The Value of Awards (Hint: We Won One)

Posted by: in Analytics, executive insights, Innovation, Integrated Communications, Jim Weiss, Organizational Communications, PESO Media, Public Relations Practice, Thought Leadership on January 28, 2014

Working at an agency, it’s sometimes difficult to find time to submit for awards. It takes time to sift through all of the great work that’s been done and then more time to pull together all the right elements. In some cases, it also costs money to enter. Not a lot of money but enough to make you think twice about whether that’s really where you want to invest.

The funny thing is, it’s easy to question the value of submitting awards right up to the time that you win. Then it all changes. When you win, it makes the decision easy because as we know, hindsight is always 20/20.

The other night, our agency won an award at the In2 SABRE Awards. We won for a predictive analytics project we did with our Warner Bros. client last year in the category of “Measurement or After-action Reporting.” It was a proud moment for those of us there at the conference. The nicest surprise was the fact that it was merely an appetizer for what was to come.

As the night wore on, we found out that our BMC Software client, Mark Stouse, won the award for Innovator of the Year. Mark won for his proprietary “influencer scoring system” (ISS) — a system BMC uses with W2O Group to evaluate our quarterly performance and ultimately determine how we are compensated. It was a proud moment for Mark, BMC Software and W2O.

If that wasn’t enough, our CEO, Jim Weiss, and I were pleasantly surprised when we learned that our Warner Bros. submission was one of five picked for “Best in Show.” While we didn’t win, we placed and we were told by several of the judges after the fact that it was a very difficult choice between the ultimate winner — Olson’s award for The Belize Board of Tourism — and ours. We would have loved to win it all but were honored to be in such great company. Congrats to the good folks at Olson!

Also of note, earlier in the summit, W2O President, Bob Pearson, moderated questions and answers with In2 Summit keynote, Kelly McGinnis of Levi’s, who talked about the importance of communications within companies in the midst of change. The fact that Bob and Kelly were former colleagues at Dell Inc. helped with the chemistry between the two and also made for a good chuckle at the end when Kelly presented Bob with a pair of 501 Jeans. Funnier yet was Kelly’s instruction to Bob that he needed to soak in the tub while wearing his 501s to get them to shrink to fit.


By: Aaron Strout

Aaron is the President of WCG, one of the three agencies under the W2O Group umbrella. He is a regular contributor to Marketing Land and a co-host of video podcast, Live from Stubbs.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

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