DENTSU JAYME SYFU
The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
NYF Grand Jury member, Nikki Golez, Creative Director for Dentsu Jayme Syfu, previously she led creative teams at BBDO Guerrero. She’s worked on numerous campaigns for both regional and local clients have been recognized at both international and Philippine award shows.
New York Festivals: What are your personal criteria for choosing award-winning work?
Nikki Golez: The best ads make you feel something. Now that doesn’t mean sappy advertising. It really sucks when you can tell that someone’s trying to force tears on you. I hate being emotionally manipulated. But if an ad can move you or fire you up or make you laugh – while feeling really genuine – then that’s a good ad. It’s like people. You want a standout, but not someone who’s become that way because of a calculated approach. You want to feel inspired, but not played. Would you really go for someone who you know is putting on a front to impress you?
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Nikki Golez: Make viewers care.
New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?
Nikki Golez: The danger of in-house departments is something you can see in more dysfunctional client-agency relationships – ending up with nothing but yes-men. You need someone to stay objective, to really look out for what the brand stands for and push it forward. The good thing about in-house advertising is that you have the company’s full support. And with a strong marketing lead, great brand-building things can happen in-house – those great data-driven Spotify outdoor ads come to mind. But if a brand’s is going in-house simply to get tactical things done quickly, they face a real danger of not being relevant to their consumers.
New York Festivals: If you’re binge watching…what are you watching?
Nikki Golez: Food reality TV. But the British kind. Not the nasty ones where regular people are made to feel bad about their cooking. I just like to see people doing what they love, and going for their personal best. And I like food!