Know YourAward Shows

“Thewholeconceptofawardsissilly.Icannotabidebythejudgmentofotherpeople,becauseifyouacceptitwhentheysayyoudeserveanaward,thenyouhavetoacceptitwhentheysayyoudon’t.”

‐WoodyAllen

Ofcourse,hesaidthisafterhewonOscarsfor

BEST PICTUREand

BEST DIRECTOR.

Agencies that dogreat creative

tend to win awards.

Agencies that win awardstend to attract more

clients and better talent.

Agencies that attract moreclients and better talent

do more great creative andwin more awards.

See?

But not everyaward matters.

The Gunn Report

What is it?

• Reportthatcombinesthewinners’listsfromallthe“mostimportant”globalshows.

• Top39showsforTV• Top20forprint• Top20forinteractive

What are their topshows, exactly?

We don’t know.

Hi Greg

I’m afraid I can’t answer your question as we don’t reveal whichshows count towards The Gunn Report.  Attached is ourmethodology which will hopefully go some way to explaininghow we reach our conclusions.

BestEmma

Their methodology states…

Wehavecontinuedtobesecretiveaboutwhattheseshowsare…nottoupsetanyfriends…whoseshowsmightbeamongthosenotincluded.

Weincludethemainnationalshow(s)intheUSA,GreatBritain,France,Germany,Japan,Brazil,Spain,Australia(theshowincludesNewZealand),GreaterChina,Argentina,Canada,Italy,Mexico,TheNetherlands,SouthAfrica,SwedenandThailand.

So we don’t know.

But we have a prettygood idea…

Let’s look atthe big ones.

Cannes

• InternationalshowheldinCanneseachMay/June.

• Usually,morethan10,000delegatesattend.

• Presidentsandjuriesaretheindustry’sbestofthebest.

• UniquefortheTitaniumLionandYoungLionsCompetition.

• HighesthonoristheCannesGrandPrix.

Previous Grand Prix Winners

Previous Titanium Lion Winners

The One Show

• HeldbytheOneClubforArtandCopyinNewYorkCityeachMay.

• About18,000submissionsfromaroundtheworld.

• Juriesareamongthebestinthebusiness.• HighesthonoristheBestofShow.

Previous best of shows

D&AD

• BritishDesignandArtDirection.• BasedinLondon,theshowusuallytakesplaceinJune.

• Hasbeenanestablishedshowfor40years.• Encompasses29differentdisciplines.• Over25,000entrieseachyear.• Again,thejuriesareamongthebestinthebusiness.

EFFIEs

• Uniquelydesignedtorewardcampaignsthathaveshown“measureableresults.”

• Emphasisisprimarilyonincreasedsalesandawareness.Creativityissecondary.

• WinnersmaynotevenbeshortlistedatCannes.Butthey’veprobablymadesomeclientsveryhappy.

Food and Beverage

LondonInternational

Eurobest

International Andys

CLIOs

Art directors club

two publications

And two web sites

creativity‐online.com thefwa.com

Typical Categories

• Print• Out‐of‐home(billboardsandposters)• TV• Onlineandinteractive• Ambient• Integratedcampaigns• Design• PR

But categoriescan be ignored.

If you ask people to create advertising,that’s exactly what they’ll create. If youask people to do something more, then

they’ll do something more.

– Kirk Souder

The bar isvery, very

high.

These shows areexpensive.

Things you don’t needto win awards

• Awell‐knownclient.• Alargebudget.• Abrieffortelevisionorcinema.• Alargeagencystaff.• OfficesinNewYork,London,AmsterdamorSanFrancisco.

We want to create one career-defining campaigna year, something that really kicks ass. We’re

trying to get our people to do untraditionalthings. There’s no reason why we can’t do it in

Toronto. You don’t have to be in New York,Minneapolis, Los Angeles, London or Brazil.

- Zak Mroueh, Taxi

Things you do need towin awards

• Greataccountmanagement• Greatplanning• Greatcreative• Greatinitiative• Greatdedication

Brilliant ideas are fragile. They won’t getproduced unless everyone in the agencyis dedicated to helping them through.

- Sally Hogshead

Why should anyoneoutside the creative

department care aboutaward shows?

These are not just creative departments.

You need to know about Brazil, why isSouth Africa so great, why do Britishguys consistently do such brilliant

work? Why is Amsterdam flaring withcreativity? You know, the world is

shrinking to the size of a grape. If youdon’t know what’s going on, you’ll die.

Clients are so global now.

- Tony Granger

Next deadlines

September:Eurobest

November:Andys

January:ArtDirector’sClubOneShow

February:F.A.B.

March:Cannes

What will you beentering?

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