(Image from Campaign Brief Asia)
Sorry, Mr. Jeff Goodby, co-chairman and creative director of Goodby, Silverstein & Partners, but you’re wrong.
In a recent article in Advertising Age, you condemned the awards culture in advertising. You said that it “rewards work that is increasingly unknown to anyone outside the business.”
You labeled people who subscribe to the awards culture as connoisseurs of esoterica.
And in the process, you said, we’re becoming more about us, and less about changing the world.
Hate to break it to ya, Jeff, but scam ads aside, you’re wrong.
Because, if you’re labeling the awards culture the fringe, then you’re also admitting that it is part of the long tail.
Today’s culture accommodates esoterica. And the Internet is its curator.
If there is an audience for anything on the Internet, then there is an audience for award-winning work, outside of advertising. And you can find them at places like Twitter, YouTube and of course, FFFFOUND!
You’ll find people who appreciate clever advertising anywhere. In music forums, on typography blogs and even good old fashion MSN. In fact, the probability of finding award-winning ads on the Internet is now more than ever since our industry discovered the wonderful world of viral marketing.
(And of course, there’s Google)
So, with all due respect, sir, you’re totally missing the point: Awards are not killing the industry. Scam work, probably.
But not awards, because now is the time for really creative work to not only shine but also, to be found.