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They’ll tell you it’s an investment in the agency’s reputation and generating new business as CMOs look at who’s winning awards, legend has it. Whether anyone’s actually ever done the real, diligent math on that is another question.
Pro
Whether you can make a sweet case vid or not doesn’t matter. Whether you win big awards or not doesn’t matter. One thing that everyone I talk to in the industry agrees on is what op says:
this isn’t what it’s all about. Ppl shouldn’t have to sweat case vids after their project is over. And ya sometimes the case vid takes longer than rhe actual project. What universe does this make sense in.
Rising Star
If you add up entry fees, flights, Cannes passes, food & accommodations, making case studies (and, too often, the cost of fake work), some agencies are paying six figures per lion. I can’t imagine paying over $100,000 for a trophy is good business.
Sounds like they might want to Rethink their business model.