Why AWARD targeted CFOs for its call for entries campaign via Clemenger BBDO Melbourne
With the number of award shows on the rise and dwindling agency budgets, the Australasian Writers and Art Directors Club has launched an insightful first call for entry campaign for its annual awards, targeting not creatives but CFOs via Clemenger BBDO Melbourne.
Identifying that when it comes to entering awards, the key decision makers are no longer creatives, but financial controllers, the AWARD call for entries is targeting the people with ‘the final say’ – the heads of finance, presenting them with evidence that entries equal profit, as well as a dedicated CFO award.
Says Tom Martin and Julian Schreiber, creative directors at Clemenger BBDO Melbourne: “It goes without saying that creatives want to enter awards. They just need to be told the date the entries are due. But in these highly fiscally challenged times creatives aren’t the only decision makers when it comes to awards. It was time to speak to the people holding the purse strings and to speak to them in a language they understand – PROFITS.”
To launch the campaign, a book titled Pencils Equal Profits was delivered to the desks of CFOs around the region. Commissioned exclusively by AWARD, it contains case studies, graphs, practical advice gleaned straight from the floors of leading international agencies, presenting all the motivation a CFO needs to sign off on this year’s AWARD entries.
Says Craig Davis, AWARD chairman: “It’s getting harder for creative directors to justify the cost of award entries to management. This campaign tackles the issue head on. I’m pretty sure that AWARD is the first creative award show in the world to focus a campaign on CFOs and to create a special award just for them, the Pin-striped Pencil.
“The campaign is funny and insightful, there’s a real truth at work here. Tom Martin, Julian Schreiber and their team at Clemenger BBDO have done a brilliant job for AWARD.”
The 2013 AWARD awards night, celebrating the finest creative work in the region, is scheduled for March 21, 2013, as part of the annual Communications Council’s Circus Festival of Creativity.
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
ECD: Ant Keogh
Creative Directors: Julian Schreiber, Tom Martin
Creatives: Brett Colliver, Tom Martin, Julian Schreiber, Nick Kelly, Ant Keogh
Designer: Jake Turnbull
Account Service: Kate McCarthy
Print Producer: Mary Darzi
Photographer: David Rosendale
2 Comments
Pencils=Profits…Tell that to Saatchi and LB Singapore.
I can almost picture the CFOs of agencies knowcking on the ECDs door saying “please it’s imperative for our bottom line that you submit as many entries as possible for the awards. I will sign the cheque.”