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I have always dreamed of an “Advertising Utopia.” I've always believed that real advertising is about communication between consumer and product. It's about building a brand [link widoczny dla zalogowanych] - a brand reflecting the perceptions in the [link widoczny dla zalogowanych] consumer's mind. An ad is conceptualized and designed to target that consumer. We do everything in the ad to catch his attention, inspire him to read and understand the message and drive him to act upon it. So how come in the end the consumer is left ignored and unappreciated?

I start browsing the Internet, thinking that maybe the graphics will be more colorful on the other end of the wire. I feel extremely happy and extremely sad while I brainstorm with myself - trying to innovate and [link widoczny dla zalogowanych] not to imitate, taking the message from the client and putting it on paper with my feelings mixed with sadness, anger and happiness. These are the exact same feelings experienced by the average consumer. Why do I say this?
Join me as I spend a moment with myself and attempt to probe my [link widoczny dla zalogowanych] deepest thoughts.

It’s not that I don't believe in advertising awards. I’ve had my own share of recognition. The point is, I'm wondering why everyone seems so obsessed with them. How come creatives feel depressed when they go home empty handed? Is this what the advertising industry is really after? To win prestigious awards? I am sad to see the industry turning into a selfish business - taking advantage of everything, taking all the credit and leaving the consumer behind.

It’s true, most clients favor agencies that have won prestigious awards. And this even adds up to my dilemma. When we pitch for a new client, they ask us to showcase our creative portfolio and we proudly talk about these awards. [link widoczny dla zalogowanych] Most of the time, no one will focus the discussion on the campaign's effectiveness in the market. It seems that clients tend to look for unique eye-catching visuals, even weird campaigns, which, of course, have high potential to win awards. The ironic thing is, many award-winning campaigns are actually failures in terms of marketing impact. Can you [link widoczny dla zalogowanych] imagine what will happen to the industry if all clients and all agencies work this way?
The jury receives lots of artworks from all over the world. The judges' role is to select the piece of work that makes the brand look good on paper and the product nice and popular. They judge the most creative artwork. Very nice. I see lots of creative works. But it will take me ages to understand them even though I am part of the industry.

My name is James Rammal. I am the Founder and Managing Director of JRA (Advertising & Branding Agency). Each day, I come to [link widoczny dla zalogowanych] my office full of energy and optimism. I experiment - trying to be creative, thinking outside the box. I always wonder where is this box and what color is it. I never really knew the answer. And then I think, "What can possibly happen if we think inside the box? Isn't it true that since [link widoczny dla zalogowanych] everyone else is thinking outside that box, what is inside could very well be the new outside?" Ah, lots of questions always come across my mind. The very same questions that inspire me to see things from different perspectives.
I firmly believe that if we really want the industry to flourish, we better start giving consumers a strong voice over these awards. Let them have their own say regarding which ads are the most effective, which ads have driven them to actually purchase the product or avail of [link widoczny dla zalogowanych] the service. Let us have Consumer’s Choice Awards in the advertising industry. Only then can we really judge if a campaign is successful or [link widoczny dla zalogowanych] not.

I feel very upset. Everybody pretends that they understand these [link widoczny dla zalogowanych] ads. They announce the winners based on the jury's judgment and yet they always forget [link widoczny dla zalogowanych] the consumer. True, it's a nice and creative ad, but did the consumer really understand its message?

Practically everyday, I receive invitations to participate in various advertising awards. They show off [link widoczny dla zalogowanych] pictures of so-called distinguished panel of judges. Who are these people? And how are they chosen? Supposedly these judges [link widoczny dla zalogowanych] are the best in their field. But what measuring tools do they use to evaluate entries? How do they select the winners?

Imagine what happens during a typical advertising awards ceremony. The winners are announced - gold, silver and bronze. Every so-called winner stands on the stage, thanking the client for giving him the opportunity to work on such account. He thanks the management, the designers, the copywriter, even the office boy. He thanks everyone... but the consumer.

Sadness. Anger. Happiness. These are the mixed emotions that I have been harboring towards the advertising industry - the very same industry I love so passionately and to which I have been devoting more than half of my life.
It’s about time [link widoczny dla zalogowanych] we put real value on the sector for whom advertising exists. It’s about time we give consumers the real attention and credit that they deserve.
***I welcome your comments. Please feel free to e-mail me at [link widoczny dla zalogowanych]