From the pulpit

In some ways, the third Directory of the year, the September issue, is always the hardest to edit.

If agencies have great work on the stocks, they tend to either rush it out in time for Cannes or hold it back for November/December in the hope that it doesn't become too stale before the awards season gets under way.

As a result, May and June are the leanest months of the year for creativity.

That said, there are some great cases for you in this issue.

Creativity around the world

One personal favourite is:

'Big Punch' for Everlast from Independencia, Peru, on pages 40– 41.

Peru seems to be on the rise at the moment, winning a Media Grand Prix at Cannes as well as 8 Gold Lions in other categories.

At Directory we are always cheered when we see new hotspots of creativity emerging.

We have long taken an interest in Serbia and are delighted to be able to showcase 'Chronicles of Threats' on pages 26-27 by Saatchi & Saatchi Belgrade for OSCE Representative on Freedom of the Media.

Look out also for 'Turning Packaging Into Education' on pages 78-79 for Colgate Myanmar (formerly Burma) and for a great idea from Costa Rica on pages 100-101, Ogilvy & Mather's 'Closet S.O.S.' for fashion brand Forever 21.

Innovation in print

Another personal favourite in Issue 32 is 'Protection Ad' for Nivea Sun from FCB Brazil on pages 88– 89.. This won an Innovation Lion in June but absolutely nothing in Press Advertising.

Whaaaaaat?

Normally, we don't like to feature work after it has won awards but in this case we are happy to make an exception.

For the last ten years, press advertising hasn't changed at all from the big, bleed shot with the copy line and pack-shot tucked away in the bottom right-hand corner.

Then an ad pops up in which print technology is exploited to be able to incorporate a chip into the paper so that the ad acquires a life beyond the page itself, and what does the jury do?

Ignore it completely.

This is such a brilliant example of how the role of print can be transformed by new tech. The press ad becomes a utility.

The same agency, FCB Brazil, working with the same client, created another press ad in which tiny little solar cells were embedded in the page. Together they generated enough energy to recharge a mobile phone.

Did it win anything? No.

However, it's always the way. Genuine innovation is never recognised until late in the day.

The fact remains, print is ripe for change. QR codes and augmented reality have pointed a way forward to when the press ad is a portal to a video experience.

Nivea has shown that there are ways of embedding tech into the page to create completely new ways and new places for readers to interact with brands.

Here's hoping in 2015 we get to see some of them in Directory.

Digital continues to transform

There are 13 examples of ambient/outdoor/event advertising in this issue. This is a category that barely existed fifteen years ago but which is now growing exponentially.

The reason for it is that every experience is now a video on YouTube or in Facebook. A moment that involves only a handful of people can reach millions.

Digital is not in a silo.

It is reaching out and touching every aspect of our lives.

Some of our readers are right at the heart of the revolution, acting more as agents of change that advertising agencies.

Keep up the good work, my friends. Pip pip,

Patrick

—Patrick Collister, Editor