Creative leaders worth their salt should know and remember these things before they judge any work, not just for awards duty but on a daily basis when assessing work from their own creatives, otherwise how would they know if an idea that has been done gets selected to be presented to a client as if it is new? The amount of incompetent juries that the award shows invite these days are so bad they’re speeding up their own downfall.

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I more than not repeating an idea someone else did 20 years ago we need to get back to treating cultural impact as our holy grail. No more innovative film piece that only runs once in a tiny market. No more fake product that “sells out” because you only made 5 of them. Everything we do should be filtered through the lens of “is this going to be a real center of gravity for mass culture?”

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