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Does the Cannes Lion Even Matter? Sales Boost or Ego Boost?
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Does the Cannes Lion even matter anymore or is it just a nice ego boost?
On another fiery episode of the Marketing Combat Podcast, Chris Kubbernus and Jason Donnelly have a spirited discussion on the relevance of awards in the advertising industry. Jason argues that awards have lost their significance, emphasizing that the ultimate goal is to capture attention and drive sales. According to him, the real measure of success lies in the product’s market performance rather than accolades from industry peers. Chris, however, counters that awards still hold value for creatives and agencies, serving as recognition and validation of their hard work and innovative ideas, even if they don't directly impact sales or the campaign's effectiveness.
They also explore the noticeable decline in Cannes Lion Award entries (down 38% this year), speculating that this trend might stem from budget constraints or a shift in investment priorities within the industry. Chris suggests that agencies might be reallocating funds towards more immediate, results-driven initiatives rather than spending on award submissions. Both hosts acknowledge the changing landscape of advertising, where the emphasis is increasingly on tangible outcomes and return on investment, raising questions about the future role and importance of industry awards.
Chapters
00:00 - Introduction 00:54 - The Question: Do Awards for Advertising Even Matter Anymore? 01:10 - Jason Discusses the Power of Moving the Needle 02:48 - Chris talks about Needed Recognition in the Creative Industry 04:27 - The Decline in Award Entries: Lack of Funds or Shifting Priorities? 05:30 - Wrap Up and Summary 05:54 - Closing and Listener Request
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