Are Creative Awards Useful for Brands?

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Let’s be honest, sometimes it can feel as though ‘awards season’ never truly ends. The creative industries are riddled by jaded marketers that regularly bemoan the industry’s tendency to invest far too much time and money on awards. But look behind the mask of cynicism and there is a reason why these awards are still so high on the agenda of our global and domestic brands. In fact, there are quite a few reasons.

Creativity is at the heart of all great brands at every level - from branding to advertising and everything in between. So, having that creativity celebrated and rewarded is surely the best way to have your brand recognised, boost your visibility and prove that all the hard work was worth the risk.

Today, we’ll be focusing on why these awards are still such a vital piece of the puzzle for brands and how to find that balance between investing in innovation and investing in success.

“I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin Brand” — Richard Branson

A demonstration of power - Creativity is the fuel that drives groundbreaking marketing solutions and by winning a creative industry award, you are demonstrating the strength of your brand and your ability to keep driving forward.

Sorting the good from the great - With so much competition and so many different channels to sort through and stand out on, an award still speaks volumes. It can help to identify which brands are doing the best work today and which are simply coasting on former glories.


Talent magnets - Brands that are winning awards are the brands that people want to associate themselves with and work for. A campaign that cleans up during award season will often swiftly be followed by a slew of eager agencies and creative individuals looking to catch a piece of that pie.

Raising the bar - For brands, awards also present an opportunity to step back and take a look at what the competition is up to. Good creative from one brand can raise the bar for every brand and there’s no shame in being inspired by something truly exceptional and then making it your goal to compete with it next time around.

Something to compete for - Competition breeds creativity. This is a mantra that is just as relevant today as it was 50 years ago and is the cornerstone around which so many industries and ideologies are still built to this day. Awards offer something to aim for and compete over and, as such, drive bolder ideas and better creative.

“Rational thoughts never drive people’s creativity the way emotions do” — Neil deGrasse Tyson

Whilst there is any number of brand-focused awards currently being touted by the creative industries, the Creativepool Annual caters specifically for brands with our Brand Team of the Year and Best Brand to Work For categories. We also have categories catering for specific campaigns across the entire creative spectrum.

Winning gains you access to over 300,000 members and potential customers in the Creativepool community. No other award show moves you closer to your consumer base like the Annual. So, if your brand has yet to pull the trigger and enter this year, you only have a week left! 

Submit your work today for the Creativepool Annual 2020. To enter your best work from 2019, to be included in the Annual 2020, click HERE and to nominate Agency/Brand, Newcomer, Influencer of the Year or Best Place to Work click HERE. Best of luck and we look forward to seeing you at the Annual launch party on May 28th.


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