D&AD Professional Awards has announced the call for entries to its 54th edition. The 2016 edition of the awards will see the introduction of two new categories: PR and Media.
Tim Lindsay, CEO, D&AD, said, "Where once the function of a PR or Media department was to support and elevate a creative campaign designed by a separate agency, today the lines of creativity are blurred. Successful campaigns are no longer just crafted in the confines of creative agencies, creativity can no longer be pigeonholed in this way.
“Celebrating and awarding creativity is at the heart of what D&AD does and so it makes sense to move with the times. Increasingly whole creative campaigns are being designed and created in-house by talented teams who are just as adept at harnessing the power of social media or data as they are creating their own content.
“Adding new categories is an important step for us, it isn’t a decision that we take lightly, so we have brought on Marian Salzman, chairman, global collective and CEO, North America, Havas PR; and Tess Alps, chairman, Thinkbox, to be the jury foremen for PR and Media respectively. This isn’t a soft launch; this is a complete commitment to honouring these categories and recognising their achievements.”
Among other changes, sub-categories have been added in the Book Design and Branded Film Content & Entertainment categories, which were introduced in 2015.
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