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Q Which is more valuable to an agency: an award for creativity or one for effectiveness?
Rather than answer this interesting question myself, I put it to an intelligent Martian who'd just dropped by for a cup of mint tea and a bit of a chin-wag. Since he'd only just arrived on our planet,he first needed to ask a few questions himself.
Martian: What are agencies for?
JB: To help their clients be more successful than they otherwise would have been.
M: How is success determined?
JB: It varies client by client. But usually by measuring growth: of sales, share-of-market, profit margins - that sort of thing. It's always based on numbers.
M: Are all marketing campaigns designed to affect consumer behaviour?
JB: Certainly most.
M: Who judges effectiveness awards-and on what basis?
JB: Experienced marketing people, based on rigorous, data-based submissions running to several thousand words. Only measured achievement counts.
M: Who judges creative awards - and on what basis?
JB: Senior creative people, based on their immediate reaction...