Focusing on Advertising Contests

Competition judges are now placing more emphasis on ad results, but producers must also make sure marketing doesn't get lost in a rush to creativity.

The approach of the annual advertising competition season recalls some contests our former agency won and lost at the same time.

Years ago, when an association client was considering the third or fourth renewal of our contract, a member of the evaluation team said, rather forcefully, that our ads were good at winning awards, but were not helping the association reach its goals.

The comment jolted us and, of course, we debated it. We were proud of the awards we had won and said they reflected well on the client. But we lost the account.

Don't get caught in the contest trap

I never entered another ad contest, for a couple of reasons. First, we never wanted to hear that criticism again. Second, I wanted to make sure we never got caught in the contest trap and never lost our focus on the main objective, developing client business.

The contest trap is real. Sometimes without realizing it, ad professionals can start making subtle decisions that will impress business peers (i.e. contest judges) more than they will impact the client’s target audience. Creativity is often more fun than old fashioned marketing.

Client prospects probably do not appreciate all the ad nuances that your advertising colleagues or competitors might. But they pay the client’s bills and the client pays the ad bills.

Contests Now Placing More Emphais on Ad Results

Considering the benefits that can flow from some major awards, we probably over reacted to that client’s criticism. And, the problem may be less serious these days because the contest people seem to be placing more attention on ad results.

However, it’s a good idea to keep contests in proper perspective when spending the client’s ad production dollars.

Advertising Contests