Several years ago, after the advertising awards, the winning agencies did their usual boasting of their achievements in the newspaper. On seeing this, a supermarket owner I knew said to me, quite harshly, that advertising awards make no sense. He continued by using an example of an ad campaign that ran, won awards but the product stayed on the shelf. I was mute. I mean, what could I say to a merchant on the front line? Was he correct in his description? From his perspective, he may be, but there are other factors to consider.
The basic purpose of advertising is to sell a product or an idea. In the simplest form, it’s like someone peddling grapes costing $30 per pound in the market by shouting to passersby. This is apt for an immediate audience. For wider reach, more advanced advertising is required. At this level, advertising is a marriage of art, commerce and science. It takes a dedicated team to bring forward a campaign – from researchers to collators, conceptualisers to creators. Sometimes when all these elements come together beautifully, a masterpiece is created, one that touches the hearts of consumers. Like all art, we celebrate works that achieve excellence, acknowledging the hard-working people behind it. But why do we need an award show? According to educational site, Community Toolbox:
- An awards ceremony makes people feel that their work is valued. It shows approval and gratitude for each person’s good job, and it makes people aware that good work will be rewarded. It shows others, such as the general public and other staff members, that you’re aware of outstanding accomplishments. Recognition motivates others to strive for excellence and we all benefit from it.
- Recognition motivates people. For instance, if a social worker receives an award for an outstanding performance in the outreach program, other social workers will strive to do better also, so that they too can be recognised. Being rewarded for doing well is one of the biggest incentives anyone can receive.
- An awards ceremony or activity is a chance for celebration and reflection. People will get a break and a party, getting their minds away from everyday work, allowing them to see the bigger picture. At the same time, they will have the chance to discuss the importance of their work and the achievement of the person being awarded. Gathering and sharing experiences is a very powerful means of encouragement.
Life at an advertising agency can at times be like working in a pressure cooker, so these reasons above are sound ones for us to be motivated to continue in this field.
My friend, the supermarket owner, suggested that the awards should be given in relation to how a campaign increased sales. That’s a thought. Who knows? It could be a new category in the advertising awards
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