The truth behind awards, their true value, and what they mean to a client’s brand.
brandRUSSO was born in February 2001, and like most agencies, we entered our work in all of the award shows, winning more than our fair share of local, regional and national advertising awards. We earned a great haul of glass and metal acknowledging the impressive work we created for our clients. The Telly awards are a favorite being produced by the same company that makes the Oscar. They have some real heft to them. But, year after year, winning dozens and dozens of awards began to feel empty and meaningless (and expensive to enter). Just because some out-of-market creative director “judged” the work to be worthy of recognition – what did that really mean?
For information on these strategies, check out these Razor Branding Blogs:
- Do Advertising Awards Build Your Brand?
- Brand Theft: One of these is a lot like the other.
- Branding of Political Candidates, their Identities and their Tribes
And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso