BizBash: Reinventing CLIO

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#bizbash @kvontz REINVENTING THE CLIO AWARDS KARL VONTZ, DIRECTOR, CLIO AWARDS

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I was asked the event media pub, BizBash, to present at their conference on the reinvention of the CLIO Awards.

Transcript of BizBash: Reinventing CLIO

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#bizbash @kvontz

REINVENTING THE CLIO AWARDS

KARL VONTZ, DIRECTOR, CLIO AWARDS

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The CLIO Awards is one of the world’s most recognized awards competition for advertising, design and communications.

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54 YEARS OLDOVER 12,000 ENTRIES PER YEARFROM 86 COUNTRIESAND 1,500 AGENCIESMORE THAN 150 JUDGES18 MEDIUMS60 CATEGORIESLESS THAN 1% WIN GOLD

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https://vimeo.com/45924035

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WHY REINVENT THE CLIO AWARDS?

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2008 SNAPSHOT:

CLIO WAS IN SOUTH BEACH, MIAMI3 DAYS OF CONFERENCES4 NIGHTS OF AWARDS5 NIGHTS OF PARTIES8 VENUES ACROSS SOUTH BEACH400 AWARDS HANDED OUT ON STAGE

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AND…

EXPENSES WERE OUT OF CONTROLCOMPS WERE EXCESSIVEAUDIENCE WAS NOT GROWINGSPONORSHIPS WERE NOT GROWINGPROFIT MARGIN WAS SHRINKINGPRESS WAS WANINGPRESTIGE WAS WANING

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WHAT WAS THE CHALLENGE?

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Grow profit margin Make CLIO prestigious again

HOW?

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LEARNING FROM OTHERS:What was the challenge?Who was the audience?

What did the audience want?What was the solution?What was the result?

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CASE STUDY: HOTWHEELSDefining the challenge

https://vimeo.com/40617581

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WHO IS THE AUDIENCE?

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Agency CreativesDesignersProducersBrand MarketersMedia Buyers

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THEY’RE BUSY, SMART...

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THEY ARE CLIOJUDGES…

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From the largest agencies…

HILL & KNOWLTONJWTKETCHUMLEO BURNETTMcCANN ERICKSONOGILVY & MATHERPUBLICISTBWA\CHIAT\DAYY&R

BBDO BBHDDBDENTSUDRAFTFCBEDELMANEURO RSCGGOLINHARRISGREY WORLDWIDE

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From the hottest [email protected] AMERSTERDAMADAM & EVEAKQAANOMALYBATESCP+BDROGA 5EVOLUTION BUREAU

JUNG VON MATT KBS+PMCGARRYBOWENMOTHERPEREIRA & O’DELLR/GATHE BULL WHITE HOUSESID LEEVICTORS & SPOILS

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CASE STUDY: FOUR’N TWENTYKnowing your audience

https://vimeo.com/36349410

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WHAT DOES THE AUDIENCE WANT?

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Survey…

Over 80,000 industry professionalsIn 86 countries35 questions on entries, judging and awardsOver 2,000 responses

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And…

150 AGENCY VISITSIN 5 COUNTRIESOVER 1,000 PHONE CALLSAND 5,000 EMAILSAT LEAST 10,000 IDEAS

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RESULTS…

CLIO IS NOT ACCESSIBLE IN MIAMIENTRY SYSTEM IS TOO COMPLEXTECHNOLOGY IS OLDCOMMUNITY FEELS DISCONNECTED AUDIENCE IS UNAWARE OF CHANGESCONFERENCE IS NOT IMPORTANTWINNERS NOT FEELING HONOREDAWARD SHOW FEELS LACKLUSTER

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CASE STUDY: PUBLIC LIBRARYKnowing what they want

https://vimeo.com/51445404

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WHAT WAS THE SOLUTION?

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SOLUTIONS…

MOVE CLIO WHERE THE AUDIENCE ISSIMPLY ENTRY SYSTEMUPGRADE TECHNOLOGYCREATE ONLINE COMMUNITIESEXPAND DIGITAL REACHCANCEL CONFERENCE SERIESSHOWCASE WINNERS ONLINEMAKE CLIO THE OSCARS OF ADVERTISING

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CASE STUDY: DECODEDForming solutions

https://vimeo.com/35698139

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WHAT WAS THE RESULT?

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2012 SNAPSHOT:

CLIO BACK HOME IN NEW YORK0 DAYS OF CONFERENCES1 NIGHT OF AWARDS1 NIGHT OF PARTIES1 VENUE IN MANHATTAN15 AWARDS HANDED OUT ON STAGE

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AND…

EXPENSES CUT IN HALFCOMPS WERE DECREASEDAUDIENCE GREW BY 50%SPONORSHIPS STARTED GROWINGPROFIT MARGIN AT ALL-TIME HIGHPRESS GREW 10 FOLDPRESTIGE IS NOW HIGHER THAN ANY OTHER SHOW

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https://vimeo.com/45922641

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https://vimeo.com/35698258

CASE STUDY: PINK PONIESJust for fun