Awards
Leave Some At A Loss
What goes around comes around
again. You know we’ve done this story before. Once again the crazy
season is upon us and here we go again.
Recently we received a couple of letters
from highly placed air cargo executives wondering of our annual air
cargo industry awards.
Sorry, we reply, wrong publication.
But the queries remind us that right now
as air cargo gathers for another round of industry trade shows and companies
look ahead to 2010—some setting up their media advertising programs—up
pops the pitch for awards indicating that not too far down the road
will come another round of air cargo industry awards.
Trade shows, industry organizations and
especially publications right now are handing out awards at what seems
like a feverish clip.
There are awards for everything, from
company of the year, to person of the year, to most influential, to
lifetime service.
If the trend continues, don’t be
surprised if soon somebody gives out a trophy at some point for attendance.
Every month and sometimes every week comes
another award until it seems that a blizzard of these commendations
create upon the general sensibilities, a blur of who won what, when
and why.
The idea of recognizing and awarding exemplary
effort is nothing new; in fact handing out awards is as old as organized
business itself.
But right now award giving seems to be
a bit over the top.
First of all everybody appreciates recognition
for a job well done.
There are plenty of deserving efforts
put forth that should be recognized.
But we believe that there are too many
awards.
It really gets thick when companies run
“vote for us” advertising as an integral part of their marketing
campaigns. Since when did soliciting for votes equate into bonafide
excellence in service.
One vaguely off putting result of the
race to awards are winners running full-blown advertising programs of
their awards with organizations that gave them the honor in the first
place.
Forgetting everything else, isn’t
there something a tad less than believable going on here?
Advertising programs and event sponsorships
and tables to attend a gala that are sold as part of an awards package
are a set up, period.
The guys on the street here in New York
City would call it payback, pure and simple.
Hard working companies and people in air
cargo don’t need that kind of grief at what should be a moment
of enlightenment and reflection for a job well done.
If we are to believe awards are legit,
we think a great deal more openness and transparency is needed in the
award process.
“Of
course there are too many awards,” Stan Wraight (who won an award
recently in London) said.
"There are also too many trade and
industry shows.
“Therein lies the rub.
“To get people to attend shows,
they give out awards.
“This is not rocket science here.
“I bet if one airline, logistics
company or forwarder were to make a point of attending every one (all
advertised as musts for air cargo specialists) you would need one or
two full time employees and an annual budget of more than $100K.
“Sadly today, there is no ultimate
or pinnacle of air cargo award.
“TIACA gives awards but I doubt
that any non-TIACA member ever won one.
“I remember that during my KLM days
“Airline of the Year” was the top award, but even that has
faded in importance.”
Heiner Siegmund, Air Cargo News FlyingTypers
Senior Contributing Editor gathered:
“By and large there is no transparency
as to what is the criteria for almost all of the awards.
“Award announcements go something
like:
"Our readers have decided . . .
“Nobody knows how many of these
readers really participated in the surveys.
“In other words the prerequisites
for the vast majority of awards are totally nebulous as example:
"Best Cargo Carrier of Middle East",
"Outstanding Cargo Carrier of Indian Subcontinent,” and so
on.”
“Sometimes the ability to make the
most 'noise' wins.
“Air cargo is growing so fast that
many regions are looking for their own award schemes.
“Good thing would be if the major
and most respected cargo carriers would form a sort of informal alliance
demanding that the number of awards should be reduced to - let's say
- four or five per year honoring different transport and service categories.
“IATA or some other multinational
and neutral body should manage the process by initiating and conducting
those surveys in close cooperation with international airfreight and
transport media.
“This would be a better and more
credible approach.
“However, I'm pessimistic of the
practicality here since the process would need two players— the
media and the cargo airlines.”
No doubt that there is plenty of constructive
thought out there when it comes to the giving and receiving of air cargo
industry awards.

Actress Sally Field immortalized the acceptance
speech in 1985 when she was awarded Best Actress in the film “Places
In The Heart”.
Ms. Field gushed, “You like me!” “Right
now you like me!” and those sentences became a punch line
around the world.
Today air cargo awards while likeable for some, are
given at almost every turn all year long.
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Billy Wilder, the great German born movie director,
whose 100th birthday was just celebrated (he died in 2002 at 95),
uttered the best quote ever about awards.
Among the masterpieces Wilder directed are “Some
Like It Hot”, “Sunset Boulevard” and the equally
great and somewhat overlooked “One, Two, Three.”
Wilder said:
“Awards are like hemorrhoids: once in a lifetime
every asshole gets them.”
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A highly-placed air cargo executive who
asked to go unnamed thinks that maybe awards committees need to look
a little closer as they go about the business recognizing true winners:
“We think too much of our senior
teams and not enough of the people making it happen every day at the
terminals, sales offices and GSA locations.
“Air cargo needs to recognize the
great job all our people do to make this industry successful.”
“Maybe there should be some new
award categories to include a broader spectrum of people and businesses.
“For example, what would be wrong
with selecting the best third-party cargo handling service company or
for that matter recognizing the best GSSA’s?
“Both are every day integral forces
in air cargo that rarely if ever, get respect, let alone receive an
award.
“There are plenty of other categories
that could and should be considered outside of the aforementioned “narrow
band” of award recipients as the industry gears up for the rest
of 2008.
Another top executive in air cargo (unnamed)
thinks awards should come in part from customers with some benchmarking:
“Performance should be based on
profitability and the views of our customers.
“They should decide who is performing
best and we should use more analytical methods such as Cargo 2000 or
other industry resources to measure performance.”
That said, we raise one more point here:
How about bringing back some vestige of
the triumphant and beautiful grand trophies that were awarded during
the first generation of aviation?
| Great Trophies
of Aviation |
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Pictured
left to right—The Harmon came into being in 1926 when Clifford
B. Harmon, a wealthy sportsman and aviator, established three
international trophies to be awarded annually to the world's outstanding
aviator, aviatrix, and aeronaut.
The Harmon Trophy—the aviator's award—is
given for the most outstanding international achievements in the
preceding year, with the art of flying receiving first consideration.
The Bendix Trophy for cross-country races, sponsored
by the Bendix Corporation, begun in 1931. The award was established
to encourage aviation progress. Winner of the first race was Major
James H. Doolittle who flew from Los Angeles to Cleveland, Ohio
at an average speed of 223 miles per hour.
The Pulitzer established in 1920 by American publishing
magnate, Ralph Pulitzer, who created a speed contest to encourage
U.S. designers to build faster airplanes.
GDA |
The Bendix, Harmon and Schneider Trophies
are magnificent works of art, simply gorgeous honorariums, given to
the likes of Doolittle, Lindbergh and later to others who advanced aviation.
Air cargo should create a grand award
that is both beautiful and believable and passed on from year to year
to new generations in the industry.
Meantime no doubt the air cargo awards
trend will continue.
PT Barnum, the great American showman,
who made the Circus and sideshow freaks famous 100 years ago once said:
“There’s a sucker born every
minute.”
Surveying the manner in which the industry
creates winners and losers out of hardworking air cargo companies and
people and, even in some cases expects folks to pay for that honor,
to us is just too dumb to be believed.
Maybe there should also be an award for
the award givers as “Best Presenter of Dubious Distinctions.”
Your move.
Geoffrey Arend
This column originally ran in June 2008 and has been updated.
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