GLOBAL AWARD this 2018?
The organization has already started to prepare the 2018 edition: rethinking or confirming the categories in which the campaigns are registered, selecting the members of the Grand Jury and the Executive Jury, registration dates ... Everything points to that this year, they start accepting entries earlier to not fully coincide with summer season ... Not missing so much. Are you ready to win a Global?
GLOBAL AWARDS BOARD:
Executive Director, Global Awards: Mr. Fran Pollaro
President and Executive Director, New York Festivals: Mr. Michael Demetriades,
GLOBAL AWARDS EXECUTIVE JURY SESSIONS 2017:
Tuesday, October 17th, 2017
OFFSITE, 52 West 39th Street (Between 5th & 6th Avenues)
NEW YORK CITY
GLOBAL AWARDS 2018:
Próxima convocatoria: Marzo-Junio 2018 (Pendiente de confirmar por la organización)
Algunas dosis del Executive Jury Internacional:
GLOBAL AWARDS HEALTH & WELLNESS EXECUTIVE CHAIRWOMAN.
ELISABETH ELFENBEIN. Partner, CCO The Bloc (USA)
GLOBAL AWARDS PHARMA (RX) EXECUTIVE CHAIRWOMAN:
ROBIN SHAPIRO. Global President TBWA/Worldhealth (USA)
GLOBAL AWARDS EXECUTIVE JURY (HEALTH & WELLNESS / PHARMA (RX) )
TIM HAWKEY. EVP, Managing Director & Executive Creative Director, Area 23 (USA)
GERRARD MALCOLM. Owning Director, Insight Agencies (Australia)
JEREMY PERROT. Global CCO, McCann Health (USA)
PRAFUL AKALI. Founder & Managing Director, Medulla Healthcare (India)
XAVIER SANCHEZ. Founder & CCO, Umbilical & AmnioticTV (Spain)
STEPHANIE BERMAN. Partner, CCO The Bloc (USA)
KATHY DELANEY. Global CCO, Saatchi & Saatchi Wellness (USA)
GUSTAVO PRATT. Managing Director & CCO, Asterisco Healthcare (Mexico)
SCOTT WATSON. EVP, CCO Ogilvy CommonHealth Worldwide (USA)
RICH LEVY. CCO, FCB Health (USA)
DICK DUNFORD. Creative Partner, Looped (UK)
CHRISTIAN BAUMAN: Managing Director & CCO, H4B Chelsea (USA)
UNAS SELECCIÓN DE CAMPAÑAS GALARDONADAS:
Best of Show The Immunity Charm Devices McCann Health
Global Award Slums for Worms Posters Medulla Communications
Global Award Last Words Educational Awareness Medulla Communications
Global Award The Truth Unveiled Educational Awareness Serviceplan Health and Life
Global Award The Hardest Crossword Newspaper Area 23 & FCB Health
Global Award The Debate Headache Digital Media Weber Shandwick
Global Award Lighter Blue Educational Awareness McCann HumanCare
Global Award Endometriosis Reality Educational Awareness FCB Health Her
Global Award The Drama in RA Rheumatology Area 23 & FCB Health
Global AwardLiving Nightmare Pain Management Greyhealth Australia & Sudler Sydney
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