Yes. Come awards season and the oft-debated issue raises its head again. How important are awards anyway? So what's acting without the ambition and the recognition of The Oscars. What's writing without the motivation and the recognition of The Booker or The Pulitzer. What's scientific research without the reward and respect of that coveted Nobel. Or for that matter the Grammy's.
Creativity thrives on recognition more than anything else. Awards are, therefore, important to recognise, reward and motivate original creative thinking. I believe that creativity is also a marketing tool. Businesses and brands thrive, Industries prosper and all because great creativity inspires.
Work which inspires, that pushes the boundaries is recalled more, and the longer it stays the better the chances of being effective. The equation is great creative work is more effective which means since it delivers better results, is cheaper! Awards is our barometer which helps our profession to better understand the work we do, against our peers and helps inspire an upward spiral in the future.
You don't start by wanting to win an award. You start the journey with the ambition for an idea that solves a marketing problem in the most effective way. In the process if you come up with an idea that's original and world beating, the rewards in the marketplace and the awards from our industry follow. Awards are never the destination. Awards are celebratory milestones in the journey of every big idea.
Awards are the annual benchmark for the industry because we are in the business of ideas, of creativity. It's important to raise the benchmark every year for creativity, and how will we do it if we don't put them up against each other.
The excitement, the entertainment and adrenalin rush of winning pushes our fraternity to raise the bar. That excitement and recognition is the turbine that makes our profession celebrated, attracts talent who keeps our profession pulsating and attractive. It's been said that no two days are the same in advertising. And unlike other professions, an individual’s conviction and belief make ideas come alive, build strong brands by adding values, and that recognition is the rewards system which we call an award.
Agencies thrive. Individuals get attention and recognition. Clients are happy. So, why not?
So Guyz...What do you feel...Do Awards really motivate original thinking or they are just part of the journey? Just Express...
