It’s that time of year again. Time to look back at the work we’ve done over the past year and see what has Addy award potential. The questions start to swirl:
• “Do we have enough to enter?”
• “What should I have done differently?”
• “What have I seen that might be up for an award?”
• “What are my friends at other agencies entering?”
• “Can I quickly think of a cool idea and produce it for someone, before the entry deadline?”
The last question is interesting. We creatives love to imagine, and sometimes our ideas aren’t right for our current clients. This is a terrific stretch opportunity. I see nothing wrong with developing a great idea and selling it to a prospect — when it’s the right fit. Sometimes, off-the-wall, in-the-moment creativity leads to long-lasting, profitable relationships.
A former boss of mine once came up with an idea, called a potential client and said, “I have a great idea that you must hear.” He met the prospect for drink, wrote a tagline on a cocktail napkin, slid it across the table….and a 10-year relationship was born.
On the flip side of the coin… there’s nothing better than winning an Addy for an existing client, especially if it’s a concept that resulted in increased sales. Years ago there was an award called “Documented Success.” To me, this was the most important Addy of all. This award recognized great creative, great marketing and the work that created the biggest return on investment. What client wouldn’t want to be part of that award?
And then there are the awards won for really good creative, but with little return on investment. Bottom line, these ads failed. Remember: the ultimate goal for advertising is to sell products. If we create something that is a work of art that never sells, we’ll end up being starving artists with a sad reel of unsuccessful work.
I’m proud that Werth has a reel of advertising successes with clear return on investment. Want to join me over coffee or drinks to inspire that next great Addy idea that will drive your sales? Give me a call at 614.224.8114, send me an e-mail at kwaldron@paulwerth.com or leave me a comment on this blog post.
