Jenny Smith: A few words on radio
June 24, 2009

Jenny Smith is the Creative Group Head for Target and a member of the Radio Jury. Smith has been with Target for eight years, one of only eight agencies in the country to win a Gold Lion at Cannes. Smith has also taken home awards from the London Internationals, the Cassies and Atlantic Canada's ICE Awards, among other competitions.

It wasn't a vintage year for radio. But nevertheless, I heard some amazing stuff, which included some great spots for Gain Laundry Detergent by Leo Burnett—the only Canadian work that made the medal round (congratulations, by the way... the jury was very impressed by the humour and quality of writing for such a tough category).

Speaking of which, as a jury, we were tough on the work. Tough, but in my opinion, fair. We wanted to demonstrate that it's very hard to win a Lions. After all, Cannes is debatably the best and most prestigious award show in the world. Yes, some may say we were a little too tough. But we wanted to make it clear that Cannes doesn't hand out medals frivolously. Reward the work that truly shines and that's truly original. And reward brave and smart clients too. Again, Gain is a wonderful example. Can you imagine how hard it was to sell an idea like that through to the client?

There was work on the shortlist that I thought should've made it through to capture at least a bronze Lions. The work for Subaru Canada was short-listed (and in my mind, fantastic—I pushed for at least a bronze), but to some people on the jury, not 100% original, because, coincidentally, it happened to use the same techniques as other spots from other countries. But again, the jury had very high standards and when the German judge (who happens to be a radio producer/director) tells us that the production of a particular spot wasn't perfect, then you have to trust him. That's why we found ourselves playing each of the short-listed spots over and over again to make sure our decisions were the right ones.

The one thing that was missing this year from the radio category was the integration of digital. There was one spot from the UK for Fanta that did exactly that, but the writing wasn't medal-worthy. Nevertheless, it made the shorltist. Note: there's a big opportunity to take advantage of the digital revolution, so keep this in mind when writing your next radio spots!

I cannot tell you how impressed I was with 1) the jurors—total pros, no egos (yes, really) and so well informed 2) the caliber of work. Everyone says being exposed to great work will inspire you to do great work. But being surrounded by smart, talented (and nice) people is equally inspiring. And refreshing, too.

Again, I'd like to congratulate Leo Burnett for winning a Bronze Lions and for their wonderful idea and storytelling. As our jury president said over and over, 'to win a Bronze is a huge achievement.'

We were a jury that rewarded brave clients. A jury that rewarded great writing and storytelling. And a jury that rewarded brilliant, innovative, fresh and simple ideas. Because at the end of the day, as our jury president put it, 'there's no award for mediocrity.'