How to win awards (and why ad agencies are backslapping knob jockeys)
PR agencies need to get better at making awards videos if they want to beat creative agencies in the public relations category of the Cannes Lions – and adland is the home of awards-obsessed, “backslapping knob-jockeys”, the Mumbrella Question Time panel heard.
Asked for advice onhow to win awards, Mango PR’s Simone Drewry, who was Australia’s representative on the public relations jury of the Cannes Lions, said that ad agencies had a “vested interest” winning awards, and that included the P category. She said: “80% of the entries were from ad agencies and not PR agencies.”
She added: “If we want to be taken seriously by CMOs then we have to work in their space. Our creative agency friends are very good at making videos. We need to learn to make good videos, PR agencies.”
all the PR worth doing has nothing to do with the CMO, thankfully
So, increased sales for the punter who’s paying the bills doesn’t signify?
Screw your trophy cabinet with its lovely awards. Move product for me.
So what you’re saying (or admitting) – is that you need to be more creative to win awards!
Dudes, ad agencies wouldn’t chase awards if clients didn’t measure them by how many they have.
if ad agencies spent as much time thinking for their clients as they did for themselves the industry’s credibility in the eyes of directors would skyrocket