#mediasnack

In this week’s #MediaSnack, Tom and David discuss the issue of awards, and more particularly, the challenges of creating media awards that advertisers really care about.The topic has been triggered by conversations in Cannes, where Publicis announced that it wouldn’t enter any awards for a year, saving a reported $20m (on Cannes solely), and where WPP has also mulled a rethink on its approach.http://uk.businessinsider.com/martin-sorrell-says-people-ripped-off-by-the-cannes-lions-2017-6In part, they argue, the awards backlash was really a backlash against the current Cannes environment, which is overblown and overpriced.However, Tom and David say there is a real issue when it comes to media awards. They are notoriously difficult to judge, and where many awards fail to answer the key question: did the media activity deliver a clear business result.David reveals that during his time working at brands there was a reluctance to release such information because it was simply too sensitive. A lot of brands, he argue