Awards shows have been a hot topic in recent years. With the economy in a precarious place and marketing dollars being spread thin, is it really still relevant to self-congratulate and award work when the focus should be on pitching new business and building corporate culture?
Although both of those things are paramount, I’m taking a stand that awards shows are more important than ever, and here’s why: In an era of technology moving faster than a speeding bullet and the definition of media shifting every day, it’s crucial to participate in awards shows to see where we are, where we are going and where we have been. And having an agency focus on crafting the perfect awards show entry builds teamwork, pride and confidence—and it can only make the work better in an admittedly hypercompetitive climate. Plus, winning awards is a great way to market a firm’s services, as well as target potential new clients.
Still not sold? Then think of how important it is to celebrate the work we are all doing, despite the economy, the lack of jobs and the challenges of slashed budgets. Doing good work today is not easy given the above challenges, so an acknowledgment of a job well done is a boost to a firm’s morale and an opportunity to showcase your brand. And if you don’t win one, it allows your entire agency to see the work that did win, why it won and what to strive for next year so that one or more of your talented staff can earn not only some bragging rights but also a little fuel to keep shooting for excellence, performance and smart(er) thinking.