April 11, 2014 Leave a comment
As a strategist, creative director and student of advertising’s impact, I love to see advertising that’s challenging and interesting – when it comes to it’s impact on marketing. But we’re not seeing many ads like that when you look at “award winning work”. And here I mean agency style awards like Clio’s, New York Festival or Cannes (industry specific awards are usually far more interesting).
Yes, agency award show winners exhibit tremendous creative values – like clever film making, design, or writing. But despite all this art, from the point of view of a marketer, award winning work has become entirely dull, predictable & uninteresting.
How did it come about that all this extraordinary creativity could end up delivering bland marketing impact? How could this happen in a business that never ceases to tell itself how clever it is with myths like “thinking outside the box”?
We can blame, at least in part, the award shows themselves. After all:
The primary reason for agency driven award shows is to maintain the creative status quo.
And when advertising is driven to satisfy the status quo it loses its ability to deliver brilliant results.