
On more than one occasion recently, I've been asked if I would be interested in posting something related to awards/award shows/an agency winning several awards. I'm not.
Generally speaking, I don't place much value on awards and award shows.* In my humble opinion, they can too easily encourage and reward bad behavior in this business.
Take for example, the New Denver Ad Club's new award show - the Denver 50. Their announcement talked a lot about how this new show is different than any other award show out there - that it's "idea centric." They've certainly put a lot of effort into it. (Which is no surprise. It's been one of their biggest priorities, if not THE biggest, since they started up.)
Maybe all that effort is why they got so excited that they announced it and the rules before they had the web site ready to accept entries and be a home for all the details. Maybe the over-excitement was the reason that they forgot to include anything about requiring actual results of the work, along with the strategy and insights behind the work, being submitted as part of the entry criteria/rules.
I'm all for recognizing great ideas that solve clients'
problems and/or reach their objectives and are based in solid strategy and
insight. If you're able to create something for a client that does all of this and happens to win an award also, then great. Good job. Nice work. You deserve to be rewarded.
But too many award shows are solely focused on the creative
execution. They forget to consider if the work actually did anything for the
client's business or was created out of any real strategy or insight. They end up rewarding work that creatively was great, but very likely may have never done a thing to help the client it was for accomplish their goals.
We don't need more of these types of award shows. In fact, we probably need fewer award shows. I've never seen winning an award as an objective on a client's marketing plan, agency assignment brief, etc. Nor have I seen it as a part of their metrics for judging the success of a marketing effort. With performance/ROI being a top priority among several CMOs now, we need to be focused on the things that matter. Winning awards is not one of them.
At the end of the day, it shouldn't matter how creative an idea was if
it didn't do a thing to move the needle for the client. Rewarding
creative for the sake of being creative is worthless. (Ooops, sorry.
They're rewarding "ideas." Same thing still applies.)
*There are exceptions to this. Unfortunately, I can think of only one right now. I guess that's because I pretty much ignore anything that has to do with most award shows. If you've got others that are worthwhile, please let me know.
UPDATE: They've put up more details. Still no mention of results, strategy or insights, but they did pull out any and all mentions of the web site - Denver50.com.
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