TONY’S LAST WORD HOOTING AN EAGLE
I DIDN’T GET INVITED to the Eagle Awards. Normally, it doesn’t bother me if a competitive publisher (in this case, INC) doesn’t invite me to one of its promotions. I’m not really in the business of adding leverage to events intended to boost rival publications.
But the Eagles – presented for excellence in print advertising – are one of seven awards festivals officially endorsed by the Creative Circle. They’re industry-sanctioned events and, as such, should be open to all media on principle. Organisations that decide to present awards for excellence in their fields of activity like to enlist the help of media partners, believing that guarantees good coverage of their awards.
In reality it guarantees rather poor coverage, because few publications other than the media partner provide any coverage at all. Why should they promote what looks all the world to them like a promotion run by a competitor? That may be an incorrect perception, but in the publicity field perception is reality.
Another example is the Marketing Association’s partnership with the Sunday Times in the Marketing Excellence Awards. That ensured other publications that saw the Sunday Times as competition (and given the broad base of its readership, that meant pretty well everyone) wouldn’t be interested. That in turn meant the awards were seen as the result of a Sunday Times promotion and not a totally impartial and independent industry-based event. ¤