Now I’ve won a few awards in my time. Just a handful. And I don’t like to talk about them. But I’ve always said, the best award is when a client tells you the campaign has worked and you’ve made a difference to his or her business. And I mean it. It’s still nice to get a nicely framed certificate you can stick on a wall.
A couple of stations I worked at were very skilled at getting radio awards. One method was to look at the client list, think of some creative ideas, produce them and broadcast them in the middle of the night so they qualified to be entered as broadcast commercials. It then didn’t really matter if the client had approved them (although they were always consulted and told what was being done).
The weekend just gone saw the Vox Event in the UK, and the Vox Awards. These awards were set up because radio stations and production houses were producing excellent work, but many couldn’t afford the entry fees for some of the international awards (for example it’s about $300 to enter a single radio ad into the New York Festival). While I was at GWR we entered the Vox Awards and won many of the categories. We saw it as important to encourage a raising of standards. We wanted there to be a healthy competition in terms of producing better work.
I am sad to say that many of the larger UK radio groups didn’t enter much into this year’s Vox Awards. It’s a shame, because the likes of Global and Bauer (who did win some categories) consistently produce high class and award winning radio which should be showcased. It’s encouraging to a writer when the company enters their work. It’s a great feeling when your work is recognised by your peers.
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