This year Kiev International Advertising Festival introduces a number of innovations. One of the most iconic for the advertising industry innovations is to assess not only the creativity of the competition work, the originality of advertising ideas, but also to judge the level of works realization, id est - the advertising skills.

In the Film-, Press-and Radio Craft contests the jury will assess the skills and professionalism of each of the links in the chain in the advertising creation. In the category "Film Craft", for example, the quality of editing and directing, script and copywriting, sound and lighting, special effects, animation, cinematography and the whole production as a whole will be considered. If we talk about the craft in print advertising, the best art direction, copywriting and typography, photography and illustration will be marked. In the radio craft the focus will be on acting and narration work, music and sound design.

Besides the fact, that many directors, copywriters, photographers, cameramen and composers will receive prestigious awards of Kiev International Advertising Festival, craft contests will also help All-Ukrainian Advertising Coalition to make the first Ukrainian rating of production and post-production studios. Results of the advertising craft contests at the 11-th KIAF will become the basis for the formation of this rating.

Generally, according to the executive director of the All-Ukrainian Advertising Coalition Maxim Lazebnik, "The Coalition has long been creeping up to the formation of the advertising production studios rating. But, unfortunately, it has not been sufficiently clear and objective criteria for establishing such rankings. Subjective opinions and answers "like-dislike" can not serve as a measure of professionalism of a production studio". Independent and objective assessment tools of Ukrainian productions will become the points scored by the studio in craft contests at 11-th KIAF. "This rating is very important both for the production studios, advertising agencies and clients. Assessment of mastery - that's what really market is missing", - said Vitaly Kokoshko, head of  Kinograf agency.

The rating will be compiled and announced after the completion of KIAF. The method of its drawing up will be similar to rankings of creative advertising agencies in Ukraine, but with some specifics. Thus, production studios rating will be counted by results of all nomination of Film Craft he with the exception of Humor and copywriting, and for the ranking of post-production studios will be taken the results of only four nominations - installation, sound design, special effects and animation. It should be noted that the priority for enrollment in the advertising craft contests is given to the representatives of production companies, not advertising agencies and / or their clients. However, if the bids will be processed on behalf of advertising agencies, everyone will get the record-points in their ratings, if successful, - agencies in the rating of creativity and production company - in its own ranking. Since many of productions of Ukraine work not only with local advertising agencies, the organizers expect that competition will demonstrate the Ukrainian advertising market examples of western advertising materials - it can be a very curious comparative picture.

Note that the Kiev International Advertising Festival includes 14 contests, which evaluate 10 different staffs of the jury. This allows you to achieve maximum transparency and impartiality of the assessment. Applications for participation in the 11-m KIAF accepted until 23 April 2010. Detailed terms and conditions of payment can be found here.