CBX Open-Letter Ad in Advertising Age Asks Cannes Lions, CLIO & Pencil Awards Programs To Begin Honoring Agencies For Naming Efforts
In a full-page, open-letter ad in today’s edition of Advertising Age, the chief executive of branding agency CBX asked the Cannes Lions, CLIO and Pencil awards programs to begin honoring creative agencies for their work in naming or ‘Verbal Identity.’
The letter from Gregg S. Lipman, CEO and Managing Partner of the New York-based firm, reads as follows:
To the esteemed Governing Bodies and Judging Committees of the Cannes Lions, CLIO, and Pencil Awards:
Thank you. Your awards elevate an entire industry and celebrate the best and brightest in our field. They validate a job well done. But is it possible, perhaps, you may have forgotten something?
What about Naming?
On behalf of Branding & Naming agencies everywhere, we humbly submit that you may want to consider the singular importance of Verbal Identity. It is the most enduring aspect of any brand; without it, there would be no identity at all. No big idea. No creative campaigns. No trophies in the lobby.
Might we recognize this critical component to the marketing mix with an award as well?
We could even create a clever name for it if you’d like.
Thanks so much,
Gregg S. Lipman