New technology pioneers the way

It is time for marketing awards to change. They no longer reflect all marketing disciplines and technologies being used.

At the moment, they provide a public platform on which the same advertising and promotional formats are championed and the same old agencies get the gongs.

Below-the-line agencies are becoming too comfortable in doing the same type of work and not pushing back the frontiers as they used to.

It is time for new categories of awards that publicly acclaim new types of work.

Where are the rewards for campaigns in the rapidly expanding areas of alternative broadcast formats, live marketing and interactive broadcast promotion?

Are the likes of the Institute of Sales Promotion aware of the promotional work in these areas?

I am not championing evolution as a foot-stamping response to my company not having the chance of being showered with crystal trophies.

It is simply that I believe awards are one of the few ways of publicly demonstrating how new technology and media can achieve good results.

In time, awards criteria will change to reflect new marketing disciplines and practices.

In 20 years’ time, we will not recognise many of the categories that currently exist. They will be replaced by accolades for best use of online virtual reality, or most creative use of DVD in product placement.

I do not expect change overnight. However, it would be reassuring to believe that when below-the-line awards committees meet, they are at least considering including new technology techniques. It is time once more for them to show they are the true pioneers in marketing.

Andrew Hillary

Managing director

Clearwater Communications

London SW6

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here