Does Winning Advertising Awards Pay? The Australian Experience

Michael Jay Polonsky and David S Waller

Advertising awards have become an important part of the advertising industry worldwide. It is estimated that there are as many as 500 advertising award shows throughout the world each year (Shamoon, 1987). Some of the more popular international award ceremonies include: The One Show, Clio Awards, Art Directors Club of New York, Cannes International Advertising Film Festival, London International Advertising Awards, and Asian Advertising Awards. In 1994 B&T, the Australian equivalent of Advertising Age, listed 35 various Australian advertising awards (B&T, 1994).

The winning of an award may be a way for advertising agencies to: (1) gain recognition for their work, (2) encourage creativity among staff, (3) increase prestige in the industry, and (4) promote themselves to potential clients (Schweitzer and Hester, 1992).