I’m saying it: Most industry awards are just pay-to-play schemes that companies use to stroke their own egos. We spent $2k on entry fees for a trophy that literally no one outside of our 10-person bubble cares about. I’d rather spend that money on a team dinner or a better CRM tool than a shiny piece of plastic for the lobby. Does anyone actually believe winning an award changes your career trajectory?

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It definitely does. But I think it all depends on the place you’re trying to go to. All agencies care about awards to some extent.

The odds are if it won something big, it was well designed and produced - even if the idea is crap.

The pageantry of case studies can be annoying though. Feels like some are just hot air. They map out the idea for 30 seconds, then spend the 1:30 making up things only we saw.

I think it might depend on what it was. I won one from the content marketing association that seemed to hold some weight, but I think you’re right a lot of it is just pay to play.

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