Dmitry Shcherbakov Interview(s)

Being part of the jury allows me to contribute to the industry, as well as gaining insights and inspiration from the work of my peers.

I believe that having a mixed jury with diverse backgrounds and perspectives is important. This approach can lead to more comprehensive and in-depth judgments, resulting in a more balanced and representative selection of award winners.

This is a great approach. It can encourage a wider range of participants to submit their work, (including smaller agencies).

Something that doesn't just copy the best practices of previous projects and creative solutions, but brings something genuinely new to our industry, to brands and/or consumers.

1) Rapid advancement of technology (rise of immersive experiences, such as VR and AR, as well as the use of data and AI).

2) Social trends and issues also influence creative work: many brands rely on targeted campaigns that address important social and environmental issues.

3) Changes in content consumption. Even more reduction in the time of consumer contact with advertising, rise of new more "entertaining" advertising formats aimed at maximizing attraction of attention for a minimum amount of time (FOOH, 3D billboards, Metahumans, etc.).

It's hard for me to single out anyone in particular.