10 questions with with Guy Hayward
global business development director, BETC paris
When you think you’re going crazy with ideas in the midst of a campaign, an award such as this reminds you that creativity can make the difference.Guy Hayward
I think there is only one: positive impact on the brand’s fortunes.
Lots of Nike stuff, the good old days of Playstation work ("Fun anyone?"), the recent Chrysler work in the US.
Focus on the true impact on the brand, not intermediary steps like success in social media.
Despite all the new ways of people talking about campaign success, the true measure of success remains the impact on the brand.
A German sports brand telling my agency that they wanted to be better than Nike!
The AME’s are dedicated to effectiveness. The worst thing you can do is to be unclear about how the results are tied in with the campaign’s objectives. You have to be specific. And you have to be specific about the effect on the brand. Setting social media channels alight is not enough.
A small market campaign can be as effective as one from a large market. The key is to demonstrate the transformational impact of the work on the brand.
The fact that it is centered on the effectiveness of a campaign. It honors creativity that delivers results, instead of just focusing on the big idea behind the campaign.
Sometimes in our business campaigns can become known as a great success because people like the brand or the creative campaign without knowing how effective the work has really been. An international jury fed by the recommendations of a regional judging panel is a good system of ‘checks and balances’ where local relevance is taken into account while ultimate judging is based on what can prove its effectiveness, as opposed to what people know and like.
It’s proof that what you work on every day is effective and delivers results. When you think you’re going crazy with ideas in the midst of a campaign, an award such as this, reminds you that creativity can make the difference.