Rebooting radio writing – D&AD New Blood Awards

The briefs were revealed in November. Some started work on them right away. Some didn’t look at them until a month before the deadline and here’s a great reason why by Marc Lewis at School of Communication Arts. The judging panels are ready to go. What am I talking about? D&AD New Blood.

D&AD New Blood is an exciting platform for young creatives – a place where they’re celebrated and supported as they begin their journey into the advertising industry. Entering briefs is a fantastic opportunity for fresh hearts and minds to express themselves while learning, and winning pencils boosts their profile.

I’m thrilled to be back judging a copywriting brief this year – this time it’s for Dr. Martens, set by Radiocentre. As an industry, we mustn’t forget the importance of copywriting in advertising, and radio is the perfect place to showcase it. Carefully crafted words give us the opportunity to feed the listener’s imagination – and that’s an honour.

So what do I want to see in response to the brief? As always, I’m looking for simply brilliant copy. Words that flow effortlessly. But I’d love to be surprised by the unexpected. Having said that, it’s vital that entrants stay true to the brand and avoid spelling mistakes and clichés.

Clare Bowen, Head of Creative Development at Radiocentre is “interested to see how students might explore the music element as well as the authenticity element” when answering this brief. Hear what else she has to say in the podcast she recorded.

And keep an eye on @DandADNewBlood on Twitter from 20th April – pencil winners will be revealed…

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