Chief creative officer and co-founder, Taproot Dentsu
I FEEL AWARDS AND REWARDS ARE IMPORTANT TO ENCOURAGE, PUSH AND APPLAUD FRESH EDGY IDEAS in the field of creativity. However, these days there are too many award shows taking place due to which awards are losing their credibility. Be it local or international, awards are being run as businesses and not for the core purpose for which they were created, i.e., to motivate the industry or nurture/attract young talent. I won’t be surprised if some of the award shows’ profit margins are higher than that of some of the advertising agencies.
Also the greed and demand from big hungry global networks are making the game a bit ugly and filthy. It’s high time all the big daddies came together to solve the problem.