ELMWOOD NEW YORK
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
2018 Grand Jury member Ben Greengrass is Creative Director for Elmwood New York. Since joining Elmwood 'The World's Most Effective Brand Consultancy' in 1997, Ben has worked on a number of high profile projects including The Football Association’s 2006 World Cup Bid. This led to the rebranding of the Association itself, which extended across all materials from England shirts to stadia and TV identities.
Ben has won multiple awards nationally and internationally which include: Gold and Bronze DBA Design Effectiveness Awards, Clio, Roses, NY Festivals as well as a ‘Best in Show’ Mobius award for London’s Breakfast Club Cafés. In October 2011 Ben headed to the Elmwood New York studio where as Creative Director leads a growing team of 'Rock Star' creatives working on local and global CPG, retail and corporate clients.
New York Festivals: Why judge…and how do you find the time?
Understanding the current creative landscape and the benchmarks in design today is one big reason. Knowing what you’re up against and what it takes to win is another. But eclipsing all the above is that it can be a real inspiration. I judged my last awards scheme on 2 flights and in a hotel as it was some quiet time and all I had to give it proper attention. NYF is always good value as you can’t beat judging live and it’s just across town.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Ben Greengrass: Creativity is sometimes born from chaos. There’s a lot of chaos and uncertainty in the USA and the world. I’m hoping to see even more proactivity, bravery and design activism surfacing. One or two of the best projects I’ve seen so far this year have real edge, an unapologetic attitude and born from the will to change.
New York Festivals: What are your personal criteria for choosing award-winning work?
Ben Greengrass: Wishing we’d done it at elmwood. Pure jealousy!
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Ben Greengrass: Very early on in my career I was berated by a senior colleague for wearing a suit to a presentation with a corporate client. He told me I ‘looked like I was going to court’ and that I should remember I was ‘probably the most interesting person this client would meet all week’. It stuck and after that I never compromised on my own authenticity just because it seemed the right thing to do at the time.
New York Festivals: Did/do you have a mentor and what have you learned from them?
Ben Greengrass: Mentors come in many shapes and sizes. They have been many people I have met along the way. Senior, junior or in between, it doesn’t matter, wisdom and inspiration can come at you from all angles. Realising it and using it is the hard part. I have had a dedicated mentor who was very very inspirational, but I found myself disagreeing with him as much as I was agreeing. Mix it up!
New York Festivals: What’s the one smartphone app you couldn’t live without?
Ben Greengrass: iTunes or Instagram.
New York Festivals: Favorite music album of all time?
Ben Greengrass: The Stone Roses / The Stone Roses.
New York Festivals: Favorite travel destination?
Ben Greengrass: Rajasthan.