The Week: Best of the blogs - Let's start selling again

"Carousel", a very well executed "digital" film based on a clever technique, has won/will win any advertising award "worth" winning. It's been a complete industry success story - but I have to ask the question: Has it sold many TVs? I think not.

Which means, basically, Philips has squandered a load of money on very little. Yet "carousel" has been canonised, is a huge critical success and is winning awards left right and centre - how can this be true?

"They are creative awards!" I hear you cry. Bollocks. What business in its right mind would hire a company to just be creative and win awards? I'm sorry, but this is about selling stuff. That's our job - we sell stuff. We are not film-makers, artists or poets - we are marketing people.

Worse still, there are people that perpetuate this nonsense by engaging agencies based on the amount of awards they've won, not selling other people's stuff. It's like going to the British Insurance Awards and the "Broker Grand Prix" going to someone wearing a nice suit who hasn't sold any policies.

Oh, and before you ask - yes, I've won awards and, no, I'm not bitter. I'm just tired of an industry that hasn't moved on since the 80s. I don't think it'll be long before the companies we work for ask themselves why they employ an agency that cares more about things looking pretty and winning awards than about selling stuff.

www.rubbishcorp.com

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