Andrew's ANDYs: Keller's Buenos Aires Diary, Day Five

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CP+B's Andrew Keller
CP+B's Andrew Keller
Crispin, Porter and Bogusky executive creative director Andrew Keller is in Buenos Aires judging this year's ANDY Awards. His dispatches from the southern hemisphere will follow daily this week.

"Advertising love fest comes to a close."

Well, it's been a great week. The final decisions were made today. Much debate. But in general there was a positive generosity that was all about rewarding great work. Perfectly appropriate for the inaugural year of ANDYs Gold. Lots of amazing stuff from all corners of the globe. For all sorts of clients. New forms of media. And an industry left forever changed by a GRANDY decision that was debated and adjusted for at least an hour. In the end all the judges were so respectful of each other that it came to a close without major incident.

The main theme was ideas. Is it a big idea? Is it relevant? Is it convincing? And around the question, "what is advertising"? Does it have to be a :30 spot? Can it be a product? Will the GRANDY (grand winner) be a TV spot? Can it be something else? Integrated? Interactive? Radio? Many judges were pushing for a change of some sort, of any sort.

The ANDY's is a great show. And most importantly, it plays a big role in the award season, as it is one of the first, if not the first of the year. It is a harbinger of how the rest of the year may go. Like the Kentucky Derby or the Golden Globes, it frames the debate.

And so for this and a million other reasons, it has been an honor to participate. I've never been so proud to be in advertising. We are an industry with confidence and self-respect. We are kind to each other and at our best when we applaud each other's efforts. I saw this happen. And now is the time for us to flex our creative muscle. The future is wide open as long as we never forget that our first goal is to generate an ownable, competitive, differentiated advantage for our client.

For a week, I got to see all that we are capable of. And I was blown away. The people I worked with were such impressive individuals: intelligent, creative, kind, fair and a hell of a lot of fun to hang out with. I believe there's no other industry like it. Smile.

On a sour note, the big plans for tonight had to be canceled due to rain. Apparently we were to "hang out" and compete with the Argentinean polo team. Guess we'll never know who wins.
Thanks for listening.
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