In all, there were 9,795 entries for the ad awards, at a total cost to the agencies of $3,507,860. The average cost of an entry was $358. The database does not account for the interactive or design entries to the One Show, just the advertising entries. Last year the One Show had 26,000 entries from 60 countries. Based on the average price for an entry, the One Show received about $10 million in entry fees, though the organization said the figure was far lower.
“The erroneous e-mail was an unfortunate mistake made by a junior member of our staff,” Mary Warlick, CEO of the One Club, told Ad Age. “The e-mail is not a current database and does not include accurate information.” Ms. Warlick further noted that the One Club is a nonprofit organization. “Any of the agencies that enter the One Club [awards show] realize that their entry fees support the industry.”
Hungriest for medals
BBDO seems to be by far the hungriest for medals. The network’s Brazilian office, Almap BBDO, had the most submissions according to the document, with 156. The second-most entries? That’d be another BBDO office, BBDO, New York, with 146 submissions.
Thanks, Russell.
5 Comments
Gosh, it makes the tens of thousands we photographers shell out to competitions look pretty penny-ante, doesn’t it?
Well, *I* don’t, but I have, and lots of others still do. Paying for compliments, even if they are marketable compliments, may be one of those things that eventually reaches, “Hey, wait a minute…” critical mass through the Internet. The more it is revealed as both a money-making scam and a system which *actually* recognizes mostly the amount of money you spend on submissions, the less effective it will be as a marketable distinction, and as it becomes a less marketable distinction it will be a less desirable place to spend money. If I ran competitions I’d be padding my 401(k) and thinking about alternate careers.
M
When times get tough, don’t cut the marketing budget! Right? At least that’s what a lot of the creative consultants have advised.
$ 350?? WOW I don’t see how the non-profit part makes sense. Am just curious… Say they cover the cost of producing the show, employing staff, equipments, etc etc. What happens to the excess amount?
“Not-for-profit” simply means that they don’t have a “profit motive”, but they can indeed make a profit (and will have to pay taxes on that profit).
The One Show isn’t a charity like Doctors Without Borders or the Salvation Army after all.
The really sad thing here is that the people who are losing their jobs at the ad agencies are the same ones creating the work that’s winning the agencies their awards.
Being a non-profit, those curious can see where the money goes at http://www.guidestar.org
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