In this special edition of ’10 minutes with’ celebrating all the outstanding campaigns that made The Newsworks Awards shortlist, awards judge Emily Cooper-Mead sits down with Newsworks to discuss how the judging day went, what a winning entry looks like and her star-studded guest list to the fantasy dinner party…
How does it feel to be a judge in this year’s Newsworks Awards?
I felt really privileged to be able to take part and look at so much amazing work. This was my first time on a judging panel, so it was slightly nerve-wracking, but I’d definitely recommend the experience. Turns out I knew more than I thought!
What was judging day like?
We had a great time judging all the entries. It was such a tough choice — and there were definitely a few strong debates — but overall I feel like we worked really well to ensure all perspectives were taken into consideration and the best entries won.
What do you look for in a winning entry?
Originality was definitely up there, along with how well the brands and news brands worked together. The entries that really stood out were the ones with collaboration and creativity at the heart. Storytelling was also important, being able to show the judges the aims, insight and outcome clearly.
Why does quality journalism matter to advertisers?
Quality journalism helps people make informed decisions about their lives and brands want to be part of that decision making.
How did you get into advertising?
Would you believe me if I said luck? I started at Nationwide at the age of 18. After working in a couple of business areas, I eventually settled on marketing.
Looking back, creative thinking and consumer behaviour has always interested me. I studied textiles, woodwork, politics, and sociology at A-Level, so it makes sense as why marketing really appealed to me. Having come up through the business rather than from university, I wasn’t 100% sure which team would appeal to me the most.
So, over the course of three years, I moved from team to team to find my next challenge, until I eventually settled in our advertising and social media team — which I still love five years on.
Why does advertising matter?
Advertising is such an integral part of our culture. Whether it’s the “it toy” of the year, waiting for the Coca Cola Christmas TV ad to play before you pop your decorations up, or spotting an influencer doing the strangest brand collaboration, advertising informs so many parts of our lives.
How is journalism important to you?
Journalism is key to how I do my job, reading the latest social media news, current affairs, and technology updates. I couldn’t do my job without it.
You’re a journalist for a day: what would you cover?
The royal family, I’d love to be a royal correspondent.
If you weren’t in advertising, you would be…?
As a child I wanted to be the second female prime minster, so politics maybe? Alternatively, I’d like to have set up a crystal shop. A strange combination, but they might’ve worked.
Who are your fantasy dinner party guests?
Princess Margaret, JFK, RuPaul and Frank Sinatra.
Gym or gin?
Both: gym at 5am and gin at 5pm. Everything in moderation, right?
