Top 15 Agency (billings wise). Our CCO has told the creative dept the North Star for 2022 is awards. More specifically, Cannes. Forget New Business, client growth, client needs, sustainability, purpose. It’s silverware we need. For any accounts or strategy person, this is the shite we have to put up with. That’s how our careers grow and progress. So the next time we push for something ‘creative’ that’s why. Your career isn’t dependent on superficial crap. Ours is.

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Imagine your career is selling shit others don't want. Well, don't imagine because that's it. At least with awards you actually do creative stuff even if it's fake, not just banners no one clicks on. I'd love if my boss told me that I need to come up with awards ideas.

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Imagine your entire career trajectory, salary growth etc, defined by awards juries sat in rooms group-thinking several times a year. Smashing brief after brief completely irrelevant unless it wins some nonsense prize that doesn’t even drive business growth. THIS is why our industry is a toilet. So much intellectual capital wasted.

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Hey - the amount of times I have been asked about the awards on my CV rather than the % sales increase annoys me too. Creative awards to me, always me remind me of the saying " you can lead a horse to water...but if the client is P&G you ain't winning shit"

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