Each year, the Global Awards recruits some of the world’s most prominent award-winning industry creatives and thought leaders to serve on the Global Awards Grand Jury. A founding partner and Group Creative Director for independent creative agency, Showpony Advertising, Parris has over 25 years of experience across iconic brands like Budweiser and Bridgestone. He has a particular passion for effecting positive behavioural change in the public heath sector. His work in this area has been recognised and awarded at leading industry shows including Cannes, NY Festivals and the Global Awards.
Global Awards: This is more of awards and advertising question. There seems to be varying opinions about the nature of the content awarded top honors at Healthcare Awards show 5-10 years ago, and what tends to win in today’s competitions. There are some people that believe the bar is being raised, and there are some in the industry that believe the everyday work is getting outshined by causes. What are your thoughts?
Parris Mesidis: The bar is getting raised AND everyday work is getting outshined by causes. Why? Cause-related advertising necessarily has an appetite for taking risks that 'commercial advertising' is way to comfortable to stomach. If you have a serious public awareness issue to communicate, usually with little or no funds, it takes something exceptional to make any real impact. And while we agency folk aren’t averse to throwing dollars at a problem, this particular equation of austerity and genuine social need seems to be the perfect formula for generating bold, innovative work. Very few ‘everyday' brands are prepared to be that ballsy because the metrics on investment and return are so drastically different.
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