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How do you respond to critics who say you make scam ads that serve you by winning awards, but not the client? How do you measure the results of your ideas and whether they truly succeeded or failed?

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At the beginning of my career I would come up with ideas, and then look for small clients who would approve and run them. I was desperately trying to prove my creativity at shops that weren’t creative at the core. The interesting thing is: when I stopped thinking about awards and focused on my clients, that’s when I started to win awards. When we started doing great ideas for brands such as Dove, Coca-Cola, Burger King, Heinz, Budweiser, and others, that’s when we started to win the Golds and the GPs. Awards are just a consequence of great work. When you win consumer’s hearts, you win juror’s hearts too. Jurors are humans too. At least most of them are. ;) Also, award-winning brands tend to outperform non award-winning brands. There are studies that prove that. So awards serve both agency and client. In terms or measurement, it all depends on the KPIs you establish together with your client. It could be earned media dollars, PR impressions, downloads, sales, specific brand metrics overtime, etc.

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