The first thing that someone will do when they are explaining their particular marketing agency and what it does is to list their flashiest and most impressive clients. The second thing they will do is reel off the awards and accolades that they have recently received. “We were Campaign’s Digital Agency of the Year 2004”, “We won the Cannes Print Award with our creative”, “We got an IPA Effectiveness Award last year for our campaign” etc etc.
While film stars want an Oscar, athletes want an Olympic gold and scientists want a Nobel Prize, those in the marketing communications industry want Awards. The trouble is there are so many ceremonies and within each one so many different awards categories that the prestige of winning one of them is somewhat diluted. In addition the cost of entering a piece of creative into one of these awards competitions is quite considerable. At Claydon Heeley we have just put forward 3 pieces of creative for the
Paris based Epica Awards and it has cost us €800 (and that was pretty reasonable). So inevitably the smaller, independent agencies simply can’t enter so frequently.
However, awards are still a good way to measure an agency’s success and to highlight their strong-points. For example, some agencies excel in digital whilst others seem to always scoop up in the outdoor category. The awards websites are also great places to check out some of the latest and most innovative stuff that is going on in the industry.
Have a look at:
http://www.canneslions.com/winners_site/film/
http://www.dandad.org/awards/awards.html
Any Qs just give me a shout,
Soph
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