Why Enter the Big Apple Awards? One Agency Executive Sounds Off.
Thursday, March 14, 2019
Posted by: PRSA-NY Admin
The final deadline for nominations for the 2019 Big Apple Awards is Monday, March 18. In advance of this deadline, PRSA-NY Vice President of Marketing Andrew Graham, co-founder of Clear, spoke with PRSA-NY 15 Under 35 Senior Director Kate Ryan, Managing Director, U.S., at Diffusion PR, about the awards.
Diffusion last year earned two Big Apple Awards, and Ryan was named to the Chapter’s 15 Under 35 list. She spoke about what the recognition has done for her teams.
Andrew Graham: The deadline for the 2019 Big Apple Awards is coming up. Your team earned wins in several categories last year. What has it done for you all?
Kate Ryan: “Winning a Big Apple award has many benefits – it’s an incredible motivation boost for our team who love to see our work honored among the best and brightest in NYC. And, it’s a wonderful testament for clients and prospects to the type of work we typically deliver.”
AG: I believe that industry awards should be difficult to win because that's the best way to make them truly meaningful. What elements of communications campaigns do you think separate good campaigns from award-winning ones? Is it massively exceeding goals? Is it using more efficient methods to get things done? Is it capturing the trust of a client or a group of peers? All of that? Something else?
KR: “Award-winning campaigns first and foremost are about meeting the original business goals – not the media pitching goals or event attendance goals or anything like that. The core, bottom line business goals. The campaign has to move the business forward in some way. Capturing a client’s trust, exceeding expectations and doing things more efficiently or creatively are all typically byproducts of meeting that goal.”
AG: In your opinion, can a Big Apple Award win be a springboard to new strategic communications activity? Does having the industry recognition create new opportunities that would not have existed otherwise?
KR: “Both team members and clients alike want to work with an award-winning agency, so the Big Apple awards really provide that credibility and excitement. And a front lobby full of shiny, Big Apple awards certainly doesn’t hurt for everyone’s motivation!”
AG: Do you feel, moving forward, communications professionals on the agency side will have greater opportunity and latitude to act not just as press contacts or content creators/managers, but also as true public advocates for their clients? That would certainly affect how both agencies and client-side teams approach case study-based awards, including the Big Apples.
KR: “In many ways I think we are already public advocates for our clients. Big Apple awards, like the ones Diffusion has won, are often used and referenced as examples of the kind of work both current and prospective clients can aspire to see from us. They’re the icing on the cake for the client we win together with, and the exclamation point for someone considering working with us or doing a project as unique as the campaigns we’ve won for.”
To enter the 2019 Big Apple Awards, go here.