Ever wondered why so many ads are so bad? Why, especially in TV and print, are strange visual koans lacking a call to action or even a specific message?
There's a reason it's that way.
I got some evidence in the mail a few days ago. Enclosed in a ad industry publication was a music CD from Sony BMG Music Entertainment. It was a promotional piece for the music and musicians they license, a useful service for ad people who want music in their ads. The name of this CD:
Music To Win Awards By
The promotional copy inside said:
As you (and your headhunter) know, winning awards is good. Our recording artists know it too; they've won thousands of them. ... So contact us today. What have you got to lose? Except another award.
The sad thing is, this is not inept marketing!
The folks who packaged the CD know their audience. They understand that for many in the ad industry, the top motivation is winning awards and advancing your own career. Not creating success for your clients. And an ad that works wonders for your client is darn unlikely to win an award. It's almost surely not cool enough.
Why anybody hires award-driven ad agencies is a great mystery. But they do. And they get weird ads that don't accomplish anything. Except awards and improved resumes.
Nonprofits are fortunately immune (mostly) to the ad/awards scam. But sometimes, like a stranger with candy, an agency will offer pro-bono work to a nonprofit. They must figure Hey, it's free -- what harm can come of it?
The harm can be significant, actually. Because you'll end up with a campaign that muddies your brand and conflicts with your bread-and-butter direct marketing.
So if the ad agency candy man comes to your door, just say no. Make him win his award with somebody else's equity.
Technorati Tags: advertising, awards, scams
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