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AWARD Awards 2012: Pencils Equal Profits

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For the first time, an Award 'Call for Entries' that completely ignores creatives.

BACKGROUND: There are more and more award shows appearing on the Award landscape every year, and agencies want to enter them all. The challenge is, that in reality, it's not the creatives that decide how much and what can be entered. It's the agency award show budget. Something that lives well outside the creative realm and deep inside the financial one. It was time to change Australasian AWARD's audience, and speak to those that actually control the agency purse strings.

IDEA: For the first time in history, Clemenger BBDO Melbourne created a 'Call for Entries' that was designed specifically for agency Finance Directors, instead of agency Creative Directors. 'Pencils Equal Profits' is an entertaining and revealing book that shows that we spoke fluently in CFOs native language: Profits. Sent directly to Finance Directors, it demonstrates chapter by chapter, how entering and winning an AWARD award not only results in remarkable cost efficiencies within the agency workplace, but also the possibility of vast increases in client billings.

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