Ahhh the sweet smell of awards season. A brilliant time to celebrate the wonders of the advertising and marketing world. You know, for those lucky creatives for whom the stars have aligned, it’s a magical place to be.
It’s made all the more wondrous by the fact that everyone got their forms in on time, along with their hefty cheques, to book their place in Campaign history.
For independent agencies, awards can add an extra zero onto the CEO’s pension fund when the time comes to sell. For corporate wizards, awards mean more column inches, employee retention and pitch glory. And all of that translates as big bucks. It’s well worth the effort and money investing in them.
The self-congratulatory emails and tweets that fill our timelines and dominate creative team chat up and down the bedecked halls of ad agencies across the land have another side to them.
When you’re a creative, how do you get to make sure you land these juicy potentially award-winning briefs? Juniors have been heard to complain about this a lot. The brief may have been put out to all, but once the Head of Copy had his wicked way, well. And don’t forget the awards entry that doesn’t have enough room to credit every poor bugger who worked on the thing. Yes, the Copy Chief had a great idea, but who actually put the hard slog in? Chances are, it was a less senior member of staff or a freelancer.
Awards are a marketing exercise in themselves and not everyone will have been in the right place at the right time to nobble the Copy Chief out of the way and bask in their moment of glory. They were probably too busy making the work look good.
Ahhhhhhh. Poor little uncredited freelancer.
Yes, well, I’m not getting my bitter and twisted battleaxe just yet. My point is this. Awards are great for the few. But for everyone else, they can leave you feeling uncredited and undervalued.
Freelancers provide daily support to businesses across the land. Our work is to be valued and championed at every turn. I certainly feel very passionate about freelance copywriting and creating high quality work whenever I start a new brief.
We don’t need gongs to make us feel proud – a simple, ‘can we rebook you?’ will do. Because without the grafters who manage the daily bread, chances are, your website would be wordless. Your brochure wouldn’t create bookings. And your print ads would be pointless.
Great thinking and messaging should drive everything you do. Not just awards – or a lack of them.
So, well done to all those with sore heads this month. And an even bigger well done to those who didn’t take home the silverware.
What you do, matters. Remember that.