The debate about advertising awards and their relative value to both agency and client has gone on for years. I am certain it will continue to rage for years to come. The current economic upheaval however has placed a higher emphasis than ever on results and risk management. The simple reason…Fear of being fired!
I decided to focus this post around the Effie Awards. One of the most coveted awards in the industry for both client and agency. Why? Because Effie Awards are given to agencies/work that delivered incredible business success for their brand/client. Winning agencies commonly find that this in turn helps them drive more interest in their own agency brand and additional new business opportunities. It’s a win-win relationship.
However, most agency professionals are already aware that winning an Effie award is not an easy task, and it’s getting harder every year. The successful campaigns are more integrated than ever, with 93% of the winners using four or more communications channels/media. 6.7 being the average number of channels utilized per campaign.
Interactive was the largest, followed by TV, print, PR, out of home, retail experience and events to name a few. Interestingly, direct marketing was second from the bottom and just ahead of radio. Makes you think doesn’t it, especially given that these awards are all about moving the needle.
The media mix is also evolving extremely fast. Take a look at some of the dramatic changes in the 2009 Effie Award entries:
- Consumer Involvement, up 67% (includes social media)
- Events, up 27%
- Guerilla, up 26%
- TV, down 5%
It’s going to be interesting to see if social media has an even higher profile in the 2010 award entries.
It should be all about awards that drive business for both agency and client alike. Not creative for creative’s sake. I cannot tell you how many times I have had to judge other award show entries, for work created on behalf of a brand/client that was already out of business, by the time the work was entered. Clearly the work was not creative enough to help the client survive, let alone prosper.