Why Advertising Awards Matter

The Kansas City Ad Club held its annual Addy Awards Saturday night. Actually, this was really the first annual Addy Awards. Until this year, they had been called the Omni Awards. But, to get in step with the American Advertising Federation and every other Ad Club in the nation, they changed the name.

Each year agencies from around the region enter the awards. Most years, there are 800 to 1,000 entries. This year, however, there were over 1,200. A great year for the show and stiff competition for everyone in the show.

With this backdrop we began the evening. We thought we had a chance at winning a few Gold Addys. And on this special Saturday night, Meers Advertising did something we really didn't expect. We won 16 Gold Addys, plus Best of Design and Best of Show. You can read Jennifer Mann's story here in the Kansas City Star.

I've always believed awards are the result of good strategic thought executed in an exceptional manner. Research, insight, brand message — great advertising. It's that pause in the middle between brand message and great advertising that's the challenge. For that, you need exceptional people. And I'm proud we have them.

Should your agency win awards? Yes. It is an affirmation the agency is doing work that resonates with the target audience. Should your agency focus on awards at the expense of results? No. The advertising has to work. You just want your advertising to work harder than your competitor's advertising. That's why you want your agency pushing harder. And when that happens, appropriate awards usually follow.

Here's to the Meers' Team. Thank you for making Saturday night one to remember. And for making this, my 400th post to Smoke & Meers, one I won't soon forget.