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
- Know the goal
- Measure if it was achieved
- Control what would have happened without the campaign
Don't underestimate the power of Facebook not only to connect people, but also as a platform to share content and drive sales.
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.
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, ...)
Creating a campaign for kiwi fruits in Europe and then selling it to a committee of farmers in New Zealand.
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).
Be more creative.
AME is an award for creativity that works, because if it doesn't work, it's not creative.
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.
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.