By adding up the award show winnings from Cannes, D&AD, the One Show, the Clios, Art Director's Club, Andy's and AICP, Creativty magazine has ranked the top-ten most awarded agencies of 2004.
1. Crispin Porter Bogusky (Miami)
2. Goodby Silverstein (San Francisco)
3. Arnold (Boston)
4. TBWA Paris
5. DDB Chicago
6. W+K London
7. TBWA Chiat/Day (Los Angeles)
8. Leo Burnett USA
9. 180 (Amsterdam)
10. DDB London
Am I the only one who thinks that there is waaaaaaaaaay too much importance attached to awards?
Sure, it's nice to see good work being rewarded. But when you've got an entire issue of "Creativity" being devoted to ranking who won what, things have really gotten out of hand. Can you really measure an agency's worth by the number of One Show pencils or Cannes Lions they win?
It's gotten to the point where I question whether awards shows serve any function beyond lining the pockets of the people behind them. After all, you can already see much of the work in magazines like "Creativity" and "Communication Arts" and on websites like this one. (By the way, major props to Dabitch for providing such an invaluable forum for schmucks like me to vent.)
And while I certainly respect the caliber of judges at most award shows, I certainly don't need, say, Lee Clow or Jeff Goodby to tell me whether an ad is good or not.
And that's another thing. It's generally the same two dozen or so creatives judging these shows. So the results, with one or two exceptions, are invariably the same.
In the interest of full disclosure, let me state that I've only won a handful of minor awards in my thoroughly undistinguished career. But that doesn't bother me. I'm as insecure and ego-ridden as the next creative, but I've never given awards much thought. Yeah, it would be nice to win some - but only because others place so much emphasis on them, they'd be more likely to hire me.
....serve any function beyond lining the pockets of the people behind them... Lining them really thick too, the Cannes awards made 10 million Euros in profit alone this year.
(by the way, thanks for the props. :))