It's Not About the Awards, But They Are Nice!
Sometimes I see ads and wonder if the agency who produced it ever had any formal training in advertising, or did these people fall in love with the industry by watching "Mad Men." There are standard objectives that all ads should meet. How many times have you said, "That is a great ad," but you don't remember whose ad it was? Entertainment alone does not make a good ad. A good ad stresses product benefits, arouse curiosity and provide information.
Leo Burnett said, "The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders."
Awards are not the reason that we produce an ad or come up with marketing plan. Again, it is all about the business and what is good for business.
That being said, it is nice to be recognized by your peers and I take pride in my work. My department At Super D won several NACDS-Woman's Day Gold Link Awards for Marketing Excellence. This was the award for the chain drug industry. We also received a Gold Certificate Award from the local Memphis Ad Fed annual Pyramid/Addy competition.
It's not the size of the dog in the fight , but the size of the bite of the dog in the fight!
Great ideas and great planning don't have to come from large agencies with large price tags. It comes from innovative; creative thinking, sound logic, and the courage to be different.
Observing the world from a fresh perspective can help us discover new solutions to old problems. It's about taking your business to the next level.