This weekend I read an interesting quote by Andrew Human, the CEO of the Loeries (the Loeries are the local annual advertising awards spectacle). He was asked to complete the statement “You know an ad is good when…” Mr Human’s pearls of wisdom? “You know an ad is good when you wish you’d thought of that.”
Ok…let’s contrast that with a quote by Leo Burnett (his name may ring a distant bell: the agency named after him, he was one of Time magazine’s most influential people of the 20th century, he was behind the creation of the Marlboro Man, Tony the Tiger and some other things – actually, I think he even won some awards), which reads as follows: “We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’ “
And therein lies the problem.
It’s easy for the advertising industry to hold up awards as proof of pedigree (especially when these awards are bestowed on them by their peers)…a lot easier than actually getting results or really addressing a client’s business problem with an appropriate solution.
Ask yourself which you would rather have: an agency with an expensive cabinet full of shiny statuettes or an agency that can quote clients that were ecstatic with the results of their campaigns.
Personally, I prefer Mr Burnett’s way of thinking…