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I care about making funny / cool / interesting work I can show my friends and be like ‘look at this dumb shit I made with taco bell’s money LOL’.
The award thing is very circle jerky, but whatever. The worst thing about it is creating the boards and the case study videos for deadlines that cause a lot of stress when I really just want to try working on the next thing.
They’ve only gotten worse over the years.
I care about awards to the extent that my boss cares that I win them and I like being employed.
I enjoy winning Cannes Lions and pencils, but really have lost all respect for national awards. The local judges are all too biased because they always know which agency did the work.
If I had a lot of them, I wouldn't care about them.
Worked my ass off and won some pretty good international awards. Changed nothing in my career. People with no awards get promoted ahead of me. Big shrug.
Usually, some pretty good awards on their own aren’t enough to get you promoted. You need to show that you have the skills needed to run projects, manage people and clients, and a general air of reliability.
Also, your co-workers know who was the driving force behind those awards and who were the people riding coat tails. The coat tail riders usually need to go to a new agency to benefit from those awards.
But if you win a lot of really good awards instead of some pretty good ones, it can be enough to get you promoted on their own if your agency thinks you’ll get poached and they want to keep you. But in this scenario, people get a new title and more money but their role doesn’t actually change at all.
I only care about effies
True. Even some of the real work that was awarded had questionable results and attribution.
I didn’t used to but I’ve realized picking some goal with a definitive win / lose outcome (whether that’s a pitch, award or something else) can give focus to a team or agency.
It’s better if something productive. “Our goal is opening a new office!” “Our goal is winning clients for this new business unit!” But since awards do have a relationship with winning clients they’re not a bad proximate goal.
This is a pretty pragmatic take.
Also I don’t really know what pragmatic means so I could be way off base
I like them a lot. But I’m competitive. Mostly with myself. We make a lot of trash, so when we make something not trash, it’s nice to have that recognized. If all I was making was forgettable stuff, I’m not sure why I’d want to do this job.
That said, awards are the result of the good stuff. Not the good stuff in of themselves. But these lines blur sometimes.
complete circle jerk, but unfortunately they are a part of advertising.
I’m my opinion awards, a) attract new clients and b) benefit the people who made the work.
If someone has a idea how to do those 2 things better than awards…. I’m all ears.
I only care that my mom liked it.
Awards matter. You want a raise? A promotion? Better job security? Career longevity? Agency morale? New clients? Motivation? Awards matter.
In my experience, most do when picking an AOR. Because they want to be the CMO who only goes with “the best”. But that doesn’t necessarily mean they want award winning work. Or really understand what that looks like for their brand.