Managing partner, Enormous
AWARD SHOWS ARE CERTAINLY ON THE DECLINE AND THERE IS NOBODY ELSE TO BLAME APART FROM THE award shows themselves. They serve the purpose of providing a benchmark where people can see what is good in advertising and what is it that is creating a newer paradigm in the way communication can be done. However, these days commerce has taken precedence and award shows are no longer about showcasing creativity which is why there exist categories that are hardly relevant today, like the print ads.
Clients still love the Effies across the globe. Many creative people prefer the Effies to some of the other creative awards since the Effies are creating a difference in the real world.