AWARD, Australia’s pre-eminent creative industries body, has announced changes to its 2011 awards programme. AWARD, the Australasian Writers and Art Directors Association, counts some of the finest creative minds from Australia, New Zealand and South East Asia amongst its members. It is a non-political, non-profit organisation that aims to set standards of creative excellence, to promote creativity in the business arena, and to educate and inspire the next creative generation.

“As champions of commercial creativity, AWARD aims to raise standards of creative excellence across a range of disciplines – emerging as well as established,” said Craig Davis, AWARD Chairman.
“In the annual AWARD show, we can create more space and opportunity to recognise and celebrate great creative work, reflecting how the marketing and communications industries have evolved and are evolving.”

Accordingly, several new categories have been created for 2011, including music video, applications, social media, environmental design, and branded content. As well, a new award for Creative Innovation will challenge entrants to contribute a solution that defies convention. It is anticipated that the award will draw unexpected ideas from industries both connected to, and beyond, advertising.

“Creativity is a prerequisite of commercial success and of prosperity,” said Craig Davis. “We believe it is the single most valuable asset for business today, and that through inclusiveness and collaboration, that value can only increase.”

The AWARD 2011 Call for Entries will be launched in coming days. The AWARD show will take place on March 11, 2011, as part of the Creative Festival taking place from 9-11 March.

See the AWARD site for more information.