Mumbrella to launch award for risk taking, as ChangeOneThing consensus calls to overcome culture of conservatism

ChangeOneThing m360 logo

Mumbrella is to create an award category to celebrate risk taking in the industry after yesterday’s Mumbrella360 ChangeOneThing session identified a culture of conservatism as the single issue to tackle in the coming year.

The session – curated by media agency PHD – saw the industry vote beforehand on which three topics they wanted to be debated. These were then narrowed down to one topic to attempt to build consensus around.

Clemenger BBDO’s executive planning director Al Crawford urged a concerted effort to end the culture of conservatism:

The consensus :

Make a 10% opportunity budget part of the industry vernacular. By incorporating it into our industry awards, educating clients on the benefits of risk and lobbying to celebrate risk, more we WILL change the current culture of conservatism.

As Mumbrella’s contribution, we will be consulting with the industry over the criteria for a category of the forthcoming Mumbrella and Encore Awards which celebrates risk.

The other two final proposals:

Andy Milne from DMG Radio called for the industry to build better time management into projects:

Darren Woolley from Trintiy P3 argued for the industry to put more emphasis on value rather than cost.



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