Should we aim to win awards?
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- vaxorcist0
The "awards" landscape is different from what it once was...
I once worked for an agency that went nuts to win awards, most of the stuff that won was for pro-bono clients or small local shops we knew wo let us do anything.... the inside joke was said when the head of the agency did an internal review, one side of the wall was the "award winning work", the other was the work "for paying clients"... but hey, we did win a golden lion at Cannes...
The other joke was "win the award but lose the client" because it seemed clients thought we were doing work for an audience of other agency creatives and awards judges, not real actual customers...
I also worked at a small agency run by refugees from the big agencies, they refused to enter any awards shows, they just wanted to do great work and it should be obvious what that is to all creatives anyway... they did get some respect too..... they knew the hard part is not doing great work but getting clients to actually let you do great work....