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An introduction to advertising's most prestigious awards shows.
Citation preview
Know YourAward Shows
“Thewholeconceptofawardsissilly.Icannotabidebythejudgmentofotherpeople,becauseifyouacceptitwhentheysayyoudeserveanaward,thenyouhavetoacceptitwhentheysayyoudon’t.”
‐WoodyAllen
Ofcourse,hesaidthisafterhewonOscarsfor
BEST PICTUREand
BEST DIRECTOR.
Agencies that dogreat creative
tend to win awards.
Agencies that win awardstend to attract more
clients and better talent.
Agencies that attract moreclients and better talent
do more great creative andwin more awards.
See?
But not everyaward matters.
The Gunn Report
What is it?
• Reportthatcombinesthewinners’listsfromallthe“mostimportant”globalshows.
• Top39showsforTV• Top20forprint• Top20forinteractive
What are their topshows, exactly?
We don’t know.
Hi Greg
I’m afraid I can’t answer your question as we don’t reveal whichshows count towards The Gunn Report. Attached is ourmethodology which will hopefully go some way to explaininghow we reach our conclusions.
BestEmma
Their methodology states…
Wehavecontinuedtobesecretiveaboutwhattheseshowsare…nottoupsetanyfriends…whoseshowsmightbeamongthosenotincluded.
Weincludethemainnationalshow(s)intheUSA,GreatBritain,France,Germany,Japan,Brazil,Spain,Australia(theshowincludesNewZealand),GreaterChina,Argentina,Canada,Italy,Mexico,TheNetherlands,SouthAfrica,SwedenandThailand.
So we don’t know.
But we have a prettygood idea…
Let’s look atthe big ones.
Cannes
• InternationalshowheldinCanneseachMay/June.
• Usually,morethan10,000delegatesattend.
• Presidentsandjuriesaretheindustry’sbestofthebest.
• UniquefortheTitaniumLionandYoungLionsCompetition.
• HighesthonoristheCannesGrandPrix.
Previous Grand Prix Winners
Previous Titanium Lion Winners
The One Show
• HeldbytheOneClubforArtandCopyinNewYorkCityeachMay.
• About18,000submissionsfromaroundtheworld.
• Juriesareamongthebestinthebusiness.• HighesthonoristheBestofShow.
Previous best of shows
D&AD
• BritishDesignandArtDirection.• BasedinLondon,theshowusuallytakesplaceinJune.
• Hasbeenanestablishedshowfor40years.• Encompasses29differentdisciplines.• Over25,000entrieseachyear.• Again,thejuriesareamongthebestinthebusiness.
EFFIEs
• Uniquelydesignedtorewardcampaignsthathaveshown“measureableresults.”
• Emphasisisprimarilyonincreasedsalesandawareness.Creativityissecondary.
• WinnersmaynotevenbeshortlistedatCannes.Butthey’veprobablymadesomeclientsveryhappy.
Food and Beverage
LondonInternational
Eurobest
International Andys
CLIOs
Art directors club
two publications
And two web sites
creativity‐online.com thefwa.com
Typical Categories
• Print• Out‐of‐home(billboardsandposters)• TV• Onlineandinteractive• Ambient• Integratedcampaigns• Design• PR
But categoriescan be ignored.
If you ask people to create advertising,that’s exactly what they’ll create. If youask people to do something more, then
they’ll do something more.
– Kirk Souder
The bar isvery, very
high.
These shows areexpensive.
Things you don’t needto win awards
• Awell‐knownclient.• Alargebudget.• Abrieffortelevisionorcinema.• Alargeagencystaff.• OfficesinNewYork,London,AmsterdamorSanFrancisco.
We want to create one career-defining campaigna year, something that really kicks ass. We’re
trying to get our people to do untraditionalthings. There’s no reason why we can’t do it in
Toronto. You don’t have to be in New York,Minneapolis, Los Angeles, London or Brazil.
- Zak Mroueh, Taxi
Things you do need towin awards
• Greataccountmanagement• Greatplanning• Greatcreative• Greatinitiative• Greatdedication
Brilliant ideas are fragile. They won’t getproduced unless everyone in the agencyis dedicated to helping them through.
- Sally Hogshead
Why should anyoneoutside the creative
department care aboutaward shows?
These are not just creative departments.
You need to know about Brazil, why isSouth Africa so great, why do Britishguys consistently do such brilliant
work? Why is Amsterdam flaring withcreativity? You know, the world is
shrinking to the size of a grape. If youdon’t know what’s going on, you’ll die.
Clients are so global now.
- Tony Granger
Next deadlines
September:Eurobest
November:Andys
January:ArtDirector’sClubOneShow
February:F.A.B.
March:Cannes
What will you beentering?
preparedbymakinads.com