PENCILS EQUALS PROFITS

TitlePENCILS EQUALS PROFITS
ClientAUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION
Product / Service2013 AWARD AWARDS
CategoryC01. Integrated Campaign Led by Direct
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Entrant Company CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency CLEMENGER BBDO MELBOURNE, AUSTRALIA

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.

Credits

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