It Costs Lots Of Money To Feed Oversized Egos

Ad Age reports that award-hungry agencies will spend $37 million this year entering Cannes, One Show, D&AD and The Andy’s. The magazine does not project how much more will be spent on the myriad of other shows.
The copy-heavy article attempts to explain why awards are important to agencies.

For some agencies, getting an award-winning rep is so important that compensation is tied to show performance. A goal at every DDB office, for instance, is to rank among the top three most creative shops in a given market.
Bob Scarpelli, chairman-chief creative officer of Omnicom Group’s DDB Worldwide, said, “I can tell you that our most award-winning agencies-Chicago, Sao Paulo, Paris, London and Canada-are usually our best performing offices.”

What’s missing from the award show frenzy in my mind, is the people’s choice model. Unless I’m applying for a job, I don’t care what some hungover creative directors think about my work. However, I do care what the intended audience thinks.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.