has begun again, and what better time than now to examine the question of how to win an award. For it’s not just a matter of doing some great advertising, handing it in and waiting for the applause.
Equally important is the background work you do to promote yourself and your agency as an expected source of creative genius. If the general view is that Bloggs & Bucket is not creative, it won’t win what it deserves even if it produces the best ad in the history of mankind.
Then there’s the vital question of how you package your entry. Of course, judges don’t rate an entry on the quality of its packaging. But they can’t help being influenced. You probably can’t win an award on the presentation of your entry, but you might lose on a bad one.
The Digital Marketing and Media Association is holding a half-day seminar on the subject on 25 April. Speakers will include award-winners like Graham Warsop, Fran Luckin and Rob McLennan, judges like Andrew Human (Loeries), Tony Koenderman ( AdReview) and others too numerous to mention. To book, phone Teresa Vitale at 011 454 3534, or email tvitale@dmma. co.za.