The question many marketers ask is why do the Loeries actually matter?
I
n his now famous study ‘Do Award Winning Commercials Sell?’ published in
1996, and again in 2002, adman Donald Gunn analysed 400 highly awarded
campaigns to determine the impact they had on business growth. He found
that more than 80% of these campaigns either met or exceeded the objectives
of the clients, up from 70% of advertising in general. This means that winning
a Loerie isn’t just good news for the agency or creatives involved, it’s also good
news for business.
According to research conducted in 2010 by Peter Field on behalf of the UK’s
Institute for Practitioners of Advertising (IPA), award-winning campaigns are
more effective at increasing market share, have positive effects on the business
as a whole, especially on low-spend campaigns, and that the more awards a
campaign wins, the more effective it tends to get. The Loeries Creative Week
allows marketers to see these types of campaigns first hand, and identify
agencies that consistently produce award-winning work.
At this year’s annual Loeries Creative Week the continent’s best creative work will be on display. The week
serves as a platform for marketers and creatives to interact and discuss the efficacy of creative campaigns
in the modern business world, and whether creative campaigns are really worth the investment.
‘Creativity may well be the last legal unfair competitive advantage
we can take to run over the competition.’ –Dave Trott
Nex Media •
Vol 3 Issue 2
15
