Advertising Awards: Ego or Excellence

by John Howlett

This past month, I celebrated my 10th advertising award show judging within the New York tri-state area. The following is my observations and comments on award shows.
Advertising is a little like Hollywood when it comes to awards shows. Although there is no Oscar or Tony they do have a Clio, Addy, a Boli on Long Island and in New Jersey it’s the Jersey Award. Winning a Clio at the NYC ad club show is big time stuff. It can be an instant resume booster for creative people. International agencies and their clients enter work that generally cost mucho dinero to produce. In TV, in many cases, it includes big time talent (famous celebrities that cash in on finally making it.) This can cost a small fortune for the use of their voice or their image, despite the fact that people know these are hired guns and well paid spokespersons. (I sincerely doubt if anyone viewing a dog food commercial truly believes the celebrity feeds that substance to their adorable pet Webster.)
The irony about advertising award shows is that with rare exception, most awards are based on creativity or entertainment value, not getting results (dare I say the word sales).
I am sure you have seen a commercial on Super Bowl where you were laughing out loud or being amused, said “Now that’s a good commercial”, then not remembered the advertiser an hour, a day or a week later. It happens all the time.
The famous ad man David Ogilvy once said if your agency ever says the word “creativity” run… don’t walk to the closest exit. Although, many people would like to claim DO (as he liked to sign his memos in his day) as being “old school”, he made a lot of money for his clients and himself as well as his partners. After all, advertising is a business and businesses are supposed to make money. You might think the writer of this article is opposed to creativity. That’s not true. Creativity alone is just an ego trip. But combine great creativity with a strong selling message… now you are climbing the mountain of advertising excellence! Marketing guru Sergio Zyman says the only reason you should advertise is to “sell more stuff.”
When it comes to advertising and marketing, ask yourself two questions. Does your advertising distinguish you from the competition? Does it make you a little uneasy or is it me too and safe. “After all, the customer is not stupid. She is your mother, your sister or your wife,” to paraphrase Mr. David Ogilvy.

John Howlett is CEO/President of the Aviza Group, an advertising and marketing consultancy service.