You Sleep When You Die
you sleep when you die...and other unpopular thoughts from retail marketing leader, Jordan Zimmerman
A few days ago, there was movement as Ad Age reported that there will now be Lions given out for advertising effectiveness. At last, Cannes will be celebrating work that works. While part of me wonders what took them so long, I will simply tip my chapeau and say, “Très bon!”
Well, sort of…
What’s most interesting about this whole debate is that it’s getting so much attention. If we attached as much importance to creating great work that works for our clients, we would be much better off. To suggest that being banned from entering an awards show for five years could signal the end of a career is ridiculous. I guarantee you that if you create work that produces results for your clients, they won’t care if you never win another award…and neither will other potential clients.
I’ve never been one to run from a little criticism…or even harsh criticism for that matter. I can take it – my skin is thick. So when I caught shit last year for suggesting we get rid of all the excess surrounding Cannes – the huge entourages, extravagant parties, private yachts – I let it roll off my back. And boy did I catch some flak – you would have thought I said that we should get rid of the ad industry entirely!!
Should we strive to produce great creative? Of course. Should we even accept an award for it? Sure. But cut through all the other crap of Cannes and every other big awards show out there and focus on creating great work that works great.
I told you so.
A recent article in Ad Age announced the cancellation of many of the parties and other festivities scheduled at this year’s Cannes Festival. “You’d have to be tone-deaf to throw a big party this year in Cannes,” says DDB Worldwide CEO Chuck Brymer. According to the article, Cannes 2009 will be more focused on learning and improvement than parties and socializing.
Let’s face it. It is do or die time – for agencies and the companies who are trusting us. Now, more than ever, only the really tough survive. If your agency won’t at least follow the rules below, you may as well resign and save yourself the heartache – and your clients the pain and expense.
 |