much ado about something

For the first time in about a decade, our little advertising agency decided to enter our creative work in an awards competition. This was my first time to be a part of industry awards, and I had no idea how much work it would take to submit entries. Fortunately, the effort paid off, and we ultimately ended up winning five gold national ADDYs.

Some folks aren’t fond of ad industry awards, and I’ve been on their side throughout my career, but a couple of studies over the last few years have changed my thinking. It turns out, advertising that is awarded for it’s creativity performs better for clients than non awarded work. How much better? Check out this little nugget from James Hurman:

Hurman’s ‘The Case For Creativity’ is almost impossible to get in the US, fortunately he’s posted a significant portion of it on SlideShare

For me, that was a major revelation. Professional persuaders are hired to help people communicate to make their efforts (either business or non-profit) produce real benefits. But that wasn’t the big revelation, that came when pulling together our household recycling one morning. There are three folks in my house with a Y chromosome, me and my 11 & 13 year-old Goonies:

In an attempt to improve their hygiene and the fragrance of our home we encourage these two to pick out their own soap, shampoo, deodorant, etc. So what do these two children of the future choose? The same brand that my grandfathers bought 40 years ago:

It’s no coincidence that Old Spice consistently wins Cannes Lions for their work, specifically the 2010 Cannes Film Grand Prix. I’m pretty sure all of the Jones boys want to smell like “the man your man could smell like.” Or maybe we just want visible abs, that would be nice.

I’m out of words now…

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2 responses to “much ado about something

  1. Congrats. It’s nice to get peer validation. Nice, not necessary, but you’re right, there is financial logic in winning awards.

    The PR agency I work for has been around for 30 years. We’re the 2nd largest independent PR agency in the world, among many other accolades and the founders attitude always used to be that if you did good work you’ll grow and that awards were a distraction.

    They’ve finally come around in the last few years but only because they know that it makes financial success to win awards. Potential clients want award winning agencies, future (and current) employees want to work somewhere where there great work will be recognized (we all need peer validation) but that awards are not a goal. They are a byproduct of great work.

    Oddly enough after we started applying awards, we’ve started winning some ourselves http://waggeneredstrom.com/about/awards/ .

    And winning awards has lead to more client and recruiting leads.Bonus!

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