There’s a secret ingredient in the modern advertising awards circuit. It’s not insight. It’s not originality. It’s not even a film that made everyone cry with a moving track. No, the real magic sauce is something far more human, far more primal and, it turns out, far more effective. Lobbying.
Lobbying. That sacred rite where LinkedIn messages and WhatsApps are sent or coffees (or drinks) are scheduled pre-judging, or friendly ‘hellos’ mask a strategic wink. It’s the art of leaning ever-so-subtly on industry friendships to win an industry accolade.
And it’s everywhere.
For some, lobbying is a gentle nudge. For others, it’s a full-blown charm offensive dressed in selling your
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