The Real Story Behind Why Agencies Spend Millions To Win Creative Awards
Excellent article in Forbes on why advertising awards are such a joke. We're not sure why anyone bothers to list awards on their résumé anymore. And for you young kids out there, don't let anyone fool you into believing awards are the end all be all.
"The irony to the whole approach of basing an agency’s positioning on winning awards is that when an agency measures the quality of its work by how many awards it wins – and not through the lens of business results – it misses the point. Award shows are quite a joke outside of the advertising industry itself. Clients generally don’t take results seriously and the general public doesn’t care at all. There is a good reason for it: The credibility of such awards is very low because advertising people are judging themselves, and their personal relationships influence the votes."