At a public lecture, an award antagonist once requested a sincere response to this question – ‘‘What’s more important to you? A wall full of awards or a happy, successful client relationship that yields returns?’’ The brouhaha that followed rumbled beyond the hall.
To many observers, especially those outside the creative industry, the fanfare around awards and creative festivals can sometimes be resented and viewed as a form of self-indulgence. With entries becoming increasingly expensive and a large amount of agency time invested in creating these entries, it could be somewhat understandable that some people perceive that awards take the focus away from what really matters – the client’s objectives and bottom line.
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Interestingly, current trends suggest that the number of those with this opinion is shrinking by the day. As we enter the recognition season – the ‘ember’ months, awards will begin to rain. With local, regional, continental and global awards beckoning, it is obvious that most people still feel awards are essential impetus to stellar works. From September 28 to October 2, the 2015 Cristal Awards and Festival will be taking place in Marrakesh, Morocco. As usual, a handful of leading agencies in Nigeria will be participating. We have decided to showcase those unique entries in this edition of our magazine. We believe they will do everything legal to achieve excellence in this year’s awards.
To both opponents and proponents of awards, we feel winning awards should never be the end goal; it should be a major platform that can help in creating hard-working campaigns that build brands. Delivering works that help solve the client’s real-world issues and enhancing their business by giving their brands premium positioning should be the ultimate goal. This requires a clever mix of the creative ingenuity that wins awards and the business acumen that moves brands forward.
Another issue examined in this edition that demands the systematic delivery of both creative and strategic excellence is our cover story segment. The focus is on ways brands can thrive under the crumbling impact of a crashing naira. This segment is a vital piece for every brand owner and handler.
Readers of this extensive cover segment would identify the perfect combination of the right idea, impeccable craft and the right steps needed to enhance business growth even at this period of recession.
We have equally lined up incisive interviews with exemplary achievers like Kola Ayanwale, Group CEO of Centerspread Advertising, accomplished journalist cum lawyer, Osa Director; industry leaders like John Ehiguese, Rotimi Olaniyan, Tunde Adedoyin and many others. It’s indeed a loaded package to make your Independence Day celebration a memorable one. Read it, keep it. Happy Independence Month!
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