I can only say that because I’m one of them 
and all of us had a great time in Nottingham last Thursday and Friday judging this year’s crop of digital talent. In some cases it needed a bit of fertilizer (and in the case of one agency’s submissions, they were ALL fertilizer), but you’ll see the results on 30th September.
So why were some of this year’s judges annoying? Because we won the team pub quiz on the advertising industry – “we” being the Digital Boys. And yes, we weren’t as advanced in years as the other three teams – but shouldn’t that have given them the advantage?! Maybe it was because we had some divine inspiration. When we were at a loss for an answer, we just put “Lionel Blair” – and one of them was right! (1990s Harp lager advert).
OK, so if you’re a ‘name’ in the industry that’s got to be annoying, but digital IS the future so at least you know your clients are safe in our hands. (Simon – did you frame our question sheet and send it on to the “Advertising” team?! I jest…. )
But really this annoying judge just wants to say a big Thank You to Paula and all the team at Fresh for a very enjoyable, challenging and well organised event. We exercised our brains, bodies and souls, and I met some fascinating gurus of the trade. (Can you imagine scruffy me in the same room as BMB, CheethamBell and Publicis? That’s why it was interesting!)
Some of my fellow judges already knew Matmi; some knew us without realising it; and some had managed to live without us – but now realise that life’s a lot more fun with Matmi around. It was a pleasure and a privilege to spend time with you, ladies and gentlemen, and I salute your talents and taste.
But the acid test is – have any of you beaten my score in the Iron Maiden game yet?! I have to say, it looked stunning on that big plasma screen – and a lot of you were just as stunned by the stats of our branded entertainment campaigns. I learned a lot too.
I promise I’ll practice being less annoying ready for the Fresh Digital Awards ceremony in a few weeks’ time. Until then, have fun and keep in touch. Best, Jeff.
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