Award Case study Pencils Equals Profits by Clemenger BBDO Melbourne

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Pencils Equals Profits

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Industry Shows, Events & Festivals
Media Case study
Market Australia
Agency Clemenger BBDO Melbourne
Creative Director Tom Martin, Julian Schreiber
Art Director Brett Colliver
Copywriter Nick Kelly
Designer Jake Turnbull
Typographer Jake Turn Bull
Released February 2013


Asia Pacific Advertising Festival (AdFest) 2013
DIRECT LOTUS Flat Mail: Business-to-Business BRONZE

Credits & Description

Sub Category :Flat Mail: Business-to-Business
Company Entering :Clemenger BBDO Melbourne, Melbourne
Entry Title :Pencils Equals Profits
Brand :AWARD
Advertiser :Australian Writers And Art Directors Club
Advertising Agency :Clemenger BBDO Melbourne, Melbourne
Chief Creative Officer :James McGrath
Executive Creative Director :Ant Keogh
Creative Director :Tom Martin/Julian Schreiber
Copywriter :Nick Kelly
Art Director :Brett Colliver
Print Producer :Mary Darzi
Designer :Jake Turnbull
Retoucher :Mike McCall
Typographer :Jake Turn bull
The Strategy :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 anddeep inside the financial one. It was time to change Australasian AWARD’s audience, and speak to those that actually control the agency purse strings.
The Concept :For the first time in history, we 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 CFO’s native language - Profits. Sent directly to FinanceDirectors, 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.
The Results :The entry window for AWARD is still open so results are still in progress. However, for the first time Financial Officers of advertising agencies are openly involved in AWARD entry conversations with their Creative Directors. Pencils Equals Profits has taken an industry pressure and used to humourously induce a higher involvement in the AWARD awards.