March 2nd 2011 – By Liz Rawlingson | Managing Director
The last Friday afternoon in January at the 2010 PM Society Awards was another one for the Halesway history book because, to our delight, we won two of the biggest categories:
- Nursing Journal Advertisement — judged by nurses — on behalf of MSD
- GP Journal Advertisement — judged by GPs — on behalf of Lincoln Medical
We’re on a bit of a roll at the moment, because in late 2010 at the PM Society Digital Media Awards the website we created for Durex won Best Healthcare Professional Promotional Website. The target audience judged that one too.
More often than not the winning work chosen by the target audience differs markedly from the work selected for craft awards, so it got me musing on which type of award I’d prefer we won.
'Both' is the obvious answer, but if I had to choose then it would be to get awards for work which delivers the best commercial value to our clients.
And that's why I'd plump for target audience awards every time, because if your customers rate us as no. 1 – and the sales figures back up their choice – then I believe our creativity is delivering real commercial punch.