Metrics reach the Ri Fiver: the March result

Everything needs measurement and analysis these days and this month's Ri Fiver judges thought it was high time that we stopped relying on subjective opinion.  Freelance writer Mark Owen and LawtonWare CD Martin Flavin introduce an overdue touch of new thinking to this month's result:

"For this month's RiFivers we've brought some much needed scientific discipline to the proceedings. So, we've invented the world's first ObamarometerTM. A wondrous machine that measures creativity by harnessing the most positive and negative forces in the world, patent pending. Firstly, and this may be the ObamarometerTM rubbing off on us, we were pleasantly surprised by the entries. Some well crafted work and creative use of media reassured us that we may just avoid a post-apocalyptic future where we're eating rats and scrawling recruitment adverts in our own blood.

Lovely design and art direction for this entry from Open Road AKA Norfolk Council. Lots of care and attention went into this advert up to a point. It kind of loses it a bit in the bottom half with lengthy copy that's a little more ‘Tough times ahead' than ‘Yes we can!' Still, the ObamarometerTM liked this one.





Now, the ObamarometerTM should love this polished MPU for The Royal Opera House. The clarity of message and slick execution reminded us of the inauguration. Unfortunately, it's also as lengthy. And even though it's a nice pastiche, it is piggybacking on an existing brand. So, much to admire, but not quite there.



Our winner for Hertfordshire Constabulary sent the ObamarometerTM off the scale. It jumps off the screen, it's impactful, surprising, lovely. Innovative use of rich media and the obvious trust between agency and client clinched it against some tough competition. It was like getting a big manly hug and a high five from Barack himself."


Thanks to Mark Owen (, and Martin Flavin (, not only for a refreshing twist from the judges' bench, but for breaking all previous records on the timing front.   And congratulations to Bernard Hodes and Hertfordshire Constabulary for adding the March Ri Fiver to the Fiver and High Fiver they won last year.  Commiserations to aia (ROH) and Euro RSCG Riley (Norfolk Open Road) who both came close.  And thanks to everyone else who entered.

Closing date for entries for the April Ri Fiver will be midnight on Thursday 30th April 2009.  Again we have a formidable pair of judges: CDs Craig Robinson of TMP Worldwide and Andy Holden of WDAD will be doing the honours.

And finally, a message from our sponsors:

The Institution of Engineering & Technology, Europe's largest engineering body, is proud to be the sponsor of the Ri Fivers and the IET Prize 2009 - recognising true excellence in recruitment communication.

IET Recruitment Media provides online, print and sponsorship talent solutions for recruiters in engineering and technology.

The IET publishes three key offline recruitment titles - Engineering & Technology, IET Student and Young Professional Magazine and IET Engineering & Technology Career Guide along with the IET hosted job board Engineering & Technology Jobs ( IET Recruitment Media also offer recruiters sponsorship opportunities for The Young Women Engineer of the Year Award as well as the IET Ambition and Achievement Awards.  Contact: +44 (0)1438 767228;

Monday, 16 March 2009

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