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#Loeries2021: Jacquie Mullany, 'the creative boom is going to be spectacular'

12 Oct 2021

Jacquie Mullany is the creative director at HelloFCB+ and has judged various awards shows over the years. This year she is part of the judging panel in the Digital category at this years Loerie Awards. We find out from her what the experience has been like.

Jacquie Mullany, creative director at HelloFCB+

How do you feel about judging at this year’s Loeries?

It’s always an honour to be chosen – especially with such talent in the industry! I love to be able to discuss work with creative leaders who I admire so much and get such different perspectives on the work being entered.

Tell us more about yourself and why you believe you were selected – your judging experience and so on.

I have a varied creative background – art director then switched to copywriting. I also have ATL experience, as well as digital and I’d like to think that gives me the skills to look at entries with many lenses. I have had the privilege of judging many local award shows, as well as international over my career, like the Gerety Awards and the One Show.

When you heard about being selected as a judge, how did you celebrate the news?

I called my mom immediately and of course, plastered it all over my social channels!

What does this mean to you, personally?

Being recognized as a creative leader, and being trusted to award the best work in our industry is always a feather in the cap. I don’t take it lightly; I really am proud to be seen.

Which category will you be judging?

I’ll be judging the Digital category.

What do you expect to experience as a judge?

I expect to see work I wish I had made, work that I will personally use to up my own game. I also enjoy having healthy discussions on why work is great and being enlightened on varied viewpoints.

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What specific criteria will you be looking for when judging?

Above innovation, I will be looking for work that is true to the category. Work that doesn’t just “plonk” something onto a channel, or a simple ad that has no real effect, I’ll be looking to award work that uses what we have, to make beautiful ideas outstanding, make them work for clients, and make a difference.

You have some major experience in the creative industry. Could you comment on the impact of Covid-19 on the industry?

I’m still reeling from the impact. The impact that Covid had not only on our business and client’s business but how we work together as an agency – as teams. We’ve had to up our game when it comes to what we do – solve business problems while solving our own internal problems.

Creatives are exhausted; it’s taken a lot from us to not only keep going but excel.

But after hard times, there is always a boom… And that boom is going to be spectacular!

Share a few of your favourite Loeries-related moments over the years – either from attending personally or agency winning work-related.

Tall Ships!! It’s a bar that judges would go to after judging. A bar that opened 24 hours hosting drunken Loeries attendees, bar counters that held up many Loeries trophies in the early hours. It’s at that bar that I have made many friendships over the years. I’m sure my name is still left there under some chair! :D

Any predictions of trends that are likely to stand out at Loeries 2021?

Real business problems are being solved creatively, with tight insights. Work that is not only a great idea but works hard for our clients too.

What do you believe SA creatives bring to the Loeries judging mix?

Our humour! And our ability to be scrappy. We can make anything work – we’re like MacGyvers when it comes to pulling ideas together, with just a paper clip and a dream.