TV still a key medium

TV was still the lead medium in the Effies Awards last year, with two thirds of the winning campaigns using the traditional channel.

“It’s not all about the shiny and new channels,” Hannah McHard, senior account manager at Millward Brown, said this morning at the Communications Council Effies Exposed seminar, in partnership with Millward Brown and the Effie Awards.

“TV is still playing a role in Australian Effie case. It’s definitely something we’ll be looking out for in the next iteration of this to see how quickly this changes.”

Jon Bradshaw, chief strategy officer at Droga5, outlined how he has debated the channels of TV and digital streams many times and believes the key challenge now is to learn how to use both effectively.

“Deep engagement without an audience is an absolute waste of time and an audience that isn’t at all engaged, that’s not watching or its fast forwarding isn’t any good,” he said.

“We need both of those things [digital and traditional channels] and that is the new challenge of advertising, trying to deliver both in a world where the channels to use are getting fragmented.”

Another notion McHard touched upon when discussing the findings from various entries into previous years’ awards was the fact that many of the winners were less likely to have any new information to share.

According to McHard, having new information can make the campaign easier whereas the absence of news can challenge agencies to make their campaign more unique and creative, a similarity among many of the winners.

The findings also suggested the winning entries were twice as likely than finalists to have been faced with an advertising task judged as difficult.

The compilation of findings from the Effies exposed report outlined this morning also had Bradshaw talking about five key elements of winning campaigns, goal setting, insight, the idea, impact and creativity.

“What’s really clear from the work [Effies Awards] is whilst it’s pretty difficult to measure and it’s difficult to define for you how this work is more creative than others, it is the more creative stuff that has more effect,” Bradshaw said.

“It’s clearly crucial, it’s clearly present in the work.”

Bradshaw used three campaigns to showcase how each element was used throughout the campaign.

The campaigns used as examples:

The Enjoy the Ride campaign by 303Lowe for the Office of Road Safety Western Australia, which won the grand Effie in 2012. Read more about that here.

Investorville by BMF for Commonwealth Bank, which was the 2012 Gold Effie winner.

The consumer developed car for NRMA, developed by Whybin\TBWA, the 2013 Grand Effie winner. Read more about that here.

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