Inside the Jury Room: Michael J. Russo on What Makes Great Advertising Stand Out

Since 2016, I've enjoyed discovering the work of creatives from around the world and contributing to the recognition of outstanding achievements through the judging process.

Originality, quality, and execution are the qualities I value most. I try to view each entry through the eyes of its intended audience, asking whether it moves me or communicates its message with clarity and purpose. Above all, I look for work that brings a fresh perspective to the conversation rather than simply repeating what's already been done.

I make a conscious effort not to let my personal preferences influence my decisions. Exceptional work deserves recognition on its own merits, regardless of whether I would have approached it differently.

I judge each entry with the same mindset I bring to leading designers and art directors: there is rarely only one right solution. If the work succeeds in achieving its purpose, then it deserves to be recognized.

Discovering the work of fellow creatives and recognizing those whose ideas, craftsmanship, and execution truly deserve to be celebrated is one of the most rewarding aspects of serving as a juror.

Every judging decision comes with its own challenges, and I never take that responsibility lightly. Distinguishing between good and truly exceptional work requires careful consideration, especially knowing that every entry represents someone's creativity, dedication, and personal expression.

Fortunately, staying informed is easier today than ever before. By taking the time to explore a variety of perspectives online, it's possible to gain valuable insight into ideas, trends, and creative work beyond your own immediate sphere.

Stay objective when evaluating your own work. If a project doesn't fully reflect your best, acknowledge it first.

It's easy to become comfortable with "good enough," but the strongest creatives are those who recognize when there's still room to push further before someone else points it out.

Yes and no. I believe AI has the potential to enhance the creative process when used thoughtfully, but I hope it remains a tool rather than becoming the standard.

While it offers valuable possibilities, work that relies too heavily on a recognizable "AI look" often loses the originality, authenticity, and human perspective that make great design truly compelling.

I always hope to come across work that offers a fresh perspective and leaves a lasting impression. The most memorable entries are those that reveal a unique way of solving a problem while communicating what truly matters with clarity, originality, and purpose.

Each judging season brings an incredible range of creative work, making it difficult to choose just one standout.

Yet every year, there are projects that capture your attention immediately and remain memorable long after the judging is complete.

This is one of the more challenging aspects of judging because of the time it requires, but it's something I continue to place great importance on and strive to improve with every judging cycle.