Santosh Padhi in New York Festivals' exclusive executive jury

He is the first and the only Indian to have been included in the jury.

New York Festivals (NYF) International Advertising Awards has appointed Santosh Padhi (Paddy), chief creative officer and co-founder, TapRoot India in its exclusive executive jury. About 12 other prominent chief creative officers from across the world will also participate on the live executive jury this year.

Donald Gunn, founder of The Gunn Report, will moderate the executive jury. This elite group will assemble in New York City on May 01 to select the 2011 trophy winners from the finalists decided by NYF's Grand Jury.

This is the first time that the event is inviting the jury to meet and convene in New York during May 01-05 to select the winners.

Talking to afaqs! about NYF International Advertising Awards, Paddy says, "Earlier, the judging process took place online. This is the first time that the jury will meet and decide on the winners. The best of the best creative minds have been invited to judge the event, which will definitely create a difference in the judging procedure. All the people present there will be very sorted about what is good and what is bad."

Earlier, Paddy has judged the Clio and the Dubai Lynx awards.

Speaking about how he will choose the winning entries, Paddy says, "The particular idea that would make me feel, 'I so wish I could have done it'. The idea should be a new age idea. In any medium, the challenge is to come up with something that will connect well with the brand - something that really makes you feel smaller in front of the idea. That kind of idea would be the ideal winner for me."

He adds that although he does not know which particular category he is expected to judge this year, it will be revealed once there is some progress in the process.

Digital and Integrated are some of the categories that have been the new flavours for the past couple of years. "People are really doing some great stuff in this particular sector. Lots of promos and outdoor activities have also happened last year," adds Paddy.

According to him, many people are coming up with innovative ideas in these segments and the clients, too, are spending a lot of money in this sector, as one can interact well with the consumers digitally.

The NYF International Advertising Awards competition receives entries from 70 countries and recognises work in all media in categories such as Art/Technique, Technology, Avant-Garde, Collateral, Design, Digital & Interactive, Hispanic USA Advertising, Marketing Effectiveness, Mixed Media, Outdoor, Print, Public Relations/Brand Communications, Public Service Announcements, Radio, Student and Television/Cinema.

The 2011 executive jury comprises 30-40 senior creative people from across the globe. The four-day series of events, including seminars and exhibits, will culminate in the annual International Advertising Award presentation ceremony taking place on May 04-05.