The Radio Mercury Awards have been running since 1992 and are, with the reputation they have garnered and the value of the prizes they offer, now commonly regarded as the most prestigious awards in the industry. They are controlled and operated by the Radio Creative Fund, a non-profit company established and funded by the radio industry.
Radio Industry Awards
The aim of the competition according to the organisers is to: “encourage and reward the development of effective and creative radio commercials,” and whilst there are other creative awards and competitions throughout the country, the Mercury Awards are the only ones devoted solely to radio creativity in the US. Other important and prestigious US and International Awards recognising advertising and radio creativity include:
- New York Festivals
- Clio Awards
- Cannes International Advertising Festival
- London International Advertising Awards
- Mobius Awards
- Chassis Awards
Any award, some would argue, is a good award and most people like praise and especially recognition by their peers. There are other regional, more locally based, and other awards but there is still a great prestige and kudos for any advertising creative or creative team to collect a national or even better still an international gong.
Eligibility and Entry
Any commercial that was broadcast on a “commercially licensed radio station,” in the USA is eligible for entry but for this year’s awards it, or in the case of a campaign entry they, must have been broadcast between January 1st 2009 and May 31st 2010. This year, presumably to reflect the growing rise in internet and digital radio stations, the organisers have broadened broadcast entry requirements to include:” spots delivered via IP stream to computers, mobiles and any other internet device,” but still primarily within the US.
Who enters?
- Advertising Agencies
- Production Houses
- Radio Stations
- Colleges, Schools and Universities
- And Creative Individuals
Entries can be of any length, and can be entered in two languages, English and Spanish and there is a separate category for Spanish only entries. Since its inception the awards have attracted over 17,000 commercials, competing for over $2.9 million in prize money.
The Entry Fees and Prizes
Entry fees vary from $50 for single Public Service Announcement and Student Award entries to $400 for Radio Campaign entries but the cash prizes on offer are some of the biggest in any awards in the advertising industry.
This year’s prizes include:
- A $100,000 Grand Prize
- $10,000 Campaign and Radio Station Produced prizes
- $5,000 Agency/Production, Spanish Language, and Student produced prizes
- Two further $2,500 Agency / Production Company prizes and
- A $5,000 charitable donation for the Public Service Announcement Award
By comparison in the UK, the Radio Advertising Bureau’s awards are in their third year, with 14 awards in total including a £1 million ($1.5m) Creative Challenge. This rewards both existing and new radio advertising campaign creativity and the best campaign by a charity, and is given in the form of radio airtime.
The Judges
In announcing the line-up of judges for the final round judging of the Radio Mercury Awards for 2010 one of the Co-Chief Judges, Mike Hughes, President and Co-Chief Creative Officer from the Martin Agency said:”We’ve been able to build an excellent team of creative minds. This final panel not only includes the top agency creatives from all over the country but also represents brands such as AT&T, BMW, Burger King, GEICO, Home Depot, Kraft, Southwest Airlines, Unilever and Walmart just to name a few.” The judges are:
- Co Chief Judges – Mike Hughes and John Norman from the Martin Agency
- Wayne Best, Executive Creative Director, JWT NY
- Rick Boyko, Director & Professor, VCU Brandcenter
- Jim Cook, President, Creative Services Group, Clear Channel Radio
- Jose Molla, Co-Founder, Executive Creative Director, la comunidad
- Kelly O'Keefe, Managing Director, VCU Brandcenter
- Luke Sullivan, SVP, Group Creative Director, GSD&M, Idea City
- Rebecca Williams, SVP, Chief Creative Officer, Uniworld Group
In common with most years in the awards history, there have been entry deadline extensions and this year the awards closed for entries on Friday July 23rd, 2010. Winners will be announced by the organisers on Monday September 27th, 2010.
Dan McCurdy - Dan McCurdy is a freelance writer producer creative and lecturer. Dan is one of the UK's most experienced radio writers and producers. ...
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