What advertising creates isn’t worthy of award, but is highly worthy of reward, says Penso’s Con Frantzeskos
I worked in the music industry for many years, with many globally renowned artists, songwriters, composers, producers and musicians, from Max Martin to Mutt Lange to David Hirschfelder. These creative titans always only ever had one measure of success: ‘How many units did we sell?’. Awards to them were largely an irrelevance.
Advertising seems to work the opposite way. Many people claim to be creative, not to sell, but to win awards. Awards are not the purpose of advertising. Advertising agencies’ only role is to reduce price elasticity of demand for their clients pr
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