Awards seem to be very important in our industry. As I write this, the ad industry is abuzz with news of the Cannes festival. Everyone likes to get recognition for the hard work they put into a project. Lots of companies publicize their honors in their marketing and new business efforts and Firstborn is no different. A recent article in Ad Age pointed to the fact that some agencies spend tons of money on their awards submissions. Then why do some people think awards shouldn’t matter so much? Should the focus be on doing great work for your client no matter how you think it’ll do if you enter it into a competition? Is it all a bunch of smoke and mirrors? Do clients really care? As long as it matters to the marketing and advertising world it seems that you’re left behind if you don’t follow the herd and toot your own hardware.
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