You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Jeff Goodby: 'We Are Becoming Irrelevant Award-Chasers' Creative Leader Calls for Focus on the 'Famousness' of a Piece of Work By Jeff Goodby, Published on June 23, 2009 58 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.