At a recent marketing awards show, I found myself paying close attention to
the audience as the prizes were doled out. Most of the attendees were agency
types –– designers, copywriters and account managers –– who spent the
evening hooting, cheering and congratulating themselves on a job well done.
(And I was no exception –– especially when it was Movéo at the podium.)
But it got me thinking: Does any of this backslapping really benefit our
clients?
It’s no secret that the marketing industry loves to laud its own
achievements. We have award competitions for almost everything –– from best
global ad campaign to best on-hold message. And as silly as some of these
prizes are, amassing them undoubtedly benefits the agencies involved. Awards
allow us to set ourselves apart in the eyes of potential clients and attract
new business. But for current clients –– the ones paying for all this
award-winning work –– the benefits aren’t so obvious.
Yet, there are some. For starters, awards are noticed not only by potential
clients, but also prospective hires. The opportunity to do interesting work
figures heavily in their decision-making process. So by winning awards,
agencies attract better talent, which, in turn, benefits their clients. In
addition, the pursuit of awards breeds a competitive spirit that keeps the
quality of work high.
So the next time your agency wins an award, consider it a boon –– just skip
the rowdy awards show.
Irene Westcott, Associate Creative Director
