10 questions with Robert Mitchell

Managing Director, Zed Communications & 2012 ame awards judge

It's good to know you've worked hard to create outstanding work that itself has worked hard for the people who originally commissioned it.Robert Mitchell


1. What are your top three criteria when deciding if a campaign is successful?

  1. Know the goal
  2. Measure if it was achieved
  3. Control what would have happened without the campaign

2. Do you have any advice for this year’s entrants?

Don't underestimate the power of Facebook not only to connect people, but also as a platform to share content and drive sales.

3. How has the definition of success for advertising campaigns changed over the years?

We used to rely on sales data and sample-based market research to measure our success; we knew the methodology sucked but we had no alternative and chose not to criticize it too loudly. Now people's digital habits give us far more relevant information about their relationship to brands than anything we ever had before; and many more people are willing to share that information about themselves with us.

4. What are your favorite campaigns of all time?

I grew up during a particularly formative phase of the British advertising industry, so I'd say pretty much everything that came out of CDP in London (which included groundbreaking work from Charles Saatchi, Frank Lowe, Ridley Scott, Hugh Hudson, David Puttnam, ...)

5. What’s the biggest campaign challenge you’ve faced as a creative?

Creating a campaign for kiwi fruits in Europe and then selling it to a committee of farmers in New Zealand.

6. What, in your opinion, is the number-one mistake to avoid when creating an AME entry?

Insufficient focus on the "e" in “AME” and ensuring the effectiveness results presented are honest and tangible for the Jury (“sales during the promotion period increased by 12%” isn't really going to convince anyone).

7. What can a small market entry do to compete with one from a large market?

Be more creative.

8. Which aspect of the AME Awards made you interested in judging?

AME is an award for creativity that works, because if it doesn't work, it's not creative.

9. How do you feel regional judging and maintaining an international jury affect the outcome of a competition?

It's important to understand a market to judge the creativity and effectiveness of its marketing communications properly. However, digital media connects us globally and creating one international panel to select the best of the best is the right way to go.

10. What do you consider the value of an AME Award to a winner?

Because it's good to know you've worked hard to create outstanding work that itself has worked hard for the people who originally commissioned it.

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