Last week it was all about the excitement of the upcoming St. Louis ADDY show, held for the first time to my knowledge in the Starlight Room of the Chase Park Plaza.
Traditionally, that has been the showplace for the St. Louis TAM (Targeted Advertising and Marketing) Awards. I couldn’t quite figure out if the ADDYs were taking a step up or down with the new location – though they certainly seemed to occupy a good deal more space than the TAMs normally need.
It was fun seeing old faces – and I guess that’s kind of how I have to phrase it as I don’t know too many people in the 30 and under crowd and they seemed to dominate the show’s attendees.
As they should.
Advertising has always been a business of the young and it may be even more so these days since the majority of pieces were either digital or interactive entries of some sort.
I continue to mourn the death of print advertising in general and definitely in the St. Louis area. Even the ADDY book is no longer – you can now find it online and it’s definitely worth a look (http://www.addyweekstl.com/2015-ADDY-Awards-Book.pdf)
I even thought there were some good print ads in the book – but do they qualify as print ads if they’re never printed?
Every day, I read the St. Louis Post-Dispatch and I guess that makes me some sort of a dinosaur – turning the pages of an actual newspaper. It is a very rare occasion when I see a print ad that actually stops me with an attention-getting headline and perfectly executed art direction. Most of the ads are easily ignored and that’s a shame. In the ADDY book, there were no awards given for newspaper advertising. Not one.
There is a grand total of one print entry that fell into the Consumer or Trade Publication category (might as well combine those two since there are so few publications these days). Congrats go out to Kuhl-Swaine for their print ad for Ascend – a brand of tents I’ve never heard of before but have now – though I have no idea where the ad ran. Do outdoor enthusiasts read magazines? Does anyone?
Overall, there is a very high caliber of work being done in St. Louis – though I miss the CORE days when you looked at what they had done and you’d scratch your head and try and figure out how in the world they came up with what they did and then how they managed to actually sell it.
Perhaps the problem is that in this digital day and age, there is nothing that we haven’t seen before. So it’s a lot tougher to create communications that stand out and cut through – no matter what your media of choice may be.
That’s what we’re all tasked with on a daily basis in the wonderful world of advertising and marketing communications. So a simple shout out to each and every person who in some way shape or form contributed to the work that showed up in this year’s ADDYs.
They’re now behind us.
Get back to work.