Magazine article Marketing

Opinion: The Marketing Society Forum - Do Creative Awards Matter to Marketers?

Magazine article Marketing

Opinion: The Marketing Society Forum - Do Creative Awards Matter to Marketers?

Article excerpt

Creative awards are prized by marketers, who appreciate the recognition, but do they matter as much as effectiveness?

STEVE KERSHAW, GROUP DIRECTOR, BARTLE BOGLE HEGARTY

Most marketers say they want advertising to be effective rather than win creative awards but, as our executive creative director John O'Keeffe says, 'Creative awards are a happy coincidence of producing outstanding advertising.' However, they are only relevant if they come hand in hand with effectiveness.

Our most awarded work is also our most effective work and we have won creative and effectiveness awards for brands including Levi's and Audi.

Creative awards also attract the best people, who go on to write more award-winning and effective work.

Marketers want awards for themselves and the brand, so the 'happy coincidence' can be career-enhancing for all concerned.

CLARE SALMON, DIRECTOR OF MARKETING AND COMMERCIAL STRATEGY, ITV

Any form of recognition motivates a team, but it is the quality of the award that matters more than the quantity. Those ceremonies with categories for every permutation of marketing activity undervalue those rewarding real excellence.

The prize often goes to the best of a bad bunch, but it is vital that winners prove their work furthered the interests of the business. Anyone who has judged awards will also be familiar with serial award-entrants, who go for every category in the hope of winning at least one.

Agencies often over-emphasise the importance of awards but, as a client, I am much more influenced by a genuine understanding of my business. …

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