"Most of my day job happens behind the scenes - connecting capabilities, systems, data, and processes so good ideas actually have a chance to survive inside a large organisation. So judging is a nice opportunity to step back and look at the industry from a different angle, and focus purely on the thinking and creativity behind the work."
"In times like this, creative problem-solving becomes much more valuable than simply following best practice. I'm curious to see the work that managed to adapt, rethink assumptions and still deliver results."
"For me it usually starts with something very simple: clarity of objective. The strongest work knows exactly what problem it's solving and why it matters."
Neda Lazic from Coca-Cola emphasizes the evolving nature of creativity in advertising, particularly in response to technological changes. She highlights the importance of clarity in objectives for successful campaigns. Lazic expresses excitement about judging the ExchangeWire Wires awards, noting the value of creative problem-solving in volatile times. She appreciates the intersection of marketing and technology that fosters genuine human connections, such as cultural understanding and storytelling, which are essential for impactful campaigns.
Read at Exchangewire
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