Insights from BBDO, R/GA, RPA, TBWA\Chiat\Day, 72andSunny
The first primetime commercial Emmy Award was bestowed in 1997 upon HBO’s “Chimps” directed by Joe Pytka of PYTKA for BBDO NY. Since then, the spotmaking Emmy has grown in prominence and become increasingly coveted, taking on an added importance spurred on by changes in the business over the years as multiple outlets beyond the once dominant “Big 3” networks emerged and consumers gained more control over what commercials, if any, they watched. As a result, entertainment and or/informational relevance became even more integral to getting audiences to pay attention to ad fare. Thus the Emmy, a barometer of entertainment value, has become all the more significant and pertinent to the advertising creative/marketers community at large.