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 CFO’s.
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.
“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 “ say Tom Martin and Julian Schreiber, the creative brains behind the campaign.
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.
"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," says Craig Davis, AWARD Chairman.
"The campaign is funny and insightful, there's a real truths at work here. Tom Martin and his team at Clemenger BBDO have done a brilliant job for AWARD".
The production of the 2012 call for entry campaign and annual was done by Clemenger BBDO Melbourne.
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