by Alex Schieder
There are lots of great awards out there, and they help ensure the standard of our work is the best it can be. But in the end our job comes down to solving client problems, and the pressure to win awards can get in the way of the actual brief.
I think the only really helpful award category is "effectiveness", because it ties back to what we're here for—solving business problems. I could create you the most beautiful layout or illustration but if it doesn't sell the product then it kinda misses the mark.
Awards are a great marketing tool for creatives, helping them get that pay rise or move up more quickly in their careers. But in my career I'm not trying to force them—my priority is to make my clients happy and hope that awards will come of the back of this.
This GIF is my interpretation of what awards are about: a pat on the back from the industry.