Just what is it that separates the good advertising campaigns from the truly great campaigns? Is it creativity? Style? Bright, compelling copy? Or just plain luck?
Bank Marketing magazine asked judges from several national advertising contests what they look for in award-winning campaigns. Almost all agreed that there is little disagreement about the standouts. "Judging is a very interpretive and intuitive situation to be in," says Michael Newbrand, senior vice president, management supervisor, for The Martin Agency, Richmond, Va. "There aren't '12 steps to award-winning advertising,' but you know it when you see it. It's when 2 + 2 = 5."
Newbrand was one of the …
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