Adland claims plethora of rewards, but few points on profit and loss issue

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Marketers are busy people who love business. Their bosses and shareholders would shudder at the alternative. Advertisers may view agency copywriters and art directors as forward-thinking, doing their best to push the boundaries of creation and provide brands with a strong image to help them differentiate themselves from their competitors in the marketplace.

However, the real success comes down to improving the bottom line. Everything else is an airy, fairytale self-indulgence that just might grab the attention of other adlanders, but does little or nothing to make the cut to drive sales and boost profits. Adland boasts of a plethora of awards, but little attention to the profit and loss issue.

The work of British advertising experts Les Binet and Peter Field has become the sacred doctrine forever uttered to show the need for a long-term investment in marketing to build lasting sales. Andrew Ehrenberg and Byron Sharp are also regularly cited at Marketing Institute Ireland conferences to make a compelling and easy-to-understand case for the brand’s sales growth.

In his book, Marketing is in Trouble (Orpen Press), former Glanbia and C&C Marketing Director Colin Gordon writes that marketing is central to how the outside world of life and the consumer’s context responds. to business challenges. He also has to face his own credibility. “In the art versus science debate, it’s hard enough for marketers to overcome the demand for adaptation without so many cliché simplifications to the practice and process of marketing,” Gordon said.

He criticizes marketers for focusing too much on marketing communications at the expense of other elements. That said, advertisers do appreciate the thrill generated by the awards show. Coming back to the office with a trophy in hand is quite edifying. The fact that the award is based on careful consideration of art and science is a major bonus, at which even the most skeptical accountant can shine.

The Effies

The Effies are distinguished by the emphasis placed on the effectiveness of campaigns based on robust criteria.

The Effies are a sequel to previous Adland Oscars. The Institute of Advertising Practitioners in Ireland (IAPI) looked across the Irish Sea and liked what they saw that their respective organization, the Institute of Advertising Practitioners (IPA), had done with Advertising Effectiveness Awards, aka AdFx. The Effies are intended to do the same, but with an international benchmark.

A panel of respected judges is recruited and monitored for any possible conflict of interest. Campaign entries are assessed against a variety of criteria, with 70% of the score centered on challenge, context and goals, insight and strategic idea. The realization of the concept, including creative and media strategies, and the work itself, are also analyzed. The results represent the remaining 30 percent.

The lens through which lawyers evaluate each campaign is effectiveness. Jurors look for results with context in relation to the goals. Scores determine which cases will be finalists and which finalists will be awarded a Gold, Silver or Bronze Effie. The finalist score level and each winning score level – gold, silver, bronze – has a minimum requirement.

Finalist status and category trophies are presented at the discretion of the judges. It is quite possible that a category will not earn a finalist, if no campaign entry meets the minimum threshold for finalist status. Likewise, there may be up to four winners of any level or perhaps no winner in a category, depending on whether or not an entry meets the minimum award threshold.

Direct comments from judges are available. The entry guide describes what judges are looking for and in each scoring section. Achieving the status of finalist or winner at the Effies is no easy task. Only a small number of campaigns are finalists each year and of these, a fraction is a winner. To win the grand prize trophy, a campaign must be exceptional. Finalists and winners receive points in an efficiency index and the corresponding credits are recorded in the Effie case database.

Last week, Ireland’s Inaugural Effies were distributed as part of the ongoing effort to facilitate the sale of advertising effectiveness. As TBV Global Jury Chairman Damian Devaney said, the rarity value and level required by Effie Worldwide became evident at the online ceremony where only seven gold, 12 silver and 12 bronze were presented in 22 categories.

Drum roll please. Róisín Keown’s The Brill Building had reason to be cheerful as they won two gold medals for their cancer research and The Shop That Almost Wasn’t. Boys + Girls and Core won gold for Three Ireland’s Connected Island. The campaign is based on Three’s connectivity to Arranmore, the island off Donegal. The idea was an initiative to save the island from extinction and reverse more than 150 years of emigration.

Gold also went to Boys + Girls and PHD for Skoda’s The Power of One Little Word. Bonfire’s work for the Alone charity, The Public House’s campaign for the Epic Emigration Museum and London designer boutique Mother and their entry for Diageo’s Baileys cream liqueur, titled It’s a Treat: the Five-Year Turnaround Story, were the other gold winners.

Michael Cullen is Editor-in-Chief of Marketing.ie


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