What do you value more - awards or your client's business results?

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My paycheck.

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Very few ads receive awards, though many have definitely earned them. Above all else, I value good, insightful thinking. Stunts and gimmicks can only take you so far. If I look at the final piece, and I know it's getting people to think a different way about a product or service---the way I want them to think---then I feel I've been successful. Usually, that also means improved sales, but not always. A great spot isn't worth shit unless enough people see it. So, kudos to the media planners who actually give a damn.

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As a creative, awards. They'll help me get better gigs. Business results, not so much.

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I posted this same thread a couple weeks ago asking why Creatives shoot for awards rather than results. Answers were the same as this thread : my career/paycheck. 😔

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Creatives will start caring about biz results when the agencies they work for start prioritizing them.

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@digital director: this industry treats its employees like crap. Especially the ones starting out, like yours truly. If things were different and agencies really invested in their people and valued them, sure, I'd be more interested in business results and my clients rather than my own portfolio. But that's not how advertising has worked for a long time.

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To add to this thread, bit of gloom: the jobs where people are interested in the results are the ones that will go to the robots first... And we'll be left with paycheck creatives versus automated planning. On the upside, I can't wait for the Creatives' face when the data shows that a logo performs better than a 120s thoughtfull movie

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