The 2015 PromaxBDA Promotion, Marketing and Design Awards will be honored at The Conference on June 11 in Los Angeles. The awards competition celebrates excellence in media marketing, through channel campaigns, key art, logo, sports promotion, art direction and apps.

This April, the Awards Jury met to judge the best work in marketing and design from the past year, and to speak about what exactly makes one campaign, spot or image stand out from another. Jurors come from all aspects from the entertainment marketing industry – networks, agencies, design studios and digital outlets.

Below, see what they had to say:

David Stern, Owner, Create Advertising Group:

To make exceptional key art is to make an iconic image that’s unforgettable – something that when you’re driving by in a car, you look up and you just remember it.

Billy Pittard, Department Chair, Electronic Media Communication, Middle Tennessee State University; Founder & Former Chief Creative Officer, Pittard Sullivan:

It needs to be effective – it needs to effectively communicate whatever that spot is trying to communicate. So we look at it and ask: How effectively do we believe that’s actually happening with this piece? And there’s the creativity factor. You want something fresh, something that doesn’t feel derivative, something where the aesthetics are really coming together and delivering on the goal of making that spot really work and stand out amid the clutter.

Michael Vamosy, Chief Creative Officer, Stun Creative:

What makes exceptional key art is an idea – an idea that resonates. For me, I like to make sure that it’s a concept that you’re seeing. I think great key art stops you in your tracks, engages you and then it informs you. I think too many people try to do too many things with key art. Try to tell the story, try to tell you when it’s on, try to tell you about the characters – make me look at it. I think that’s the first and most important part of key art. Make me want to look at it. Make me want to know more. Intrigue me with an idea. Stop me with an image.

Andy Baker, SVP/Group Creative Director, National Geographic Channels:

What I look for in an award-winning channel image campaign is it tells you a little bit about what that channel is, but it also just makes me feel something. It makes me want to look at that channel and change my perception of what it is a little bit and open my eyes in a different way. We all have our favorite channels, we all know the channels we want to watch, but if I see an image campaign that makes me more interested in a channel that I wasn’t interested in before, then that’s one great thing.

Elaine Cantwell, Executive Creative Director, Houndstooth:

Key art is a unique expression of creative, because you have a captive audience. It’s finding that balance of communication that really jumps off the page, gets you to pay attention and is memorable enough that you go and seek out whatever it is that they’re promoting.

Kenetta Bailey, Managing Partner & Chief Brand Strategist, MAXUS North America:

In an award-winning channel campaign, I look for an overall brand campaign because I don’t believe it’s just on the linear channel. People are now watching their favorite shows when they want, where they want. So I look for a campaign that really draws my attention – you’ve got about three to four seconds for me to look at something or hear something. I want it to stop me in my tracks. If it’s a returning show that I’m a fan of, what kind of a story are you telling me? What am I going to see next? If it’s for a new show, why should I watch? What is it that’s really engaging about it?

Susie Fogelson, SVP, Marketing & Brand Strategy, Food Network and Cooking Channel:

You know it when you see it. For me, when I watch a great piece of image creative, I get what that brand’s trying to do, I understand what their position is. We will always look at it through that filter – we will always be saddled with the understanding that this started as a brief. But when you know what they’re trying to do and you buy it, then it’s a great piece of creative.

MEET THE FULL JURY BELOW:

2015 Promotion, Marketing and Design Awards Jury Chair: Frank Radice, Expert in Residence, Definition 6
Kenetta Bailey, Managing Partner & Chief Brand Strategist, MAXUS North America
Andy Baker, SVP/Group Creative Director, National Geographic Channels
Elaine Cantwell, Executive Creative Director, Houndstooth
John Colette, Chair of Motion Media Design, SCAD
Andi Delott, Partner, Head of the ABC Network Account, BLT Communications, LLC
Michael Engleman, EVP, Marketing, Digital & Global Brand Strategy, Syfy & Chiller
Ann Epstein, Partner, Be Creative Management
Susie Fogelson, SVP, Marketing & Brand Strategy, Food Network and Cooking Channel
Stephanie Gibbons, President, Marketing, Digital Media Marketing and On-Air Promotions, FX Networks
Fred Graver, Global Creative Lead, TV, Twitter
Dale Lanier, EVP, Broadcast Advertising, Ignition Creative
Kay Madati, EVP & Chief Digital Officer, BET Networks
T.J. Marchetti, CMO, AwesomenessTV
Oswald Mendez, EVP & CMO, MundoFox
Jon Pearce, EVP & Global Chief Creative Officer, Hudson Rouge
Billy Pittard, Department Chair, Electronic Media Communication, Middle Tennessee State University; Founder & Former Chief Creative Officer, Pittard Sullivan
Darren Schillace, SVP, Marketing Strategy, ABC Entertainment Group
Niels Schuurmans, EVP, Viacom Velocity Creative Content Solutions
Jimmy Smith, Chairman, CEO & CCO, Amusement Park Entertainment
David Stern, Owner, Create Advertising Group
Will Travis, CEO & Global Senior Partner, Sid Lee USA
Michael Vamosy, Chief Creative Officer, Stun Creative
Jenny Wall, SVP, Head of Marketing, Hulu

For more information about PromaxBDA: The Conference or the 2015 Awards Show, visit promaxbda.org.

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