Pencils Equal Profits

Every year the Australasian Writers and Art Directors Association (AWARD) needsa call for entries to drive the submission of creative advertising work into its award show. And every year that call for entries targets those who win the awards – the advertising creatives. But the truth is, with so many awards out there competing for the agency ‘entry dollar’, we needed to reach a different audience. Thosewho actually control the agency awards budget. So we decided to target and hero the finance directors of ad agencies. We also knew we had to hero what they care about – profits.