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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
CRE ATIVIT Y philosophically. But sometimes the world does n’t work in the way we reason it should. If y ou were right, then those agencies that did priori - ti se effe ctiveness o r stra tegy o r research and did use creativity only as a means would surely be the ones generating the most effective work. And conversely the egotism o f th e creative-at-all-costs shops would go unrewarded. But ou t there in th e rea l w or ld, that isn’ t wha t hap - pens.” “Ah but could it not be,” he inter- rupted, “t hat those ag encies are simply bett er at win ning aw ards? Are y ou sure your ‘mos t effecti ve’ lists aren’t really ‘most eff ective a t writing winning Effie entry’ lists? “Well a nything’s po ssible,” I replied, “but the skill required to write a winning Effie is persuasive communication. Being able to posi- tion your campaign – your product – in such a way that t he jud ges – the c onsumers o f th e entry – are compe lled to fee l t he right way about it, and to act on that feeling.” “Sounds familiar,” h e sai d, fo re- shadowing my argument. “Wouldn’t you rather,” I contin- ued, “employ an agency full of per- suasive communicators? After all, if an agency can’t sell it’s o wn prod- I’d appeal to you to look to the work of Donald Gunn, the creator of The Gunn Report, who’s twice completed his ‘Does award-winning advertising sell?’ study. In 1996 he looked at the case histories of the 400 most awarded campaigns between 1992 and 1995, revealing 86.5% of them to have been associated with marketplace success. uct, how o n eart h will it sell its clients’?” “Hmmm… then explain to me,” he i nsiste d, “why the c ampaigns that win creative awards aren’t the same ones that win at the Effies? Don’t you find it contradictory that those creative agencies you talk about win their effectiveness awards for their l ess creative work? We all know that many o f those ads the indus try hol ds up as their best haven’t ac tual ly driven results for their clients.” The flower s on a near by bougainvillea deepened in hue as the sun dipped from their sight. CALL FOR ENTRIES TO THE WORK 08 ENTRY ? ? ? DEADLINE THURSDAY JULY 31ST For an entry kit email email@example.com or download the kit from campaignbrief.com 14 CAM PA I GN B RIE F MAY /JUN E 2 008 ? ?? ? ? ??? ???? ???? ??????????? ???? ????? ????????? ??? ??? ????????
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