• by Steve McClellan  @mp_mcclellan, November 10, 2017

Adland’s Andy Awards are getting a makeover, according to an “Open Letter to the Industry” issued by the organization today.  It’s effective for the 2018 awards competition.

Most of the old categories are being eliminated. But the following areas of recognition will remain for the ideas entered:  Distinction for Craft; Socially Conscious Ideas;  RESET (innovative or groundbreaking ideas); The Bravery Award (best examples of creative/marketer collaboration);  Student Work.

Per the letter, “Our mission is to build a show that looks to the future and remains true to our core values as an idea-based show judged by an integrated jury of global creative leaders.  Over the course of the last three years we have taken small steps to reinforce that ideas come first.”

This year, the group added in its letter, “we’re taking things one giant step further by instituting the elimination of categories.  Enter your best ideas to be judged purely and rewarded accordingly. “ 

“We know that it takes a lot of careful consideration and dollars to ensure you’ve entered the right work in the right categories.  And it’s our feeling that if you enter your best work and it wins ANDY you shouldn’t have to enter it multiple times for it to get all the recognition it deserves -- because a great idea is a great idea.”

Also, for the first time, The ANDYs will capture shareable video content of key judging sessions, which is being positioned “as an educational opportunity to hear from some of the most respected executives in the business.”

The group will continue to name a GRANDY winner (best in show) and award a scholarship to the winner of the student competition, as well as make a donation to the charity behind the best in show for pro bono work.