Copywriting courses needed after three categories fail to produce winner at ADMA awards
ADMA chief executive Jodie Sangster has flagged a new initiative around copywriting, after it was one of three categories to have no winner at last night’s AC&E Awards because entries did not meet the “required standard”.
No gongs were handed out in three categories at the Association of Data Driven Marketing and Advertising (ADMA) awards last night after judges ruled that none of the finalists were worthy winners, with the decisions greeted by boos from some sections of the audience.
Sangster told Mumbrella the entries in the copywriting, email marketing and social media categories failed to meet the “required standard”, but rejected suggestions the entries simply weren’t good enough, but admitted none of the finalists had struck the right balance between creativity and effectiveness. She said the lack of a winner in the categories showed a particular need for agencies to improve their creativity.
Good on them for having the balls to say so. Awards aren’t supposed to be handed out just for participation; they should reflect true excellence, work that sets the high water mark for others to benchmark their own work by.
This is not to say the finalists didn’t deliver quality work. But whether due to constraints by budget, time, clients, etc. they were simply unable to achieve something exemplary, and there’s no shame in that.
Yep, if it’s not good enough, it’s not good enough.
However, I would argue that the problem is less about the copy not being good enough and more about everyone from planners to suits and clients thinking that they are a copywriter as well. The result speaks for itself.
It is about time somebody stood up and said it. Copywriting has been a horribly neglected craft.
Byron, also right. It’s the one craft everyone seems to think they are qualified to do.
Planners. Ashtrays on motorbikes…
This recently released video produced by the Direct Marketing Association (DMA) in the UK, to support a Copywriters’ Census their currently undertaking, may be of interest….
It’s titled ‘Madmen vs Mavens’ – and is presented as a fly on the wall documentary with views from two generations on the state of copywriting.
Worth a look – https://www.youtube.com/watch?v=bWTvN0zqiMA
That should of course be ‘they’re currently undertaking’ – not their
I’m clearly not a copywriter 🙂
Not saying I don’t agree their stance, but not giving an award does seem a terribly convenient bit of PR for:
“the launch of a new ADMA initiative around copywriting, suggesting there needs to be more recognition of “great copywriting” and the role it plays in marketing.”
Well done Jodie! Thanks to Denise for the plug, we have had great response to our campaign for great British copywriting and if you want to join in the chat on Twitter follow #DMAwriting