BACKBITE

According to the agencies who never win them, or those who do not enter them ’because it is one of our founding principles’, advertising awards are a terminally devalued currency. It is a view which most people in the industry oppose, or they would not continue to submit entries in such numbers. We applaud their enthusiasm, although we would, wouldn’t we, because Campaign either organises or is involved in several of the awards schemes.

According to the agencies who never win them, or those who do not

enter them ’because it is one of our founding principles’, advertising

awards are a terminally devalued currency. It is a view which most

people in the industry oppose, or they would not continue to submit

entries in such numbers. We applaud their enthusiasm, although we would,

wouldn’t we, because Campaign either organises or is involved in several

of the awards schemes.



As this is British Telly week and the Campaign Press Awards are looming,

it seems appropriate to reflect on the overriding importance of awards

in adland. After all, a first-time visitor to an awards ceremony from a

grown-up client company could still be forgiven for finding it an

exercise in drunken self-indulgence.



However, it is an established truth that better ads sell more

product.



Having attended a few lively judging sessions while at Campaign, I’m

pretty confident that I have never seen an ad awarded for any reason

other than whether it is likely to work. Naturally, this is a subjective

judgment; but because of the combined age and experience of juries,

which are generally picked from the industry’s grey-haired brigade, they

should know what works.



A couple of messages emerge from this year’s BTAA. First is the

conspicuous lack of decent alcohol and charity ads. Second is the

continuing evidence that one of the industry’s great conundrums has been

well and truly knocked on the head. Previously, the car sector was one

of the few categories in which there were glaring differences between

the products, but all of the advertising - with a couple of honourable

exceptions - seemed to be the same. VW’s ads through BMP DDB have always

been one of the exceptions and its latest clutch of awards - including

best TV commercial of the year for ’lamp post’ - offers more evidence

still.



Topics