Do Advertising Awards Matter?
Just over a month ago, the world's advertising industry descended upon Cannes, France, for its annual Festival of Creativity. At this event, agencies the world over are awarded for their creativity and, in a few small cases, for work that actually increased sales.
Cannes of course, is but one of many advertising awards festivals that occur over the course of the year. But it's the biggest, the brightest and the most coveted of all. Certainly much of the entered and winning work is worthy of praise. And certainly the individuals behind the work deserve to have the spotlight shown on them in the presence of their colleagues, coworkers and friends. But...do awards matter?
By matter, I mean a few things. Do awards generate business for the agency? Do they further the career of the individual creative? Do they positively affect the brand for which the agency won the award? Are they a metric a brand can use to determine the capability of an agency? For an article I wrote for Central Desktop, I turned to a few in the industry to help answer these questions.