The Siren Awards will no longer be run as a standalone event, with Commercial Radio & Audio (CRA) striking a trade deal to fold the gong into an existing awards ceremony.
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The move to shutter the Siren Awards has been described by CRA chief commercial officer Jo Dick as a “refresh” that “will ensure the initiative keeps up with our fast-evolving industry” and “expand the scope of the award to reflect excellence across all audio platforms – not just radio.”
The change has been met with mixed opinions, with Kade Robinson, creative director at ARN Media, writing on social media that the change was “extremely disappointing” and that it was “hard to see this as anything other than an axing.”
With the new award blending the Sirens’ Single, Campaign, Craft, and Innovation categories, Robinson argues the result will be “fewer awards and less recognition for audio creative in Australia.”
Sirens founder, Eardrum’s Ralph van Dijk admitted the move was “the end of an era,” but added that it was “the start of a new one.”
“I’m excited to see how the Siren’s partnership with Advertising Council Australia can help foster the next generation of creative excellence in audio. While the Cannes Lions prize will be sorely missed, focusing resources on upskilling creatives will reap even greater rewards,” van Dijk said.
Thinkerbell’s Adam Ferrier said “The Siren Awards have been an important creative initiative for two decades, and this move will carry it into the next 20 years. Expanding the award from just radio to all audio is also vital, as it shines a light on how impactful audio is and what it can deliver for brands.
“Audio is too often undervalued, so anything that holds up the creative possibilities of this medium should be encouraged.”
CRA has also announced it is partnering with Advertising Council Australia (ACA) to support AWARD School 2024, as a presenting partner for the Audio Week brief. AWARD School has already kicked off for 2024, with participants receiving their Audio Week brief from tutor David Fraser of BMF – which won the 2023 Siren Award for its work with ALDI.
Dick added that “by teaming up with ACA to support AWARD School, we will be encouraging new and emerging creative talent to embrace audio.”