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Do Awards Help You Win New Business?

Do Awards Help You Win New Business?

Thanks to Publicis Groupe’s CEO, Arthur Sadoun, it was an especially headlined-filled week at the Cannes Festival of Creativity. Sadoun’s announced that Publicis Groupe would take a one-year hiatus from awards shows and other industry events to focus on building out a network-wide, AI-enabled platform called Marcel. It sparked surprise and skepticism (among other things) from both marketers and agencies (some of them Publicis executives who were as surprised by the announcement as everyone else, apparently).

It got anyone with an opinion about creative awards coming out of the woodwork to express it–including me.

For most of my career, I’ve had mixed feelings about awards shows. Do awards materially affect the ability to win new business? And is it commensurate with the massive investment of time and money that competing for them requires?

I don’t think it is for most agencies. In my latest post, I’ll tell you why and offer a few suggestions for other, more efficient ways to redirect that budget.