All advertising agencies compete in the market, although only a few compete in local, regional or global creative festivals. And although it is not a rule, those that are confirmed as winners through creative competitions are generally more successful.
Just as no one likes to be in the wrong restaurant, no talented creative likes to be in an agency that doesn’t compete in creative competitions. Therefore, to have the best talent, it is vital to have an agency culture that is willing to compete, to expose itself to defeat while fighting for victory.
Most clients look to the agency for their creative link, and therefore an agency’s creative credentials tend to improve the chances of success in a new business pitch. Competing in the marketplace is not enough, which is why creative festivals are an essential part of any winning agency’s strategy. This must be why the world’s major advertisers are attending more and more festivals every day, becoming the fastest growing segment in attendance in cases such as Cannes Lions itself.
Agencies that do not compete openly declare to the market that they are not among the elite of their country, because they renounce to be better every day and prefer the comfort of the status quo rather than the competitive pressure. However, I think that even among them there are three categories: those that have never competed, those that have stopped competing and those that do not compete in local competitions.
Those who have never competed are at least consistent in their conformism or resignation, while the dropouts reflect much more in their withdrawal than they assume, clearly marking a deterioration or downward cycle as they stop competing. The latter, however, are those who ignore the importance of stimulating local talent, focused exclusively in their myopia on selfish self-interest.
If I were a client, I would choose agencies that compete in the market and compete in festivals, because they reflect an exciting culture of open exposure and understanding that in order to win, the road is full of failures. If you don’t risk, you don’t win, and that’s why I don’t think highly of agencies that don’t compete.
What do you think?