Interesting to see this opinion piece featured in AdNews. We have been of this opinion for some time ourselves here at Big Kahuna – being in the ‘DOING’ part of the industry.
“If an idea can come from anywhere and we all now have access to anywhere, any time, the challenge to arrive at truly great unique ideas becomes easier and harder at the same time. It is easy to blow you mind with different influences – the difficulty lies in pulling these audacious things of with brilliant execution. Brilliant execution is largely the ‘doing’ part part of the business we’re in. And I argue that post the ‘Clever Country’/Internet Revolution’ it’s part of our industry that has received less focus than the ‘thinking’ part…”
Bram Williams, Founder of Archibald Williams.
Wow, so glad to hear an acknowledgement of this, thank you Bram! Interesting to see this opinion piece featured in AdNews. We have been of this opinion for some time ourselves here at Big Kahuna – being in the ‘DOING’ part of the industry. About three years ago we wrote to the AdNews Awards Committee asking if our industry awards sector could create a new category in their competitions – a category for the ‘doers’ – a Creative Realisation Award. Perhaps a better category description would be a ‘Creative Execution’ Award. It was a request for formal recognition of the part companies like Big Kahuna Imagineering play in the physical realisation and execution of many successful campaign ideas.
The intellectual creative process does not finish at the handing down of the grand idea, agreed upon by Ad Agency and Client folk. In fact the matching of material science to the rationalised creative, is an art form in itself. Clearly AdNews identifies the value of having an awards scheme to recognise excellence and celebrate this above and beyond the commerce of services rendered. Awards are about honouring achievements and excellence and bring a sense of recognition of which each nominee/winner can be proud.
We see so many awards on the shelves of our agency clients for jobs that we have played a major part in. We have had many many testimonials from our Agency clients about how integral we are in the delivery of a brilliant idea. It just seems there IS no category within our own industry where we might obtain one of these shiny things! We have a “pool room” too, ya know… 🙂
Although our letter (back in September 2011) suggesting a consideration of this kind of award was abruptly thwarted by the committee, perhaps a growing momentum within the industry, such as Bram’s opinion piece, could see it finally realised? As a member of this industry we hope so.