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Know Your Award Shows

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An introduction to advertising's most prestigious awards shows.

An introduction to advertising's most prestigious awards shows.

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  • 1. Know Your Award Shows
  • 2. “The
whole
concept
of awards
is
silly.
I
cannot abide
by
the
judgment
of other
people,
because
if you
accept
it
when
they say
you
deserve
an award,
then
you
have
to accept
it
when
they
say you
don’t.” 
 ‐
Woody
Allen
  • 3. Of
course,
he
said
this
after he
won
Oscars
for BEST PICTURE and BEST DIRECTOR.
  • 4. Agencies that do great creative tend to win awards.
  • 5. Agencies that win awards tend to attract more clients and better talent.
  • 6. Agencies that attract more clients and better talent do more great creative and win more awards.
  • 7. See?
  • 8. But not every award matters.
  • 9. The Gunn Report
  • 10. What is it? • Report
that
combines
the
winners’
lists
from
all the
“most
important”
global
shows. • Top
39
shows

for
TV • Top
20
for
print • Top
20
for
interactive
  • 11. What are their top shows, exactly?
  • 12. We don’t know. Hi Greg I’m afraid I can’t answer your question as we don’t reveal which shows count towards The Gunn Report.  Attached is our methodology which will hopefully go some way to explaining how we reach our conclusions. Best Emma
  • 13. Their methodology states… We
have
continued
to
be
secretive
about
what
these
shows
are…not to
upset
any
friends…whose
shows
might
be
among
those
not included. We
include
the
main
national
show(s)
in
the
USA,
Great
Britain, France,
Germany,
Japan,
Brazil,
Spain,
Australia
(the
show
includes New
Zealand),
Greater
China,
Argentina,
Canada,
Italy,
Mexico,
The Netherlands,
South
Africa,
Sweden
and
Thailand.
  • 14. So we don’t know. But we have a pretty good idea…
  • 15. Let’s look at the big ones.
  • 16. Cannes
  • 17. • International
show
held
in
Cannes
each May/June. • Usually,
more
than
10,000
delegates attend. • Presidents
and
juries
are
the
industry’s
best of
the
best. • Unique
for
the
Titanium
Lion
and
Young Lions
Competition. • Highest
honor
is
the
Cannes
Grand
Prix.
  • 18. Previous Grand Prix Winners
  • 19. Previous Titanium Lion Winners
  • 20. The One Show
  • 21. • Held
by
the
One
Club
for
Art
and
Copy
in New
York
City
each
May. • About
18,000
submissions
from
around
the world. • Juries
are
among
the
best
in
the
business. • Highest
honor
is
the
Best
of
Show.
  • 22. Previous best of shows
  • 23. D&AD
  • 24. • British
Design
and
Art
Direction. • Based
in
London,
the
show
usually
takes place
in
June. • Has
been
an
established
show
for
40
years. • Encompasses
29
different
disciplines. • Over
25,000
entries
each
year. • Again,
the
juries
are
among
the
best
in
the business.
  • 25. EFFIEs
  • 26. • Uniquely
designed
to
reward

campaigns that
have
shown
“measureable
results.” • Emphasis
is
primarily
on
increased
sales and
awareness.
Creativity
is
secondary. • Winners
may
not
even
be
shortlisted
at Cannes.
But
they’ve
probably
made
some clients
very
happy.
  • 27. Food and Beverage
  • 28. London International
  • 29. Eurobest
  • 30. International Andys
  • 31. CLIOs
  • 32. Art directors club
  • 33. two publications
  • 34. And two web sites thefwa.com creativity‐online.com
  • 35. Typical Categories • Print • Out‐of‐home
(billboards
and
posters) • TV • Online
and
interactive • Ambient • Integrated
campaigns • Design • PR
  • 36. But categories can be ignored.
  • 37. If you ask people to create advertising, that’s exactly what they’ll create. If you ask people to do something more, then they’ll do something more. – Kirk Souder
  • 38. The bar is very, very high.
  • 39. These shows are expensive.
  • 40. Things you don’t need to win awards • A
well‐known
client. • A
large
budget. • A
brief
for
television
or
cinema. • A
large
agency
staff. • Offices
in
New
York,
London,
Amsterdam or
San
Francisco.
  • 41. We want to create one career-defining campaign a year, something that really kicks ass. We’re trying to get our people to do untraditional things. There’s no reason why we can’t do it in Toronto. You don’t have to be in New York, Minneapolis, Los Angeles, London or Brazil. - Zak Mroueh, Taxi
  • 42. Things you do need to win awards • Great
account
management • Great
planning • Great
creative • Great
initiative • Great
dedication
  • 43. Brilliant ideas are fragile. They won’t get produced unless everyone in the agency is dedicated to helping them through. - Sally Hogshead
  • 44. Why should anyone outside the creative department care about award shows?
  • 45. These are not just creative departments.
  • 46. You need to know about Brazil, why is South Africa so great, why do British guys consistently do such brilliant work? Why is Amsterdam flaring with creativity? You know, the world is shrinking to the size of a grape. If you don’t know what’s going on, you’ll die. Clients are so global now. - Tony Granger
  • 47. Next deadlines September: Eurobest November: Andys January: Art
Director’s
Club One
Show February: F.A.B. March: Cannes
  • 48. What will you be entering?
  • 49. prepared
by makinads.com

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