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Agency accreditation is very important and we chose to focus on the IAS accreditation awards because we want agencies to understand their value. We chose Assegai Awards to host the IAS accreditation awards because they have a diverse range of marketers on their judging panel. It is crucial that agency accreditation is judged by marketers and not by other agencies as is the case with some awards.
Marketers tell us what works and what doesn’t, which is vital because the agencies that enter the awards will get feedback on how they performed and where their qualifications stood out.
We are in tough economic times and we are very aware that awards entries cost money. While we respect the fact that agencies have limited budgets and realise that it is difficult to decide which awards to enter, we encourage them to consider their options as they will have the opportunity to test their credentials and marketer case studies can be very valuable.
Showcase Opportunities
Our mission as an IAS is to make agency credentials visible to as many marketers as possible. It is a showcase opportunity, but also a learning opportunity for marketers to learn more about the agency landscape and the variations between agencies in the marketing communications space by looking at agency credentials.
In the six years that IAS has supported the Assegai Awards, our confidence in the work we do has grown. We want to make agencies not just visible to marketers, but also to increase marketers’ awareness of agencies and the marketing communications industry as a whole.
It’s an industry that’s changing every day; the wave of change among organizations has never been greater. It’s an extraordinary time to be in a position where you can see the speed and type of change changing the industry at such a rapid pace.
We hope that marketers will take notice of these changes and the agencies’ responses to them, and understand the new world agencies are operating in. Only through agency entry will marketers understand the depth of the change and what agencies are now capable of.
It goes without saying that if marketers see something they like, they will be able to connect with a good agency, and the latter’s reputation will improve.
Cracking the long list
We know from our Agency Range Research that when marketers put together a list of agencies, reputation is one of the key factors in which agency they put on the list. The higher the reputation of an agency, the more likely they are to be included in the long list and have a chance to make the final list.
Obviously, there are other criteria that determine whether an institution makes the shortlist, but the final list undoubtedly considers reputation as a crucial criterion.
A few years ago, there were publications that published agency ranking lists, but these lists no longer exist. So how do clients know which agencies to focus on? Today, they check award lists and look out for profiles of agencies that do a good job of marketing, and the attraction starts from there.
I’ve always stressed that what excites marketers is not the awards an agency wins, but how the agency works.
While not directly related to the IAS Credentials Awards, another reason we are excited to partner with the Assegai Awards is that they are expanding their international reach through their new partnership with the Echo Awards – which are highly regarded by creative industries around the world – which elevates the Assegai Awards’ status.
As always, we look forward to these agencies catching the attention of the marketers on the judging panel and seeing how far they can go.
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