lies we tell. Part 1: Awards
This is part one of a series that covers the lies production companies tell their clients. Over the course of the series, we’ll give you an inside look into how production companies operate, how they mislead their clients and what you need to be aware of when working with a video production company.
We need to preface this with a declaration that, for the most part, our industry is reputable. There are a number of fine people out there who just want to do good work and make clients happy. There are some bad eggs, though. There are even some good eggs that occasionally slip up. We’re not here to rake anyone over the coals. We’re here to inform clients.
Let’s get started.
Lie number 1 – “We’re better because we win awards”
We’ve won awards – AMPIA awards for documentaries we’ve worked on, a pilot for a TV series, TV programming awards, national advertising awards, even an “Eddie” for a Big Rock Beer commercial.
Awards mean nothing. Full stop. The reason they mean nothing is because they are judged by industry people – our peers. When we evaluate our own work, we NEVER evaluate effectiveness – and we never involve the client in that evaluation. A video can be well-produced and creative, but evaluation through the awards process doesn’t measure effectiveness, and that’s why a shelf full of awards should be looked upon with caution. You’ll never know if the clients were happy. It only means that industry people liked the videos, and they are judging with a whole different set of criteria.
So, why do production companies value awards? The primary reason is ego. Leaving an awards show with an armload of trophies is exhilarating – something to crow about.
Awards help to attract and retain talent by validating the work in front of peers. But we can attest that the value of workers winning awards is: a) to ask for more money, or b) to land a better job (neither of which benefit the client).
On the client-facing side, awards are good for drawing in new business because they make a company look successful, but as you’ve already read, they don’t reflect effectiveness or customer satisfaction. Make sure you do your homework.
It doesn’t mean that award-winning work isn’t effective. It just doesn’t necessarily make one production company better than another, particularly if one doesn’t enter awards. We don’t. First, they are expensive! We’re operating a business – trying to keep costs down. Even though we’re very proud of our production value and creativity, the sole criterion for evaluating our work is if the client is happy. They will voice that happiness through repeat business, reviews, and referrals. That’s the only validation we need.
