Post on 01-Sep-2014
description
#bizbash @kvontz
REINVENTING THE CLIO AWARDS
KARL VONTZ, DIRECTOR, CLIO AWARDS
#bizbash @kvontz
The CLIO Awards is one of the world’s most recognized awards competition for advertising, design and communications.
#bizbash @kvontz
54 YEARS OLDOVER 12,000 ENTRIES PER YEARFROM 86 COUNTRIESAND 1,500 AGENCIESMORE THAN 150 JUDGES18 MEDIUMS60 CATEGORIESLESS THAN 1% WIN GOLD
#bizbash @kvontz
WHY REINVENT THE CLIO AWARDS?
#bizbash @kvontz
2008 SNAPSHOT:
CLIO WAS IN SOUTH BEACH, MIAMI3 DAYS OF CONFERENCES4 NIGHTS OF AWARDS5 NIGHTS OF PARTIES8 VENUES ACROSS SOUTH BEACH400 AWARDS HANDED OUT ON STAGE
#bizbash @kvontz
AND…
EXPENSES WERE OUT OF CONTROLCOMPS WERE EXCESSIVEAUDIENCE WAS NOT GROWINGSPONORSHIPS WERE NOT GROWINGPROFIT MARGIN WAS SHRINKINGPRESS WAS WANINGPRESTIGE WAS WANING
#bizbash @kvontz
WHAT WAS THE CHALLENGE?
#bizbash @kvontz
Grow profit margin Make CLIO prestigious again
HOW?
#bizbash @kvontz
LEARNING FROM OTHERS:What was the challenge?Who was the audience?
What did the audience want?What was the solution?What was the result?
#bizbash @kvontz
CASE STUDY: HOTWHEELSDefining the challenge
https://vimeo.com/40617581
#bizbash @kvontz
WHO IS THE AUDIENCE?
#bizbash @kvontz
Agency CreativesDesignersProducersBrand MarketersMedia Buyers
#bizbash @kvontz
THEY’RE BUSY, SMART...
#bizbash @kvontz
THEY ARE CLIOJUDGES…
#bizbash @kvontz
From the largest agencies…
HILL & KNOWLTONJWTKETCHUMLEO BURNETTMcCANN ERICKSONOGILVY & MATHERPUBLICISTBWA\CHIAT\DAYY&R
BBDO BBHDDBDENTSUDRAFTFCBEDELMANEURO RSCGGOLINHARRISGREY WORLDWIDE
#bizbash @kvontz
From the hottest agencies@RADICAL.MEDIA180 AMERSTERDAMADAM & EVEAKQAANOMALYBATESCP+BDROGA 5EVOLUTION BUREAU
JUNG VON MATT KBS+PMCGARRYBOWENMOTHERPEREIRA & O’DELLR/GATHE BULL WHITE HOUSESID LEEVICTORS & SPOILS
#bizbash @kvontz
CASE STUDY: FOUR’N TWENTYKnowing your audience
https://vimeo.com/36349410
#bizbash @kvontz
WHAT DOES THE AUDIENCE WANT?
#bizbash @kvontz
Survey…
Over 80,000 industry professionalsIn 86 countries35 questions on entries, judging and awardsOver 2,000 responses
#bizbash @kvontz
And…
150 AGENCY VISITSIN 5 COUNTRIESOVER 1,000 PHONE CALLSAND 5,000 EMAILSAT LEAST 10,000 IDEAS
#bizbash @kvontz
RESULTS…
CLIO IS NOT ACCESSIBLE IN MIAMIENTRY SYSTEM IS TOO COMPLEXTECHNOLOGY IS OLDCOMMUNITY FEELS DISCONNECTED AUDIENCE IS UNAWARE OF CHANGESCONFERENCE IS NOT IMPORTANTWINNERS NOT FEELING HONOREDAWARD SHOW FEELS LACKLUSTER
#bizbash @kvontz
CASE STUDY: PUBLIC LIBRARYKnowing what they want
https://vimeo.com/51445404
#bizbash @kvontz
WHAT WAS THE SOLUTION?
#bizbash @kvontz
SOLUTIONS…
MOVE CLIO WHERE THE AUDIENCE ISSIMPLY ENTRY SYSTEMUPGRADE TECHNOLOGYCREATE ONLINE COMMUNITIESEXPAND DIGITAL REACHCANCEL CONFERENCE SERIESSHOWCASE WINNERS ONLINEMAKE CLIO THE OSCARS OF ADVERTISING
#bizbash @kvontz
CASE STUDY: DECODEDForming solutions
https://vimeo.com/35698139
#bizbash @kvontz
WHAT WAS THE RESULT?
#bizbash @kvontz
2012 SNAPSHOT:
CLIO BACK HOME IN NEW YORK0 DAYS OF CONFERENCES1 NIGHT OF AWARDS1 NIGHT OF PARTIES1 VENUE IN MANHATTAN15 AWARDS HANDED OUT ON STAGE
#bizbash @kvontz
AND…
EXPENSES CUT IN HALFCOMPS WERE DECREASEDAUDIENCE GREW BY 50%SPONORSHIPS STARTED GROWINGPROFIT MARGIN AT ALL-TIME HIGHPRESS GREW 10 FOLDPRESTIGE IS NOW HIGHER THAN ANY OTHER SHOW
#bizbash @kvontz
https://vimeo.com/35698258
CASE STUDY: PINK PONIESJust for fun