Koblinger criticises bad awards entries

Entering creative awards should be an agency's most important presentation of the year, according to a former Cannes Lions jury president.

Fred Koblinger, CEO of PKP Proximity & BBDO Holding Austria, said all too often agency creative directors left the preparation of award entries to junior staff when it is they who should be giving them top billing.

Koblinger, president of the interactive and direct jury's at the Dubai Lynx awards, made the comments during a visit to Dubai ahead of the awards judging in February.

He said: "If you decide to submit an entry to any awards, you should think that it is going to be the most important presentation of the year. Who is doing the entry is the first question. Mostly it is the interns and the secretaries who are preparing the entry.

"The work is already there, they fill in the entry form and send it away, but that is not how you do an entry. You have to sell it to a jury and it is down to the creative director to ensure that it is the best piece of work produced. It has to be a piece of art by itself."

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