Entries are now open for one of the most prestigious competitions in advertising and marketing: The Clio Awards.
And at the same time, lots of people in the entertainment advertising and marketing world are preparing for another competition: Clio Entertainment. The question is, which Clio is the right one for you to pursue.
At Brave Dog, our award experts frequently field these kinds of questions. It’s why we started offering our Award Assessment, a year-long look at our partners’ work to help them decide where best to focus their efforts. When it comes to the differences between the Clio Awards and Clio Entertainment, though, there are a few key things you should know when choosing which competition to go after. A lot of it comes down to the type of work you’re creating, and where you see yourself in the advertising marketplace.
To get an idea of what separates the Clio Awards from Clio Entertainment, we went to the source, and asked the folks at Clio for their own take on helping entrants decide which competition is right for them — or if both might be.
Brave Dog: What do you consider the key differences between the Clio Awards and Clio Entertainment? What should entrants consider when choosing one competition over another?
Clio: The Clio Awards accepts B2B and consumer advertising across all industries, while Clio Entertainment focuses only on Film, Television, Games and Home Entertainment.
The juries are different as well – the Clio Awards jury is made up chiefly of award-winning advertising agency creatives and CMOs do join us on our Brand Jury. The Clio Entertainment jury members are a mix of agency creatives and marketing executives from the film, television, games and home entertainment industries. If a submission fits more than one of our programs, we certainly encourage our entrants to participate. Since the juries and event attendees are vastly different at each competition, entering both competitions can offer fantastic exposure to a new audience.
BD: What major differences do you see between successful entrants in the Clio Awards and successful Clio Entertainment winners?
Clio: Above all, winners in both programs have successfully showcased creativity and originality, which is what our jurors evaluate. The Clio Awards has always been global in terms of entry participation, and although Clio Entertainment has long been rooted in Los Angeles, the program has made huge strides internationally in the past few years, with multiple overseas entrants winning Grand Awards in 2016.
Clio provided some useful insights as to what sets the two competitions apart, if you can only choose one, but there’s a lot to consider when choosing which competition to pursue. We polled our award experts for their tips when helping partners navigate the competitions. Here are a few quick takeaways:
1. It’s usually best to go specific
As the name makes obvious, Clio Entertainment — formerly the Clio Key Art Awards — is a much more focused competition than the Clio Awards. Focusing on an entertainment competition, rather than something more broad, is usually more effective for our partners. They’re competing in the area they know well, and they’re able to get their work into the specific categories where it has its best chances of success.
Entering the Clio Awards can also be beneficial, but if you have to choose just one, it’s usually best to go with the one that’s best tailored to your work. For most of our partners, that usually means Clio Entertainment.
2. The Clio Awards attract the biggest fish
Everyone knows that the Clio name is prestigious, which is why the Clio Awards generally attract the biggest names in advertising and marketing — and the campaigns with the biggest budgets. While anybody with talent and powerful work can walk away with a Clio from the Clio Awards, when evaluating whether the competition is right for you, it’s important to take the entire world of advertising into account. Often companies participating in the Clio Awards have lots of money to throw around in creating their work. It can be tough for smaller agencies to compete with the likes of brand behemoths like Coca-Cola, for example, simply because the little guys can get outgunned and outspent.
When it comes to deciding whether to enter the Clio Awards, we tell our partners to be sure they’re punching their weight. If they believe in their creative enough to think it nullifies differences like what the competition can spend, then they should go for the Clio Awards. But our smaller partners usually have better luck in more specific competitions like Clio Entertainment, where they can compete on slightly more even ground.
3. Be honest — but don’t be afraid to go for it
The most important advice our award experts at Brave Dog give our partners is to be honest with themselves. We pride ourselves on giving our partners straight talk about their work and its chances in a competition, because we know that budgets are limited. You always want to invest your award budget where you have the best chance of taking home a statue.
But being honest about the quality and strength of your work isn’t meant to scare our partners away. Often, the work really is that good, the idea really was that amazing, the experience really was that incredible. Spending the most on advertising or marketing doesn’t automatically doesn’t automatically earn a win in any competition.
So when choosing between the Clio Awards and Clio Entertainment, don’t be afraid to go for it. Take on the categories you think are best suited to your work and be proud of the things you think you’ve done better than anyone else. No matter which competition you’re entering, it’s important to balance being cautious with trusting your instincts. After all, if you don’t enter, you can’t win.
There’s a lot more to the Clio Awards and Clio Entertainment than just the name difference. If you need help navigating which competition is right for you, remember that you can always call Brave Dog — our award experts are standing by to help.