Image campaigns don't help an advertiser sell product which is what the company desparately needs in this economy.
I’m not a fan of awards shows or contests. Too often, these emphasize all that is wrong with (fill in the blank). In the world of advertising and marketing, the selections are seldom based upon tangible criteria, like “how many leads generated” or “% increase of product sold.” Instead “experts” gather to judge the creativity/entertainment value of a marketing campaign, an ad, the use of new technology, etc. BtoB magazine’s “Best of 2011” awards presentation is an example of the latter instead of the former.
Companies representing many on the Fortune 500 are among the list of winners and runner’s up. Many of the well-known agencies are taking home the honors. But are these “honors” really something to be coveted by your company or mine? Let’s explore that for a minute.