Do Award Winning Commercials Sell?

Donald Gunn

The findings from this research study show that commercials with award winning qualities are two and a half times more likely to be associated with marketplace success, when compared to commercials on average.

Objectives of the study

In our business there is a substantial body of opinion that is dismissive if not scornful about Creative Awards. These industry colleagues - and they exist both at Clients and in Agencies - take the view that Awards (the prizes we give ourselves) are basically a frivolity … and are wholly irrelevant, indeed probably counterproductive, to the main business in hand - the selling of products and services.

They assume and believe and also will broadcast the view that winning awards and selling products are, for the most part, and in some fundamental way, mutually exclusive....

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