Want to know the secret to winning awards?
Well first, you need to do great work. But that’s no secret.
The real trick is having strong PR to let the world know we did that work.
With the exception of a superbowl spot or two, we probably haven’t seen a single bit of award-winning work out in the wild. We see it in our feeds, shared by the agencies and people and trade magazines and awards shows we follow. And by the way, that’s the first place most of the judges see it too.
We never saw Leon the allegedly dead lizard live. We didn’t take the unfiltered history tour at the British museum (we were at the Harry Potter show). And even if we live in New York, we never saw the ubiquitous fearless girl because we work on Madison Avenue and not Wall Street.
And PR doesn’t just lead to shiny objects. It attracts clients and talent. We are in the business of selling other people’s products, but the most successful agencies are the ones who also know how to sell themselves.
I’m not trying to undermine the value of doing great work. To win awards, the work has to be great. And even if we take awards out of the equation, we should make our work great because we love advertising, we want to do right by our clients, and we take pride in what we do.
But if we want to build more successful teams and agencies, the PR has to be just as great.
#advertising #awards #leadership
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4moCongratulations Juie Shah! You're a star!