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BizBash: Reinventing CLIO

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I was asked the event media pub, BizBash, to present at their conference on the reinvention of the CLIO Awards.

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BizBash: Reinventing CLIO

  1. 1. REINVENTING THE CLIO AWARDS KARL VONTZ, DIRECTOR, CLIO AWARDS#bizbash @kvontz
  2. 2. The CLIO Awards is one of the world’s most recognized awards competition for advertising, design and communications.#bizbash @kvontz
  3. 3. 54 YEARS OLDOVER 12,000 ENTRIES PER YEARFROM 86 COUNTRIESAND 1,500 AGENCIESMORE THAN 150 JUDGES18 MEDIUMS60 CATEGORIESLESS THAN 1% WIN GOLD#bizbash @kvontz
  4. 4. https://vimeo.com/45924035 #bizbash @kvontz
  5. 5. WHY REINVENT THE CLIO AWARDS?#bizbash @kvontz
  6. 6. 2008 SNAPSHOT:CLIO WAS IN SOUTH BEACH, MIAMI3 DAYS OF CONFERENCES4 NIGHTS OF AWARDS5 NIGHTS OF PARTIES8 VENUES ACROSS SOUTH BEACH400 AWARDS HANDED OUT ON STAGE#bizbash @kvontz
  7. 7. AND…EXPENSES WERE OUT OF CONTROLCOMPS WERE EXCESSIVEAUDIENCE WAS NOT GROWINGSPONORSHIPS WERE NOT GROWINGPROFIT MARGIN WAS SHRINKINGPRESS WAS WANINGPRESTIGE WAS WANING#bizbash @kvontz
  8. 8. WHAT WAS THE CHALLENGE?#bizbash @kvontz
  9. 9. Grow profit margin Make CLIO prestigious again HOW?#bizbash @kvontz
  10. 10. LEARNING FROM OTHERS: What was the challenge? Who was the audience? What did the audience want? What was the solution? What was the result?#bizbash @kvontz
  11. 11. CASE STUDY: HOTWHEELSDefining the challengehttps://vimeo.com/40617581 #bizbash @kvontz
  12. 12. WHO IS THE AUDIENCE?#bizbash @kvontz
  13. 13. Agency Creatives Designers Producers Brand Marketers Media Buyers#bizbash @kvontz
  14. 14. THEY’RE BUSY,SMART...#bizbash @kvontz
  15. 15. THEY ARE CLIOJUDGES…#bizbash @kvontz
  16. 16. From the largestagencies…BBDO HILL & KNOWLTONBBH JWTDDB KETCHUMDENTSU LEO BURNETTDRAFTFCB McCANN ERICKSONEDELMAN OGILVY & MATHEREURO RSCG PUBLICISGOLINHARRIS TBWACHIATDAYGREY WORLDWIDE Y&R#bizbash @kvontz
  17. 17. From the hottestagencies@RADICAL.MEDIA JUNG VON MATT180 AMERSTERDAM KBS+PADAM & EVE MCGARRYBOWENAKQA MOTHERANOMALY PEREIRA & O’DELLBATES R/GACP+B THE BULL WHITE HOUSEDROGA 5 SID LEEEVOLUTION BUREAU VICTORS & SPOILS #bizbash @kvontz
  18. 18. CASE STUDY: FOUR’N TWENTYKnowing your audiencehttps://vimeo.com/36349410 #bizbash @kvontz
  19. 19. WHAT DOES THE AUDIENCE WANT?#bizbash @kvontz
  20. 20. Survey…Over 80,000 industry professionalsIn 86 countries35 questions on entries, judging andawardsOver 2,000 responses#bizbash @kvontz
  21. 21. And…150 AGENCY VISITSIN 5 COUNTRIESOVER 1,000 PHONE CALLSAND 5,000 EMAILSAT LEAST 10,000 IDEAS#bizbash @kvontz
  22. 22. RESULTS…CLIO IS NOT ACCESSIBLE IN MIAMIENTRY SYSTEM IS TOO COMPLEXTECHNOLOGY IS OLDCOMMUNITY FEELS DISCONNECTEDAUDIENCE IS UNAWARE OF CHANGESCONFERENCE IS NOT IMPORTANTWINNERS NOT FEELING HONOREDAWARD SHOW FEELS LACKLUSTER#bizbash @kvontz
  23. 23. CASE STUDY: PUBLIC LIBRARYKnowing what they wanthttps://vimeo.com/51445404 #bizbash @kvontz
  24. 24. WHAT WAS THE SOLUTION?#bizbash @kvontz
  25. 25. SOLUTIONS…MOVE CLIO WHERE THE AUDIENCE ISSIMPLY ENTRY SYSTEMUPGRADE TECHNOLOGYCREATE ONLINE COMMUNITIESEXPAND DIGITAL REACHCANCEL CONFERENCE SERIESSHOWCASE WINNERS ONLINEMAKE CLIO THE OSCARS OFADVERTISING#bizbash @kvontz
  26. 26. CASE STUDY: DECODEDForming solutionshttps://vimeo.com/35698139 #bizbash @kvontz
  27. 27. WHAT WAS THE RESULT?#bizbash @kvontz
  28. 28. 2012 SNAPSHOT:CLIO BACK HOME IN NEW YORK0 DAYS OF CONFERENCES1 NIGHT OF AWARDS1 NIGHT OF PARTIES1 VENUE IN MANHATTAN15 AWARDS HANDED OUT ON STAGE#bizbash @kvontz
  29. 29. AND…EXPENSES CUT IN HALFCOMPS WERE DECREASEDAUDIENCE GREW BY 50%SPONORSHIPS STARTED GROWINGPROFIT MARGIN AT ALL-TIME HIGHPRESS GREW 10 FOLDPRESTIGE IS NOW HIGHER THAN ANYOTHER SHOW#bizbash @kvontz
  30. 30. https://vimeo.com/45922641 #bizbash @kvontz
  31. 31. CASE STUDY: PINK PONIESJust for funhttps://vimeo.com/35698258 #bizbash @kvontz

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