AICP Gets NonTraditional

By Ms Published on .

Following the advertising industry's shift toward less traditional outlets for commercial and branded communication, the Association of Independent Commercial Producers will not only accept nontraditional submissions, but the submissions will compete with traditional spots in technical categories, not in a category dubbed "cyber" or "interactive."

"As soon as we started thinking about how much work is being done for the internet and mobile phones, we thought about why we would create something separate," says Matt Miller, AICP president and CEO. "If it's good cinematography, it's good cinematography. If it's good editorial, it's good editorial. If it's good copywriting, it's good copywriting. We should put this stuff head to head against each other." Miller notes that many integrated campaigns now use the same footage for multiple media regardless, and that the decision was a logical one for the show's board.

The only category in which nontraditional media will be judged separately is in the Advertising Excellence categories. In addition to raising its category count to 25, the 2006 show will reduce the number of winning submissions in a category from three to two. Honored work in the AICP show is put into the permanent archives at the Museum of Modern Art in New York.

Miller notes that the show has evolved with advertising media before. "We used to say, anything broadcast," he says." Then we had to change and allow cable advertising. And then there was a point where we had to include the definition of broadcast and airing to include theater. Now we're changing the definition of what airing means and broadcast and theater and television to mean any device that can carry a moving picture."

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