The creative competition "Granot" is underway.
This year an award will also be given for employer branding
Last year, the major advertising agencies boycotted the competition that aims to be a replacement for the "Golden Cactus", and despite this, about 100 works were submitted
Walla!
Barangay
09/28/2022
Wednesday, September 28, 2022, 2:47 p.m. Updated: 3:11 p.m.
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The independent creative competition "Granot" continues for a second year, and these days the registration for submissions to "Granot 2022" has opened.
The competition was launched last year as an initiative of advertisers Miren Karbon and Anat Ben Natan.
Carbon is the owner of the creative agency Funkt and the one who operates the "Creative First" Facebook page, which currently has 8,000 members from the marketing and advertising community.
Ben Natan was the owner of an advertising agency.
The competition is named after the legendary creative woman Tirzah Garnot, and according to its organizers, unlike the cactus, it is supposed to be an independent competition, which does not depend on advertising agencies. The
competition has a board of directors with senior members of the creative world and media in Israel. All the judges are senior creative men and women who do not work In the advertising offices today. Among the judges: Uri LeBron, Rona Jacobi, Alon Seifert, Dalit Orbach, Shani Gershi, Shari Siman Tov, Nir Farah and more.
Last year, the major advertising agencies in the industry, including McCann Tel Aviv, Adler-Chomsky, Bauman-Bar-Ribnai, Reuveni-Fridan and Gitam - decided not to submit works to the competition.
Despite this, about 100 works from about 30 advertising, PR and digital agencies were submitted to the competition.
Super Alonit campaign (photo: screenshot, Mench)
In Israel, until the last few years, there were two major advertising competitions: the one of the Marketing Association - the AP - which measures effectiveness in advertising, and the "Golden Cactus" which focused on creative. In addition, there are international advertising competitions in the industry, such as "Cannes Lions". The cactus ended its journey in -2017, after many arguments and friction between the advertising agencies about the nature of the judging in the competition.
The organizers of the competition tell Walla! Barangay that the registration for "Granot" is open for submissions for the works of the last year and a half (all of 2021 until June 2022), and that this year new categories will be launched in the field The PR, the content and the branding of the employer.
Karbon and Ben Natan also say that in preparation for the second competition, they decided to keep what was successful the previous year and upgrade what needed improvement: the competition will take place in a ceremony to be held on 6.11 at the "Terminal" as part of the marketity conference for the advertising and marketing industry.
In addition, a number of new and current categories have been added: PR, content and employer branding. These days a competition campaign is emerging on the economic websites, on social networks and through the commercial partners of the conference.
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