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By: Staff
Issue: 2010apr

Winner Of 24 PPAI Pyramid Awards Voices Concern
I agree with the assessment made by Pyramid Award winner Lori Littlepage, president of Ice Blue Advertising, of the negative changes in PPAI’s awards competition. (In an article on the PPAI Expo Awards Presentation & Dinner in the February 2010 issue, Littlepage said, “We’re not pleased with the one winner/two nominees change. We felt like winners when we received a Silver Pyramid in 2006, but now if you don’t win the top prize, you’re just a nominee.”)

Moving from multiple winners to nominees and a single winner does not enhance the Pyramid but conversely limits marketability for both PPAI and potentially winning distributorships. Claiming to be a nominee can’t compare to being a winner in terms of self-promotion.

The Pyramid is a recognition better given to more participants. With multiple winners in a category, more distributors will have bragging rights to separate themselves from competitors. As Lori pointed out, she was proud to take home Silver in a previous competition. And to receive multiple awards in a single year was heady stuff.

When I served on the awards committee more than a decade ago, entries were declining. Limiting the number of winners doesn’t solve the basic issue, which is: Why are many creative, effective campaigns not being entered for the industry’s (currently) only award for creativity?

The program has an image issue. Better branding and aggressive marketing can make a difference. For each of my three years on the committee, we developed specific outreach and marketing concepts that were not implemented because of a lack of funding. By not investing in this premier award, PPAI has lost entries, an audience and its edge.

PPAI fixed what wasn’t broken, and what is broken has not been fixed. The award is not about suspense at presentation time but about recognizing what our industry does best—the creative use of products. The Pyramid represents the highest level of creativity, and that capability includes an understanding of client needs and the know-how to use products to influence recipients and drive results. Limiting winners limits opportunity, enthusiasm and, again, entries.

Please rectify this misstep and return Gold, Silver, and Bronze. And let’s develop brand-building, award-worthy campaigns to promote a prize to be coveted.

Marsha Londe
CEO
Tango Partners
Atlanta, Georgia
UPIC: TangoP
Paul Bellantone, CAE, PPAI’s Executive Vice President, Responds:
Let me start by thanking you, Marsha, for your letter and offering my congratulations on your 24 Pyramid wins. It is an impressive feat and confirms your dedication to professionalism and support of the awards program.

It is no surprise that the 2010 awards program has been a topic of discussion and debate—both in letters to the editor and discussion forums. There were significant changes made to both the structure of the Pyramid recognition and the overall production of the awards program. The comments have been mixed. The condensed program was unanimously well received and appreciated, but the elimination of the Silver and Bronze award in each category in favor of nominee recognition has been met with mixed reviews.

You make a compelling distinction between the sense of achievement and accomplishment felt by the Pyramid winners and the structure of the awards program. I know that your thoughts, and those of your peers, will be considered when the Awards Action Group meets to discuss this year’s program and makes its recommendations for 2011.

Member Sees PPAI Research As A Necessity
(Editor’s Note: In January and February, PPB published in two parts the results of a study examining how consumers rate promotional products against other forms of advertising. The following comment is in response to those stories.)Great, great story. It should be required reading for any promotional products distributor trying to make a strong case with a client.

Murray Siegel
Marketing Director
Towel Specialties
Baltimore, Maryland
UPIC: TOWLSPEC

A Proud MAS Recipient Speaks
As one of the early MAS recipients (I think No. 200), I proudly displayed my lapel pin and the MAS on my business cards. The sense of accomplishment let me know that I was a true professional in this exciting industry—and at other business gatherings—whenever someone would ask, “What does that lapel pin mean?” I loved talking about the designation and PPAI.

Larry Tischer, MAS
Director Of New Business Development
LT Marketing, LLC
Bethany, Connecticut

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