In case you didn’t know, last week saw the 2010 CIPD Awards.
The recruitment industry’s annual marketing awards, recognising the best ideas in employee recruitment and retention.
Big winners on the night were the Army and its agency Skive, who collectively took home five gongs.
Given that Jack Morton played a key role in the delivery of the ‘Start thinking Soldier’ experiential campaign, we’re delighted to see this work getting the recognition it deserved.
But there seem to be some mutterings of discontent within the ranks (pun intended) about Skive’s inclusion in the honour roll.
The thing is, Skive is perceived as a ‘consumer agency’.
Which left traditional ‘recruitment agencies’ out in the cold.
Unfortunately, this territorial attitude is nothing new.
And it affects every sub-sector within the broader marketing community.
It’s a real shame, because awards are supposed to recognise the best work.
The only eligibility criteria should be the quality of the idea – not the heritage of the agency that came up with it.
Likewise, people who complain about the budget of the winning work are missing the point.
A great idea can be scribbled on a napkin.
The execution could cost a few thousand pounds, or several million.
As the dividing lines between industries continue to be eroded, we should be seeing this as an opportunity to compete in exciting new spaces.
New entrants into our marketplace simply mean we need to raise our game.
Get hungrier.
Try harder.
If you believe an award is worth winning, it’s worth working for.
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About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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