It has been shown that 80% of all global purchasing decisions are made by women but this statistical reality is often not reflected within advertising and marketing. The Gerety Awards set out to shift this by creating a judging panel that selected the best in advertising, that is all advertising, not just specifically advertising to women, but it is chosen through a female lens.

Unique in its all-female judging sessions held around the world, more than 150 judges from 10 different countries worked together, albeit virtually this year, to create the Gerety Awards 2020 much anticipated and prestigious short-list. Named for Frances Gerety, the copywriter who in 1948 coined the slogan ‘a diamond is forever’, the Gerety Awards creates a benchmark that is true to market reality rather than advertising stereotype. All at the same time as redefining the standard to which advertising has been traditionally held.

Vikki Ross, Copy Chief, speaker and mentor said of the judging process: “Advertising for good was a common theme. This often makes people groan, usually because the ‘for good’ bit is an afterthought or opportunistic, but a lot of the entries did this so well, I now believe advertising really could help change the world. The reason for the common theme? We're all hoping for better. And now we're showing we can do better too.”

The shortlist this year includes several UK agencies and brands who have all made the cut. This includes:

- Dog Eat Dog London with Absent for Freedom4Girls

- Edelman London with Eternal Run for ASICS

- Havas London with Let What's Inside Out for Topshop x Calm

- McCann London with 40,000 Strong for Help for Heroes

- MRM with Cards of Acknowledgement

- MullenLowe London with Granny Got Pants for sloggi

- Quiet Storm London with Pestminster for Women's Equality Party

- Uncommon Creative Studio with Britain Get Talking for ITV

- Wunderman Thompson London with Red Lioness for BT

Winners are determined based on scores achieved across the board regardless of medium used or product advertised. This ensures that only the best work is awarded, demonstrating that it is this work that resonates with the world’s most powerful consumers.

Lucia Ongay, Co-Founder of the Gerety Awards added: “With just 147 entries making this year's shortlist, the Gerety jury has clearly set the highest benchmark, and the subsequent winners will continue to redefine the standard to which advertising is held.”

The Gerety Awards are a true agent for change, demonstrating what can happen when industry insiders work together to shift the narrative and reframe the way that advertising is both viewed and rewarded. It is setting a new, higher standard by which all advertising should be both judgeded and awarded. It means that the work, brands and agencies on this shortlist have all demonstrated the power of producing work that not only aims to increase awareness but also strives to create long lasting behavioural change.

On Wednesday 30th September at 2pm, Creativebrief’s Editorial Director Nicola Kemp will be hosting a conversation with some of this year’s judging panel giving a behind-the-scenes insight into the 2020 Gerety awards. Register your interest and find out more here