What
Makes A Winner?
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Who Profits From
Air Cargo Awards?
Get ready for this.
Between March 9th and June 8th, no less
than three publications and probably half a dozen more organizations
will be giving out air cargo industry awards at fancy bow tie affairs
around the world.
There are awards for everything, from
Company of the Year to Person of the Year, from Most Influential to
Lifetime Service, the awards will be handed out left and right by trade
shows, industry organizations and publications.
It all makes you wonder what’s going
on, especially since the air cargo industry just had quite possibly
the worst financial year on record.
While the year in finance should not give
us an ostrich syndrome (and thankfully, many of us have not stuck our
heads in the sand), something rings a bit hollow when air cargo folks
sit down to a $75-$150 a plate trade show dinner and pat themselves
on the back whilst fellow companies face uncertain futures and bleed
money like fiscal hemophiliacs.
The idea of recognizing and awarding exemplary
effort is as old as organized business itself. But right now, the idea
of handing out awards seems a bit over the top, if not downright inappropriate.
For starters, there are too many awards.
Awards have also become money makers,
especially for publications who are able to convince candidates into
buying full-blown advertising programs pleading with readers to “Vote
for us!”
The amount of correspondence we are seeing
from otherwise sensible, dedicated air cargo people pleading for people
to vote them best airport or best airlines would be laughable were it
not so pathetic. The offenders know who they are.
Forgetting everything else, does no one
smell a scam?
Advertising programs, event sponsorships,
corporate tables at galas sold as part of an awards package –
these reek of set-ups, in our humble opinion. My eldest daughter, a
writer, likened it to the emails and letters she sometimes receives
congratulating her on her inclusion in a new book, Best Poetry of [Insert
Year], for which she need only provide $50-100 to receive a copy. That
small fee covers inclusion in the book as well. The judge of what is
the “best” poetry is the dispassionate, almighty dollar.
It’s sort of like purchasing a star,
which you can also do if you’re willing to fork over the cash.
The guys on the street here in New York
City call it a kickback, 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 encouragement, enlightenment and reflection for a job well done.
Heiner Siegmund, Air Cargo News FlyingTypers
European Bureau Chief, who talks to air cargo people in Europe and elsewhere
more than any other reporter on the planet observes:
“By and large, there is no transparency
as to what are the criteria for a great number of the awards.
“Awards announcements go something
like:
“Our readers have decided…
“In most cases, 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. For example:
“Best Cargo Carrier of Europe, Best Cargo Carrier of the Middle
East, Outstanding Cargo Carrier of Asia/Pacific, and so on.
“Sometimes, it is the ability to
make the most ‘noise’ that wins the award.
“Between 2005 and 2008, air cargo
was growing so fast that award overkill reduced credibility and increased
the creation of award schemes. This led to a worldwide inflation of
accolades that popped up like mushrooms in every corner of the planet.
This wound up devaluing those few awards that are based on thorough
and scientific research.
“The best thing would be for the
major and most respected cargo carriers to form a sort of informal alliance
demanding that the number of awards be reduced to a comprehensible number,
let’s say, four or five per year, honoring different transport
and service categories and items along the entire supply chain.”
In past rants about industry awards we
have wondered why IATA or some other multinational and neutral body
might not manage awards by initiating and conducting surveys in close
cooperation with international airfreight and transport media.
Instead, IATA, while still not in the
awards loop, has acquiesced to another publication’s awards shindig
during WCS in YVR next month. No doubt that there is plenty of constructing
thought out there when it comes to the giving and receiving of air cargo
industry awards.
A highly-placed air cargo executive who
has requested anonymity thinks that maybe awards committees need to
look a little closer when they go about the business of recognizing
true winners:
“We think too highly 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 of 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 or, for that
matter, recognizing the best GSSAs?
“Both are daily integral forces
in air cargo that rarely, if ever, get respect, let alone receive awards.
“There are plenty of other categories
that could and should be considered outside of the aforementioned ‘narrow
band’ of awards recipients as the industry gears up for the rest
of 2010.”
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 to measure performance.”
Another thought is that maybe air cargo
should skip awards altogether and hold a series of fund raisers to help
the legions of people worldwide who are being thumped to distraction
by out of control, politically driven prosecutors in the U.S., EU and
elsewhere as air cargo is increasingly being targeted for alleged price
fixing.
In the meantime, there is no doubt in
our minds that the air cargo awards trend will continue.
It will just be a matter of what the awards
now mean for those who win them, considering they mean very little in
the grand scheme of things.
Geoffrey Arend
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