360 Campaign Jury Chairman
John O'Keeffe

Worldwide Creative Director: WPP

with 360 you have to get everything right

I'm writing this in the increasingly excited city of London, as the countdown to the 2012 Olympics gathers momentum. It made me think: the 360 category is perhaps the Decathlon of marketing.

I love a brilliant poster, or a great TV spot, but with 360 you have to get everything right. And our Crème de la Crème, the wonderful Heineken "Auditorium" undoubtedly did that. Fittingly for a Crème de la Crème, it also bagged no fewer than six Gold Lions at Cannes this year.

So although this category, unlike the advertising section, is judged by our own creative people, we clearly benchmark ourselves, absolutely fairly, against the best there is out there.

Hopenhagen was a brilliant runner up, rebranding an entire city with a newly coined word to encapsulate the wishes of the whole world: no easy task, so huge congratulations also to that team. 360 is an increasingly important category, reflected in the nearly 50% increase in entries, and demonstrates again WPP's growing capabilities in delivering world class integrated solutions.

I look forward to 2011.