23 Jun How do ad agencies win a Cannes Lion award?
As the Cannes Lions Festival is wrapping up this week, we’re seeing the annual breathless, self-congratulatory statements popping out of agencies with photographs of their awards and sun-tanned artistic groups sipping champagne.
They ought to really feel proud. They’ve achieved a large accomplishment that has been the acknowledged stamp of credibility for promoting creativity since 1954.
How do agencies win on the Cannes Lions pageant?
When I labored on the huge ad agencies, I used to be typically shocked at how they used purchasers’ budgets for the aim of profitable awards and self-promotion.
I’ve seen ad company executives planning tips on how to maximize their billings for minimal work and use their purchasers’ budgets to submit campaigns for awards.
I vividly keep in mind, shortly earlier than I walked away from my ad company profession, being a part of a workforce that created a poster to advertise a lightbulb.
It concerned an elaborate set rental, skilled pictures shoot, intensive picture enhancing, and in the end price the shopper $17,000. For a poster.
It did nothing to speak the advantages of the lightbulb for customers. And there was not a single dialog on the company about how we must always measure outcomes, and even what the purpose was for the poster.
Was it a failed poster marketing campaign?
It definitely didn’t obtain the objectives within the official artistic transient.
But, it did win a prestigious award for that company and the artistic director.
It was definitely a intelligent (if not esoteric) idea with stunning, refined pictures, however it was totally ineffective as an ad.
I watched because the shopper contacts turned a blind eye to the waste, understanding that they might be repaid with lavish expense account dinners in change for handing over their firm’s money.
CMOs are turning towards award-obsessed agencies
That’s why immediately’s CMO’s are rejecting conventional award-seeking agencies. They know these agencies don’t care about their purchasers. Much much less their purchasers’ clients.
Today’s CMOs know award-seeking agencies don’t care about their purchasers. Much much less their purchasers’ clients.
They know that too-clever advertisements typically don’t obtain outcomes. Their digital transformation is altering their priorities. Data-informed ad campaigns at the moment are revealing how ineffective the previous gut-feeling strategy could be.
They are looking for options, and discovering them within the Zen Marketing strategy that balances instinct with knowledge, huge concepts with daring experiments, inspiration with rigorous validation.
The various to cleverness is buyer insights which are validated by strong knowledge.
The various to awards for cleverness is measurable outcomes elevate.
I firmly imagine that creativity continues to be required for promoting. And a rigorous experimentation program is enabling immediately’s advertising and marketing innovation.
I’m reminded once more, on this Cannes Lions Festival season, of why I began WiderFunnel to be the “anti-agency.” And once more, why we are going to by no means make a advice if we haven’t examined its capacity to elevate the shopper’s income.
So, the subsequent time you’re in an company pitch the place they’re bragging about their awards, don’t stroll; run away from hiring them. They’re telling you they don’t care about you.
Why we are going to by no means win a Cannes Lion award
Short reply: Because we are going to by no means submit for one.