Day One – First off, I’m incredibly honored to be judging One Show Interactive. The One Show has traditionally been the best, toughest and smartest compendium of creativity in our business. I am doubly-delighted to do the Interactive piece because that’s where the conversation is. Be it on Facebook, twitter, email, blogs, sites and good ol’ fashioned face-to-face over a coffee or a beer. Interactive/Digital is the conversation.

My first task is to experience 135 entries to determine what work should be in the Show and what should be left out. I have a third option which is “abstain.” I have no idea what this means as applied to the Show. I’m more black and white when it comes to creative anyway — it’s either genius. Or heinous.

As I judge the work, I am using the following criteria:

(1) Is the piece a great idea — and not simply a technological wank-off

(2) Does the piece utilize the medium — in other words, if it’s just a tv spot reduced to banner size, whatever. Not smart enough in my book.

(3) Is it something that makes me say “I wish I had done that.” 

Anyway, there you have it. The task. My approach. And now we get to see how it all unfolds.

~Rob

Starting today Rob will share his experience judging the One Show Interactive exclusively with the readers of mad-blog.com. Rob is Executive Creative Director of TBWA\Chiat\Day in Los Angeles.

If you have any comments or suggestions please email Rob Schwartz.