Television Advertising that Works: An Analysis of Commercials from Effective Campaigns By Stephen Marshall and Marilyn Roberts

Television Advertising that Works: An Analysis of Commercials fro ...

Chapter 2:

Background

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DDB Worldwide Communications (Omnicom, $252.3 million)

Ogilvy & Mather Worldwide (WPP, $235.6 million)

Foote Cone & Belding Worldwide (Interpublic, $221.6 million)

Y&R (WPP, $215.7 million)

Publicis Worldwide (Publicis, $200.9 million)

Advertising Awards

Fierce competition takes place among marketing and agency groups. Winning awards is one way agencies can differentiate themselves from other agencies. Advertising awards, an important part of the industry, number over 500 Worldwide (Polonsky & Waller, 1996).This includes both national and international awards, including the Cannes, London International Awards, Mobius Advertising Awards, Cresta International Advertising Awards, International Auto-motive Advertising Awards, Ad-Awards.com International Advertising Awards, Addy Awards, John Caples International Awards, Webby Awards, The Roses advertising Awards, Clio Awards, and EFFIE Awards. advertising awards recognize outstanding work, and agencies receive them for a variety of reasons. Some awards cover a wide range of products, media, and services, while others focus on specific elements of advertising within a particular medium or by the overall creative idea (Helgesen, 1994).

By competing and winning awards, advertising agencies gain recognition for their work, encourage creativity among staff members, increase industry prestige, and promote themselves to potential clients (Schweitzer & Hester, 1992). Helgesen (1994) explored the issues of advertising awards by surveying 40 advertising representatives of the 10 largest advertising agencies in Norway.