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Feels like a coordinated revolt is already happening between agencies on Brunico’s unnecessary cash grab shows. We were told no more Canadian award shows other than marketing and adcc.
ADCC is the best for a few reasons, but biggest of all, non profit
Yeah I first noticed at the strategy awards last year that rethink hadn't put in for any. And the Atomic shortlist is telling too
I’ve worked in many different markets, and recruiters / agencies are consistently shocked to see how many different award shows there are in Canada (esp given how small the actual market is).
Hot fact.
Hot take: all awards are fading in relevance. Also, ad work in general is fading in relevance.
Agencies win awards by playing to the back of the room. Boomer CEOs won’t bankroll that forever.
Hottest take: people that never win awards complain the loudest about award shows being pointless.
Dentsu gets itttttt
It’s a complete cash grab and when so many agencies have to make cuts on salaries and staff, it feels right that we should only enter the most relevant awards. Most countries have one local show, to gauge creativity with local context. This show would include overall agency awards that Brunico currently splits out into AOY etc. The only other awards worth entering are the big 3 international shows. Sparingly so. So one local and the big 3. That’s more than enough to give everyone an idea of how their work stacks up. Anything more is a joke. IMO the only agency who can lead local change is Rethink. You have to be the undisputed awards winner to turn around and say this is BS. No one will ever be able to say it’s sour grapes.
Maybe if they chose respected Chairs.
Conversation Starter
This is the truthiest truth…?
Just remember how the publishing business works now, friends.
It’s not about selling banners or half page ads in online dailies or printed monthlies (ahem, quarterlies).
It’s about two things: paid bums in seats at conferences and galas, and paid awards show entries that perpetuate the rankings.
You have to give the owner of Brunico credit in this regard.
It’s interesting to remember that the two longest tenured annual conferences Strategy had on the roster was the Shopper Marketing / Connected Commerce Forum (2010-2024) which founded the SIA’s, and the ‘Understanding’ series before that (Cool/Men/Youth/Women/50+, 1996-2008) which became AtoMiCon which founded AToMic.
Strategy Forum started 2014 and its own awards tied in by 2015. Then, Marketing Magazine was acquired in 2016 to both obviously hibernate the competition and competing conferences and to buy the spine of current ad agency recognition systems (The Marketing Awards, Media Innovation Awards) plus client side data CARD (now CARDonline, something g every media planner has to use to build media kits and costing, and the NLA which keeps everything spicy)… all are $$$!!!
But I digress…
The annual perpetual motion machine of submission-conference-awards-gala ultimately feeding into both the AOYs and the individual creative/planner etc rankings are at a crossroads.
When all this started, they were being bankrolled by holdcos whos presidents very careers (as did the senior creatives) sometime depended on the outcomes, which would sway marketers to move work in one direction or another.
Now the black swan has landed. Publicis, who never played the game (never ranked above #22) is probably the best holco business-wise, and on the flip side… if Rethink is pulling, they may lose their permanent #1 residence, but at this point - do they even need to care?
Hopefully this serves as a wake up call vs a total revolt and provides impetus for
some fresh thinking like the reset in Cannes in 2018 and what D&AD is doing around the uncommon mission.
We can only hope.