Creative Shootout 2018 opens for entries with £250,000 media prize

This week saw the launch of the 2018 Creative Shootout award, open to agency teams from any marketing discipline. This year the winning agency will receive a £250,000 media prize fund from premium publisher cooperative 1XL, to help stage their campaign, as well as £30,000 in fees from Charity of the Year, FareShare.

1XL is one of the UK’s leading digital advertising partnerships, representing 800 local news brands and commanding a comScore monthly unique audience of 23 million people across the UK.

Entry to the Creative Shootout is open to any marketing agency in the UK (Advertising, Content, Digital, Experiential, Integrated, Media, PR or other) from 25th September – 28th November 2017, with the award being supported by the major associations including The IPA, CIPR, CMA and IAB UK. The Live Final takes place at BAFTA in London on 25th January 2018.

In addition to high profile industry, agency and media personalities, the judging line-up also includes TV personality and Founder & Creative Director of The Rabbit Hole Group, Jason Gardiner, and entertainment and talent mogul, Professor Jonathan Shalit OBE. An Advisory Council was also set up this year, comprising 40 leading names from across the industry, and was chaired by producer and presenter, Scott Wimsett, who will also host the Live Final in January.

To enter, agencies need to give the Judges just ‘60 seconds’ on why they have the creative clout for FareShare. The format can be any content; visual, video, showreel, app, audio, written, just a simple email or even a cake – but it must be viewed, read (or digested) in 60 seconds by the Judges. From there, entries are shortlisted to eight finalist teams, who go on to compete in the live head-to-head Final at BAFTA.

At the live Final Finalists receive the real brief from FareShare at lunchtime, have four hours to work their creative magic in the afternoon, before pitching their ideas back in 10 minutes each to the Judges and live audience at BAFTA. In the evening a 1st, 2nd and 3rd will be crowned at an after party – with the winning team walking off with the trophy, £30,000 in agency fees and the £250,000 media prize fund from 1XL.

“The Shootout came from a simple place; namely, that creativity needs to be celebrated and showcased better.  It’s ripped up the awards rulebook in the process, nurturing and showcasing the best creative talent out there, in a radical and real time format – and doing some good in the meantime.” says Creative Shootout Founder, Johnny Pitt

A number of prominent supporters including film star Hugh Bonneville have encouraged the UK marketing industry to support the Shootout, the videos of which can be seen at

FareShare is the UK’s largest food re-distribution charity that is responsible for feeding half a million people a week, by re-distributing good, surplus food to over 6,700 frontline charities and community groups.

Comments Lindsay Boswell, CEO of FareShare: “For us, creativity is a major driver in our organisation. It’s critical we’re creative in our thinking to help drive awareness and engagement of FareShare. We’ve got a very specific brief for The Creative Shootout this year and we hope the winning creative is a game changing moment for food poverty in the UK.”

Henry Faure Walker, CEO of Newsquest, a founding partner in 1XL, comments: “1XL will serve to communicate the winning creative and message to every corner of the UK through 800 trusted local news brands and a digital audience of over 23 million people a month. The Creative Shootout is unique with its real-time focus and our £250,000 media spend will hopefully make a meaningful difference to the issue of food poverty in the UK.”


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