Awards in the business of marketing communications mean a lot to some and not so much to others. DDB has built its reputation on awards for creativity in solving client problems and what a reputation it is! Advertising has the prestigious, 40-year-old Effie awards, Ideas that Work - the great ideas that achieve real results and the strategy that goes into creating them. Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and knew exactly how to communicate their message to their customer. PR has awards too, on both a regional and national basis (Totems and Silver Anvils). DDB Public Relations always joins the fray and we've certainly won our share. The world of public relations is always scrambling to keep up with our brothers and sisters in advertising. And like so much of the time, we never seem to have the budget to match their productions. The awards for PR programs should be better judged and presented than they are. The professionals always complain about the selection and ceremony. However, these are the awards we have and our peers are judging us. This year, we won awards for improving national awareness of cancer research by sending a select group of mountain climbers off to climb an unclimbed mountain; aiding the Dalai Lama in an effort to discreetly comment on the problems in his homeland of Tibet, while being the focus of a global event to instill compassion in our world; bringing that compassion event onto the world stage with some of our colleagues; and making the coffee experience "unsnobby" at McDonald's. We're proud of these awards. The group that created the projects and made them happen are dedicated professionals and deserve the recognition. Even if we're patting ourselves on the back, we need to do that. Striving to be the best of the best is an important goal. Awards are the symbol of that effort and, no matter how lame the presentation, receiving the accolades makes us feel good about our work.
No comments:
Post a Comment