The best ads have a single, strong focus. When all is right with the world, that focus is the consumer.
People can disagree until they're until they're blue in the face, but awards pull that focus away from Joe Public to Johann Publissimo, chairman of the (place name of favorite award show here) jury.
As I understand it, the guilty creative team at DDB Brasil is no longer there. What about the creative directors?
Creative directors are entirely to blame for this state of affairs. The main problem is that most of them got where they are today by, you guessed it, winning creative awards.
And guess the No. 1 target they're driving -- and I mean driving -- their teams to achieve.
The whole abominable circle is so childish and counterproductive to helping clients with their business at this most critical time that you wonder whether it isn't time to start "Long Pants, the grown-up agency. We promise 100% of our effort is dedicated to you and your brand, product or service, 0% to our self-aggrandizement via awards."
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