The incentive is structured against comprehensiveness
Effie awards are fairly important awards in Advertising. They are about ‘effectiveness’ – They recognize campaigns that have been effective in achieving their stated goals. So far so good.
We have won it, a lot of planners I know have won it. It is an essential career milestone for many in our business. Some job postings mention it too – ‘need planners with experience in winning at Effies‘. It is that important.
So the incentives are not geared to bring out reality of the marketing effectiveness. The incentives are stacked to create a straight narrative that joins the dots between the results and actions of agency, most convincingly.
I am yet to read a case that credits a favorable policy change, economic change, societal change for gain of brands. Even though they do impact businesses. There is simply no incentive for writing such a case. (Who will go to collect an award for an economic case? The FM?) So even if Paytm had a windfall of opportunity with demonetisation in India, you won’t see an Effie case for it (I hope).
I understand Effies serve a purpose to encourage marketers to put in more thought and rigour in their practice. But since out of the many other variables that affect a business, a comm strategy tends to remain in focus with Effies, we remain blind to the complete picture. I will give you an example.
Recently I was working on a brand that lost market share. We were working hard to figure out why we were losing. There was a new competitor in town, but it’s communication wasn’t convincing. We did consumer research, comm tests etc. Turns out comms was not a factor at all, though brand imagery had suffered. The culprit was pricing – SKU mix strategy. With the right SKU, the value paradigm had changed. A high Share of Voice for a fairly good campaign couldn’t convince people to choose our product over the better value relaunched product by competitor. The competitor is kicking our ass and he can’t enter a case in Effies. Would you give an award for winning by identifying a sweet spot with an affordable SKU? I wish Effies would.
Need to Change Effies to reflect the need of change with Advertising business
So you realise that there are a whole host of variables to win the market with and Effies tend to reward only a few of those. It is unhealthy. Because as agency business gets marginalised, what will help it become more relevant is to find out ways to become more effective beyond ‘campaigns’. To remain competitive against consultancies and fb/ google, agencies need to look at the big picture, start looking at and rewarding marketing efforts that go beyond campaigns.
If one were to make sense of the world solely based on Effie cases, the person would come out as a gullible idiot with false sense of intellectual enlightenment.
We need to engage with the complexity, the uncertainty
Read a few cases and it makes you think that the marketing world is a very rational and simple world. But it is anything but.
The cases paint a flat picture of the world – the causality between efforts and the market response seem ridiculously simple, even as they project conscience of all the factors affecting the brand’s performance. Is it even possible, to know all the factors that affects a brand’s rise or fall? If causality was truly that clear, would companies need the army of sales managers, favorable retailer relationships, the many offers and schemes and lets not even get started with consumer’s irrational behaviors and preferences. We assume these ‘variables’ as ‘constants’ in our grand scheme of building the case. And that is not helping anyone.
If anything, awards only reinforce our illusion of certainty. It creates a false sense of expertise about a subject as complicated as applied sciences, but without the rigour of applied sciences papers and awards. A medical sciences paper would go to great lengths, source hundred of experiments, cite precedence to establish correlation and yet shy away from ascribing certainty, there will always be a caveat. Causation is difficult to prove. More so with psychology, sociology. It is almost impossible with these fields. And yet, advertising professionals write thousands of cases a year, joining myriad dots to convincingly prove cause-effect between a brand’s success and their effort.
The cases gives you a sense that an enlightened mind was behind the campaign – some cases read as dramatic as the story of Siddhartha. One gets a sense of an incisive insight cutting away unprofitable behaviors and perceptions, suturing profitable ones. In reality, brands seldom follow as simple a trajectory. I mean, sure, great ideas do have out-sized impact on brands. But it is easy to ascribe out-sized impacts to even mediocre ideas, in absence of a culture of rigour. We want to believe in it, so we do without critically examining the cases.
Often the germination of such ideas are random, their expression might come from unexpected quarters, their reception might be dependent on a lucky social chain of events… Great ad campaigns often had a huge element of luck, of serendipity involved. But we will never find a case talking about such lucky lifts. The cases build a myth of straight thinking – business problem statement leading to insight leading to creative idea. How many times has this process really progressed so linearly in a real agency?
And there is no reason to absolve ourselves of this randomness. This very randomness will help us remain relevant in the age of AI. If causality truly was achievable, we would have been replaced with robots by now.
So perhaps, it is in our interest to institute another awards – Lucky Ideas Awards perhaps. It takes efforts to get lucky, sure. I don’t wish to discredit the hard work behind good ideas. Indeed as John Cleese suggests – to get good ideas, one needs to work at it, push oneself harder and not be too pleased with oneself. Yes. But even then, to be in a position to think for a brand that has a cultural cache, that collects data and conducts researches, that has a confident and energetic marketing department who is willing to enter awards – needs luck.
Many brands simply do not have enough data on their business. Many do not want to experiment. Many do not have great ambitions. It requires luck to work with clients who are systematic, ambitious, willing to experiment. And after that you need to work hard for a good idea. and then immense amount of luck for that idea to be supported with the many thousand things happening that affect a business.
So essentially – recognise complexity and reward strategies that succeed, no matter the form of its execution, no matter the size of its footprint.