LETTERS

LETTERS to the editor should be accompanied by a home and business telephone number so that they may be verified. The editor reserves the right to edit letters for brevity if necessary.A new approachAs a follow-up to your responses as to...

LETTERS to the editor should be accompanied by a home and business telephone number so that they may be verified. The editor reserves the right to edit letters for brevity if necessary.

A new approach

As a follow-up to your responses as to why we witnessed such a disparity in this year’s Agency of the Year programs, I would like to suggest that it might be time for us all to consider a new approach.

Our industry, I would suggest, is the most over-awarded in existence.

I’m becoming more and more self-conscious and unfulfilled year after year. These awards are tripping over each other to the point they lack clarity, focus and meaning, not to mention creating outrageous cost for agencies.

And just what are we getting out of having so many anyway? It may be time for awards programs to be ‘re-engineered’ like everything else is being re-engineered.

Here’s a thought.

Let’s combine all existing shows into one.

It could take the form of a two-day creative ‘trade’ show.

The show’s structure would be designed by an industry taskforce made up of agency, production, and, importantly, clients’ representatives.

This taskforce would be charged with designing a process that would be endorsed by the entire industry, thus creating a more meaningful ‘must-see’ annual event.

The show could recognize the majority of existing competitions by including them within individual categories.

The television category would be, in effect, the Bessies. The radio category, the Crystals. The outdoor category, the Billis, and so on.

And then out of the program would come an Agency of the Year award.

I’m sure there are other suggestions and I’d love to hear them.

Because, more than ever, creativity needs to be respected.

And that starts, I believe, with finding a more meaningful venue for showcasing it.

Bill Durnan

Senior vice-president

National creative director

MacLaren:Lintas

Toronto