Tony Granger's ANDY Diary, Part 3

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We ended a day early, which gave us the opportunity to explore the Mayan Riviera. I haven't ever seen beaches that are quite as white or water that is quite as blue. And when you get out of the rows and rows of resorts catering to the American tourist, you can actually still feel the presence of the Mayan culture that ruled here for so long. But enough of the travelogue--back to the work.

Our last day of judging was the most intense.

The print/outdoor gold, silver and bronzes were laid on tables, and Mark took us through every piece one at a time, confirming with a show of hands whether a piece deserved a gong or not. The print is so thin this year, if you have won any gong in this medium, no matter what color, you should feel very proud. Slim pickings indeed.

Then over to film, digital and integrated. Again we reviewed each piece with a show of hands. I have been sworn to secrecy, but I am convinced that when you see the work this fine bunch of creatives have chosen, you'll be inspired. I know I am. I can't wait to go back to New York and share the learning and apply it to our work.

Inspirational stuff. With one exception. Radio. Not one winner. Not even a finalist. That's really sad actually. Where are the beautifully written spots that use theater of the mind to make you laugh or cry? Anyone wanting to go for easy pickings next year. Radio.

Gone are the days when one piece of work no matter how brilliant will win a GRANDY. The idea has to be larger than one execution. It has to be an idea that touches many media channels and that create a stir online and off line. And when you think about it, that's what most clients want anyway.

In my mind, we're in the most exciting time in our business in a very long time. Sure money is tight. Sure business is tough. But what is exciting is that these times present an exciting opportunity for our industry to reinvent itself. And the GRANDY this year is proof that we are indeed evolving.

Young & Rubicam's worldwide CD Tony Granger is judging the ANDYs on the Mayan Riviera; he'll provide a view from the judges' perspective throughout the week. Read his previous installments here and here. Our previous special correspondent, Andrew Keller, wrote us diaries from Buenos Aires and Sydney.
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