Wednesday, May 07, 2008

Tuesday Tip No.50 - How To Choose Where To Work

A Certain Ratio were a band from Manchester,
and are tangentially related to this post


Let's assume you are lucky enough to be offered more than one job.

How do you know which agency is better?

Well, there are lots of factors that will be particular to you - whether you like the people, the agency's style of work, and its location, for example.

But the most important factor, by far, is Awards Per Head.

For reasons we all understand, and have discussed many times before on this blog, nothing will help your career more than awards.

Therefore, the best agency is the agency that wins the most awards per creative team.

Judging on the ratio is crucial. If you only look at overall number of awards, and not ratio of awards-to-Creatives, you could go wrong. For example, some might think AMV is a better career choice than Miles Calcraft Briginshaw Duffy, because AMV wins more awards - maybe 30 a year, to MCBD's 10. However, AMV has about 60 Creatives and MCBD only has 10. These are very rough figures, but as they show MCBD wins twice the Awards Per Head as AMV, it's still pretty conclusive.

I reckon Awards Per Head is how all Creatives rank agencies, albeit unconsciously.

So it can't do any harm to be consciously aware of it, when deciding where you want to work.


Previous Tips:

Working Outside London; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish

40 comments:

Wal said...

a really interesting suggestions, would be wicked to build a list and calculate the APH factor for the cool london agencies, we'll look into that.

Lunar BBDO said...

BUT...Amv gets you the big shot at Guinness etc. that MCBD doesn't quite do.

If you've got one of the biggies (Sony, Nike, VW, Guinness, Adidas, Levis, Economist etc.) then that counts double.

Or triple

Or something.

nick said...

I prefer to look at another ratio:

What portion of an agency's creative output would get you hired at that agency?

Example: AMV puts out a handful of really sweet campaign each year. And when they're good, they're very good. But they also put out a load of rubbish on accounts you never even knew they had, like Bayer. If you had a book/reel with the same ratio of quality to shit, you'd never get a job there.

Now consider Fallon: A much higher ratio, I'd say. Same thing is true of MCBD.

Not coincidentally, this ratio results in the same agency rankings as APH.

Anonymous said...

Is it fair to say that any old twat could win awards on COI?

Anonymous said...

re anon (of course) at 2.05pm

No it is not far to suggest an elderly ladies vulva can win creative awards for work on the COI?

Anonymous said...

Talking of Fallon and awards - Here's an interesting aside to this post: When did you last see a great print campaign from Fallon? Lately they seem to be resorting to simply using stills from their tv work on press and posters. Sony Balls: still from the tv. Sony Paint: still from the tv. Play Doh: stills. Walkman project: you guessed it -stills and now Budweiser: stills for the tv. Lazy fuckers. Missed opportunity to improve their "creative awards per head" ratio. And how do they persuade the client to just run a still?

Anonymous said...

Anon 2:19

If it was addicted to smoking, had been injured in a drink-driving accident or displayed some drugs 'wear & tear' then I bet it could. Sportsman's. No money.

J said...

well, for many people print stuff is oh, so advertising.

Anonymous said...

Still on the subject, but changing it slightly, does anyone know anything about working in Dubai as a creative? Good or not?

Anonymous said...

Stills=matching luggage=easy sell to a client who wants their campaign to be integrated.

Is the print thing the reason Tucker (hardly the best TV creative) left?

I'd choose an agency to work on based on the standard of pussy. What's the pussy like in your place? We have good pussy here, good good pussy.

Anonymous said...

@ 2:22 PM anon.
have you seen any half decent print from Mother?
Wiedens print work is as interesting as a kick in the goolies. But you're right, Fallon just take all that to a whole new level.

Anonymous said...

If that's true, then there needs to be a serious effort to stop scam ads. Otherwise, using awards in our industry to judge people's merit and qualifications is hopelessly twisted.

Steroids, blood doping, forgeries, libel, falsification of sources…think about it: In every other industry and profession, a fake is a fake and cheating is not treated lightly. Why is it considered ok to ‘play the ad game’ only in our profession?

If you (or your agency) is getting ahead based on awards won for fakes, then aren't you then committing fraud?

Soho Gossip said...

Tucker was unable to push any of his print ideas at Fallon. He was just baby sitting people there. He never was really welcomed there. He had the nerve to question their print output. Orange, Cadbury, Sony, Ask.com. All rubbish. He took his concerns to Flintham and Cabral but they were always busy. No one listened. He was let down by many people over there. And at the end that office was too small for two bald heads.

Those are just theories by the way, if anyone knows what really happened please write it here.

