The Drum explores the creativity being cultivated outside of London, speaking to the judges of the Roses Creative Awards and taking a look at a few of the shortlisted entries.
Creativity is flourishing in the UK’s regions, with big ideas and a return to traditional craft principles high on the agenda for the creative industries outside the M25.
The quality of creative output of agencies outside London is evidenced by a look at the nominations for this year’s Roses Creative Awards. The scheme recognises creative excellence across all disciplines, rewarding ideas and execution in categories including press advertising, poster, typography and copy, as well as digital categories including website and app.
At the judging session for the event, the panel, which comprised jury members from across the board in advertising, design and digital, commended the high standard of the award entries received, with big ideas and brave execution characterising much of the work.
So does regional creativity have a distinct identity outside of London, or is creative work produced at the same level both in and outside of the capital? The Drum catches up with members of the judging panel to get their views on this year’s judging process.
“I don’t think you see the drop-off that you’d expect,” says Nigel Clifton, head of creative, Havas EHS, who adds: “I think on the major clients there is no difference. Most of what we do is client led. The quality of the client ultimately drives the quality of the work.”