Stellar judging panel announced for Pride Brand Makeover 2018

Stellar judging panel announced for Pride Brand Makeover 2018

A host of heavy hitters and well-known names from the world of advertising and marketing have joined the judging of this year’s Pride Brand Makeover. The PrideAM competition, which was launched from the Google Beach at Cannes in June, promises to be even more spectacular than last year’s extravaganza. More details and entry forms are here.

In the impressive line-up, and ready to share their insights and expertise in the judging room, are the Advertising Association’s CEO, Stephen Woodford, Chief Creative Officer at Leo Burnett London, Chaka Sobhani, Chief Strategy Officer for McCann Worldgroup EMEA, Harjot Singh, and James Bates, Marketing Planning and Strategy guru for John Lewis. More judges will be announced shortly.

Now we know you’re all feverishly beavering away at your amazing entries, so here at PrideAM towers we figured we’d help get your creative juices flowing by asking the judges what eye-watering innovativeness will bring that tantalising trophy - and the £100k of free media from Gay Times -  a step closer to your mantlepiece.
Here’s what they had to say:

Chaka Sobhani, Chief Creative Officer, Leo Burnett London
“I’m really excited to be judging this year’s Pride Brand Makeover and I’m looking forward to seeing the best work our industry has to offer. Seeing inclusive work that reflects the diversity of a modern society couldn’t feel more important than it does right now, and I’m hoping to see work that is proud to disrupt, be seen and make people re-think.”

Stephen Woodford, CEO Advertising Association, Chairman at Livity
“I will be looking for work that not only connects with LGBT+ audiences in a credible and creative way, but also works for wider audiences and makes them think better of the brand. Last year’s work, the Army, is one that has stayed in my mind and I look forward to seeing this year’s entries. And hopefully another step up in the quantity and quality of campaigns.”

James Bates, Marketing Planning & Strategy, John Lewis
“For Pride Brand Makeover 2018, I'll be really interested to see how brands and agencies are picking up on issues and insights directly and indirectly related to the LGBT+ community.

I suspect that for lots of people, the world feels like a complicated place at the moment. There are communities within LGBT+ that feel this more than most - and brands are in a great place to either address this directly, or at least acknowledge it for their customers and the public.
Whatever the idea, it should go beyond stereotypes and feel authentic to the people you're representing.”


Harjot Singh, Chief Strategy Officer, McCann Worldgroup EMEA
In order to be truly meaningful, brands have to credibly demonstrate both awareness and authenticity in their expression and their actions as they navigate a more multi-faceted, diverse and informed world than ever before. The only way to win is to earn your right to belong in people’s lives and worlds. And the only way to do that is to enrich the receiving culture.

I believe it is time for us to acknowledge and applaud brands that set examples by representing and including LGBTQ in a way that enriches that culture – our culture. I will be looking for this.

This is a massive opportunity for brands because of the creative and commercial potential embedded in getting it right.”



So there you have it: massive creative and commercial potential to be unlocked!

Are you sitting comfortably at your diversity drawing board?
Queer colouring pencils at the ready?

Go!


Since this article was first published, a full list of names for our amazing judging panel has been finalised:

Chaka Sobhani, Chief Creative Officer, Leo Burnett London
Stephen Woodford, CEO Advertising Association, Chairman at Livity
Lady Phyll (Phyll Opoku-Gyimah), UK Black Pride founder
James Frost, Gay Times CEO
James Bates, Marketing Planning & Strategy, John Lewis
Harjot Singh, Chief Strategy Officer, McCann Worldgroup EMEA
Pedro Pina, VP - Global Client & Agency Solutions at Google
Charlie Carpenter, Managing Director at Creativebrief
Rachel Reese, CEO Global Butterflies
James Welsh, YouTube Influencer

Written by Phil Clements, Member and Spokesperson for PrideAM

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Makeover competition deadline extended to 26th October.

Makeover competition deadline extended to 26th October.

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