It has appeared again. The ranking of all German rankings. The ranking, squinting at which many agency heads cramped. push for the creative people, but even more so, the consultants at the agency managers not only own two eyes, but also that of their controller.
It is the ranking of the Manager magazine ( recent Issue 12/10 from page 56).
In contrast to all the other creative rankings of the usual communication publications created this ranking from a magazine that reaches not only the decision-old dog, but also to Hans. The most important Hans. For most of the agencies never tangible Hans.
Just simply deeeeeen Hans. Or the
Joseph. Or Walter. Or Martin. Or deeeeen Or. to take
This ranking as an agency head under fire is already a small risk. Finally, the Manager magazine is not just any entrepreneur mag, but the preferred monthly bulletin of directors and owners. So
of people that the decision for or against an agency - meet - or at least for or against the distribution of the communication budget.
The type guys or gals who like to be on the golf course or ski slopes of the managerial colleagues responded to his advertisements (or will be). And on the question of who was doing his advertising agency does not want to call it a name that does not sow.
Because it can help an agency of course in the appreciation, if you're in the Manager tabloids a number. The best one number in the top ten. To question
how this table is about and whether it so makes sense, is now not really Task of these boards, but then again they have better things to do than to put up with so intense advertising apart.
short time flying over the annual rankings, look at the names and feel confirmed in the ideal case.
precisely why one has such a MM - after all, a sister of the Journal untouchable level. If the search artists do not know, then who?
The Undisturbed by this ranking issue as slow reader may feel the urgency of the publication. And of course you sit down as head of an agency, whose shop yet not once has appeared in the rankings (so someone like me), rumzukritteln inevitably accused of, only, because you are not creative enough to reappear in this creative index.
But the industry professionals know that this creative index has little to do with creativity.
He, however, has a lot to do with money (entry fees for all the award shows and the cost of all the fakes that are produced especially for competitions), with merciless (namely his men to "motivate", in addition to the everyday work permanently Gold ideas and to produce overtime) and with pure vanity (we do there).
confess I too am partial because the accomplice guilty. The agency's marketing effect of awards is also with us again and again an issue.
Here unravel in detail the number of points in the ranking was made with extra just for the ranking produced creative goods and how much real commission was, is, of course, out of date. This discussion, we have actually long since left behind.
However, it should surprise that just as a publication Manager Magazin uncritically for years before that - spans Award trucks - dominated by fakes. But one would have expected from such a magazine-caliber rather that it stands out in this purely creative bubble.
alone, the evaluation criterion, which leads to the index, lacks the industry logic. Can you still understand
, that the international creative competition number 1 (Cannes) will be evaluated with 9 points, we hardly understand why the most highly regarded internationally also "hard" competitions such as D + AD (4) and One Show (2) rank so far behind. And why is
same time the German ADC (8) scored with his less rigorous practices during the medal ceremony as high.
For God's sake, nothing against the value of the ADC. 8 points is OK, But D + AD and One Show had at least deserves to be on the same valuation level.
D + AD? One Show? ADC? Huh? What? Please?
Exactly!
The important Hanse, Joseph, Walter and Martin are the uncomprehending Head shake. What is this nonsense. I do not know. I do not know Will. Why do I have such a magazine?
unreflective With this ranking encourages the supposedly objective opinion media distortion of competition, but all we tolerate. Maybe it's just too creative Economic Winter's Tale, as that would destroy it.
I say, then the story time all participants indulgence. Will soon be Christmas.
The truth in this MM article is for even the very end. Formulated it, our social-media steam talker Amir Kassaei:
"The only thing that proves the gains of creative awards, is that you get good at winning of creative awards is ".
shouted good. Very good roared.
to fit around the bubble as a grand finale that the link above manager-magazin.de/kreativindex a "document not found" appears (at least today, the day when I clicked the link).
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