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What agency did the Absolut campaign?
Modern problems require modern solutions.
If you’re white like me it’s so important to realize that we were raised in a society where institutionalized racism is normalized, and we were born with privilege. You can’t choose the color of your skin, but you can choose to put ego aside and reflect on why this isn’t happening to me, and be vocal about being anti-racist.
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As long as people doing hiring feel that way, so will we.
Change your mind? Why?
Ok I’ll bite. I’d venture a guess that maybe the top 20-25% of advertising creatives care about awards, since they are the ones affected by the outcome… they happen to be the ones you hear about most. But in an industry of our size, “most people” might be overstating it. There are plenty of people who don’t:
Account people
Strategists
Clients
Finance people
BA/legal
IT
Pharma creatives
Creatives at performance marketing agencies
Creatives that work in house
Creatives that don’t have the ability to win (whether due to talent/political acumen etc) and convinced themselves it’s not important
Creatives at small shops outside of major ad markets
I’d say most freelancers I’ve met too (“been there done that” and care more the check clearing)
Those are gross generalizations but just to illustrate the point that the ones who are super award hungry are a fraction of the industry, even if it’s the loudest/most successful fraction.
Can you prove to me that advertising actually influences sale? There’s so many factors at play that you can truly prove an ad is what made something get sold. So just give me money so I can make the art project I want filtered through your brand .
Rising Star
People have to know what something is before they can buy it. And it helps if you can give them a compelling reason.
No, that sounds about right.
Frigid take
Sub-Zero, negative 400 degrees, 0 Kelvin type take
Can say that working at agencies that have won awards and some industry fame has definitely helped my career - to have a tight network of people who know I’ll go the extra mile, land gigs after layoffs - get in to other good agencies without barely and interview etc..
Not true, the work needs to work enough for the case study video.
I wish we’d unpack why that might be, rather than leave the thought unfinished as implying that creatives are self absorbed.
Are awards the industry’s currency?
Do they get used to gatekeep jobs/promotions?
Are award shows rewarding effective work?
Do they truly incentivise that in reality?
Are creatives rewarded for work effectiveness?
Do they get payrises/jobs etc based on that?
Are clients making calls based on ads working?
Do they even stick in roles to see the results?
All’s to say - it may be the logical thing to strive for, but are creatives really set up to give a shit?
most agencies*
No, you’re right.
Chief
That has never been in question.
Captain obvious
Rising Star
We need to make work that does both.
Chief
“Is this good” is just a more productive way to judge work than “will it work for the brand?”
If you ask “is this good enough to win awards”, you’ll make choices that make the work bolder, more entertaining and less ad-like. Call me crazy, but I think that kind of work breaks through.
But if you’re trying to make something that “will work for the brand”, you’ll make the logo bigger, the RTBs harder to miss, the food shots more bountiful etc etc. You’ll pander and do things you don’t like. And you’ll end up with work you don’t like. And if you don’t like it, neither will the viewer.
Awards aren’t the goal, they set a target that’s more likely to create something unique. Unique works.
Not going to change your mind, but more so agree. I was on a team and the clients were happy with the work we were doing, yet the Brand team & directors were constantly breathing down my neck telling me to submit for awards or speak in brag worthy programs. I was on investment team, and just doing the work that needed to be done to make the client happy. Why do I need to submit for awards??
As above - the awards pressure can veer work off course from what the client actually wants and needs. I know because I’ve been on both sides and the difference in frame of mind is stark.
Chief
I mean, it’s all a difference in perspective, but I believe that the work that bad clients see as “award bait” is usually the work that will work best for them. Award-winning work wins awards because it’s interesting. Interesting work gets noticed.
Be honest, now that you’re client-side, you want less ambitious work because it makes your job easier. We call those “bad clients” for a reason.