РОЛЬ КРЕАТИВНИХ ФЕСТИВАЛІВ У РОЗВИТКУ КОМУНІКАЦІЙНО-РЕКЛАМНОЇ ДІЯЛЬНОСТІ В УКРАЇНІ

Abstract

The article reveals the role and significance of creative festivals in the development of communication and advertising activities in Ukraine and the impact of jury awards on the overall rating of agencies. It has been established that the evaluation of projects by participants of creative festivals is carried out according to various criteria: creativity, originality, effectiveness, efficiency, innovation, strategy, quality of execution, compliance with client goals, impact on the brand (business, culture, society), etc. The basic criteria for evaluating projects of participants in international and Ukrainian creative festivals have been analyzed. The system of scoring for the participation of domestic communication agencies in national and international creative festivals has been studied. The methodology for calculating the national rating "Communication Agency of the Year" has been described, which is based on the ratings "National Creativity Rating" (Creativity&Craft) and "National Effectiveness Rating" (Effectiveness) with the application of weight coefficients. Creative festivals are events organized to review and evaluate creativity, innovation, and creativity in various fields. Communication agencies, creative teams and independent creative experts present their projects or ideas to the jury. The use of creative and original approaches by agencies to capture and retain the attention of clients led to the idea of launching a specialized advertising festival at the Cannes Film Festival (Cannes Lions). The first Lions were awarded in Venice in 1954. The second festival was held in Monte Carlo, and the third in Cannes. After that, the international event was alternately held in Venice and Cannes, and since 1984, Cannes has been the sole venue. A new trend emerged, and other creative festivals gradually began to appear, such as: Clio Awards (1959), D&AD (Design and Art Direction) (1962), Effie Worldwide (1968), The One Show (1975), LIA (London International Awards) (1986), Epica Awards (1987), Eurobest (1988), ADCE Awards (Art Directors Club of Europe) (1990), Golden Drum (1993).