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Prior to Elisco-Lemme’s CA debut, she was driven to succeed. She says, “I was determined to land some piece of business that would allow me to do what I thought was worthy work. Long story short,
I did just that. I remember getting the e-mail announcing that I was in the annual. It was pretty fantastic, finally seeing my name in there. And every time since, with every piece that’s gotten in, the thrill doesn’t fade.”
Cawley fondly looks back on his first time: “I lucked out and got
a job at a great boutique shop called Pagano Schenck & Kay, working with folks who’d previously been in the annual. I started producing ads and absorbing as much as I could from my talented coworkers.
I remember being so excited that a few of my ads were being entered. A few months later, I got the notification that my first campaign had gotten into CA. When I finally saw that book, I felt like I was on my way to being a legitimate, professional copywriter.”
Senn got an extra piece of news when he found out he wouldn’t just be appearing in CA for the first time—his ad would also be featured on the cover. “I couldn’t believe it. It wasn’t the only thing on the cover, but I didn’t care,” Senn says. “I loved the idea that it would be landing on the desk of just about everyone I admired in the business. It gave me a ton of confidence that I could do this.”
What Makes CA Different
Dan Fietsam, chief creative officer at Laughlin Constable, says, “The funny thing about getting in CA is that it’s not something you just check off your list. The challenge just increases—you want to get in every year.”
The CA Annual has a unique cachet, different from other important shows, like Cannes and One Show. “CA is different because it’s not some big, grand spectacle,” says Elisco-Lemme. “It’s a simple annual, dedicated to doing one thing: honoring the best work. There aren’t giant parties. It’s quiet. It’s run by the same family that started it all.”
“What’s great about CA is that a lot of years later, it still carries that same weight and excitement,” Senn says. “It’s still printed. It still lands on the desk of everyone I know. It places this year’s winners next to all the winners of the past. It makes a great continuum. It never feels like it’s trying to redefine or sell itself, but celebrate the people and the work that really made a mark that year.”
Elisco-Lemme relates a moment from her experience judging
the Advertising Annual competition in 2015: “There’s a timeline in the hallway at Communication Arts that shows the history of the annuals. At every break, every judge would just walk that hallway and soak in the history. You can’t help but just love the purity
of it all.”
Rossetto says, “You can tell they have an appreciation for the art of advertising.”
The work that appears in CA typically has an impact across the industry as imitations begin to materialize. Russell says, “Like clockwork, you’ll see the derivations of layouts from the annual hit the halls for a good six months. The Norwegian Cruise Line and the Victorinox Swiss Army ads had more offspring than a barn
full of rabbits. There’s a reason you still see sets of CA Annuals in agencies—they were and are the bar.”
Advice for Current First-Timers
Here are a few words of wisdom for this year’s CA rookies. Weiss says, “Don’t let award shows or annuals define you. This business is all about trust and building relationships that allow you to do brave work and move your client’s business forward beyond their wildest dreams.”
Cawley says, “Know the history, but don’t necessarily try to repeat the history. Don’t just do ads to win awards. Solve the client problem in an arresting, exciting, beautiful way. And then trust that the accolades will come.”
Rossetto suggests working with the best people you can find. “Always be open to learning from those you admire and respect,” she says.
Elisco-Lemme implores young creatives to keep working hard and not to let this appearance become a lone career highlight. “You’ve got to make things happen for yourself,” she says. “You can’t just sit around complaining that you aren’t getting opportunities. Create them.”
To the CA Class of 2016 newcomers, enjoy your time in the spotlight. But take the advice of these wise ad vets to make certain that your first time in CA is just the beginning. ca
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