‘Winning awards isn’t about being smug. It’s about setting an international standard for your clients’ work that raises it above that of its competitors,’ says The Mission Control Communications.
There is now a valid case with volumes of supporting evidence that proves, effective, creative, and award-winning work drives sales and improves share price performance in science and healthcare – a sector that previously had a reputation for shying away from ‘creative’ advertising and marketing.
This alignment between creativity and a booming bottom line was first demonstrated in the Institute of Practitioners in Advertising’s 2010 white paper, ‘The Link Between Creativity and Effectiveness’, which looked at 10 years of its Effectiveness Awards (which assess marketing ROI) compared with data over the same time period from The Gunn Report (an annual publication ranking the most creatively-awarded advertising).
Notably, creatively-awarded campaigns were 11 times more effective at driving market share growth than those that didn’t win awards. Even with equal investment, creatively-awarded campaigns were more successful across sales volume gain, market penetration, customer acquisition and loyalty, while a strong correlation was discovered between increased creativity (where more creative awards were won) and improved levels of commercial effectiveness.
This was substantiated a year later by James Hurman in his book The Case for Creativity, which analysed 30 years’-worth of data, including the business results from Cannes Lions’ Creative Marketers of the Year. He states: ‘In every case, the companies that have been most tenacious in their pursuit of great creativity have been among the ones outperforming the stock market and enjoying historic periods of financial prosperity.’” (source IPA)
Understanding the commercial benefits of awards to a brand, we approach every project with the mindset that no matter how small or seemingly insignificant it might appear, even to the client, it has the potential to be an award winner. Again – the award itself is not the objective; it’s recognizing that the thinking that goes into an award winning piece of work is proven to be commercially more beneficial to a brand. The actually trophies, whilst nice, are simply a byproduct.
We’ve applied this approach to every brand we work with and it works. Our clients have seen their ranking in the Fortune 500 jump and profits as much as double in some instances. Many of our clients have also found that a ‘winning’ culture has yielded successes in other areas of their business and in addition to the awards we enter on their behalf, they are also entering and winning directly across multiple categories.
The result, motivated workforces, confident investors and increased sales and brand influence.
All in all – we’d call that Mission Accomplished!