U.K.-based awards festival D&AD just wrapped its judging last week and saw 848 Pencils awarded in total. D&AD has revealed that AMV BBDO is the most awarded agency, with 21 Pencils, followed by R/GA New York with 18 and BBDO New York with 13. Adam & Eve DDB, Grey London and Leo Burnett Toronto each have 11. Entrants can visit the D&AD website to see if they've won a Pencil, but they will have to wait until the Ceremony on May 21 to see what kind.
At the 2015 awards, D&AD is replacing its former In Book and Nomination levels with two new Pencils: a Wood Pencil (equivalent to bronze) and a Graphite Pencil (equivalent to silver). According to D&AD's CEO Tim Lindsay, it had realized the In Book and Nomination were often "undervalued" or misunderstood, and set out to rectify this without compromising the Black or Yellow pencils or handing out more awards.
"D&AD is not like other shows," pronounced PJ Pereira, foreman on the D&AD Digital Marketing jury this year (and who features in this video filmed by the organization during judging last week). "The weight and responsibility of the D&AD brand means that juries are not very generous. To get a Wood pencil here, it really means something."
Although last year saw the organization give out more Black Pencils than ever before, Pereira told Creativity that the juries are still intense and rigorous, debating late into the night on whether something is worthy of the D&AD name. He added that digital marketing entries show the category is undergoing a reinvention, thanks to new technologies that no-one even predicted. "I'm a geek myself and I didn't see these things coming; it feels like something out of a sci-fi movie."
Meanwhile, Eric Kallman, executive creative director at Goodby, Silverstein & Partners, who was part of Black Pencil judging this year as well as chairing the Integrated & Innovative Media jury and giving a seminar on Copywriting, said he approves of the changes to pencils as they allow juries to "keep the Yellow and Black pencils for the best work without feeling like you're depriving someone." However, he has one criticism to make about the entries: "Too many case studies. I think they should be banned."
See more thoughts on this year's work from Saatchi CCO Kate Stanners, Ogilvy & Mather Chairman Piyush Pandey and Vault 49 Design Director Leigh Chandler and visit D&AD's site to which work has been Penciled.