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Last word: Julian Agostini

by EN

Just as our coffee-drinking tastes have changed, so have our expectations when it comes to awards. Mash Media’s MD still questions his decision to postpone the EN Awards, though.

If I hadn’t seen such riches, I could live with being poor.’ A wonderful quote which, unfortunately, I can’t claim. Can you name the song/artist?

I’ll tell you in a minute but for now can we agree that it’s hard to disagree with this sentiment in all parts of our lives. Whilst financially most of us are still yet to ‘see such riches’, the statement will resonate with many things we can experience.

Let’s take coffee for example. When I first started working decades ago, offices seemed to be fuelled by endless cups of instant coffee; neither the brand, strength nor quality appeared to be a big deal to the user. In some of the larger organisations, there was maybe a filter coffee machine with a constant supply of something stewed and dark brown; VNU even had a vending machine that pumped out school type hot drinks, which were considered a treat during free vend.

Now we are all coffee aficionados with our particular order, maybe it has to be a certain brand for some of us. The thought of returning to 70s and 80s style coffee is completely unpalatable, in every sense.

Coffee is no longer just a drink, it’s a daily experience that many treasure.

It is with this thought in mind that we decided to postpone the EN Awards till February. The Awards themselves are extremely important and we know that winners are keen to use this in their marketing, as they should. Buyers will take comfort in spending with businesses carrying industry accolades, especially in these times. However, it is also an event and an opportunity for our industry to do what it does best; network, recount a story face-to-face, build relationships, cement others and share a drink.

The thought of insisting that we all stayed in huddles of six; watched the ceremony and then disappeared home felt completely empty to me, like a coffee from the 70s.

This would not have been the experience that the industry deserves but now I’m questioning the decision…

I make mistakes every day, as I continually tell Mashites (or rather, they tell me), and I wonder if postponing the ENAs till February was the right thing to do. Why? Our industry, more than most, needs the country to reset its thought process on this pandemic. The hysteria and fear have held a firm grip for months; who better to break it than pioneering events people?

I have no doubt that if we had run the awards, networking would have happened naturally, we could have had controlled outside areas and face masks, if that’s your preference, and allowed people to make a personal choice. At some point we’ve got to be brave enough to return to normal life as this is like living in a box…no it wasn’t them, it was James and the track is Sit Down but actually, it’s time to stand up.

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