Blog

Rebooting radio writing – D&AD New Blood Awards

Vikki Ross

Vikki Ross Writes Limited

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…

What do you think?

Your email will not be published. PCN members: log in before commenting so your comment links to your profile.

Become a member

Join ProCopywriters

Get connected to your peers, learn from your network and add your name to our popular directory.

Become a member
Learn online

Online workshops

Every month we get an expert, an author or a professional trainer to deliver a one-hour presentation on copywriting, marketing or digital media.

Browse events
Menu