The ADDY Awards have announced their 2013 winners, among them Disney’s Yellow
Shoes Creative group and Hard Rock Café took home multiple awards.
The
ADDY Awards are organized yearly by the local chapter of the American
Advertising Federation. This group selects and recognizes the talent and hard
work that go into Orlando ads and celebrates the creative excellence and achievements in our advertising community!
The ADDY Awards are unique among advertising and creative
competitions since they include three levels of judging: local, regional, and
national. The local ADDYs are given based on the competition in Orlando,
which makes it easy to see how well local competitors do. This also allows to
local competitors to compete regionally and nationally based on their success!
Orlando ad spending has increased throughout
the first quarter but despite previous quarters experiencing sluggish markets. Both
TV and radio have seen spending gains in numerous categories this quarter.
TV spending was up 10 to 15 percent in
January, and it’s expected to be up at least 10 percent year-to-year for the
remainder of the quarter.Large categories including auto, financial,
telecom and furniture have all
increased spending by double-digit percentages versus a year ago,
putting a squeeze on inventory.
Prime-time and news day-parts have the
highest demand this year, but other day-parts will also pick up in coming
months. With predictions for a strong second quarter the market should remain
healthy.
Radio spending has also been ahead year
over year throughout the first and second quarters, despite pricing being down as
compared to a year ago.Financial, retail and auto advertisers have all increased radio spending this
year.
From Dec. 6 to Jan. 2, WMGF averaged a 13.6
portable people meter rating in its holiday season, according to Arbitron, more
than five points ahead of the No. 2 station WPOZ-FM, which averaged an 8.5.Stations owned
by Clear Channel and Cox perform the best; In December those companies
accounted for seven of nine top Orlando stations.
BlackBerry and Best Buy are two struggling companies with a
whole lot in common when it comes to their failing business models and slump in
stock sales. Now they are also two companies who have recently given the world
two terrible Super Bowl 2013 ads which don’t seem to have much hold on
consumers.
BlackBerry’s recent introduction of its new Z10 smartphone,
which was unveiled last week was intended to keep its current customers engaged
with the brand while enticing its former customers to return. The product
itself could be what BlackBerry desperately needs to get back on track, and
with the right ad campaign, they could have done so. But instead of showing
consumers what their product does, BlackBerry did a full 180 and gave us this
monster of an ad.
Meanwhile, Best Buy featured an ad which portrays Amy Poehler as
a shopper, harassing a sales associate with personal questions. The ad has
hints of humor but confuses consumers with non-direct messages and endless
questions on what seems to be hundreds of products. With the tagline, “Thousands
of Experts Ready to Help,” One would think the commercial would showcase the
expert actually answering questions, instead our expert stands dumbfounded and speechless
in the wake of the inquisitive tornado that is Amy Poehler.
With Super Bowl 2013 ads being said to average $4 million
dollars for each 30-second spot, big box stores like Best Buy battling online competition,
and BlackBerry fending off the ever growing iPhone following, it is clear that
neither company should invest in risky, unclear and confusing ads. Super Bowl
ads have always stressed creativity but with BlackBerry’s flat out weird ad and
Best Buy’s borderline obnoxious and aimless ad, it seems as if sense and logic are
being removed from the process creating new ads.
