10 Observations From The Annual Ad Awards Ritual


 
This year's annual Dayton Addy competition has now come and gone, and gratefully Springboard (with its sister agency Hafenbrack) walked away with two Gold Hermes awards for print advertising. We are thankful for the good work encouraged by great clients such as the Greater Springfield and Champaign County Chambers of Commerce.  Here are a few observations from this year's awards:

1. The Need For Ideas - The concepts that win typically have a substantial, central idea.
    Unfortunately, too many substitute tasteful design for meaningful ideas that drive a position.

2. The Trend To Interactive - It was amazing how quickly entries have trended to interactive.
    Clearly, the web and mobile applications are where the future is heading in competitions.

3. The Missing Results - I know awards competitions are typically a creative love fest, but I think
    there is room for a category where results are attached, such as PR, search or social media.

4. More Great Work - It seems that every year, no matter what the economic situation of the
    prior year, great work makes its way. It's proof that creativity is possible in any environment
    and with any budget.

5. Less Great Work - OK, I'll contradict myself.  There was plenty of great work at this year's
    awards ceremony, but it was thinner. I think the lower-level winners (Bronzes) were not as
    good as in the past.  

6. The Great Equalizer - Excellent work is created by individuals, with the encouragement of
    others and a nurturing environment for sure, but each year new names and firms pop onto
    the scene. One person can make a huge showing, and each year finds new gems.

7. Great Student Work - I am continually amazed by the quality of work created by brilliant and
    talented students (undoubtedly with the help of excellent teachers).

8. Dreadful TV - Every year...the most dynamic medium showcases the worst work.

9. A Great Show - The Dayton Ad Association and Graphica put on a wonderful show.  Great
    theme, wonderful venue and nice, tight presentation/schedule that moved the festivities along.

10. The Promise Of Next Year - Everyone leaves the show with motivation and renewed a
      renewed goal of making the next year once again a winner.

Until next year! 
    
Posted by John Fimiani at 1/25/2012 9:56 AM
Categories: uncategorized
Tags: awards advertising creativity
 

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