*Scamp: Juan got rid of his mullet because you were obsessed with his hair. Fact.

Anonymous said...

What happens if you follow that formula and end up at a certain shop? You may be in for a surprise if you're not on the 'only for Cannes' team and are instead forced to make the real, crappy work. (Yes, I was duped!).

BG umbrella said...

I should change my agency. FAST! :-)

P.S. This blog is excellent!

Anonymous said...

changed your nickname, wal?

Anonymous said...

what about Craik Jones? They've won loads of awards....

BG umbrella said...

Sorry, I don’t know who is wal.

But I need another tip.

Scamp, please can you write next tuesday a tip: How to change your agency when all agencies are mediocre?

Thanks.

P.S. I don’t have in mind agencies in London or... Cardiff.

P.S.S. Still this blog is excellent.

Anonymous said...

Seriously, shouldn't there be another, more pressing factor than awards, pussy and local boozers.

How green is the agency? Are they offsetting their carbon? What lightbulbs do they use? Do they all power down their computers at the end of the day?

Anonymous said...

Interesting post

what about those that joined CDP late?

I think you choose the right boss.

Anonymous said...

Let's not confuse awards per head with your own chances of winning anything.

Also... what does winning awards get you? More money? Better job? Respect? Pussy?

If we're naming our agency here, why not just go for the job that gives you all those things in the first place?

Anonymous said...

Finally you've said something really dumb! you are human after all.

Anonymous said...

I'm 54 and have been a creative for 30 years. I'd gladly go to AMv and work on their crap accounts so all you bright boys could win the awards. But when you're 54, you could be Picasso, Einstein and John Webster rolled into one and still no one would hire you the second they saw a gray hair or that unhideable double chin. Do it while you're young lads. Also a good idea for a survey: At what age should a creative be forced to retire?

Anonymous said...

Ogilvy Singapore probably has the best APH ratio in the world. Shame it's all for scam...

Anonymous said...

Wal. Why don't you concentrate on winning awards rather than 'building and calculating a list' That is just so sad to see! GET REAL!

Oh and if you are any good you should be able to win awards anywhere! BAD TEACHING TO YOUNG CREATIVES!

antidote said...

Creative awards are purely an indicator that your piece of advertising is predictable. Hence 'got' by the juries, particularly Cannes - don't get me started on Cannes...

Truly mouldbreaking work is rarely understood in it's own lifespan - look at Tango, won didly sqat and a couple of years later was being copied by every 'cool' agency in London.

A wise man once said "I'd rather people in the pub talk about my ads than advertising juries..." Dave Trott, he had the right perspective. What are we in this business for anyway? ( Ego massage and pussy notwithstanding)

APH - give me strength...

nerdy mcnerdlington said...

Tango won loads of awards, antidote. Check out D&AD 1992.

Anonymous said...

antidote

you ever watch the people in the pub during the football?

the sit silently during all the big budget guinness and car ads.

then when wickes "just the job" comes on they all nugde each other point at the tv and laugh.

makes me smile every time.

Anonymous said...

re 12.36

Which pub in Basildon do you watch these football matches.

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

pmsl

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

http://www.youtube.com/watch?v=e2aRDacKANs



new drench tv ad

Lunar BBDO said...

I like that. And I'd watch it twice.

Anonymous said...

By Ringan Ledwidge. Tis very nicely done. Reminds me a little of VW - singing in the rain.

Cee said...

Utter Bullshit.

This is exactly what's wrong with the 'traditional' advertising industry.

Our mission should be to find a way to stop awards being so instrumental in teams' careers.

Because, it is certainly not at all instrumental in our Clients'.

It would be a bit weird to see a team's book full of efficiency charts alongslide their awesome work, but I'd fully expect them to get hired by anywhere they wished in seconds.

Sell! Sell! said...

I don't know about this, when I started in the business St.Luke's was one the best places to work in the industry for creatives, but they had zero awards (never entered them). Same goes for Karmarama now, great place, great CD, don't enter awards. I suppose if you gauge your success by awards and are expecting others to the same, then I suppose it makes sense. If not - it doesn't matter.
I do think smart CDs can see past awards (or lack of) and make their own mind up about work and people.

Anonymous said...

I think St Luke's is regarded through rose-tinted specs. Can yopu remember much of their work? The odd Ikea ad and a few nice Clarke's ads? And a load of forgettable shit and some unforgettable shit, like chuck out your chintz.

lulu said...

So, which are the best agencies for you? You know, I'm lookign for a job in the Uk. thanks, luisella

lulu said...

So, which are the best agencies for you? You know, I'm looking for a job in the Uk. thanks, luisella