When I took the helm of The New York Festivals in 1979, it was a simpler world. The awards scene was dominated by Clio, Cannes was beginning to make its move and the U.S.A was the undisputed leader in world advertising.
What a difference two decades make. The largest multinational advertising giant is headquartered in London. The best-attended international advertising event is in the South of France. Clio expired and was born again, and this year is mounting a challenge to Cannes with an event in the south of Florida.
I’ve just returned from a trip to India, Malaysia, Hong Kong and China where, like so many other places in the world, interest in awards shows is at an all-time high. Awards have always been and will continue to be important in the industry because they serve a variety of purposes:
• agencies promote their awards accomplishments to attract new creative talent;
• agencies communicate the "third party endorsement" value of awards to attract new clients and to reinforce relationships with current clients;
• agencies use awards to encourage and promote their creative staffs’ performances;
• and, in addition to bonuses, awards are among the best perks for creative egos.
Awards events also provide an important training and motivational service for agencies by gathering each year thousands upon thousands of ads—creative and unfamiliar work from every corner of the globe—which are exposed to agency creatives via judging sessions, publications and awards events.
Awards shows feature, circulate and thereby promote the work of production companies which enter competitions directly, or whose work is placed in competition by advertising agencies. Some awards shows offer specialized venues for important categories of advertising characterized by specialized technical considerations. The New York Festivals, for example, has specialized international competitions recognizing the world’s best work in healthcare communications (The Global Awards) and marketing effectiveness (AME International); this year it introduces the International Midas Awards for financial services communications. We also pioneered New Media awards, a competition we launched in 1992.
The pedigree of a leading awards show is demonstrated by the industry leaders who lend their support and guidance. Current New York Festivals worldwide chairs include Phil Dusenberry of BBDO Worldwide, who heads up our advertising judges; Bob Kuperman of TBWA Worldwide, who chairs AME International; and Greg Johnson of Digitas, who chairs our New Media judging.
Finally, awards events provide advertising agencies; production companies; music, editing and post production companies; clients and freelancers with an opportunity to meet and network with peers from around the world, to compare creative thinking and execution, to share war stories, and to size up future employers and employees.
