He's representing Switzerland on the Clio Awards judging panel: Christian Sommer, Executive Creative Director of Serviceplan Schweiz, is in Tenerife this week, where he's judging high class international advertising alongside some of the world's leading creatives. Sommer discusses a number of topics with persoenlich.com, including the importance of having Swiss judges for international awards.
Mr Sommer, you're on the Clio Awards jury. What does this nomination mean to you? First and foremost I consider it a great honour - and at the same time an exceptionally exciting challenge. But I also recognise that judging the best work in the world alongside the world's best creatives is a big responsibility. I'm very mindful of this!
But this honour also entails a lot of work: what precisely is expected of you? Freeing up a whole week is probably the biggest challenge for me and our still very young agency. On top of that the week itself will probably also be very physically challenging - with discussions that could last deep into the night and which will undoubtedly be followed by drinks ...
The judging takes place for a week on Tenerife. What are you most looking forward to? Meeting up with great colleagues on the judging panel, even greater work and maybe a bit of sunshine - if we manage to get our work done before the sun goes down.
Why do you think you were selected? For the quality of my work in recent years. And naturally I had a slice of good fortune.
What makes you especially well qualified for the "Direct & Engagement/Experiential" category? Whether I'm especially well qualified for this particular category I don't know. Though I do consider this category to be the supreme discipline because no other categorie links product and target group more impressively across all media channels.
Switzerland will also be represented on the judging panel by Oliver Girard of M&C Saatchi Geneva. How important is the presence of Swiss judges for Swiss agencies? It's incredibly important. Firstly, it improves the chances of of Swiss work claiming a prize, and secondly, it won't just be the judges but the entire Swiss advertising industry that benefits from the international exchange of ideas and inspiration.
How important are the Clios compared with other awards such as the Cannes Lions - or D&AD, One Show or LIA awards? It goes without saying that Cannes is the ultimate yardstick for everything – as the largest festival with the most impressive supporting programme and the most parties. As one of the big five international shows, however, the Clio Awards are also one of the most sought after accolades for creatives. That's my view at least.