The reason for having a 3 Regional Juries and for dividing up the Future Marketing Awards into Regions is to try and reflect regional variations in trends, and technologies. It's not a perfect solution but I think it's important for us to try to do this.Without going into too much detail, an example would be what's happening in mobile marketing and branded content in Japan compared with mobile in the US - it simply wouldn't be fair to compare such things.
We are also trying to gauge the trends that will be coming from territories where technology if further advanced.
If you look at the categories on www.futuremarketingawards.com you'll see how we're trying to develop the trends thinking within universal categories.
As I said it's not perfect, but we're trying...
best
Alex