Advertising Contests
The Competition for Ad Awards Is Serious Business for Agencies
Early in the year, advertising agencies begin preparing for year-end award competitions that can bring them valuable recognition among peers and clients.
Early in the new year, advertising agencies, ad departments and professionals should review their past year's work, decide which, if any, of the work is contest worthy, and then begin the tedious task of submitting the materials in the appropriate competition.
The competition is serious business for the industry, especially to advertising agencies, writers, artists, photographers, directors and producers. But just competing is an expensive, challenging and time-consuming process that involves:
- Selecting the best work of the past year;
- Defining the project's objectives and audiences;
- Documenting results and comparing them to goals and expectations;
- Adhering to strict contest regulations and entry formats;
- Paying appropriate fees;
- Delivering entry packages;
- Meeting contest deadlines;
- Following up to make sure the entry has been received and accepted.
Awards Considered Assets to Agencies, Individuals and Clients
The awards and honors that flow from contests are considered valuable assets in the retention and pursuit of agency clients and the promotion of individual performers. They feed both corporate and individual egos. Winners say the honors and prestige also flow through to their clients.
The competition ranges from local to international and includes dozens of categories. The award presentations sometimes resemble major theatrical productions.
Many large cities, including practically all large American ones, offer their own contests. But the biggest prizes lie in the national and international competitions, including the following.
Seven Top Advertising Contests
Cannes International Advertising Festival Festival producers say their Lion Award is "the world's most coveted advertising award." They claim the Lions change "the careers and the lives of the creative people who win them." About 9,000 ad writers, artists, photographers, directors, producers, ad agencies, students and sponsors from 85 countries attend the annual festival in France each June. The contest draws about 25,000 entries. Entry fees range from about $350 to about $1500, depending upon the category.
Addy Awards are presented by the American Advertising Federation (AAF). Judging is conducted on three levels: 1. By local AAF clubs; 2. In 14 regional competitions; 3. In national/international finals. AAF says it receives 60,000 entries and that it is "the size of the idea that matters most."
Clio Awards are among the most prized honors in American advertising. The categories include billboards, content, design, innovative media, integrated campaigns, radio, TV/cinema, print, direct mail, posters and interactive ads. Contest sponsors say "the most celebrated names in advertising and design" attend the annual Clio Festival in South Beach, Florida each May. The 50th anniversary of the awards will be celebrated in 2009.
AME Awards. Sponsors say the AME Awards provide "an international forum recognizing the effectiveness as well as the creativity of advertising and marketing on a global scale."
Global Awards for Healthcare Communications recognize "creative and marketing excellence in healthcare communications around the world."
Midas Awards for Financial Services Communications are "dedicated to the recognition of creativity and effectiveness in financial services communications on a global basis."
The New York Festivals International Advertising Awards (NYFA) ranks as a major competition simply because it serves America’s major advertising city. It recognizes work in 10 categories ranging from television to collateral ad materials. For the 2007 competition, it expanded its recognition program to include Olympic theme ads and political advertising.
Cannes International Ad Festival: The Advertising Industry's Most Prestigious Annual Gathering
