An Interview with Matthew Critchley, BIMA 100 Judge

05 May 2020

We sat down with Matthew to discover his views on this year’s BIMA 100. This is what he told us:

What category did you judge? Marketing Directors and CMOs

What did you find most inspiring about judging this year’s BIMA 100 entries?
The breadth of people and talent to select a list from.  I was particularly impressed with its the new generation of marketeers coming through.

What’s the most challenging part of judging the BIMA 100?
Where to stop picking people.  The candidates were strong and it was hard knowing when to stop including the nominations.

Is there a common denominator in the people who are part of this year’s BIMA 100? What is it?
Not sure I can answer this question as I don’t know the full list of the 100.  In our category a curiosity and a willingness to challenge were two things that stood out to me.

What did you find most surprising about judging this year’s entries? 
How strong the marketing is outside of London.  It was really heartwarming to see the innovation and ideas generated outside of London Town.



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