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Trends and Insights on Integrated in 2018

Kate Stanners is Chief Creative Officer at Saatchi & Saatchi London. Since joining in 2005, she and her Partners have enjoyed developing the Agency into one that has the depth & breadth of talent to create multi-platform ideas for both local and global clients. This year, she presides over the jury of the Integrated category at D&AD Awards. 

Here she argues about the importance of unconstrained ideas in integrated campaigns and shares her excitement about the work we will be seeing this year. 

It’s going to be a fascinating year and I feel lucky to be judging Integrated – a category that always contains the best work our industry has to offer.

In the past, people have approached this as a checklist of media components: TV? Check. Print? Check. Oh… we did some social, check. This often results in matching shoes and handbag syndrome.

For me, that misses the point. It is fundamentally about an idea. An idea that refuses to be constrained by a media plan, rather an idea that creates its own.

I believe that at the heart of a truly great integrated campaign lies a revolutionary business idea, or an idea that solves a business problem. From there the crafting of the work into the appropriate places determines the shape of the campaign, each delivered brilliantly.

It is in this category that we see work that is the result of our evolving industry. Convergence of media, of technologies, data and creative craft. Here, creativity can be unbound and is given free rein to flourish.

Last year I loved work like Boost Mobile, which demonstrated real understanding of its customer and their challenges, and created something that had never been done before. There was no road map – they drew it. The same with Tide’s ‘Bradshaw Stain’, which used social platforms to feed a mixture of ‘live’ and recorded action. We also saw a lot of work that had a social context, Boost being an excellent example.  It will be interesting to see how the industry responds to the global cultural backdrop. Will we see humour make a comeback, an irreverence that countries like Australia, NZ, Thailand and Argentina always do so well. Will we see more actions and less words, and will storytelling play its part?

We are in incredibly exciting times for our industry, and I can only hope that this is translated into the work.

If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.

For more creative inspiration and the opportunity to get up close and personal with the world’s best design and advertising, join us at D&AD Festival. 

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