It's no secret ad agencies like bright, shiny objects. Especially when they happen to arrive in the form of advertising awards.
Well, good news for everyone looking for something to fill up all that empty shelf space: it's awards show season.
That time of year when, without perspective, prejudice or any ability to be realistic about what work actually has a chance of being recognized, agencies frantically, desperately and with an overabundance of misplaced optimism round up almost all the ads they've done for the year and enter them.
A good friend of mine is the awards-entry wrangler at one of the largest shops in town. For years, this shop set the benchmark for creative work not just in L.A., but across the country and around the world. Sadly, for a variety of reasons - not the least of which is who used to oversee the creative and who oversees it now - this shop's glory days are at least 15 years gone. They've lost people, accounts and their reputation as a place where only greatness got out the door.
That not withstanding, this year they'll spend in the neighborhood of $200,000 on award show entries.
And yes, raises are still frozen.
Like creative work, and creatives themselves, not all awards shows are created equal. There are shows, like the One Show, that everyone wants to win. Clios are still nice to have, although their reputation has been permanently tarnished by a fiasco that happened years ago. There isn't a creative around who doesn't like to see his/her work in Communication Arts Advertising Annual. Addy Awards are regional and national - I wonder if the person who writes their copy selling the show itself is eligible? Effie awards are given for how effective the work has been. Account people love it when the agency wins those.
Here's the thing. Awards are like pizza: even when they're bad, they're still pretty good (I almost used another example but this is a family blog).
And with over, well over, 75 advertising award shows to enter, there's a lot of winning to be had. You just have to pick the proper...tier...of show to participate in.
Even though some of these shows feel like they'll go on forever when you attend them, they don't all go on indefinitely in real life. Southern California's Belding Awards and Northern California's original San Francisco Awards show are two examples.
The Beldings were scandalized years ago when a creative produced a commercial the client hadn't approved, bought time and ran it at midnight on a tv station in Palookaville, Nebraska so it would qualify, and then actually won a Belding for it. He was eventually exposed for the fraud, and it resulted in a complete overhaul of the Belding rules and requirements. The show ambled on for a few more years, then basically died because no one cared anymore.
The SFAS went away because Goodby was sweeping the show every year. It finally pissed "competing" agencies off so badly they didn't bother entering work in the show anymore.
No entry fees, no Buck Rogers.
Is it wise in these economic times to spend so much on award shows? I don't know. I do know that everyone - the teams doing the work, the creative director, the account people, the holding companies and especially the clients - love talking and pointing to their award-winning work. It does give one a sense of recognition and appreciation that's become a lost art at agencies.
The subject of the names that go on those entry forms are a whole other topic. I addressed it a little bit here, but I'll save the bigger rant about that for another post.
Instead I'll just wish everyone good luck. And if for some reason those judges can't see the brilliance in your ad, don't sweat it.
Awards shows are like buses. There'll be another one along any minute.
