I’m curious if anyone has a story from the last few years about a client being interested in awards. Very open-ended, on purpose. Just a client youve worked with who cares about awards in some way.

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We make them interested, so that we can create work that can win them. It’s a sell. I have met very few clients who cared before we started selling them on the idea of award-worthy work.

My opinion - if we spent 1/2 as much time on awards and more time thinking about how to drive meaningful growth we would probably have better work, fewer pitches and more long term, profitable relationships.

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I LOVE that someone is asking this. I’ve been at a few agencies. There was always the “the more awards we win, the better chances we have at new business” trope. It never made sense to me, and quite frankly, the agencies I was at previously were very decorated, and hadn’t won new accounts in a really long time. Clients don’t care about awards. They aren’t in business for awards.

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CEOs at brands seem to care about in awards in a, “we have this highly awarded agency doing our work, aren’t we special.” But often the brand managers and day to day people don’t because their job is predicated more on selling widgets. If they don’t sell effectively, they lose their job. That’s why it’s so tough to make award-winning work in most relationships — they need sales, not ugly pencil trophies.

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Well doesn’t it depend on the type of award? Effies of course show that the work you’re creating is working. Not all awards are strictly
Creative awards

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Good point! League MVP is relatively meaningless because of its subjectiveness and arguably political/popularity driven nature. Whereas scoring champion clearly shows the effectiveness of putting the ball in the basket at a high rate.

We had a client who was very award driven. They were tough clients, but only wanted the best work. Always said “this is a Cannes worthy idea”, and was willing to invest more into the execution as a result.

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Id love to hear a specific story or two please

Had a CMO client who understood the value of being able to attract top creative talent. So we would identify the projects that would have the biggest creative/award potential and he would let the agency go for it. On the contrast, there were “get it done” projects in which his expectation was to get them done. It was a fair balance of enough opportunity to let creatives really swing for the fences and enough of the everyday projects to continue driving the clients business.

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Look at the correlations between brand of the year in Cannes and profits margins/stock prices. Coke and Burger King are great examples.

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I have one: last year our main client allowed us to create an edit that was different from what he wanted and run it once, so we could submit it. But he wouldnt give in on the changes he wanted for how it ran the rest of the time.

Mostly not so much, except for one category where they’re more into it than we are —people in the media business themselves (esp. tv, radio, outdoor, magazine, and newspaper types). TBH having interacted with close to two dozen digital media teams in the last couple of years, I doubt they’d know Cannes from the local Columbus Addys, much less give a shit. But it makes sense, sort of, since local and national trad media view the awards shows as sales venues, so they not only know what’s what, but who got what, and who got fucked.

We have a top client (CMO) who is extremely awards driven because she believe awards like cannes drives sales. Also, if you need a very public industry example, read anything about fernando machado at Burger King. There’s an ad week article where he breaks down the whopper detour project from sell-in to execution with actual presentation boards from the agency.

Good to hear. Is it looking like she’s right?

Listen to Fernando Machado on the Love This Podcast (shameless plug). He talks about the KPI’s he sets his agencies and why awards are important as a measure of commercial success for him and Burger King.

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