Why still have creative juries?

Market research Five years after the last
study on the efficiency of creative advertising, the ADC presents the latest
Edition. The creative experts' own view differs from that of the
The ADC has set itself the goal of improving the
improve the quality of advertising. This is stated in the association's objectives.
And he does this not only with his creative competition. Since 1996
He documents his efforts with a GfK/IHA
study, which is conducted every five years to assess the importance of the
creative advertising among advertising clients. In times when
for whom the cost gap is already rigorously defined in their heads via advertising concepts
it is clear that the survey results must be subjected to a sober
The creative club's current position.

200 decision-makers for advertising were surveyed in one of the
"advertising-intensive" top 500 companies and 50 marketing managers
or heads of advertising agencies. The majority of them (95.6%) rate
creative advertising as "very important" and "fairly important". Around three
Quarter of respondents know the ADC, but a good 31 percent are of the
opinion that the advertising industry does not need the ADC. Sobering: One
ADC prize is not desirable for 70 percent. Although various
Studies have shown that creative experts are perfectly capable of
predicting the efficiency of campaigns, i.e. that awards
reflect the market reality well. Obviously, creative advertising,
which - according to the criticism - are often not sufficiently
is seen as just one of many success factors.

Good advertising is memorable
Let's take a closer look at the results of the 16 questions. For the
The most important evaluation criteria for good advertising were
Clients and creatives usually agree: humor and originality belong together.
as well as the communication of the message, clarity and
Memorability. However, addressing target groups is far more difficult for advertisers.
more important than their clients, for whom memorability and
dialog triggering mean more. It is noticeable here that the companies,
who know the ADC, weigh the quality criteria very similarly to
the creative club. In this respect, the persuasion and
ADC's legitimization work is bearing fruit. The fact that creative quality
important in advertising, on the other hand, prevails everywhere, but
nowhere as strongly as in advertising agencies. Equally pronounced is the
these as with the Big Spenders (advertising budgets of over six million
francs) is of the opinion that creative advertising is practically always
is more successful than others.

The evaluation and awarding of advertising takes place in the advertisers' camp.
as expected, more friends (78%) than among clients, where
This ritual is considered by around a third to be of little or no use.
is valued. The lack of understanding is even greater among big spenders
(50%). This also explains why in all groups - even in the
advertisers - a majority did not see any connection between the award and
recognizes the improvement of advertising. And this despite the fact that 71 percent
the client know institutions that evaluate advertising and
awards. The ADC is well ahead of the Cannes Festival in this respect,
Effie and DM price the highest awareness (39.4%), however it has
decreased significantly compared to the last surveys. In addition
the values ranged between 31.5 for companies with an advertising budget of up to
to one million francs and 70 percent for the few big donors.

There is also a gap in knowledge about the ADC's main objective.
on: While the ASW/BSW agencies, like the big spenders, also
The main reason for this is that for most of the
Top 500 companies "Improving advertising creativity" the main topic
of the ADC. His expertise in the assessment of
advertising, which is rated even more highly by clients than
advertisers, who are quite self-critical on this point.

Far more critical than the companies and the big spenders are the
creative people also with the existential question of whether
ADC-awarded works tend to be more successful in the market than others
- 58 compared to 68 or even 70 percent. Conversely, the
Agencies with 76 percent more ADC than the top 500 companies
(67%). Among the latter, however, it is also evident that the Big
donors, i.e. the group with the most ADC awards, the club on
least of all - 80 percent of them said they would need it.
the ADC. A somewhat contradictory attitude? Almost 70 percent of
Advertisers claim that it is not worthwhile for them to
is to receive an ADC award.

Luca Aloisi