Alternative marketing thinking

iCONTRACT

Advertising Award Shows Like Women’s Fashion Shows?

Interesting thinking on Rory Sutherland’s blog on why advertising award shows have plummeted to the depths they have. Like women’s fashion, he writes – possibly the greatest example of misdirected human effort since the Germans lost 3m men invading a country I don’t even want to go to on holiday. A pointless industry which pollutes the high street of every town in the country, leaving little room for essentials such as curry houses, ironmongers and pubs. A battleground for peer-group intimidation rather than having any surviving intrinsic purpose. His solution: Restrict entry to one international awards show and one local one. Bank the money you save. Use it to create fabulously generous rewards for creatives who win these awards for existing clients. And also fabulously lavish rewards for non-award-winning work which is remarkable in some non-formulaic way – or for work which is startlingly effective. Make sure that the work rewarded is always remarkable but often unexpected. Reward the huge and good alongside the small and great. More on BrandRepublic Blogs.

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