Jan Leth

Interactive Jury Chairman

Jan Leth | Vice Chairman, Global Digital Creative: Ogilvy

As in the previous two years, we did not convene a jury for interactive entries. We relied, instead, on points earned at the biggest global awards shows in the hope of leveraging a much bigger and more diverse group of jurors than even WPP could muster. The work was selected for this book based on points won at Cannes, D&AD, The One Show, LIAA and the Clios.

The results have given us a wonderfully diverse group of winners, each finding unique, creative ways to engage consumers with a brand.

But I think we're still missing a piece of the puzzle, and need to reconsider how we judge next year's entries. One of the biggest things Digital has to offer in the relationship between consumer and brands is functionality. And most of our work here, while brilliant at engagement, is limited to messaging. We need to include work in the space where industrial design meets the internet. Where brands add value to consumers' lives by being more functional, easier to use and to access. If content and functionality are the new creative, which I believe they are, we need to celebrate the latter equally.