| Title | PENCILS EQUALS PROFITS |
| Brand | AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION |
| Product / Service | 2013 AWARD AWARDS |
| Category | A01. Mailings |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Mike Mccall | Clemenger Bbdo Melbourne | Retoucher |
| Jake Turnbull | Clemenger Bbdo Melbourne | Designer |
| Mary Darzi | Clemenger Bbdo Melbourne | Agency Print Producer |
| Kate Mccarthy | Clemenger Bbdo Melbourne | Account Manager |
| Brett Colliver | Clemenger Bbdo Melbourneclemenger Bbdo Melbourne | Art Director |
| Nick Kelly | Clemenger Bbdo Melbourneclemenger Bbdo Melbourne | Copywriter |
| Julian Schreiber | Clemenger Bbdo Melbourne | Creative Director |
| Tom Martin | Clemenger Bbdo Melbourne | Creative Director |
| Ant Keogh | Clemenger Bbdo Melbourne | Executive Creative Director |
| James Mcgrath | Clemenger Bbdo Melbourne | Creative Chairman |
Every year the Australasian Writers And Art Directors Association (AWARD) needs a 'call for entries' to drive entry of creative advertising work into their award show. And every year that 'call for entries' targets those who win the awards the Advertising Creatives. But the truth is, now with so many awards out there competing for the agency 'entry dollar', we needed to reach a different audience. Those that actually control the agency award entry budget. So we decided to target and hero the Finance Directors of ad agencies. We also knew we had to hero what they care about profits.
Every year the Australasian Writers And Art Directors Association (AWARD) needs a 'call for entries' to drive entry of creative advertising work into their award show. And every year that 'call for entries' targets those who win the awards the Advertising Creatives. But the truth is, they don't need to be sold to. Creatives already understand the importance of entering. They would enter as much as possible. What they actually need aid in is getting more agency funds put towards entering their work into this AWARD. The financial competition to choose which shows to enter is getting harder every year.
We created the first ever AWARD 'Call for Entries' that spoke directly to agency Finance Directors. Titled 'Pencils Equal Profits', a key piece of the entry pack was an entire book devoted to Award Entry Economics. It humorously demonstrated how entering AWARD can not only result in huge cost efficiencies, but vast increases in client billings. It conclusively proved (or at least it seemed to) that entering was worth the money. The book was sent directly to Finance Directors of every advertising agency in Australia. Our desired outcome was (despite economic pressure) to match the entry numbers of 2012.
By speaking to a completely new audience, that is, the agency people with the money, 'Pencils Equal Profits' created a remarkable 27% increase in AWARD entries for 2013. And maybe just maybe as a result, we've made Finance realise, that timesheets aren't the only thing worth entering.