THE HIGH HONORS
For 50 fascinating years, the world has seen exceptional work in global communication media through the eyes of New York Festivals (NYf).

Touching the hearts and provoking the minds of millions worldwide is a herculean feat and in recognition, through 8 individually distinctive annual competitions, NYf has been honoring the people behind the creativity and effectiveness of illustrious work in advertising, programming, design and marketing.

When Al Rosen founded the international awards competition in 1957, NYf rewarded outstanding achievements in non-broadcast media. Since then, it has grown by leaps and bounds. From 1,000 entry submissions in 1970s, numbers have swelled to 20,000 entries from over 70 countries in recent rounds.


Click on thumbnail to view images in detail

Throughout these 50 years, NYf has never let up on its persistence in mirroring the trends and developments to keep pace with the industry. In addition to the original Film & Video competition, NYf opened its doors to Television Programming & Promotion and Television Advertising in the 1970s. In 1982, it extended to Radio Programming & Promotion and Radio Advertising. 2 years later, it incorporated Design, Print & Outdoor Advertising.

The New Media Awards was integrated in 1992 for excellence in web-based and digital media, after which it was renamed in 2005 as the Interactive & Alternative Media Awards to include non-traditional marketing and advertising.

1994 marked the foray of The Global Awards for healthcare communications. Shortly a year later, the Advertising & Marketing Effectiveness Awards (AME Awards) joined the stellar line-up.

The Midas Awards is the most recent addition to the NYf family. It was introduced in 2001 to acknowledge the finest work in communication for financial services.

THE POTENTIATED PRESENCE
In 2002, the International Awards Group (IAG) acquired the 4 brands— NYf, AME, The Global Awards and the Midas Awards competitions — to consolidate the management of the prestigious names under one umbrella company. At the same time, this move distinguishes the individual brands with a sharper profile.

The acquisition set in place an establishment of a distinct look and feel of the brands.


Click on thumbnail to view images in detail

Obviously, NYf is known as such because it is held in New York; people around the world recognize NY as the initials representing New York. Flow Creative, the brand solutions firm tasked for the job, capitalized the famous letters and italicized the word “festivals”, presenting it in lower-case New Baskerville, to bring the brand “New York festivals” more prominence. 45 years (at the time of the re-branding exercise) have built a revered reputation. With such deep-seated association, the 3 letters “NYf” alone would helm the logo, which would be color-coded to tell the various NYf brands apart.

The judging system was given an overhaul too. Robust websites with distinct identities were built for each brand, and in turn, became the first to allow entrants to digitally upload their entries. The efficiency of the online procedure saves entrants a great deal of time and money in fees and established IAG is the 3rd largest competition company in the world.

Which begs the questions: How does NYf continue to hold its own, all the while building stronger brand credibility than before, despite the acquisition? What is behind the enduring brand that persists in its unwavering vision and philosophy for the last 50 years, without losing steam?

THE MASTER MINDS
As 5 decades go by, the acclaimed name of NYf turns out more eminent. Clearly, 50 years have not distinguished its passion, but bestowed upon the brand remarkable tenacity and the highly esteemed experience and expertise of leaders in the global communications industry.


NYf at its 50th

Don’t be misled to think that the competition scope is restricted to The Big Apple alone. Driving the NYf brand is an impressive international network of representatives in over 65 countries to promote the various competitions. These representatives encapsulate the essence in upholding NYf’s dedication to search and reward The World’s Best Work™. Tirelessly culling the highest of quality and the most innovative work and substantiating the judging rosters with prominent creative leaders from all corners of the globe are all in a day’s work for them, and all in a bid to ensure judging is free from cultural bias and that each competition stays true and delivers its promise to embody The World’s Best Work™ (This famous phrase is also the trademarked motto of NYf, conceptualized by Gerry Goldberg, the second custodian of the company).

NYf believes that no international award company deserves an international tag if their judges represent only a dozen or so countries.

Led by a chairperson, a highly regarded Board of Judges and Advisors, which signify the who’s who of international communications, passes their respected judgment on the entries. It is a huge panel of judges — more than 150 of them representing over 65 countries — as compared to other competitions. A rigorous judging system is the edge NYf holds over its rivals. Judges are creative directors and other positions above, and have won the minimum 3 international awards. They are specially chosen to represent the diversity of cultures, companies and crafts. This is key to insure all entrants receive a fair and unbiased judging by their peers and their work received all the attention it is worthy of.

THE EXPONENTIAL EXPOSURE
Following their work under the scrutiny of the world’s top creative directors, winners receive further exposure with promotion through international press releases and publicity campaigns when the results are announced.

Each one in the extensive list of global representatives holds annual screenings of the award-winning works. Plans are in the pipeline to double the exposure this year.


The old and new annuals

Every competition’s website features a “Showcase” of winning entries, broadcasting television and radio commercials, clips from radio programming shows, links to interactive entries and, of course, images of print and design winners. The websites averages over 1,500 visitors everyday of the year, which translates to a massive audience of over 550,000 visitors a year, with each visitor averaging 15 minutes per visit.

And then, there is the famous Annual of Advertising. Every year for the last 15 years, a hard-cover, full-color, 4-volume coffee-table book set is published to showcase winning images from all four competitions. It enjoys annual sales of 6,000 units, and is deemed de rigueur for all communication practitioners.


Youth appeal to NYF

On top of all that publicity, DVDs of winning works in Television, Cinema, Radio and Interactive/Alternative Media are also available. A number of regional, national, and international airlines have agreed to exhibit some of the winning work on their in-flight entertainment platforms.

After all, world-class work deserves a world-class showcase.

THE BIG BANG
Showcasing the world’s newest and most exciting ideas, NYf celebrates its 50th anniversary as the industry’s top source for inspiration to ThinkBig — when they create provocative advertisements and when they think of their chances of winning an award. Undoubtedly, ThinkBig is a theme and tagline that evokes of The Big Apple.


Going to NYF awards and not feeling like strangers

Yet, regardless of this position at the pinnacle, NYf continues to keep both feet on the ground. Nyf’s CEO Jim Smyth is aware that as advertising and marketing grow on a global scale, the industry will need more people to take on these jobs. “Most of these new positions will be filled by younger people who have a fresh outlook on the current media and the messages that are created to market and sell products and services. Therefore we target these young students and designers because of their ideas, and it’s all about ideas. They will be the creative directors of tomorrow.” His foresight is evident: NYf held the inaugural Student T-Shirt Design Competition this year, offering design students a chance make their debut on NYf. And students rose to the challenge — entries poured from 25 countries around the globe.


The after-awards party

With about 30 international representatives on hand to assist foreign guests and entrants in a multitude of languages, there are no strangers in NYf. No waiting around in a dark theater for hours in a suit. No walking down of a long aisle to cross a bare stage to tepid applause.

Eschewing the long boring affairs atypical of most award shows, NYf turns their award shows into electric, fun-filled, rock-on parties that celebrates with co-workers, clients and suppliers right in the heart of New York City.


Click on thumbnail to view images in detail

Looks like NYf is determined to honor The World’s Best Work™ in the same indomitable style and energy as the works being honored.




© 2003 - 2007 by TAXI Design Network. All rights reserved.