Strange criteria
Guest commentary The selection of the most creative agencies was arbitrary, criticizes Andreas Prokesch.
Guest commentary The selection of the most creative agencies was arbitrary, criticizes Andreas Prokesch.
I am once again attempting to make myself unpopular. But first of all, kisses, kisses and congratulations, dear Fredy, dear Jean Etienne, dear Markus, dear Gilbert, dear Nick: Publicis (including Fisch Meier Direkt) is no longer the second most creative agency in the country, but the most creative. I also hug you, dear Danielle, dear Markus, after all Ruf Lanz has jumped from sixth to second place. And of course you also deserve praise and recognition, dear Edgar, dear André, dear Stefan, dear Dieter: Although Advico Young & Rubicam (incl. Exxtra) no longer garnished the gold medal this year, it still took bronze, and having just taken a Feldschlösschen out of the fridge to toast the good old Stewi-Libelle, I would have liked to toast you too, dear Martin and dear Peter. But Werbewoche's creative hit list only includes the top ten agencies in Switzerland. Spillmann Felser Leo Burnett is not one of them. As a consolation, neither is Guye Benker. And neither does Hesskiss.
How is that possible? It's simple: because Werbewoche did the math - and took all (im)possible factors into account. For example, Cannes and Clio each count as a factor of 6, while Silver in Cannes counts as a factor of 3. This results in 18 points for the Silver Lion, which Euro RSCG Switzerland won in the Direct Marketing competition. But it could just as easily be more points. Or fewer. Depending on the premise.
Other factors, on the other hand, are not taken into account, although they are anything but subjective and would therefore be all the more relevant. The number of employees, for example, plays no role. Wyler Werbung consists of Ruedi Wyler, Ruedi Wyler and Ruedi Wyler (plus a cleaning lady with a 20 percent workload), while Gross-Publicis now has more than a hundred employees. This means that the 708 points achieved by Publicis would have to be divided by at least 100. Wyler Werbung's 79 points, on the other hand, would have to be divided by 1.2, which would catapult the reigning Advertiser of the Year from 10th to 1st place.
The fact that the same work was submitted again and again and won something for it again and again is also not taken into account. Or whether different works were involved in different competitions. And in general: how many works you submitted in total and how often you were successful with them - or not.
It also doesn't matter what you win an award for. Whether for a commercial or a mailing, for a placemat or an integral campaign, for a fart for the Italian around the corner or the repositioning of a global corporation: everything is lumped together.
Well, what can you say? The best thing is probably this: Dear Werbewoche, be so good as to spare us this ranking in future. You still have the "Advertiser of the Year" as a marketing and PR tool.
> Andreas Prokesch is Chairman of the Board of the Art Directors Club
Switzerland.
I am once again attempting to make myself unpopular. But first of all, kisses, kisses and congratulations, dear Fredy, dear Jean Etienne, dear Markus, dear Gilbert, dear Nick: Publicis (including Fisch Meier Direkt) is no longer the second most creative agency in the country, but the most creative. I also hug you, dear Danielle, dear Markus, after all Ruf Lanz has jumped from sixth to second place. And of course you also deserve praise and recognition, dear Edgar, dear André, dear Stefan, dear Dieter: Although Advico Young & Rubicam (incl. Exxtra) no longer garnished the gold medal this year, it still took bronze, and having just taken a Feldschlösschen out of the fridge to toast the good old Stewi-Libelle, I would have liked to toast you too, dear Martin and dear Peter. But Werbewoche's creative hit list only includes the top ten agencies in Switzerland. Spillmann Felser Leo Burnett is not one of them. As a consolation, neither is Guye Benker. And neither does Hesskiss.
How is that possible? It's simple: because Werbewoche did the math - and took all (im)possible factors into account. For example, Cannes and Clio each count as a factor of 6, while Silver in Cannes counts as a factor of 3. This results in 18 points for the Silver Lion, which Euro RSCG Switzerland won in the Direct Marketing competition. But it could just as easily be more points. Or fewer. Depending on the premise.
Other factors, on the other hand, are not taken into account, although they are anything but subjective and would therefore be all the more relevant. The number of employees, for example, plays no role. Wyler Werbung consists of Ruedi Wyler, Ruedi Wyler and Ruedi Wyler (plus a cleaning lady with a 20 percent workload), while Gross-Publicis now has more than a hundred employees. This means that the 708 points achieved by Publicis would have to be divided by at least 100. Wyler Werbung's 79 points, on the other hand, would have to be divided by 1.2, which would catapult the reigning Advertiser of the Year from 10th to 1st place.
The fact that the same work was submitted again and again and won something for it again and again is also not taken into account. Or whether different works were involved in different competitions. And in general: how many works you submitted in total and how often you were successful with them - or not.
It also doesn't matter what you win an award for. Whether for a commercial or a mailing, for a placemat or an integral campaign, for a fart for the Italian around the corner or the repositioning of a global corporation: everything is lumped together.
Well, what can you say? The best thing is probably this: Dear Werbewoche, be so good as to spare us this ranking in future. You still have the "Advertiser of the Year" as a marketing and PR tool.
> Andreas Prokesch is Chairman of the Board of the Art Directors Club
Switzerland.
