Now, if you’ve been reading this blog for any amount of time, you’ll know that I’m no fan of advertising awards.
So this little nugget I found interested me no end. CP+B (that’s Crispin, Porter and Bogusky) are the multi-award-winning agency behind such campaigns as Microsoft’s “Bill and Jerry”, “I’m a PC” and “Laptop Hunter”. They also do (again, award-winning!) work for Burger King.
Now here’s the rub: for the 5 years that CP+B have been working the Burger King account, market share for the “King” has fallen to 14.2% from 15.6%.
In strong contrast, McDonald’s has grown from 43.6% to 46.8%.
And while you can’t fault the level of creativity in the Burger King campaigns (they’re actually OK), you gotta ask yourself: what’s the point of award-winning advertising if it’s not advancing the brand?