The first round of awards for 2012 is rolling in and the increase in entries belies the fact that marketing budgets are still under pressure.
While marketing spend growth remains constrained creatives aren’t discouraged. Most agencies report that although projects may not have such massive budget, they are constantly busy.
The Ad of the Year award which was held this week has undergone its own changes as budgets in the industry change.
Television commercials have seen muted growth and according to jury chairmen some months have seen the number of entries in categories such as print falling drastically.
At the same time the radio category has seen an impressive increase in creative quality and number of entries. Whether this was a result of a higher motivation by agencies or purely a function of shifting budgets is unclear.
What it shows, however, is that creativity is no longer the exclusive domain of television advertising.
The PRISM Awards and the Apex Awards, both viewed as less prestigious than the Loeries, are growing in terms of relevance to brands and in numbers of entries.
The PRISM Awards which recognise excellence in public relations is growing rapidly each year and the level of creativity is interesting to observe.
No longer are PR people just expected to send emails about products, but the industry is increasingly looking to create public spectacles associated to brands that are unavoidable by the news media.
The notion of effectiveness is an ever increasing concern for marketers and the Apex Awards have gone from strength to strength in recent years.
While it may be more expensive to prepare an Apex entry than a Loeries entry, more and more agencies are gravitating to the award as both a learning tool as well as a demonstration of their capabilities.
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