The advertising business in Europe has some renowned annual events looming on the horizon, such as the ADC in April or the Cannes festival in June. Little is known about them in public, yet an awful lot is made of these events and awards within the biz, not just because of a couple of days off work, parties, booze and casual sex.
Firstly, they pose a welcome opportunity for the biz and those working within it to celebrate… the business itself. Secondly, it somehow has an influence on business rankings determined by… the business itself. And, thirdly, for those competing, it’s also about future budgets, about fame within the business amongst clients and colleagues and again… the business itself. You might get the impression, that these awards have been created for therapeutical reasons and that the business is run mainly by failed pop stars and hurt personalities.
These awards to me are a manifestation of selfishness. And as I have bemoaned on previous ocassions, they go to prove how detached the advertising business is from everyday life and all the people out there.
But, amongst the public, awards such as the above mentioned are almost unknown and completely irrelevant. Naturally.
A sincere, honest and relevant advertising award would make entirely different criteria count, presumably. Questions would be asked about sympathies towards brands, products, their agents and the way they are advertised. People would probably say very honestly, whether an ad, spot, web viral, whatever, appealed to them personally, whether they felt themselves understood by those trying to win them as customers. And so forth.
So, I herewith plead for the annihilation of existing awards as they are just a waste of money (in terms of value to societies and sustainability), produce lots of environmental strain (thousands of people travelling by train and plane) and bring no substantial benefit (i.e. helping develop the ethical side of the business, the quality, direction and purpose as well as integrating the industry in society).
As I am probably asking for too much, once again, here’s another idea.
Quite frankly, there is only one jury capable of judging on the achievements and failures of the advertising corporations’ produce: the recipients of advertising and brand communications. So why not install a real advertising award, the first ever people’s choice advertising award. I feel, this could motivate a turn around in the business and propel creativity and sense to new heights. Providing it reaches a certain fame and public awareness, it will move agencies to reconsider their approach in their everyday work. On an ethical level, it could surpass the detachment of the industry and its targets and help the business integrate itself and bridge the otherwise eternal gap between senders and recipients. The question remains, whether the industry is democratic enough to tolerate, contribute towards and participate in such a platform…
Power to the people.
Yours
Brian B. Ashes
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