The Young Arrows: their aim is true

The British Arrows were launched in 1976 – that faraway year of drought, ladybird plagues, Anarchy in the UK and TV spots for Cadbury’s Smash – and have been targeting the best and brightest in moving image advertising ever since.

However much the scenery changes, the value of creative innovation and expertise is a constant.

The industry, and the world of brands and communications, has changed beyond recognition in those 46 years, but the British Arrows has stayed on target when it comes to honouring and rewarding the best commercials as well as the best, bravest, most innovative and dedicated talents when it comes to the art and craft of television advertising. Because, however much the scenery changes, the value of creative innovation and expertise is a constant, and it’s that constant that the British Arrows’ jury looks for and upholds each year.

Above: British Arrows Co-Chairwomen, Jani Guest and Clare Donald at this year's British Arrows ceremony in March.

But, this year, the launch of a new initiative, the inaugural Young Arrows, is extending the British Arrows’ reach to recognise, celebrate and reward Britain’s emerging creative talents who will be the British Arrows winners of the future. Co-Chairs of the board of directors at The British Arrows, Clare Donald, who is Chief Production Officer at Publicis Groupe UK, and Jani Guest, CEO at Creators Inc, explain the impetus behind launching the Young Arrows, and what they hope to achieve.

"The advertising industry faces huge competition for talent as platforms and streaming services proliferate,” says Donald. “We felt that it was time for the Arrows to extend its reach and acknowledge to outstanding up-and-coming creative talent to enable the next generation of industry stars.”

Our hope is that the Young Arrows will invigorate support for developing new talent.

“Launching a new awards show to celebrate the finest nascent talent in British advertising seemed the most natural fit for the Arrows’ heritage,” adds Guest. “The Young Arrows will recognise and reward new talent – which is at the heart of the British Arrows’ mission.” Guest explains why 2022 was the right moment for this new initiative – after a tough few years for all in the industry – especially new talents aiming to make their mark. “We’ve been discussing it for quite some time,” she says. “We had plans to launch it a couple of years ago, but the pandemic placed a pause on being able to do it properly.”

Above: 2022 Young Arrows winners, Molly Burdett of Spindle who won the Young and Emerging Talent Award [Production], and Joshua Gibbard, of Siren, who won in the Craft section of the same category.

The pandemic was the proverbial spanner in the works when it came to the development of new talent, and the inauguration of the Young Arrows aims to play a role in correcting this. “It not only put a pause on all production for months at a time,’ says Donald, “but also when production began to pick up again, there were fewer productions and an awareness of keeping crew numbers to a minimum.”

For any young person coming into this industry, the competition is incredibly stiff.

“We’re conscious that, for any young person coming into this industry, the competition is incredibly stiff and it’s very difficult to have an accelerated career,” adds Guest. “Our hope is that the Young Arrows will invigorate support for developing new talent, and that bringing everyone together to look at and celebrate winners will remind everyone of the potential of young creative leaders that work in our industry. Developing new talent is a must. It’s the only way that we will continue to flourish.”

Above: Joshua Gibbard worked on the sound design for BBC Sounds' To Be Moved, for which he won his award.

While industry leaders often go out of their way to emphasise the importance of nurturing and rewarding new talent, launching the Young Arrows looks set to make a real difference, reaching across 17 categories ranging from editing and post production through to colour, cinematography, directing, animation, sound design, and more.

We hope it’ll reassure new talent that there is a place for their work to be acknowledged.

“The British Arrows has always been at the forefront of great creativity,” says Donald. “We hope that, with the Young Arrows, we will be able to highlight the work itself, thereby supporting those who have been shortlisted as well as the winners.” “And if you’re new to our industry, this is a wonderful place to have your work seen and recognised,” adds Guest. “We hope it’ll reassure new talent that there is a place for their work to be acknowledged, even if they haven’t been in the business for many years.”

When it comes to the judge and jury flexing the bow at the Young Arrows, Donald reveals that they now have appointed a chair, with the names of jury members soon to follow. “Melody Sylvester, Head of Film at Engine, is going to be our Arrows Chair,” says Donald, “and she’s going to partner with Juliette Larthe, EP and Co-Founding Partner at PRETTYBIRD, as our Craft Chair.” The two will oversee one combined jury together. We’re working with them to select their 20 jury members and will be announcing that soon.”