“It’s Still Possible to Prove That Great Creativity Sells”
(From L-R: LBB CEO Matt Cooper and The Immortal Awards awards director Paul Monan)
For many, proving the ROI on creativity and convincing clients to invest in creativity is becoming much harder.
With budgets spreading ever-thinner, creative teams shrinking ever-leaner (and with less time on their hands) it should come as no surprise.
Enter The Immortal Awards - Little Black Book’s global creative advertising award - and a new data-led initiative launching this year to prove creative excellence sells.
The market is changing drastically and the general consensus, which we have been hearing for a long time now, is that we must creatively evolve or die.
‘Ad spend may be increasing but it’s no longer being funnelled into ‘traditional’ channels. The golden era of the big TVC is arguably over, whilst spending on socials continues to climb. What we want to show is that the importance of the creativity behind the work, almost regardless of the media channel,” explains Matt Cooper, CEO of Little Black Book.
There’s money out there but we need to make different arguments and use different creative problem solving for clients to win it.
Truly creative problem solving and fresh ideas are needed now more than ever. There is so much content out there, rapidly increasing in volume every day, how do we possibly sort through it to seek what truly works? How do we find the creative inspiration we need to prove creativity sells?
“One of the main reasons we run this show - and tour our winners around the world - is to demonstrate the power of creativity from marketing practice through to creative, strategy, craft and more,” explains Paul Monan, awards director.
An award with a difference, The Immortal Awards is set up to identify and champion the very best creative advertising in the world. No entry fees, no categories, no barriers to entry. A truly accessible and democratic competition that is simply about the best work.
“At the first ever edition of The Immortal Awards, Sir John Hegarty gave an inspirational opening speech to our jury. He was laying the gauntlet, giving them the freedom to set the creative bar as high as they possibly could,” adds Paul, “and he ended it with a line that epitomises both our competition and industry: “if you’re not creating, you’re dying. So create.”
Despite the plethora of change that has impacted the industry since the awards show’s inception, its straightforward guiding principles remain the same: work can be submitted by any company that has worked on it; work from anywhere in the world can win; and the complexities of traditional awards shows - including categories, media, and fees - have been stripped away entirely.
To be announced formally at next week’s London showcase and launched later this year, The Immortal Awards will delve into the winning projects since the competition’s inception and prove the great creativity really does sell by means of a creative presentation for brands and clients all over the world.
Final tickets are on sale for The Immortal Awards London Showcase on 30th January 2025 at the Ham Yard Hotel. You can find more info here and buy tickets here.
Thanks to our wonderful Immortal Awards partners
