CMOs’ ‘massive egos’ drive agency awards focus says Red Agency boss
Wright
The Australian head of public relations agency Red Agency has told a public relations forum that the “massive egos” of some clients were a major driver behind the ad industry’s lust for awards.
Speaking at the same Public Relations Institute of Australia (PRIA) NSW event on Monday night in Sydney Edelman Australia boss Michelle Hutton called on the body to “evolve” their Golden Target Awards to incorporate more “inspiration” like the Cannes Lions
Asked about what drives agencies to enter awards Wright said: “CMOs’ egos are massive. They want it on their CV, they are probably thinking about where their next move is and they want to have a Cannes Lion to be able to go to the next business they want to go to.”
Let’s hope Red Agency/Havas Melbourne deal more with corporate affairs departments than marketing departments with comments like that from the agency boss.
Having sat on both sides of the fence during my career, I think the proposition that client egos are driving agencies to enter awards is laughable. I recall finding out that our appointed agency had won an award for a campaign (for our brand) that we knew nothing about! Funny, the agency’s CEO didn’t agree with me when I told him he should return the award.
Red Agency are doing some excellent (and dare I say it … award winning) work. But certainly work of great substance and heart.
What bollocks CMOs (speaking as one) dont value advertising awards & to think that drives them shows how little this agency understands clients. It is the year 2014, marketers live & die on results. Be it turnover, P&L or market share.
I’d prefer to achieve my results without having to deal with Ad agency “creatives” but they are still a somewhat necessary evil however the tipping point is nearly here!