‘It is just a short cut to recognition’
Lloyd Mathias, Director, GreenBean Ventures
The core of what advertising is meant to do is to move product and build brand equity and I think we have to really re-look at the entire proposition, advertising is not about art for art’s sake, and it doesn’t exist in a vacuum. The basic purpose of advertising is really to go and sell more products. What is it about creative awards that drive both marketers and agencies? Well awards help agencies showcase their creativity and in turn get more business. And I think the moment you start giving creative awards for one-offs, you are actually encouraging shortcuts and lazy advertising which is good for the showcase, but may be not for the shop shelf. Advertising is not about art, it is purely a commercial proposition. It needs to drive product sales, it needs to build the balance between commerce and creativity, build brand equity and drive the product. Therefore my point is doing one-offs is sometime a shortcut and lazy way towards getting awards and that is the reason I think it should not exist.