There’s an old saying “after the Lord Mayor’s procession”. Which if you haven’t heard it before essentially means the things which follow the procession aren’t as good.
by Darren Caveney
I thought that last year’s UnAwards Winners Masterclass was brilliant – so entertaining – and was probably my favourite learning event I’ve attended. It set an incredibly high bar, especially when I reflect on the number of industry events I have been to in the past 28 years.
So, whilst I was expecting a great Masterclass this year - with such a quality array of work and speakers - I didn’t expect it to top last year’s event.
But, I think it was just as good.
And judging by the many comments on LinkedIn post-event I might not be alone.
A couple of the speakers privately told me that this was their first go at public speaking in this kind of forum. Which was astonishing as you absolutely wouldn’t have known it.
I love to see young comms professionals performing on the big stage. They are stars already, of course, and I like to imagine where their careers will take them. It makes me happy that our profession is in such good hands.
In between introducing the winners, I scribbled a lot of notes as each speaker walked us through their work - with confidence and pride - enough notes for multiple blog posts. I’ll share these in more detail another time.
For now I had four key takeaways which I wanted to share – I’m calling them my 4 ‘C’s
1. Creativity
This was the common theme which ran through each of the 14 winning entries we learned about. Creativity, of course, takes many forms and they were all in abundance as we sat in our comfy cinema sofas listening intently to the behind-the-scenes stories of the winning work.
2. Collaboration
This may be the key watchword of 2024 for public sector communicators. Together is almost always stronger than alone and by working with others who can support us – and fill in some of the gaps in our skills or resources – we can deliver more effective work. Whether it’s local partners, national providers or knowledgeable consultants, there are people in and around our world’s who can help. So don’t be alone – seek out some support.
3. Community
I’ve said it before and I’ll say it again – we work in the absolute best industry. I love the community in and around comms2point0 and I’m lucky to benefit from the support of a lot of people. To be able to put on and host a learning event of this quality – and which is £free to attend – is a blessing. You’d pay a lot of money for it elsewhere.
4. COMMS:FILES
I’ve been saying for a long time that we should never start a new campaign from scratch because there is so much learning out there. Someone somewhere has delivered some similar work and you may benefit from their insights and recorded outputs and outcomes. It’s one of the main reasons I created comms2point0 almost 14 years ago.
Another great source of inspiration and learning is COMMS:FILES, created in collaboration with Masterclass partners, CAN Digital.
COMMS:FILES contains over 600 UnAwards entries and other resources and is a treasure trove of comms gems, insights and ideas.
So, next time you are beginning work on a new campaign take a look here and use the search box to see what you can access to kick-start your ideas and plan.
Thanks to everyone who spoke at, attended and supported the UnAwards Winners Masterclass 2024.
The UnAwards 2024 – the 9th annual UnAwards – will open for entries in September.
Finally, huge thanks to the people who made the masterclass possible – the official partners. All great people with brilliant products and services. Give them a shout to see where they can support you with your work.
Darren Caveney is creator and owner of comms2point0 and creative communicators ltd
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