Summit Creative Awards Celebrate the Little Guy
Mike Catherall
May 18, 2007
It Pays to be Small
When it comes to advertising, it is only too common that the massive shops absorb the biggest clients, the hottest talent and the juiciest creative opportunities. Also, they have the firepower and to keep the little shops out of the running of awards strictly by the cost and volume of entries. Thus, it's little surprise they win so often.
Canadian Needles in International Haystacks
This is not to say that the smaller shops never get their day in the sun. With the introduction of the International Summit Creative Awards, there has been a plethora of Canadian talent come to the forefront. In fact 25% of the international awards were from Canadian shops.
For a small shop, competing in the most prestigious shows can cost thousands of dollars in entry fees.
This is a steep price for an agency not billing over 20 million, and it often puts the little guy right out of the competition.
The Summit Creative Awards celebrate agencies with annual billings of less that $20 million. They exist to let the world know that there is a pool of talent and resources available, at much more accessible and affordable prices than the huge agencies, possibly right in your own backyard.
Canadian freelancer Ronnie Lebow also won an award for his self-promotional work. “The SUMMIT awards are no small competition.” He wrote, “they are quite known worldwide. The [only] reason big agencies don't bother with them is because they can't.“ Awards Shows…for Advertising?
For those not directly involved in the communications industry the concept of rewarding those who make commercials can seem a little strange. Advertising is usually something people try to avoid. Most people would say that they HATE advertising.
This is exactly why award shows exist.
Shows like the Summit Creative Awards celebrate the dedicated professionals that are trying their best to make advertising entertaining, informative and enjoyable. Ideally, something that people seek out, and something that shapes our culture in a positive way. It has been shown that when all of these factors align, effectiveness in moving the client’s merchandise improves as well.
Even the greatest haters of advertisements have their favourite ad, and because ads are a part of our culture, like books or films or daytime soaps, they too have their award show.
It is good to see Canada get itself back on the international stage in terms of advertising to prove that it is a small country (population wise) with huge talent. Also, it’s nice to see an award show that doesn’t let the big guy with the big wallet muscle his way onto the award podium.
Creative Wonders Communications is proud to be a recent recipient of an International Summit Creative Award. Winning out over 5000 other entries from over 20 countries, Creative Wonders brought home a silver for a radio spot for Simmons Mattress Gallery entitled Henry the 8th. Written Yours Truly and produced by Diane Lund and Chris Ainscough, this award is a testament to the big success that can herald from a small shop.
To find out more information please contact Creative Wonders at 604-987-8401 or Mike Catherall at mike_catherall@yahoo.ca.
When it comes to advertising, it is only too common that the massive shops absorb the biggest clients, the hottest talent and the juiciest creative opportunities. Also, they have the firepower and to keep the little shops out of the running of awards strictly by the cost and volume of entries. Thus, it's little surprise they win so often.
Canadian Needles in International Haystacks
This is not to say that the smaller shops never get their day in the sun. With the introduction of the International Summit Creative Awards, there has been a plethora of Canadian talent come to the forefront. In fact 25% of the international awards were from Canadian shops.
For a small shop, competing in the most prestigious shows can cost thousands of dollars in entry fees.
This is a steep price for an agency not billing over 20 million, and it often puts the little guy right out of the competition.
The Summit Creative Awards celebrate agencies with annual billings of less that $20 million. They exist to let the world know that there is a pool of talent and resources available, at much more accessible and affordable prices than the huge agencies, possibly right in your own backyard.
Canadian freelancer Ronnie Lebow also won an award for his self-promotional work. “The SUMMIT awards are no small competition.” He wrote, “they are quite known worldwide. The [only] reason big agencies don't bother with them is because they can't.“ Awards Shows…for Advertising?
For those not directly involved in the communications industry the concept of rewarding those who make commercials can seem a little strange. Advertising is usually something people try to avoid. Most people would say that they HATE advertising.
This is exactly why award shows exist.
Shows like the Summit Creative Awards celebrate the dedicated professionals that are trying their best to make advertising entertaining, informative and enjoyable. Ideally, something that people seek out, and something that shapes our culture in a positive way. It has been shown that when all of these factors align, effectiveness in moving the client’s merchandise improves as well.
Even the greatest haters of advertisements have their favourite ad, and because ads are a part of our culture, like books or films or daytime soaps, they too have their award show.
It is good to see Canada get itself back on the international stage in terms of advertising to prove that it is a small country (population wise) with huge talent. Also, it’s nice to see an award show that doesn’t let the big guy with the big wallet muscle his way onto the award podium.
Creative Wonders Communications is proud to be a recent recipient of an International Summit Creative Award. Winning out over 5000 other entries from over 20 countries, Creative Wonders brought home a silver for a radio spot for Simmons Mattress Gallery entitled Henry the 8th. Written Yours Truly and produced by Diane Lund and Chris Ainscough, this award is a testament to the big success that can herald from a small shop.
To find out more information please contact Creative Wonders at 604-987-8401 or Mike Catherall at mike_catherall@yahoo.ca.
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