The marketing and advertising industries are awash with awards, but are they worth the time, effort and fanfare?
The Brand Newsroom team takes a close look at the value of awards to an agency and, more importantly, to the client.
Here are some key take-outs:
- Awards are run by people either wanting to promote their own brand or make money — so ask yourself whether the award is credible, why it has been created, and what the benefit is to your business from entering.
- Before you enter an awards program, ask yourself whom you’re entering it for? Is it you and your agency? Or the client and their goals?
- Carefully choose which awards programs you want to enter. Pick ones with credible judging panels and some kind of status.
- Awards have a shelf life. Stop trying to leverage awards that are two or three (or 10) years old.
- Awards are likely to earn you only limited earned media, because most are sponsored by a media outlet and that’s the only one likely to provide coverage.
- Awards should serve the customer.
On My Desk
- Sarah recommended SkyView and Sky Guide
- Here are the TuneIn Radio and iHeartRadio apps Nic recommended.
- James suggested the Guardian’s ‘Recommended for You’ feature.
Have you heard the one about…
Recently James, Sarah and Nic took a close look at media intelligence.
And here’s a discussion looking at the questions you should ask before engaging any kind of communications agency.
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