Russian Effectiveness Awards anyone?
I think it may be time to set up an award for effectiveness in advertising on the Russian market. Why?
1. To give agencies something to strive for that coincides with client aims. (clients do not see the correlation between creative awards and business success)
2. To develop a database of case studies that act as benchmarks for future campaigns and their effectiveness.
3. To encourage a transparent and honest feedback loop based on actual results to improve future campaigns and to recognise the value that agencies provide.
There may be hurdles that can be overcome
- In effectiveness awards in the UK for example advertisers should have spent 2.5 million pounds in total on Media and Creative services on their campaigns. Large advertisers are reluctant to reveal how much they have spent on media because of the large discounts they get - that are not necessarily the same for everyone.
- The size of Russia means that it is difficult to judge, in a short space of time, the results as a result of an advertising campaign because of distribution lead times and lag times.
Here is the judging criteria for the case studies submitted to the Jury from the IPA website:
Clarity of case: How well written, structured and presented is the case? Scale of task: How difficult is the task communication the entrant was asked to undertake? Strength of solution: How imaginative or impressive is the strategic, creative or media solution? Scale of effect: How impressive is the return from communication investment? Strength of proof: How convincingly and credibly does the paper establish the link between communication activity and commercial performance? How difficult is the measurement task? Use of channels: How well have the communication channels been exploited and evaluated? New learning: Has the case taught us anything new about how communications work (e.g. ‘longer and broader’ effects, interactions between channels), or about how to evaluate them?
