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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
Give your idea its own image “Again,” I replied, “you’re right. The campai gns we win creative awards for often do dif fer from tho se for whic h we’ re awarded Effies. But before you infer from that observation that creatively awarded campaigns are ineffective 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 mos t awar ded campai gns between 1992 and 1995, revealing 86.5% of them to have been associ- ated with marketplace success. The report’s conclusion was that “ads with award-winning quali ties a re two-and-a-half times more likely to be a ssociated with market success than ads on average”. In 2002 they found a similar number - 82% - to have been effective.” “That does seem rather a lot more than I’d presumed,” he confessed, “but have you not been suggesting that the more creative we are, the more ef fective we are? You sti ll haven’t explained why the most cre- ati ve adve rtising isn’t the most effective.” “Well, for a start, often it is,” I said. “Recent creative award dar- lings Guinness ‘noitulovE’, Sony Bravia ‘Balls’, Honda ‘Grrr’ and Carlton Draught’s ‘Big Ad’ have all garnered huge effectiveness acco- lades for AMV, Fallon, Weiden & Kennedy and George Pat terson Y&R. Her e i n NZ, my own agency’s work for Frank, NZI, Sky City and Mini has all been lauded on both stages in recent years.” “And I’ve been there to applaud in all cases,” he assured. “But it’s also true that a big share of our twenty-six Effies have been won for campaigns that wouldn’t have had a look in at Axis, let alone Cannes. They’re the kind of cam- paigns that a consumer would con- sider creative, but an award judge, looking for the last word in original- ity and imagination, would critique more severely.” “And the truth is that the vas t majority o f what an agency pro- duces is that sort of work,” he said. MAY/JU N E 2008 “Exactly,” I agreed. “There’s the tip of the iceberg - the creative ly awarded stuff - then a massive body of work that’s creative, but not award winning. And mostly it’s that wor k that a cl ient buys from an agency.” “So what does it matter whether the agency cares about creativity?” he asked. “The big difference between agen- cies with a strong creative focus and ones without is that the creative agencies are consistently better at doing that mai nstream kind of work. Their singular creative men- tality, as egotistical as it may seem, makes them more creat ive, more engaging, in everything they do, not just the creativ ely awarde d bits. The benefit of which, as evidenced by the data, is a much higher level of engagement and ef fectiveness across their entire body of work.” “Without much scrutiny,” I con- tinued, “the ‘we put the client first and don’t let creativity get in the way’ approach seems indisputably sensible. But upon closer inspection it’s revealed as unambitious and ultimately ineffective.” “Perhaps,” he allowed. “You know, it was Leo Burnett himself who said ‘if you reach for the stars, you might not quite get one, but you won’t end up with a handful of mud, either’.” “And how’s his agency going?” inquired my friend. “Both UK and US agencies made it into the Gunn Report, they’ve won more Effies than anyone in the US and they’re seventh most effec- tive in London.” “José!” “And if I were a client, I’d feel far safer with an agency that produced a consistently effective and engag- ing body of work and occasionally did something a wee bit too creative than an agency that kept its feet on the ground and my hands full of mud.” I l ook ed for a chan ge in hi s resolve, but his sunglasses veiled his thoughts. “As would you,” I hinted. “Now, now,” he said, finishing his beer.7 CA MPAIG N B R I E F 15 Horses, hot women and hands expose every hack illustrator. Joe Whyte nailed all three in one illustration, enjoying the break from probably the most intangible subject imaginable… music. Joe has illustrated and designed posters for the likes of Pearl Jam, Kings of Leon and Queens of the Stone Age. Each time he has accepted an open brief and drawn all the imagery in ??????????????????????????????????????????????????????????????? into one very rich, cohesive poster packed with personality. To rein in your next campaign, allow Joe Whyte to give your idea its own image. ???????????????????????????????? www.drawingbook.com.au The Drawing Book P 02 9922 6811 Give your idea its own image.
July August 2008
March April 2008