If you are not, let’s assume that you are among the general public, and not a puclicist, advertiser or any media or digital media. So, with everyone leveled up as busy people going about their happy lives, is there anyone out there who wants to be bored?
This is how far I hear the answer, and this is why there are many of us who prefer this kind of advertising:
It’s no surprise to me that Donald Gunn, founder of the Gunn Report, claims today that they have sufficient evidence to document that award-winning creative is 7 times more effective in results, brand building, market share and ROI. I clarify that this relationship is made in comparison with creativity that is not awarded in festivals and creative contests.
In 2011 I listened to Emma Wilkie, the CEO of the Gunn Report, when she made a presentation at the Ojo de Iberoamérica. There she defended with data that creativity means effectiveness. On that occasion I almost made a live report of her arguments and that they defended the enormous potential of creativity to achieve results.
After all, raise your hand who has ever changed channels because of a bad commercial (we have all done it).
Among my notes on that occasion in Buenos Aires, I found that the Gunn Report had done a study on the link between creativity and effectiveness. The data were quite revealing, as the ESOV band study was conclusive.
It showed average increases of 1.3 times in the case of the entire universe of campaigns. Non-award-winning campaigns achieved only 0.8% times increases, while award-winning ideas increased results by 5.4 times. Today, however, Gunn increased his estimate to 7x, as reported by Campaign Brief Asia in its March issue.
I think this is an argument that cannot be ignored. Therefore, if you are not a general public, and on the contrary you are a brand advertiser, publicist or you are in a media, whether conventional or digital, more of the same is nonsense and a shot in the foot. That would be something like one of the many absurd ways to die.
In advertising, there is nothing more expensive than going unnoticed. That’s why the biggest risk is in the safe. Hopefully every day there will be more and more prizes won for advertising generated for the day to day with our brands. The client would be the 7 times winner with better results.
In the country we have three great stages for advertising awards: the Pregonero de Bronce de La Nación, the Volcán Festival and the Effie de Comunidad. In the world there are a thousand and the top festival is the Cannes Lions.
Media, clients and agencies, let’s become one to achieve more and better creativity.
People will return the favor.
