Why We Don't Enter

Clients sometimes ask, "Why don't you enter this into an advertising awards competition?" And, quite frankly, it's a good question, one that needs answering.

So, here it is - Francomedia's official stance on advertising awards:

First, let me state that our only purpose, the reason clients hire us in the first place, is to sell their product or service. As a creative agency, we do this through a multitude of different ways. We create advertising and marketing programs, build brands, design offers, create packaging and advertise - all to entice the consumer to buy more of our clients' goods or services.

Don't forget, we do need to be creative in order to accomplish this goal. Advertising awards have been set up to 'reward' this creative thinking, further the industry and fuel future creative thought. Sounds good, don't it?

Here's where things break down though.

Advertising awards are judged on creativity alone not results and that's where we have a problem.

We are in the business of results, most often, we do this through creativity. You see, creativity is just a tool that we use to accomplish the goal. Currently, advertising awards reward the use of this tool, but it's measured on intangibles and is very subjective. Our position is that advertising awards should be based on results.

For us to approach a job with the focus on winning an award, it detracts from the purpose of why we were hired in the first place. And that's not good for anyone.

Does this mean advertising shouldn't be creative? Hell no, advertising should be creative, it has to be if it's going to reach the consumer, but not just to be creative for creatives' sake, it has to be purpose oriented.

So, to our customers that are reading this... sleep tight, knowing that we've got your interests at heart, not ours. And, that's why we don't enter client work into advertising award contests... not until they measure on results, that is.

Now, this doesn't mean we won't flex our own creative muscles from time to time and enter some of our own materials in advertising or creative awards.

In the case of our own materials, awards can be construed as the results.